Identifying Functional and Emotional Motivators
Using the Uber safety example
In the world of product design and innovation, the Jobs to Be Done (JTBD) framework has become a cornerstone for understanding what drives customers to "hire" a product or service. At its heart, JTBD is about uncovering the underlying reasons behind customer choices—what they want to accomplish and why they choose one solution over another.
While many view the framework as focused on practical, functional tasks, the JTBD philosophy also highlights something just as important: emotional Motivators. How can these two dimensions—functional and emotional—work together to create products that truly resonate with users.
What Are Functional Motivators?
Functional Motivatorsare the straightforward, tangible tasks that customers aim to complete when they engage with your product or service. These are the measurable and practical aspects of a job-to-be-done, often tied to problem-solving or goal achievement.
Examples of Functional Motivators:
Booking a flight to a destination.
Getting from point A to point B with a ride-sharing app.
Brewing a perfect cup of coffee at home.
Functional motivators are the backbone of why customers "hire" a solution. They define the core utility and purpose of a product, and without addressing them, no product can succeed.
What Are Emotional Motivators?
Where functional motivators focus on what the customer wants to achieve, emotional motivators center on how the customer feels while achieving it. Emotional motivators are more personal, subjective, and often tied to deeper psychological or social motivations.
Emotional motivators can be divided into two categories:
Personal Emotional Motivators – These relate to how the product makes the user feel about themselves.
Examples: Feeling confident, secure, or empowered.Social Emotional Motivators– These relate to how the product affects the user’s social image or relationships.
Examples: Feeling admired, connected, or respected.
Examples of Emotional Motivators:
Feeling safe and secure when using a ride-sharing app.
Feeling a sense of pride and sophistication with a beautifully designed coffee machine.
Avoiding embarrassment by arriving on time to an important meeting.
Functional and Emotional Motivators: A Powerful Duo
Products that only address functional motivators might work, but they rarely create lasting connections with users. On the flip side, products that only appeal to emotions without solid functionality risk falling short of expectations. The best products balance both, ensuring that they not only solve the customer’s problem but also resonate on a deeper, emotional level.
Example: Ride-Sharing Apps
Functional Motivators: Getting from point A to point B quickly and affordably.
Emotional Motivators:
Feeling safe during the ride (personal).
Avoiding embarrassment of being late to a meeting (social).
Feeling respected and valued through good customer service (personal/social).
Two products may achieve the same functional goal, but the one that satisfies emotional motivators better often wins loyalty and advocacy.
Identifying Functional and Emotional Motivators
The process should begin with a deep investment in understanding your users. But how do we uncover those profound, often subconscious emotional motivators?
Users vary in their reasons for using a product. By segmenting users based on unique needs, you can create more targeted solutions.
Motivational segmentation—focusing on why users engage with a product—is especially powerful. It reveals core motivators, whether functional or emotional, helping you build experiences that meet both practical and deeper, emotional motivators.
Motivational user research goes beyond understanding what users do—it delves into why they do it, uncovering their underlying functional and emotional drivers. Unlike conventional user research, this approach focuses on exploring the emotions, desires, and psychological states that influence their decisions.
Start with identifying Functional Motivators
Identify the core functional task the customer is trying to accomplish. What problem are they solving?Explore the Why
Dig deeper into the emotional context. How does the customer want to feel while achieving their goal? How do they want to be perceived by others during the process?Uncover Delight Opportunities
Combine functional and emotional insights to identify opportunities for delight. Think about moments where you can exceed expectations or add an element of surprise.
Why Emotional Motivarors Matter More Than Ever
In today’s competitive landscape, functional excellence is no longer enough. Most products can do the job—but few stand out. Emotional Motivators are often the key to differentiation. By addressing these motivators, you can create products that users not only use but love.
Example:
Two coffee machines may brew the same cup of coffee (functional), but the one that makes the user feel proud to display it in their kitchen (emotional) will likely win the sale.
Uber: A Case Study in Balancing Functional and Emotional Motivators
Uber is a prime example of how addressing both functional and emotional motivators can transform a product from merely useful to truly delightful. Let’s take a closer look at one of Uber’s standout features—its safety tools—to see how it effectively balances these two dimensions.
Functional Motivators: Getting from Point A to Point B
At its core, Uber solves the functional job of transportation. Riders hire Uber to:
Travel from one location to another conveniently.
Avoid the hassle of public transport or parking.
Access transportation quickly, often at a reasonable cost.
These functional motivators are what initially attract users to the platform. However, for many, the act of stepping into a stranger’s car introduces emotional concerns—primarily, the need for safety.
Emotional Motivator: Feeling Safe During the Ride
Safety is a critical emotional motivator for Uber’s users. While the functional job of transportation is straightforward, the emotional motivator to feel secure and reassured during the ride plays a major role in customer satisfaction and loyalty.
Uber has addressed this emotional motivator with several safety features, such as:
Real-Time GPS Tracking: Riders can share their trip details with friends or family, providing peace of mind that someone knows their location.
Emergency Button: A built-in button in the app allows riders to quickly contact emergency services if they feel unsafe.
Driver Background Checks: Transparency about driver credentials and history helps build trust.
RideCheck Technology: If an unexpected stop or anomaly is detected during the trip, Uber proactively checks in with both the rider and the driver.
Each of these features directly supports the emotional motivator for security and reassurance, helping users feel confident and safe while using the service.
The Result: A Balanced Experience
By addressing safety as both a functional and emotional motivators, Uber has successfully created a more holistic user experience:
Functionally, the safety features enhance the practicality of the app by mitigating risks and improving reliability.
Emotionally, these features show that Uber cares about its users’ well-being, fostering trust and building a stronger emotional connection.
For example:
Imagine a late-night ride home. Functionally, the app ensures the rider gets home quickly and conveniently. Emotionally, the safety features make the rider feel secure, knowing they can share their location or press an emergency button if needed.
Conclusion:
Addressing functional and emotional motivators separately can be helpful in specific phases of development or within different teams. However, integrating them is crucial for creating products that not only solve practical problems but also form strong emotional connections with users. A holistic approach will ultimately lead to more engaging and successful products.
For product teams, the lesson is clear: Functional excellence may get your product hired, but emotional resonance will keep it loved.
Want to attract and keep customers and users? When you build your product with delight in mind, you strengthen the emotional connection your customers and users have with your product. That results in higher customer retention and increases the likelihood that they’ll recommend your product to others.
All you know to know to apply the delight model is in Product Delight book. You can sign up Now.