Automotive & mobility

B2B

Modernising a 40-year-old automotive intelligence platform to compete in a fast-moving data economy

Client

JATO Dynamics

JATO Dynamics

Model

Partnership

Partnership

Car dealership professional viewing JATO reports dashboard on desktop monitor with showroom visible through windows behind

Services

User research

User research

Product strategy

Product strategy

Proposition testing

Proposition testing

Info

JATO Dynamics needed to evolve from a legacy data provider into a modern intelligence platform to respond to changing client demands and capture new market categories.

JATO had to fundamentally rethink how it understood and served customers across 50+ countries.

Research synthesis flow diagram showing evidence gathered into insights, findings and conclusions held in a research repository
Research methods staircase plotting desktop, qualitative and quantitative methods by scale and difficulty, with user interviews highlighted
Jobs to be done framework showing When (situation), I want to (motivation), So I can (expected outcome) flow
Importance vs satisfaction scatter plot categorising jobs as underserved, served right or observed

Challenge

JATO faced three challenges: product teams were disconnected from customers, legacy assumptions were misaligned with market realities and siloed verticals that operated independently without shared insights.

This fragmentation limited competitive product development, whilst rivals increasingly offered integrated platforms with modern UX and reporting capability.

Our analysis

The JATO product team knew they had a problem but needed to cut through internal politics, process blockers and paralysed decision making to secure precious technical resources. A fundamental rethink of how JATO understood customer value and made product decisions was needed.

Application of evidence-based design thinking would unite teams and end decision paralysis.

JATO reports dashboard with latest report cards for UK C-SUV, Electric SUV and T-Roc comparisons, plus saved reports table
JATO benchmark creation screen for UK C-SUV comparison with market, brand and model selection showing Volkswagen range
JATO comparison report for Tiguan, RAV4, XC40 and 3008 showing pricing index, specs, equipment and lease details
JATO basket builder with Toyota model selection modal showing Yaris Cross and C-HR with trim and version dropdowns

What we did

01.

Reconnected JATO with their users

Introduced structured qualitative research methodologies that JATO could own and repeat. We recommended qualitative interviews as JATO needed to reconnect with the real end user of their products, not just procurement leads and budget holders.

Reconnected JATO with their users

Introduced structured qualitative research methodologies that JATO could own and repeat. We recommended qualitative interviews as JATO needed to reconnect with the real end user of their products, not just procurement leads and budget holders.

02.

Implemented Jobs-to-be-Done (JTBD) framework

JTBD provided JATO with a unified and repeatable framework for understanding what customer needs drive behaviour. Rather than asking what features customers wanted, we explored why they "hired" JATO's products, revealing critical underserved jobs that directly informed JATO product market fit.

Implemented Jobs-to-be-Done (JTBD) framework

JTBD provided JATO with a unified and repeatable framework for understanding what customer needs drive behaviour. Rather than asking what features customers wanted, we explored why they "hired" JATO's products, revealing critical underserved jobs that directly informed JATO product market fit.

03.

Built cross-functional stakeholder alignment

Facilitated workshops bringing together previously siloed teams. Developed user archetypes based on functional jobs rather than demographics, and created value proposition canvases connecting customer needs directly to JATO's capabilities.

Built cross-functional stakeholder alignment

Facilitated workshops bringing together previously siloed teams. Developed user archetypes based on functional jobs rather than demographics, and created value proposition canvases connecting customer needs directly to JATO's capabilities.

04.

A multi-phase partnership

What began as a four-week research sprint became a two-year partnership. We advised on product monetisation strategy, validated new revenue models, supported retail platform modernisation, and tested new product directions.

A multi-phase partnership

What began as a four-week research sprint became a two-year partnership. We advised on product monetisation strategy, validated new revenue models, supported retail platform modernisation, and tested new product directions.

Vehicle card for Toyota Yaris Cross with trim and version selectors and add to basket button
Two saved basket cards for UK C-SUVs and EU Sedans showing market, vehicle lists and view basket links on red background
Basket tree view showing hierarchical selection: United Kingdom, Toyota, RAV4, Dynamic trim, 2.5 Petrol Hybrid
Volkswagen model selector showing ID.Buzz, T-Cross and Taigo with radio buttons
Two report cards on dark background: UK C-SUV comparison July 2022 and Electric SUVs comparison Q1 and Q2 2022
Side-by-side comparison cards for Toyota RAV4 and Volvo XC40 showing index scores, monthly payments, GFV and lease terms

Project impact

Bootstrapped research capability

Shared repositories and frameworks enabled cross-vertical insights, making evidence-based approaches standard practice. We transferred these capabilities to JATO teams and UX leads.

Bootstrapped research capability

Shared repositories and frameworks enabled cross-vertical insights, making evidence-based approaches standard practice. We transferred these capabilities to JATO teams and UX leads.

Accelerated strategic decisions

Established clear frameworks for understanding customer value, enabling faster movement from insight to action. Decision-making is grounded in evidence, building organisational confidence.

Accelerated strategic decisions

Established clear frameworks for understanding customer value, enabling faster movement from insight to action. Decision-making is grounded in evidence, building organisational confidence.

Built momentum for change

We broke down silos by fostering stakeholder alignment throughout the organisation. Anecdotal feedback mechanisms were replaced with evidence-based decision making.

Built momentum for change

We broke down silos by fostering stakeholder alignment throughout the organisation. Anecdotal feedback mechanisms were replaced with evidence-based decision making.

Turn customers into co-creators, and end the internal debates

Established companies have to modernise legacy platforms for fast-changing markets, but often lack real customer input into the decisions.

Co-creation turns customer insight into clear direction.

Our jobs-to-be-done approach makes customers active partners, so the direction is grounded in evidence rather than guesswork.

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