Different Customers, Different Jobs—Map Before You Build

One segment can have many use cases. Know them.
Use case mapping helps you break down what specific problems each segment is trying to solve. It guides product prioritization, positioning, and customer onboarding by matching what you offer to what they need.

Why it's Important

Shows how different segments use your product in practice
Prevents “one-size-fits-all” messaging that dilutes impact
Helps prioritize features based on real workflows
Supports role-specific or vertical-specific GTM strategies
Creates clarity for sales, CS, and product teams on what success looks like

How to Implement

Start with your prioritized customer segments
Interview users within each segment to uncover their core jobs-to-be-done
List out the 2 to 4 primary use cases for each segment based on real pain points
Map each use case to desired outcomes and success metrics (e.g., save time, reduce churn, increase sales)
Connect each use case to specific product features and value props
Identify internal champions or roles within the segment who care most about each use case
Use visual frameworks like a segment-use case matrix to organize and present findings
Create targeted messaging and onboarding flows for each high-priority use case

How You Know You Got It Right

Sales and CS teams tailor conversations to the right use case for each segment
Your messaging shifts based on what a customer is trying to accomplish
Product prioritization reflects the highest-impact use cases
Customers are using the product in ways that match your intended outcomes
Your onboarding and success flows align with real segment goals
You’re winning more deals because your solution “feels made for them”
Use case data helps forecast revenue by segment more accurately

Real-World Examples

Airtable

Identified very different use cases for marketers, ops, and product teams, then built tailored templates and messaging for each

Zapier

Mapped common workflows like lead capture, reporting, and alerts across segments, making onboarding feel hyper-specific

Notion

Broke use cases into note-taking, project management, and team wikis, then layered segmentation by role and industry

Make It Better

Use customer quotes to describe each use case in their own words
Score use cases by frequency, urgency, and value delivered
Validate mappings with both customer interviews and usage data
Align use cases with specific features to improve product adoption
Make this part of sales and CS onboarding so the whole team aligns

Don't Make These Mistakes

Assuming one use case fits all customers in a segment
Ignoring internal company roles or team structures when mapping
Creating too many use cases without prioritization
Leaving use case insights out of your GTM or product roadmap
Failing to evolve mappings as your product matures or expands