Upgrade to Pro — share decks privately, control downloads, hide ads and more …

How to Incorporate UX Research into the Product...

How to Incorporate UX Research into the Product Development Process

Kaho Tajima (Yahoo! JAPAN / Flea Market Div, YAHUOKU! Services Group, Commerce Group / Designer)

https://tech-verse.me/ja/sessions/208
https://tech-verse.me/en/sessions/208
https://tech-verse.me/ko/sessions/208

Tech-Verse2022

November 18, 2022
Tweet

More Decks by Tech-Verse2022

Other Decks in Technology

Transcript

  1. Kaho Tajimaɹ Yahoo! Japan Corporation •UI/UX designer of "PayPay Flea

    Market" •Design Team Manager and Head of Design, Overall Service •Outside of the company, he belongs to Designship, a general incorporated association.
  2. Product timeline iOS App Android App Launch Web Launch PayPay

    Mini App Launch Service launch 5% commission 10 Million DL 15 Million DL 2019/10 2022/10 2021/1 2021/10 2020/9 5 million DL ! " ! ! 2020/1 2020/4 2020/7 ZOZOTOWN alignment 2022/6 WEAR alignment
  3. How do we foster a culture of UX research and

    connect it to product development? What’s going to be talked about today For people like • I want to incorporate UX research! I want to try it! • I want to know specifically what kind of UX research you do in product development.
  4. Table of Contents - Case Study 1: Loyalty Survey -

    Case study 2: Persona development - PayPay Flea Market development flow and perspective on issues - UX Research Approach
  5. UX research, as a major premise, is a method of

    UX design and by testing and repeating the hypotheses we aim to provide better services and experiences to users
  6. UX research, as a major premise, is a method of

    UX design and by testing and repeating the hypotheses we aim to provide better services and experiences to users
  7. Frequently heard in UX research Isn't the interview just one

    person's opinion? How effective is user research for your business? Doesn't research take a long time?
  8. In reality, survey and effects are intricately intertwined. Effect A

    Survey C Effect B Effect D Survey A Survey B Effect C
  9. • Outputs are not prioritized ahead of the investigation. •

    Do research only when necessary. Are you bound by expectations to do this? Survey A Effect A
  10. Repeated UX research increases user resolution. Survey Effect A Survey

    C Effect B Effect D Survey A Survey B Effect C
  11. Repeated UX research increases user resolution. Survey Effect A Survey

    C Effect B Effect D Survey A Survey B Effect C Effect Creating a strong effect by increasing user resolution
  12. How do we foster a culture of UX research and

    connect it to product development? What’s going to be talked about today For people like • I want to incorporate UX research! I want to try it! • I want to know specifically what kind of UX research you do in product development.
  13. Design PayPay Flea Development System Plan FE BE Release once

    every two weeks PJ1 Assign a job category to each feature development project Product Management iOS Android Web BFF BE SRE PJ2 PJ3 PJ4 v1.x.x
  14. Design PayPay Flea Development System Plan FE BE Release once

    every two weeks PJ1 Assign a job category to each feature development project Product Management iOS Android Web BFF BE SRE PJ2 PJ3 PJ4 v1.x.x
  15. What features are of value to users? Discuss this and

    decide with PdM The task Definition Feature Specifications Definition Information Design UI Design Development QA Release PayPay Flea Development Flow
  16. What features are of value to users? Discuss this and

    decide with PdM Design with Figma Communicate with engineers and have them develop accordingly The task Definition Feature Specifications Definition Information Design UI Design Development QA Release PayPay Flea Development Flow
  17. • Outputs are not prioritized ahead of the investigation. •

    Do research only when necessary. Issuesᶄ Not many people could do UX research.It was a bad pattern situation
  18. UX research cycle Start by fostering a culture of regular

    UX research Research was conducted at regular intervals without worrying about the timing of feature development and to be reflected upon later PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release
  19. UX research cycle Start by fostering a culture of regular

    UX research Research was conducted at regular intervals without worrying about the timing of feature development and to be reflected upon later PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release reserch reserch
  20. Development of persona of the existing users Qualitative survey Loyalty

    Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
  21. Development of persona of the existing users Qualitative survey Loyalty

    Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
  22. Why was it conducted? Match everyone's user image. By developing

    the persona of the existing users we align the common understanding
  23. PayPay Flea Market existing users outside the company were interviewed

    on actual usage, and a survey is conducted The qualitative data obtained from the interviews are analyzed, and personas were created
  24. Grouping of subjects 1 Axis A 2 4 3 1

    2 4 3 1 2 4 3 ɾ ɾ ɾ Axis B Axis C
  25. Grouping of subjects 1 Axis A 2 4 3 1

    2 4 3 1 2 4 3 ɾ ɾ ɾ Axis B Axis C
  26. Add persona to the specification format Change the flow to

    revisit when deciding the specifications The task Definition Feature Specifications Definition Information Design UI Design Development QA Release
  27. • Interview external users about actual usage • Create a

    persona based on the qualitative data obtained from the interviews • Make time to check the persona in the development flow to try to establish the persona How to Result
  28. Development of persona of the existing users Qualitative survey Loyalty

    Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
  29. Why was it conducted? NPS: An index that measures customer

    loyalty such as "trust" and "attachment" to services It's unclear what works for NPS and there's nothing I can do about it.
  30. Enable fixed-point observation c onduct at regular intervals To be

    based on psychological loyalty methods Structure and quantify in 3 layers Ҿ༻ɿ͓٬༷ͷ৺Λ͔ͭΉ ৺ཧϩΠϠϧςΟϚʔέςΟϯάɹ౉෦ ߂ؽ ஶɹਡ๚ ྑ෢ ؂म
  31. Enable fixed-point observation c onduct at regular intervals To be

    based on psychological loyalty methods Structure and quantify in 3 layers Measure at each touchpoint Make loyalty visible Ҿ༻ɿ͓٬༷ͷ৺Λ͔ͭΉ ৺ཧϩΠϠϧςΟϚʔέςΟϯάɹ౉෦ ߂ؽ ஶɹਡ๚ ྑ෢ ؂म
  32. Positive Experiences Negative Experiences Positive Experiences Negative Experiences Conduct a

    survey on NPS across services Survey with a questionnaire asking about item-wise satisfaction level Itemize experiences that seem to have a strong impact on satisfaction
  33. Positive Experiences Negative Experiences Positive Experiences Negative Experiences Conduct a

    survey on NPS across services Survey with a questionnaire asking about item-wise satisfaction level ɾɾɾ Touchpoint A Touchpoint B Touchpoint C Itemize experiences that seem to have a strong impact on satisfaction
  34. Positive Experiences Negative Experiences Positive Experiences Negative Experiences Conduct a

    survey on NPS across services Satisfaction in the mind Satisfaction in the heart Survey with a questionnaire asking about item-wise satisfaction level ɾɾɾ Touchpoint A Touchpoint B Touchpoint C Itemize experiences that seem to have a strong impact on satisfaction
  35. Mapping Map the measurement results and prioritize improvements Satisfaction in

    the heart is high Satisfaction in the mind is low Satisfaction in the heart is low Satisfaction in the mind is high High Satisfaction in the heart Satisfaction in the mind High Low
  36. Mapping Map the measurement results and prioritize improvements Satisfaction in

    the heart is high Satisfaction in the mind is low Satisfaction in the heart is low Satisfaction in the mind is high High Satisfaction in the heart Satisfaction in the mind Reduce the negative experiences (At the same time, increase the positive experiences) High Low
  37. Mapping Map the measurement results and prioritize improvements Satisfaction in

    the heart is high Satisfaction in the mind is low Satisfaction in the heart is low Satisfaction in the mind is high High Satisfaction in the heart Satisfaction in the mind Reduce the negative experiences (At the same time, increase the positive experiences) Reduce the positive experiences (Increase the negative experiences at the same time) High Low
  38. Improving experiences that seem to have a significant impact on

    loyalty Aggregate results Sum up by dividing into two segments, sellers and buyers
  39. Improving experiences that seem to have a significant impact on

    loyalty Aggregate results Sum up by dividing into two segments, sellers and buyers
  40. Improving experiences that seem to have a significant impact on

    loyalty Aggregate results Sum up by dividing into two segments, sellers and buyers
  41. There were many positive experiences, such as, “auto-input was very

    helpful”. Conversely, comments like, “there were many items to be entered in the listing form, and I gave up halfway through”, expressed the negative experiences. Until the listing is completed
  42. There were many positive experiences, such as, “auto-input was very

    helpful”. Conversely, comments like, “there were many items to be entered in the listing form, and I gave up halfway through”, expressed the negative experiences. Until the listing is completed Enhance auto-input and reduce input cost
  43. Increase the priority of planned measures for improvement Payment towards

    sale proceeds Many selected the positive experience item, “I was happy that the sales proceeds were reflected so quickly.”
  44. Increase the priority of planned measures for improvement Payment towards

    sale proceeds Many selected the positive experience item, “I was happy that the sales proceeds were reflected so quickly.” To increase the speed of reflection Take steps to obtain valuable evaluation from the buyer at the time of payment towards sale proceeds
  45. • Structure and quantify in 3 layers, and measure at

    each touchpoint • Visualize touchpoints where negative and positive experiences are likely to have a significant impact • Straightforward Improvement proposals • To review the priority of existing scheduled projects, use this as a tool How to Result
  46. Development of persona of the existing users Qualitative survey Loyalty

    Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
  47. UX research cycle Start by fostering a culture of regular

    UX research reserch Research was conducted at regular intervals without worrying about the timing of feature development and to be reflected upon later PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release reserch