內容： 現代人接觸到的訊息量超載，不僅生活中要接觸到各種動態更新，在工作中遇到的各種調查也是每天爆炸般的襲來；產品研發需要時刻監控轉換率、流量、市場反應等各項數據，還有各種市場調查報告、客戶意見調查需要處理，那麼身為一個用戶體驗研究員，要怎麼讓你的發現輕鬆的被團隊吸收，甚至引發以增長為導向的改變呢？ 大綱： 1. 我的研究之路：學與用的知識螺旋 2. 增長導向：研究員的存續性就看這 3. 科學：大膽假設、小心驗證 4. 跨團隊溝通：說故事與問問題 5. Q & A 主講人：Stella Hsiao 喜歡物理、哲學和心理學；但最愛的還是貓、美食跟電影。 多半的時候都以一個購物狂的身份活著。 Stella 的 medium： https://medium.com/@stellahsiao Stella 的 wordpress： https://hardcorethinkers.wordpress.com/ Stella 在 VIDE 刊登的文章： 了解導入設計思考失敗 3 大原因，少走 800 公里冤枉路 實踐同理心：別教育你的受訪者 如何辨別、應對「偽」受訪者 去哪裡找人來訪談？ 就是要買你沒有的：談各國電商的訊息傳達策略 學歷：國立台灣大學心理系 實習經歷： 智榮基金會 – 華人消費者研究中心 – 實習研究員 gogolook走著瞧 – 來電辨識APP「象卡來」 – UX 設計師 Rayark雷亞遊戲 – 音樂手遊「VOEZ」- UX/Game 設計師 工作經歷： MOCACARE – 智慧血壓服務「MOCAheart」- 服務設計師 Rakuten 樂天市場 – 樂天市場購物網 – UX研究員 活動網頁：https://hpx.tw/archives/25727

1. The True Power of User Research
Growth

2. STELLA HSIAO
Cobinhood UX researcher

3. ScienceGrowth Team work
My Experience
We Will Talk About These
The Knowledge Spiral Between
Learn and Use
How To Boost Your
Viability
The Importance of
Hypothesis and Test
Story-Telling and
Questioning

4. NTU Psychology
Fundamental Knowledge from
School
My Experience
The Knowledge Spiral Between Learn and Use
Psychological
Testing
Experiment
Methods
Psychological
Statistics
Cognition Psychology
Sensation & Perception
Biological Psychology
Consumer Behavior
Social Interaction
Culture Influence

5. Photo by Mathew Schwartz on Unsplash
first question
Are These Knowledge All Real?

6. My Experience
The Knowledge Spiral Between Learn and Use
NTU Psychology
Fundamental Knowledge from
School

7. Beijing
Shanghai
Guangzhou
Taipei
Kaohsiung

8. 100+

9. My Experience
The Knowledge Spiral Between Learn and Use
What I learned
What I saw
What I thought

10. Photo by Mathew Schwartz on Unsplash
Second question
What After Exploration?

11. My Experience
Phase I. Aim For Know
NTU Psychology
Fundamental Knowledge from
School
Explore Trending Consumer
Behavior
aim to provide a concept which can let
other groups use this as foundation to
invent new product.

12. My Experience
Phase I. Aim For Know
Design Thinking Process

13. My Experience
Phase I. Aim For Know
Design Thinking Process

14. My Experience
Phase II. Aim For Design
Design Thinking
Crossing Know to Design,
Exploring The Meaning Behind
Behavior

15. My Experience
Phase II. Aim For Design

16. My Experience
Phase II. Aim For Design
Desirability
Viability
Feasibility
Human
Technology
Business
Inovation

17. Viability
Business
My Experience
Phase II. Aim For Design
Desirability
Feasibility
Human
Technology

18. Photo by Mathew Schwartz on Unsplash
Third question
Does Research Can Really Make Money?

19. My Experience
Phase III. Aim For Growth
Market
Design For Growth, Design For
Making People Willing To Pay

20. E-Commerce
The Only Mighty Goal is Making
Money
Growth
How To Boost Your Viability
Revenue
Goal of 2018
50%

21. E-Commerce
The Only Mighty Goal is Making
Money
Growth
How To Boost Your Viability
Revenue
Goal of 2018
Traffic x CVR x AOV

22. Unlimited Wants &
Limited Resources

23. To Do List
1. Item Page
2. Cart
3. Marketing Event Interaction
4. Social Referral
5. Mobile App

24. Several Products
+) Several Projects
Pathetic Programer

25. PM 1
PM 2

26. Growth Centered Research Plan

27. To Do List
1. Item Page
2. Cart
3. Marketing Event Interaction
4. Social Referral
5. Mobile App

28. To Do List
1. Item Page
2. Cart
3. Marketing Event
4. Social Referral
5. Mobile App
Traffic x CVR x AOV
15000
10000
1000
2000
3000
2.75
3.60
1.12
0.34
6.95
1050
1340
900
1250
1500

29. To Do List
1. Item Page
2. Cart
3. Marketing Event
4. Social Referral
5. Mobile App
Traffic x CVR x AOV
15000
10000
1000
2000
3000
2.75
3.60
1.12
0.34
6.95
1050
1340
900
1250
1500
43,312,500
48,240,000
1,008,000
850,000
31,275,000

30. Growth Centered Research Plan
with Passion

31. North Star Metric
Define The Biggest Value You, As
An UX Research, Aim To Bring To
USER
Growth
How To Boost Your Viability
Desirability
Viability
Feasibility
Human
Technology
Business

32. North Star Metric
Define The Biggest Value You, As
An UX Research, Aim To Bring To
USER
Growth
How To Boost Your Viability
Product
Strategy
Leading
Revenue
Customer
Value

33. North Star Metric
Define The Biggest Value You, As
An UX Research, Aim To Bring To
USER
Growth
Uber’s North Star Metric
Product
Strategy
Customer
Value
Leading
Revenue
match time between user and driver

34. Loyalty User
Explore Their A!HA! Moment,
And Try To Copy Their Experience
To Others
Growth
How To define Your Product’s North Star Metric
Persona
User Journey Map

35. Get To Know Why They Love Your Service
Use Proper Words To Convince
Customized And Personalized
Understand How They Get Through Obstacle
Scale Up These People
……
Growth
Use Of Persona

36. Growth
Use Of User Journey Map
A!HA! Moment
How User “EXPERIENCE” The
Value You Deliver
AARRR
How To Extend Life Time Value

37. How To Boost Your Viability
Growth
Use What You
Learn
Try using everything you
learn from this world, and
don’t let them be a
theory with no impact.
Never Forget
Empathy
All you do need to lead
revenue, but never forget
your user, never forget
human.
Focus On Your
North Star
Combine user value and
business revenue, and
always keep this target
in mind.
Deconstruct
Your Goal
Deconstruct your main
goal into specific tasks,
can make you clarify the
priority.

38. Let Evidence Talk
Combine Qualitative and
Quantitative Research To Speak
For Your Suggestions
The Importance of Hypothesis and Test
Science
Hypothesis
Test

39. Interview
Insight
Not Only Your “Intuition”
Best way to get hypothesis
Correlation Regression
Function
Data Analytic
Know What, Not Why Know Why, Not How Connect 2 Variables Predict Result

40. SUS = 62.5

41. SUS = 62.5
LoyaltyAverage
Order Value
Return
Rate
click
page
Conversion
Rate Duration
flow
Bounce
Rate

42. Better Done Than Perfect
Best way to Test
There Is No Perfect
or Truth

43. A B

44. Best way to Test
A/B Test
Control
Variables
Set-Up
Priority
Accept
Failure

45. Team work
Story-Telling and
Asking Questions

46. Be Challenged By Other
Team’s Member?

47. Team work

48. reference:http://web.math.sinica.edu.tw/math_media/d322/32201.pdf

49. Story Telling and Asking Questions
Team work
Photo by Becca Tarter on Unsplash
1. Let User Talk Vividly
2. Deliver A Scenario or An
Imagination
3. Fit In A Scene That Everyone
Might Encounter

50. ScienceGrowth Team work
My Experience
We Will Talk About These
The Knowledge Spiral Between
Learn and Use
How To Boost Your
Viability
The Importance of
Hypothesis and Test
Story-Telling and
Questioning

51. take away for you
Desirability
Viability
Feasibility
Human
Technology
Business
Inovation
Have Confidence Making
Money By Your Research
Knowing You’re Study For
Better Human Future
Share The Story And Rolling
The Team
UXR Value

52. QA. Any thing