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UXデザインの実現にむけて

-ResearchとDesignのギャップを埋める-

Date: 2021.04.26
Name: 亀山 明佳
1
2
今日のおはなし

● About us

● ギャップって?!

● 4つの気づきと実践

● その結果⇒今のUXリサーチ@U-NEXT

自己紹介
Sayaka Kameyama 亀山 明佳
UX Researcher
U-NEXTのマーケットシェア 3位
出典: GEM Partners「動画配信( VOD)市場5年間予測(2021-2025年)レポート」
U-NEXTの有料会員数200万人突破
出典: 株式会社 USEN-NEXT HOLDINGS「 2021年8月期第1四半期決算」
2020 2021
1,878
2,020
1,634
2,093
1,528
単位: 千人
働く環境
💻 WFH ● リモートワーク95%以上
⏱ Overtime ● 16時間/月平均
🌏 International ● 17か国
🐣 Returning ratio ● 育休からの復帰100%
🤑 Compensation ● 国内企業の中でもTOPレベル
私たちのチーム
● プロダクト設計
● プロダクトデザイン
● ブランドクリエイティブ
● カスタマーサポート
● カスタマーインサイト
チーム発足前の状態
コンセプト策定
デザイン
開発
リリース プロジェクト定義
チームの役割
ユーザー理解(調査)
コンセプト策定
デザイン
開発
リリース
評価
効果検証
(アクセスログ)
プロジェクト定義
まずはじめにやったこと
● リニューアル後のUIの
ユーザーテスト
● デザインパターン評価
大きなギャップが生じる
Research
Design
結果、こうあ
るべき
根本要因は
ここです
Willが実現
できない
ヘビー
すぎる!
ポカーン
ここまでの
背景をしら
ないくせに
ギャップを埋めるためにした4つのこと
Research
Design
1 2 3 4
1. まずは小さいところから ~Small Kaizen~
2. 仮説の合意形成と明確なAnswer
3. 「分析者視点」で現場を目撃させる
4. ユーザーイメージは余白を残す
1.まずは小さいところから Small Kaizen
カスタマーボイス集計 UIの課題整理 効果検証
● 声の多さ
● 問題の深刻度
● 要因
● 改修コスト低
2.仮説の合意形成と明確なAnswer
検証ポイントを
徹底議論
実操作に近いプロトの
作りこみ
プロトタイピングツール
justinmind
2.仮説の合意形成と明確なAnswer
Verification Points
RITEメソッド採用
UT Day 1 デザイン調整 UT Day 2
1
2
3
4
clear
Fail
uncomfortable
clear
clear
Fail
3.「分析者視点」で現場を目撃させる
● 関係者全員すべてのインタビュー見学
は不可能
● でも現場を見ていないと実感しない
● 一部しか見ていないと、一部のユー
ザーの声に引っ張られすぎる
オンラインでのリアルタイム見学
Analysis
15分以内の動画に集約して見せる
● かならず分析→インサイト発見の工程を行う
● 誰のどの部分を切り出せばいいかをピックアッ
プ
● 1グループ15分以内に編集。テロップもつけて補
足
4.ユーザーイメージは余白を残す
詰めすぎたアウトプットは反発を招いたり、発想を狭める
● ペルソナ
● 価値MAP
● カスタマージャーニー
● 比喩的タイプ分類
● 発想の余白を残した情報
● ストーリー的
ただいま改善プロセス加速中…
データ分析チームと連携
再加入導線
キッズインサイト
ユーザーリサーチ Design Sprint
定性&定量両面での評価 デザインプリンシパル Small Kaizen
約1年…そのギャップは徐々にうまりつつある
UXリサーチャーの役割って…
画像元
U理論 / C・オットー・シャーマー
発想の種が根っこでつながっている状態を整える
21
THANK YOU!
linkedin.com/in/sayaka-kameyama

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