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

データとフィールドワークが明かす、「LINEトーク」のユーザーインサイト / Unveilin...

データとフィールドワークが明かす、「LINEトーク」のユーザーインサイト / Unveiling "LINE Talk" User Insights through Data and Fieldwork

データサイエンティスト、UXリサーチャー、プロダクトマネージャーが協力し、LINEトークを利用する台湾とタイのユーザーのコミュニケーション実態を、定性・定量調査とフィールドワークを通じて解明する取り組みをご紹介します。

More Decks by LINEヤフーTech (LY Corporation Tech)

Other Decks in Business

Transcript

  1. 6TFE%BUB 1FSJPEr  3FHJPO+1 58 5) 6TFST • 6TFSTXIPTFOU NFTTBHFTBUMFBTUPODF

    • 6TFSTXIPBHSFFEUP VTFDPNNVOJDBUJPO JOGPSNBUJPO .FUSJDT .FTTBHFTFOEQFS6TFS • CZ.FTTBHF5ZQF5&95  45*$,&3 *."(&  "6%*0 7*%&0 ʜ • CZ&TUJNBUFE"HF 3BOHFT T ʜ T  T .FUIPE • "HHSFHBUFUJNFTFSJFT PGUIFOVNCFSPG NFTTBHFTTFOU • "OBMZ[FDIBSBDUFSJTUJDT PGDPNNVOJDBUJPOQBJST .FUIPETPG%BUB"OBMZTJT
  2. 5IFOVNCFSPGNFTTBHFTTFOUQFSVTFSJTIJHIFTUJO58  GPMMPXFECZ5)BOE+1       

         ʔ58ʔ5)ʔ +1 .FBO.POUIMZ.FTTBHF4FOEQFS6TFS
  3. +1 58 5) TˠT *O58BOE5) UIFOVNCFSPG5&95TFOUJTIJHIFS BNPOHTBOETVTFST TˠT TˠT TˠT

    TˠT TˠT TˠT TˠT TˠT .FBO.POUIMZ.FTTBHF4FOEQFS6TFSCZ.FTTBHF5ZQF &TUJNBUFE"HF3BOHF 5PQJO.FTTBHF5ZQF  ˙ 5&95 ˙ 45*$,&3 ˙ *."(&
  4. *O58BOE5) UIFOVNCFSPG*."(&TFOUJT QBSUJDVMBSMZIJHIJOUIFFMEFSMZHSPVQ 5PQJO.FTTBHF5ZQF  .FBO.POUIMZ.FTTBHF4FOEQFS6TFSCZ.FTTBHF5ZQF &TUJNBUFE"HF3BOHF +1 58 5)

    TˠT TˠT TˠT TˠT TˠT TˠT TˠT TˠT TˠT ˙ 5&95 ˙ 45*$,&3 ˙ *."(&
  5.       5) 58 +1 *O58

    TVTFSTTFOE*."(&UPVTFSTJOUIFTBNF FMEFSMZBHFHSPVQBUBIJHIFSSBUFUIBOJO+1 5) T T T T T T T T T T T T T T T T T T T T T 5P8IPN"SFUIFT6TFST4FOEJOH*."(&T 
  6. .FTTBHF4FOE$PVOU • 5IFOVNCFSPG NFTTBHFTTFOUQFSVTFS JTIJHIFTUJO58  GPMMPXFECZ5)BOE+1 • *O58BOE5) UIF

    OVNCFSPG5&95TFOUJT IJHIFSBNPOHTBOE TVTFST *."(&4FOE$PVOU • *O58BOE5) UIF OVNCFSPG*."(&TFOU JTTFDPOEIJHIFTUBGUFS 5&95 • 5IFOVNCFSPG*."(& TFOUJTQBSUJDVMBSMZIJHI JOUIFFMEFSMZHSPVQ $PNNVOJDBUJPO1BJS • *O58 TVTFSTTFOE *."(&UPVTFSTJOUIF TBNFFMEFSMZBHFHSPVQ BUBIJHIFSSBUFUIBOJO +1 5) • 8IZBSFTPNBOZ *."(&TFOUBNPOH FMEFSMZVTFST 4UFQ%BUBBOBMZTJTSFTVMU
  7. $POEVDUBPOMJOFTVSWFZUPDIFDLUIFVTBHFTUBUVTPG-*/&BNPOHVTFSTJO+1 5) BOE58 How often do you send messages on

    LINE? In what scenarios do you use LINE? What features of LINE have you used? Who do you exchange messages with on LINE? ɾ4VSWFZEBUFɿ ɾ5BSHFUɿ-*/& VTFSTBHFE .FUIPETPGTVSWFZ
  8. *O58BOE5) NBOZQFPQMFDIBUXJUIXPSL BTTPDJBUFTPO-*/&   'BNJMZ -PWFS $MPTFGSJFOET 8PSLBTTPDJBUFT +1

      'BNJMZ -PWFS $MPTFGSJFOET 8PSLBTTPDJBUFT 58   'BNJMZ -PWFS $MPTFGSJFOET 8PSLBTTPDJBUFT 5) 0OMJOFTVSWFZSFTVMU@ 8IPUPTFOENFTTBHFTUPPO-*/&
  9. 4DFOBSJPTJOXIJDIZPVTFOENFTTBHFTPO-*/& +1 58 5)  $POUBDUJOHJOEJWJEVBMTXIFOUIFSFJTB OFFEVSHFOUNBUUFS $POUBDUJOHJOEJWJEVBMTXIFOUIFSFJTB OFFEVSHFOUNBUUFS #VTJOFTTSFMBUFEDPOUBDU

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
  10. 58BOE5)VTFSTIBWFBIJHIBXBSFOFTTBOEVTBHFSBUF PGDIBUSFMBUFEGVODUJPOT   (SPVQDBMM "MCVN ,FFQNFNP /PUF -PDBUJPO 1PMM

    "XBSFOFTT +1 58 5)   (SPVQDBMM "MCVN ,FFQNFNP /PUF -PDBUJPO 1PMM 6TBHFFYQFSJFODF +1 58 5) 0OMJOFTVSWFZSFTVMU@
  11. 1FSDFOUBHFPGVTFSTTIBSJOHQIPUPT      T T T +1

    UP'BNJMZ UP'SJFOET      T T T 58 UP'BNJMZ UP'SJFOET      T T T 5) UP'BNJMZ UP'SJFOET 0OMJOFTVSWFZSFTVMU@
  12. %BUBBOBMZTJT× 4VSWFZ The reason for the exceptionally high number of

    image submissions by people over 50 is unclear... ? ?
  13. 6TFDBTFT *O58BOE5) -*/& JTXJEFMZVTFEBNPOH XPSLBTTPDJBUFT 'FBUVSFVTBHF 58BOE5)VTFST IBWFBIJHI BXBSFOFTTBOEVTBHF SBUFPGDIBUSFMBUFE

    GVODUJPOT "DUVBMVTBHF 8IZBSFUIFSFTP NBOZQIPUP TVCNJTTJPOTGSPN58 BOE5)VTFSTJOUIFJS TPSPMEFS 4UFQ4VSWFZSFTVMU
  14. 6TFDBTFEJGGFSFODFT 0VSLFZGJOEJOHT  *O+BQBO 5IBJMBOE BOE5BJXBO -*/& JTVTFEEJGGFSFOUMZEVFUPDVMUVSBM WBSJBUJPOT/PUBCMZ UIFBDDFQUBODF

    PGVTJOH-*/&GPSXPSLBOEDPMMFBHVF JOUFSBDUJPOTWBSJFT BTEPFTUIF BXBSFOFTTBOEVTFPGJUTGFBUVSFT
  15. 6OJRVFSFHJPOBM-*/&DVMUVSF ⎯ *O5BJXBO GPSFYBNQMF UIFBDUJWF TFOJPSEFNPHSBQIJDIBTDSFBUFEB VOJRVFDPNNVOJDBUJPODVMUVSFXJUI (PPE.PSOJOH-*/& XIFSFUIFZQMBZ BOJOGMVFODFSMJLFSPMF

    6TFDBTFEJGGFSFODFT 0VSLFZGJOEJOHT  *O+BQBO 5IBJMBOE BOE5BJXBO -*/& JTVTFEEJGGFSFOUMZEVFUPDVMUVSBM WBSJBUJPOT/PUBCMZ UIFBDDFQUBODF PGVTJOH-*/&GPSXPSLBOEDPMMFBHVF JOUFSBDUJPOTWBSJFT BTEPFTUIF BXBSFOFTTBOEVTFPGJUTGFBUVSFT