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施策の確度をあげるためのユーザーインタビューとABテストの活用法0217.compres...
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mutsumi
February 17, 2018
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施策の確度をあげるためのユーザーインタビューとABテストの活用法0217.compressed.pdf
mutsumi
February 17, 2018
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Transcript
Ԭກඒ ϠϑΦΫʂΞϓϦ։ൃ෦ ࢪࡦͷ֬Λ্͛ΔͨΊͷ ϢʔβʔΠϯλϏϡʔͱ"#ςετ ׆༻๏
ࣗݾհ ಋೖ Ԭກඒ ΉͬͪΌΜ CFBS@NVUTVNJ ଟຎඒज़େֶֆըֶՊ༉ըઐ߈मྃ 6*σβΠφʔͱલ৬ʹೖࣾ σΟϨΫλʔΛܦͯ Ϡϑʔೖࣾ
ݱࡏɺ-FBO91ͱݺΕΔ ։ൃख๏Λ࠾༻͢ΔνʔϜʹࡏ੶த ϠϑΦΫΞϓϦ ϓϩμΫτϚωʔδϟʔ
ࠓͦ͏ͱࢥ͍ͬͯΔࣄ ಋೖ ૣగਖ਼ ࢪࡦͷ֬Λ͋͛ΔͨΊͷϢʔβʔΠϯλϏϡʔͱ"#ςετͷ׆༻๏ 1+ ͳͥ͜ͷΛ͠Α͏ͱࢥ͔ͬͨ ڥ͕ଗ͍ͬͯΔࣄͱͦͷڥΛ͍͜ͳ͢ͷ·ͨผͷ օͲ͏ͬͯΔΜͩΖ͏ʜͬͯࢥ͍ͳ͕Β͍ͬͯͨ
ࠓͦ͏ͱࢥ͍ͬͯΔࣄ ಋೖ ࠓͷ͕ऴΘͬͨΒ օ͞Μͷࠓޙͷ͓ࣄͷࢀߟࣄྫͷҰͭͱͯ͠ɺ ·ͨɺࣗ͝ͷ1+ΛৼΓฦΔࡍͷࢀߟͱ͓ͯ͠ʹཱͯͨΒ͍Ͱ͢ɻ
ࢲͨͪͷ1+ϧʔϧ ຊ ࢪࡦඞͣ"#ςετʹ͔͚Δ ⁞ ϢʔβʔΠϯλϏϡʔຖ݄Δ ̎ϲ݄Ҏ্͔͔Δ։ൃ/( ΞϓϦͷϦϦʔεिؒʹ̍ճ
ϢʔβʔετʔϦʔܗࣜͷ։ൃ ৽نϢʔβʔͷར༻্͕త
࣭ ঢ়گ ⁞ ϢʔβʔΠϯλϏϡʔ "#ςετͳͲͷޮՌଌఆͲͬͪͬͯΔ ϢʔβʔΠϯλϏϡʔͬͯΔ "#ςετͳͲͷޮՌଌఆͬͯΔ
·ͩͲ͍ͬͪͬͯͳ͍
ੈͷதͦΜͳʹ͘ͳ͔ͬͨ ঢ়گ ղ ੳ 1%$" "#ςετ ࣄલूܭ $+. ΠϯλϏϡʔ
6 9 6* ࢪ ࡦ ,1* ࢦ ඪ ख๏ཧղ͍ͯ͠Δ ͭΓͩͬͨΜ͚ͩͲʜ ΧελϚʔδϟʔχʔϚοϓͬͯ ͍ͭ࡞Δͷ͕͍͍ͷʁ ϢʔβʔΠϯλϏϡʔͷσʔλͱ ϩάͷσʔλͬͯ ͲͬͪΛ༏ઌతʹऩू͖͢ͳͷʁ ϖ ϧ ι φ ͲΕ͘Β͍ࣄલௐࠪ͢Ε ࣮ʹҠ͍͍ͬͯͷʁ
ੈͷதͦΜͳʹ͘ͳ͔ͬͨ ঢ়گ ϢʔβʔͷूΊํ ΠϯλϏϡʔͷΓํ ฉ͍ͨޙͲ͏͢Δ͔ ͲΜͳϢʔβʔݺͿ͔ Γํ͍ํ શવ͔ͬͯͳ͔ͬͨʜ ղ
ੳ 1%$" "#ςετ ࣄલूܭ $+. ΠϯλϏϡʔ 6 9 6* ࢪ ࡦ ,1* ࢦ ඪ ϖ ϧ ι φ ΠϯλϏϡʔ ҰͭҰͭͷΓํΘ͔Βͳ͍தͰ ɾͲͷλΠϛϯάͰ ɾͲͷख๏ʹྗͯ͠ ɾͲΕ͘Β͍ख๏ͷਫ਼ʹͩ͜ΘΔ͔
1+ͷϑΣʔζʹ͚ͯհ ຊ ϑΣʔζ Π ϯ λ Ϗ ϡ c
ࣄ લ ू ܭ " # ς ε τ ϑΣʔζ ϢʔβʔΛΔํ๏ ϑΣʔζ̎ ϑΣʔζ̏ ϑΣʔζ̐
ϑΣʔζͦͷ̍ ͦͷ ϑΣʔζ ϑΣʔζ̎ ϑΣʔζ̏ ϑΣʔζ̐
ͱʹ͔͘ϢʔβʔΛΔΜͩʂ ͦͷ औΓΜͩ͜ͱ 1+ͷج൫Λ࡞ΔͨΊΠϯλϏϡʔͱ"#ςετͷ̎࣠ͰϢʔβʔΛΔ ΠϯλϏϡʔ ॳΊͯ͏ॠؒ ΛݟΔ ࣄલूܭ "#ςετ
ࢥ͍ͭ͘՝Λ ᝦͰચ͍ग़͢ ථºͰ ࢪࡦΛબͼ࣮ ϓϩτʹҙݟΒ͏ ൃݟͨ͠՝
ΠϯλϏϡʔʹ͔͚࣌ؒ͗ͨ͢ʜ ͦͷ ࣮ࡍͲΜͳ͜ͱ͕ى͖͔ͨ ɾࣾͰϠϑΦΫͬͨ͜ͱͳ͍ϢʔβʔΛूΊΔ ɾΠϯλϏϡʔϧʔϜͰΞϓϦΛॳΊͯ͞ΘͬͯΒ͏ ɾϦΞϧͳʹͳΒͳ͍ Ϧςϥγʔߴ͍ࢀߟఔʹ͔͠ͳΒͳ͍ ɾ՝Λ୳͢ͷʹ͕͔͔࣌ؒΔ ɾࣄલʹϩάσʔλௐΔ͕࣌ؒͬͯͳ͍
ɹࣗ৴͕ͳͯ͘ϛχϚϜ͗͢ΔࢪࡦʹͳΔ ΠϯλϏϡʔͰݟ͚ͭͨ՝͔Βϓϩτ࡞ͬͯ ݕূͨ͠ͷʹ͍͟ࣄલूܭ͢Δͱࢪࡦͷର͕গͳ͘ "#ςετͬͯࣈͷ݁Ռʹ݁ͼ͔ͭͳ͍
ͦͷ̍ ͔͜͜ΒֶΜͩ͜ͱ 1+ ΠϯλϏϡʔ ࣄલूܭ "#ςετ ࢥ͍ͭ͘ ՝ΛᝦͰ ચ͍ग़͢
ϢʔβʔΛ ͱʹ͔͘Δ ޭମݧͨ͠ Ϣʔβʔͷ ମݧஊ ථºͰ ࢪࡦΛબͼ࣮ ར༻ҙ͋Γ Ϣʔβʔͷ ମݧͱϓϩτ ථºͰ ࢪࡦΛબͼ࣮ ένͬͯϏϏ͍͚ͬͯͳ͍ʜ ɾΠϯλϏϡʔͷϢʔβʔʹͩ͜Θͬͨํ͕͍͍ ɾओཁը໘ͷ৽ن%"6͘Β͍಄ʹೖͬͯΔ͖ ɾϓϩτఔʑʹૣΊʹࢪࡦଧ͖ͭ ল ɾ"#ςετͷࢦඪͷཱͯํΛ֮͑Δࣄʹίετ͔͚ͨ ɾΠϯλϏϡʔεΩϧ্͕͕ͬͨ ຊ৺ΛҾ͖ग़͢ೳྗ ྑ͔ͬͨ
ͦͷ ۭͰͤΔ͘Β͍ʹͳΔͱྑ͍͔ʜ "#ςετͷ࣌ͷ͓͢͢Ί ςετέʔε ࿙Ε͕ൃੜ ࡉ͔ͳݕূ Ͱ͖ͳ͍ ࠶ςετʹ ΘΕΔ
ࢪࡦͷ४උ͕ ͘ͳΔ Ϣʔβʔͷ՝ ࢲͨͪͷԾઆ ͜ͷ՝͜͏ͨ͠Βղܾ͢ΔΜ͡Όͳ͍͔ͳʁ ϢʔβʔͷϝϦοτ ࢲͨͪͷϝϦοτ ࢦඪ ,(*,1*ͷଞʹҰ൪ࢪࡦʹ͍ۙ͠খ͍͞ࣈෳ͏ ϦϦʔεஅ ݱঢ়ߟ͑ͨΒΕΔέʔεશͯॻ͖ग़͓ͯ͘͠
ϑΣʔζ̎ ͦͷ ϑΣʔζ ϑΣʔζ̎ ϑΣʔζ̏ ϑΣʔζ̐
ొΔࢁΛܾΊΑ͏ʂ ͦͷ̎ େنվमʹ౿ΈΔ ϘτϧωοΫΛ୳͠ େ͖͘ςίೖΕ͢ΔͨΊʹௐࠪ ࢦ͢ੈքΛ۩ମతʹ͍ͯ͘͠ ͜ͷख़ͨ͠େ͖αʔϏεͰ ͪΐͬͱͨ͠վળͰޮ͔ͳ͍ ମݧࠜຊతʹมΘ͍͔ͬͯͳ͍
ظؒݶఆͰపఈతʹௐࠪ͢Δ ͦͷ औΓΜͩ͜ͱ ϩάσʔλΛੵۃతʹूΊͱʹ͔͘ʹԾઆߟΛ࿅Γग़͢ ΠϯλϏϡʔ ޭମݧϢʔβʔ ࣄલूܭ "#ςετ աڈͷࢪࡦͷ
݁ՌΛݟ͢ ࣦഊମݧϢʔβʔ ͔ࠩΒ ՝ݟ͚ͭΔ جຊࢦඪग़͢ Ծઆߟग़͢ 42- Ծઆߟग़͢ 42-
ۤखҙࣝΛݴ͍༁ʹͯ͠Δ߹͡Όͳ͍ʜ ͦͷ ࣮ࡍͲΜͳ͜ͱΛ͔ͬͨ ࣄલूܭ ओཁը໘ͷ%"617ΛϢʔβʔଐੑผʹग़͢ ओཁػೳͷ$53$MJDLΛϢʔβʔଐੑผʹग़͢ "#ςετ ৽نϢʔβʔͷϑΝωϧੳΛ͢Δ աڈͷޮՌݕূͷ݁ՌͷΛચ͍ग़͢
ෳࡶͳूܭ)JWF2- ෳࡶͳूܭ)JWF2-
ΠϯλϏϡʔͷϦϕϯδ͢Δ ͦͷ ࣮ࡍͲΜͳ͜ͱΛ͔ͬͨ ΠϯλϏϡʔվળ ཉ͍͠ (&5Ͱ͖ͨ ཉ͍͕͠ खʹೖΒͳ͍ ࠩԿʁ
ͦͷ ొΔࢁ͕ܾ·ͬͨ ͔͚ͬͭ͜ͳ͍ʂΞφϩάͰΘ͔Γ͘͢ ͍ͬͯΔࣄΛҰຕͷࢴʹू ɾͲΜͳମݧΛ৽نϢʔβʔʹఏڙ͢Δ͔ ɾͦͷͨΊʹͲ͜Λେ͖͘ม͍͔͑ͯ͘ ɾͦͷࠜڌԿ͔ ɾୡͨ࣌͠ͲΜͳ6*ͷΠϝʔδ͔ ʜ
ϑΣʔζͦͷ̏ ͦͷ ϑΣʔζ ϑΣʔζ̎ ϑΣʔζ̏ ϑΣʔζ̐
େنվमΛ࢝ΊΔͧʂ ͦͷ औΓΜͩ͜ͱ ৄࡉͳݕূεέδϡʔϧΛཱͯɺௐࠪٳΜͰޮՌݕূʹઐ೦ ΠϯλϏϡʔ ࣄલूܭ "#ςετ ݕূεςοϓΛ Ή
ޮՌݕূ͠ͳ͕Β ࣍ͷεςοϓ
ςετޮ͕ѱ͔ͬͨʜ ͦͷ ࣮ࡍͲΜͳ͜ͱ͕ى͖͔ͨ ςετέʔε ࿙Ε͕ൃੜ ࡉ͔ͳݕূ Ͱ͖ͳ͍ ࠶ςετʹ ΘΕΔ
ࢪࡦͷ४උ͕ ͘ͳΔ ѱ॥ ϦϦʔε εέδϡʔϧ ύζϧήʔϜԽ
ௐઅͷ࣌ؒͷํ͕ଟ͍͔ʜ ͦͷ ࣮ࡍͲΜͳ͜ͱ͕ى͖͔ͨ 7FS 7FS 7FS 7FS ཧ ݱ࣮
" ूܭ # ूܭ "` ूܭ " ूܭ # ूܭ " ूܭ ؔ෦ॺͷ߹Ͱ ͤͳ͍ "` ༏ઌมߋ "ͷ݁Ռग़ͯͳ͍ͷͰ ͋·Γҙຯͳ͍ # "` ूܭ ूܭ ूܭ
ͦͷ ͔͜͜ΒֶΜͩ͜ͱ ϦεΫϔοδ͕͞Εͯͳ͔ͬͨʜ ςετέʔε ࿙Ε͕ൃੜ ࡉ͔ͳݕূ Ͱ͖ͳ͍ ࠶ςετʹ ΘΕΔ
ࢪࡦͷ४උ͕ ͘ͳΔ ɾຊ໋ࢪࡦ͔͠ͳ͍ ίέͨ࣌Ͳ͏͠Α͏ͳ͍ ল ɾࣗͷ1+Ҏ֎ͷϦεΫͷߟྀͯ͠ͳ͔ͬͨ ྑ͔ͬͨ ɾߟΛ͔ͬ͠Γ͠Α͏ͱ͢Δͱςετέʔε͕ ɹࢁ͋Δ͜ͱΛѲͯ͠ͳ͔ͬͨ ɾϢʔβʔʹձΘͳ͍ͱࢹ͕ڱ͘ͳΔ ɾޮՌݕূ͠ͳ͕ΒͩͱνϡʔχϯάͰ͖Δ
ϑΣʔζͦͷ ͦͷ ϑΣʔζ ϑΣʔζ̎ ϑΣʔζ̏ ϑΣʔζ̐
ͦΖͦΖେ͖ͳ݁Ռग़ͧ͢ʂ ͦͷ औΓ͏ͱࢥͬͯΔ͜ͱ ৽͘͠ొΔࢁΛͭɺ୯ൃࢪࡦͷετοΫ࡞Δ ΠϯλϏϡʔ ࣄલूܭ "#ςετ ޮԽʂʂ ୯ൃࢪࡦ
̎൪ʹొΓ͔ͨͬͨࢁ ຖिΔ
࣍͏ҰճΔͳΒʂ ̒ ·ͱΊ ং൫ த൫ ऴ൫ ΠϯλϏϡʔ ࣄલूܭ "#ςετ ᶅ࣮ࡍͷϢʔβʔ
ᶄഽײ௫Ήࢪࡦ ᶇେنվमͷલ࠲ ᶃجຊతͳࢦඪѲ ᶆৄࡉͳूܭ )JWF2- $+. ϖϧιφ ᶈେنվम ᶉอݥࢪࡦ ᶊޮՌଌఆʹઐ೦
ऴΘΓʹʜ ̒ ऴΘΓ ࡞Γखͷͩ͜ΘΓେࣄʹ͍ͨ͠ ࣈΠϯλϏϡʔʹৼΓճ͞ΕΔ͜ͱͳ͘ ͖ͪΜͱ͍͜ͳͤΔ͚ͩͷεΩϧͷ্ɻ ͦͯ͠ɺ࡞Γखͱͯ͠ͷࣄऀҙࣝΛΕͣ Ϗδϣϯͱͩ͜ΘΓΛ͔࣋ͬͯͬ͠Γ࡞͍͖͍ͬͯͨɻ