プロダクトのリニューアルにおけるディレクション術 / How to rebuild the product

by Kaz Higuchi

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ϓϩμΫτͷϦχϡʔΞϧʹ  ͓͚ΔσΟϨΫγϣϯज़ July, 26 2017@UX ੜTALK vol.6 Kazuhiro Higuchi CyberAgent, Inc. 1

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ṤޱҰ༟ Kazuhiro Higuchi CyberAgent, Inc. Ameba Company Product Manager/Director 2

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Ameba Company ϒϩάΛத৺ͱͨ͠  "NFCBͷϝσΟΞࣄۀ ΞϝϒϩɺΞϝʔόΞϓϦ  ϚΠϖʔδɺ"NFCB0XOE  ήʔϜɺ઎͍ɺίϛοΫͳͲ 3

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Ameba Company / Director Ϟϊͮ͘ΓͷεϖγϟϦετ اըઃܭ͔ΒσϦόϦʔ·Ͱ ʹ੹೚Λ࣋ͭ ໊ 4

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Ameba Company / Director 5 ࣄۀઃܭ Ϧαʔν ૊৫Ϛωδϝϯτ ϦϦʔε اըઃܭ νʔϜΞαΠϯ ཁ݅٧Ί ਐߦ඼࣭؅ཧ 1%$" ࣍ΞΫγϣϯܾఆ

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6skills 6 اըྗ ӡ༻ྗ ઃܭྗ ඼࣭؅ཧྗ ٕज़ཧղྗ ϓϩδΣΫτ Ϛωδϝϯτ

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7 اըྗ ӡ༻ྗ ઃܭྗ ඼࣭؅ཧྗ ٕज़ཧղྗ ϓϩδΣΫτ Ϛωδϝϯτ ϓϩμΫτͷ  اըͱઃܭ

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Ameba Company / Director / اըྗ ఆྔɾఆੑ෼ੳ΍σβΠϯख ๏ɺܦݧΛ׆͔͠ɺϓϩμΫ τͷઓུ΍ϢʔβʔͷίΞͳ ମݧΛඳ͘ྗ 8 اըྗ ӡ༻ྗ ઃܭྗ ٕज़ཧ ϓϩδΣ Ϛωδϝ

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Ameba Company / Director / ઃܭྗ ϓϩμΫτͱϢʔβʔͷཧ૝ తͳঢ়ଶͱධՁࢦඪΛఆٛ͠ɺ ϓϩμΫτΛ੒ޭʹಋ͘ྗ 9 اըྗ ӡ༻ྗ ઃܭྗ ٕज़ཧ ϓϩδΣ Ϛωδϝ

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"NFCB0XOEΞϓϦͷ ϦχϡʔΞϧͷ࿩ 10

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Ameba Ownd ແྉ΢ΣϒαΠτ࡞੒ w ϦϦʔε w ΞϓϦ͔Β)1࡞੒ w ར༻ऀສਓ 12

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Ameba Ownd ແྉ΢ΣϒαΠτ࡞੒ w ϦϦʔε w ΞϓϦ͔Β)1࡞੒ w ར༻ऀສਓ 13

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w 64&ධՁʢ6TFGVMOFTT 4BUJTGBDUJPO BOE&BTFPG6TFʣ Background 14 11 11.75 12.5 13.25 14 ࣮༻ੑ ࢖͍΍͢͞ ֶशͷ͠΍͢͞ ຬ଍౓

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Discover w ࠷దͳϦαʔνख๏Λݕ౼  ˠજࡏϨϕϧYఆੑௐࠪ w ໊ʹΠϯλϏϡʔΛ࣮ࢪɺ  ΠϯλϏϡʔ಺༰Λ੾ยԽ w ্ҐԼҐؔ܎෼ੳͰɺ  ࢥߟ΍ߦಈΛάϧʔϐϯά  ˠχʔζɺՁ஋؍ͷௐࠪ w ϓϩδΣΫτؔ܎ऀ͸શһࢀՃ 15

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Discover 16 )1Ͱ࣮ݱ͍ͨ͜͠ͱ͕͋Δ͕  1$Λ࢖͏श׳͕ͳ͍ εϚϗͰͰ͖ΔͳΒ΍Γ͍ͨ )1͕΄͍͕͠ɺ  Կ͔ΒखΛ෇͚ͯྑ͍͔ ͦ΋ͦ΋ཧղͰ͖͍ͯͳ͍

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Discover 17 )1Ͱ࣮ݱ͍ͨ͜͠ͱ͕͋Δ͕  1$Λ࢖͏श׳͕ͳ͍ εϚϗͰͰ͖ΔͳΒ΍Γ͍ͨ )1͕΄͍͕͠ɺ  Կ͔ΒखΛ෇͚ͯྑ͍͔ ͦ΋ͦ΋ཧղͰ͖͍ͯͳ͍ Ծઆͷ࣮ূ

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Discover 18 )1Ͱ࣮ݱ͍ͨ͜͠ͱ͕͋Δ͕  1$Λ࢖͏श׳͕ͳ͍ εϚϗͰͰ͖ΔͳΒ΍Γ͍ͨ )1͕΄͍͕͠ɺ  Կ͔ΒखΛ෇͚ͯྑ͍͔ ͦ΋ͦ΋ཧղͰ͖͍ͯͳ͍ Ծઆͷ࣮ূ ৽ͨͳൃݟ

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19 ར༻໨తʹ߹͏σβΠϯΛબͼɺ  νϡʔτϦΞϧʹԊͬͯਐΊΔ͚ͩͰ  σβΠϯੑͷߴ͍)1͕Ͱ͖͕͋Δ ˠεϚϗΒ͍͠ϗʔϜϖʔδ࡞੒ମݧ Deﬁne

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Develop w σβΠφʔͱΤϯδχΞத৺ʹσΟεΧογϣϯΛ܁Γฦ͠ɺ  ΞΠσΞΛ๲Β·͍ͤͯ͘ w σβΠϯੑ͕ॏཁͳϓϩδΣΫτͰ͸  ΫϦΤΠςΟϏςΟΛ׆͔͢ϑΥʔϝʔγϣϯʹ͢Δ w ि࣍ͷεϓϦϯτϨϏϡʔ΍69φϯύͰݕূ 20

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Deliver ϦϦʔεʹΑͬͯɺ  ૂ͍௨ΓʹϓϩμΫτʹมԽΛى͍ͤͯ͜Δ͔  Ϣʔβʔମݧ͕࣮ݱͰ͖͍ͯΔ͔ 21

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w ,1*πϦʔ  ࢪࡦ͕ఏڙ͍ͨ͠ମݧ͕࣮ݱͰ͖͍ͯΔ͔ɺ  ͦΕʹΑͬͯϓϩμΫτʹมԽ͕ى͍ͤͯ͜Δ͔ Deliver 22 3&-&"4& ମݧ ,1* ମݧ ,1* ମݧ ,1* 3&-&"4& 7*4*0/

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w ࣌ܥྻɺεςοϓ  ϓϩμΫτϏδϣϯͷ࣮ݱ͔ΒٯࢉͰ͖͍ͯΔ͔ Deliver 23 3&-&"4& 7*4*0/ 3&-&"4& ମݧ ,1* ମݧ ,1* ମݧ ,1*

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Deliver 24 3&-&"4& ମݧ ,1* ମݧ ,1* ମݧ ,1* 3&-&"4& 7*4*0/ w ੒ޭఆٛ  Ͳ͏ͳ͍ͬͯΕ͹ୡ੒ͱݴ͑Δ͔ʁ  ͦͷ೉қ౓͸ʁ

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Deliver w ϓϩμΫτͷ੒ޭͷͨΊʹଥڠͰ͖ͳ͍ϙΠϯτ͸मਖ਼Λࢦࣔ w ධՁ͕Մೳͳ࠷খείʔϓɺ࠷୹ϦϦʔεͷ࣮ݱ w /JDFUP)BWF͸΍Βͳ͍ w ։ൃίετɺӡ༻ίετɺλΠϛϯά 25

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Double Diamond 26 Discover Deﬁne Develop Deliver Brief Solution Problem

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Double Diamond 27 Discover Deﬁne Develop Deliver Brief Solution Problem اը

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Double Diamond 28 Discover Deﬁne Develop Deliver Brief Solution Problem ։ൃ

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Double Diamond 29 Discover Deﬁne Develop Deliver Brief Solution Problem ઃܭ

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Double Diamond 30 Discover Deﬁne Develop Deliver Brief Solution Problem اը ։ൃ ઃܭ

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Direction ࣗ෼ͨͪͷܾஅΛɺ  νʔϜશһͰਖ਼ղʹ͍ͯ͘͠ 31

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Results /14είΞ  QUT 32 "QQ4UPSF  ˒˒˒˒ˑ

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Summary 33

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4VNNBSZ w اը  ద੾ͳ෼ੳख๏Λ༻͍ͯ؍࡯Λߦ͍ɺൃݟ͔ΒίΞͳମݧΛܾΊΔ͜ͱ w ઃܭ  ϓϩμΫτͷ੒ޭ৚݅ΛఆΊɺͦͷඞཁ৚݅ɺ࣮ݱखஈΛܾΊΔ͜ͱ w σΟϨΫγϣϯ  ࣗ෼ͨͪͷܾஅΛਖ਼ղʹ͍ͯͨ͘͠ΊʹνʔϜΛϦʔυ͍ͯ͘͜͠ͱ 34

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Thank you so much. 35

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ϓϩμΫτͷϦχϡʔΞϧʹ  ͓͚ΔσΟϨΫγϣϯज़ July, 26 2017@UX ੜTALK vol.6 Kazuhiro Higuchi CyberAgent, Inc. 36

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Ameba Company / Director 39 ࣄۀઃܭ اըઃܭ ૊৫Ϛωδϝϯτ ϦϦʔε νʔϜΞαΠϯ Ϧαʔν ཁ݅٧Ί ਐߦ඼࣭؅ཧ 1%$" ࣍ΞΫγϣϯܾఆ

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Ameba Ownd / Discover w ࠷దͳϦαʔνख๏ͷબఆ  ˠજࡏతͳχʔζͷఆੑௐࠪ w ΠϯλϏϡʔ্ҐԼҐؔ܎෼ੳ 40

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Ameba Ownd / Deﬁne ίΞͳମݧͷఆٛ w ๛෋ͳػೳɺ1$ͱͷޓ׵ੑ͔ΜͨΜͳૢ࡞ɺνϡʔτϦΞϧɺ)1׬ ੒ͷୡ੒ײ w ظ଴࢓্͕Γ 41

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Ameba Ownd / Discover 42 ϒϩά΍4/4ͰखҰഋ Ͱڵຯ͸͋Δ͕ख͕ग़ ͤͳ͍ɻ ͦ΋ͦ΋)1͕ͲΜͳ΋ ͷ͔ΠϝʔδͰ͖͍ͯ ͳ͍ͷʹɺۤ࿑ͤͣʹ ࡞Γ্͍͛ͨɻ )1ʹࡌ͍ͤͨ΋ͷΛଟ গΠϝʔδ͍ͯ͠Δ͕ɺ ࣌ؒ͸͔͚ͨ͘ͳ͍ɻ ϗʔϜϖʔδΛ࢖ͬͯ ࣮ݱ͍ͨ͜͠ͱ͕۩ମ Խ͞Ε͍ͯΔɻ νʔϜ͕Πϝʔδ͢ΔϓϩμΫτͱͷΪϟοϓ

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43 ϗʔϜϖʔδ͕εϚϗ͚ͩͰ ؆୯ʹͰ͖Δڻ͖ ຬ଍Ͱ͖ΔαΠτͷ  σβΠϯͱίϯςϯπ Ameba Ownd / Deﬁne

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44 w εϚϗ͚ͩͰ؆୯ʹͰ͖Δڻ͖ w ຬ଍Ͱ͖ΔσβΠϯͱίϯςϯπ w ϗʔϜϖʔδΛ஌Βͳͯ͘΋׬੒ͤͯ͞ୡ੒ײ ΛຯΘ͑Δ͜ͱ Deﬁne

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w ࣌ܥྻɺεςοϓ  ϓϩμΫτϏδϣϯͷ࣮ݱ͔ΒٯࢉͰ͖͍ͯΔ͔ w ,1*πϦʔ  ࢪࡦ͕ఏڙ͍ͨ͠ମݧ͕࣮ݱͰ͖͍ͯΔ͔ɺ  ͦΕʹΑͬͯϓϩμΫτʹมԽ͕ى͍ͤͯ͜Δ͔ Deliver 45 3&-&"4& ,1* ,1* ,1* 3&-&"4& 7*4*0/