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プロダクト開発のプロセスにおける UXリサーチの取り入れ方 田島佳穂 / ヤフー
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ࣗݾհ ాౡ ՂึɹϠϑʔגࣜձࣾ • ʮPayPayϑϦϚʯͷUI/UXσβΠφʔ • σβΠϯνʔϜϚωʔδϟʔ ݉αʔϏεશମͷσβΠϯऀ • ࣾ֎ͰҰൠࣾஂ๏ਓDesignshipʹॴଐ
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ϓϩμΫτͷ࣌ܥྻ iOSΞϓϦ AndroidΞϓϦ ఏڙ։࢝ Web ఏڙ։࢝ PayPay ϛχΞϓϦ ఏڙ։࢝ αʔϏεϩʔϯν खྉ5% 1000ສDL 1500ສDL 2019/10 2022/10 2021/1 2021/10 2020/9 500ສDL 🎉 🎊 🎉 🎉 2020/1 2020/4 2020/7 ZOZOTOWN ࿈ܞ 2022/6 WEAR࿈ܞ
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ຊ͓͢Δ͜ͱ ͍͔ʹͯ͠UXϦαʔνจԽΛৢ͠ɺ ϓϩμΫτ։ൃͭͳ͍͛ͯΔ͔ ͜Μͳਓ͚ • UXϦαʔνΛऔΓೖΕͯΈ͍ͨʂͬͯΈ͍ͨʂ • ϓϩμΫτ։ൃͰͲΜͳUXϦαʔν͍ͯ͠Δ͔۩ମతʹΓ͍ͨ
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࣍ - ࣄྫ1ɿϩΠϠϧςΟௐࠪ - ࣄྫ2ɿϖϧιφࡦఆ - PayPayϑϦϚͷ։ൃϑϩʔͱ՝ײ - UXϦαʔνͷߟ͑ํ
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UXϦαʔνͷߟ͑ํ
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UXϦαʔνͱʁ
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UXϦαʔνɺUXσβΠϯͷϓϩηεͷҰ෦ ԾઆͷݕূΛ܁Γฦ͢͜ͱͰ ϢʔβʔΑΓྑ͍αʔϏεମݧΛఏڙ͢Δ͜ͱΛࢦ͢
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UXϦαʔνͷௐࠪख๏ తʹ߹Θͤͯɺ༷ʑͳௐࠪΛΈ߹ΘͤΔ ΠϯλϏϡʔ ϢʔβϏϦςΟ ςετ Ξϯέʔτ ఆੑௐࠪ ఆྔௐࠪ etc…
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͕ࣗ։ൃ͍ͯ͠ΔϓϩμΫτͷ Ϣʔβʔͷ͜ͱΛͲΕ͘Β͍͍ͬͯ·͔͢ʁ
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UXϦαʔνͰΑ͘ฉ͘ ΠϯλϏϡʔͬͯ ݁ہͻͱΓͷҙݟͰʁ Ϣʔβʔௐࠪͬͯ ͲΕ͘Β͍ ϏδωεޮՌ͕͋Δͷʁ ௐࠪ͢Δͷʹ͕࣌ؒ ͔͔ΔΜ͡Όͳ͍ʁ
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Πϝʔδ͢Δظ ௐࠪA ޮՌA
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ݱ࣮ௐࠪͱޮՌෳࡶʹབྷΈ߹͍ͬͯΔ ޮՌA ௐࠪC ޮՌB ޮՌD ௐࠪA ௐࠪB ޮՌC
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• Ξτϓοτ͕ઌߦͯ͠ௐࠪͷ༏ઌ্͕͕Βͳ͍ • ඞཁͳͱ͖ʹ͚ͩௐࠪΛ͢Δ ͜ͷظʹറΒΕͯɺ͜Μͳ͜ͱʹͳ͍ͬͯ·ͤΜ͔ʁ ௐࠪA ޮՌA
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͕ࣗ։ൃ͍ͯ͠ΔϓϩμΫτͷ Ϣʔβʔͷ͜ͱΛͲΕ͘Β͍͍ͬͯ·͔͢ʁ
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༑ਓՈͷ͜ͱΛ Ͳ͏ͬͯΖ͏ͱ͍ͯ͠·͔͢ʁ
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͢ػձ͕ଟ͘ɺ ࠷ۙͨ͠ਓͷ΄͏͕͍ͬͯΔ
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UXϦαʔνΛ܁Γฦ͢͜ͱͰ Ϣʔβʔͷղ૾্͕͕͍ͬͯ͘ ޮՌA ௐࠪC ޮՌB ޮՌD ௐࠪA ௐࠪB ޮՌC ௐࠪ
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UXϦαʔνΛ܁Γฦ͢͜ͱͰ Ϣʔβʔͷղ૾্͕͕͍ͬͯ͘ ޮՌA ௐࠪC ޮՌB ޮՌD ௐࠪA ௐࠪB ޮՌC ௐࠪ ޮՌ Ϣʔβʔͷղ૾্͕͕Δ͜ͱͰ ڧ͍ޮՌΛੜΈग़͢
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ৗʹԿ͔͠Β͔ͷUXϦαʔν͕ ߦΘΕ͍ͯΔͱ͍͏จԽࣗମʹՁ͕͋Δ
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ຊ͓͢Δ͜ͱ ͍͔ʹͯ͠UXϦαʔνจԽΛৢ͠ɺ ϓϩμΫτ։ൃͭͳ͍͛ͯΔ͔ ͜Μͳਓ͚ • UXϦαʔνΛऔΓೖΕͯΈ͍ͨʂͬͯΈ͍ͨʂ • ϓϩμΫτ։ൃͰͲΜͳUXϦαʔν͍ͯ͠Δ͔۩ମతʹΓ͍ͨ
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PayPayϑϦϚͷ։ൃϑϩʔͱ՝ײ
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Design PayPayϑϦϚͷ։ൃମ੍ Plan FE BE 2िؒʹ1ϦϦʔε PJ1 ػೳ։ൃͷϓϩδΣΫτ͝ͱʹ֤৬छΛΞαΠϯ Product Management iOS Android Web BFF BE SRE PJ2 PJ3 PJ4 v1.x.x
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PayPayϑϦϚͷ։ൃϑϩʔ ՝ఆٛ ػೳ༷ఆٛ ใઃܭ UIσβΠϯ ։ൃ QA ϦϦʔε
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σβΠφʔͷׂ ϢʔβʔʹՁͷ͋ΔػೳͲΜͳͷ͔ʁΛPdMͱͱʹܾٞ͠Ί͍ͯ͘ FigmaͰσβΠϯΛ͠ͳ͕ΒPdMΤϯδχΞͱίϛϡχέʔγϣϯΛΔ ՝ఆٛ ػೳ༷ఆٛ ใઃܭ UIσβΠϯ ։ൃ QA ϦϦʔε
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՝ײᶃ ؔऀؒͰͷϢʔβʔ૾ͱղܾࡦͷϒϨ
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ϢʔβʔͷΛͰ͖Δ͚ͩฉ͖͍ͨʂ Ͱ͖Δ͚ͩૣ͘ϢʔβʔఏڙͰ͍ͨ͠
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• Ξτϓοτ͕ઌߦͯ͠ௐࠪͷ༏ઌ্͕͕Βͳ͍ • ඞཁͳͱ͖ʹ͚ͩௐࠪΛ͢Δ ՝ײᶄ UXϦαʔνΛͰ͖Δਓ͕গͳ͘ɺ·͞ʹόουύλʔϯͳঢ়گͩͬͨ
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UXϦαʔν͕Ͱ͖Δɾڵຯ͕͋Δ͕ؒ૿͑ͨʂ
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UXϦαʔνͷपظ ػೳ։ൃͷαΠΫϧؾʹͤͣɺҰఆͷपظͰ࣮ࢪ͠өͤ͞Δ Ϧαʔν ·ͣఆظతͳUXϦαʔνจԽͷৢ͠Ϣʔβʔͷղ૾Λ্͛Δ PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release Ϧαʔν
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طଘϢʔβʔͷ ϖϧιφࡦఆ ఆੑௐࠪ ຊհ͢Δ2ͭͷࣄྫ ϩΠϠϧςΟௐࠪ Ϣʔβʔͷղ૾্͕͛ΔͨΊఆྔͱఆੑͷ྆໘͔ΒϦαʔν ఆྔௐࠪ
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ϖϧιφࡦఆ
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ͳͥߦͬͨͷ͔ʁ ग़ऀɾߪೖऀ͕͍ΔϑϦϚαʔϏεͰ ʮͲΜͳਓ͕ʯͱ͍͏ͷ͕ෳࡶͳͨΊංେԽ͕ͪͩͬͨ͠ طଘϢʔβʔͷϖϧιφΛͭ͘Δ͜ͱͰ ڞ௨ೝࣝΛͦΖ͑Δ
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֓ཁ PayPayϑϦϚͷطଘϢʔβʔʹ ར༻࣮ଶΛΠϯλϏϡʔ ΠϯλϏϡʔͰಘͨఆੑσʔλΛ ੳ͠ϖϧιφΛ࡞
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ΠϯλϏϡʔҰཡ ग़/ߪೖऀ 5໊ͣͭʹΠϯλϏϡʔ
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ඃݧऀͷάϧʔϐϯά 1 ࣠A ࣠B ࣠C 2 4 3 1 2 4 3 1 2 4 3 ɾ ɾ ɾ
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ൃ߹Θͤͯάϧʔϐϯά
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ϖϧιφҰཡ
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͜͜Ͱʂ ͱݴ͍͍ͨͱ͜ΖͰ͕͢…
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ϖϧιφͭͬͯ͘ ऴΘΓͰ͋Γ·ͤΜ
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ϖϧιφ͚ͭͬͨͩ͘Ͱ ৮ΕΔػձ͕ͳ͚ΕΕͯ͠·͏ ΘΕͳ͍ϖϧιφͰɺ͍ͳ͍ಉવͰ͋Δ
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༷ॻͷϑΥʔϚοτʹϖϧιφΛՃ͠ ༷ܾఆ͢ΔࡍʹৼΓฦΔΑ͏ʹ ՝ఆٛ ػೳ༷ఆٛ ใઃܭ UIσβΠϯ ։ൃ QA ϦϦʔε
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·ͱΊ • ࣾ֎ͷϢʔβʔʹར༻࣮ଶΛΠϯλϏϡʔ • ΠϯλϏϡʔͰಘͨఆੑσʔλΛͱʹϖϧιφΛ࡞ • ։ൃϑϩʔʹϖϧιφΛ֬ೝ͢ΔλΠϛϯάΛͭ͘Γ ϖϧιφͷఆணΛ͔Δ How to Result
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طଘϢʔβʔͷ ϖϧιφࡦఆ ఆੑௐࠪ ຊհ͢Δ2ͭͷࣄྫ ϩΠϠϧςΟௐࠪ Ϣʔβʔͷղ૾্͕͛ΔͨΊఆྔͱఆੑͷ྆໘͔ΒϦαʔν ఆྔௐࠪ
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ϩΠϠϧςΟௐࠪ
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ͳͥߦͬͨͷ͔ʁ NPSɿαʔϏεʹର͢Δʮ৴པʯʮѪணʯͱ͍ͬͨސ٬ϩΠϠϧςΟΛଌΔࢦඪ αʔϏεΛܧଓతʹར༻ͯ͠Β͏ͨΊʹॏཁͳࢦඪͩͱࢥ͍ͬͯΔ͕ ͳʹ͕NPSʹޮ͍͍ͯΔ͔͕ෆಁ໌ͰखͷଧͪΑ͏͕ͳ͍
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֓ཁ ఆ؍ଌͰ͖ΔΑ͏ʹҰఆͷपظͰ࣮ࢪ ৺ཧϩΠϠϧςΟͷख๏Λͱʹ 3֊ʹߏԽ&ఆྔԽ λονϙΠϯτ͝ͱʹܭଌΛߦ͍ ϩΠϠϧςΟΛՄࢹԽ͢Δ Ҿ༻ɿ͓٬༷ͷ৺Λ͔ͭΉ ৺ཧϩΠϠϧςΟϚʔέςΟϯάɹ෦ ߂ؽ ஶɹਡ๚ ྑ म
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Positive Experiences Negative Experiences Positive Experiences Negative Experiences αʔϏεશମʹର͢Δ৺ཧϩΠϠϧςΟ ಄ͷຬ ɾɾɾ λονϙΠϯτ A λονϙΠϯτB λονϙΠϯτ C ຬʹର͠Өڹͷڧͦ͏ͳମݧΛ߲Խ ৺ͷຬ ߲ผʹຬΛฉ͘ΞϯέʔτͰௐࠪ
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શମNPS ֤λονϙΠϯτʹ ର͢Δຬ ຬʹӨڹ͢Δମݧ
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ूܭ݁Ռ ग़ऀɾߪೖऀͷ2ͭͷηάϝϯτʹ͚ͯूܭ
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Ϛοϐϯά ܭଌ݁ՌΛϚοϐϯά͠ɺվળͷ༏ઌΛ͚ͭΔ αʔϏεશମNPSߴ͍͕ λονϙΠϯτͷຬ͕ ͍ αʔϏεશମNPS͍͕ λονϙΠϯτͷຬ ߴ͍ ߴ ৺ͷຬ ಄ͷຬ ߴ ωΨςΟϒମݧΛݮΒ͢ ʢಉ࣌ʹϙδςΟϒମݧΛ૿͢ʣ ϙδςΟϒମݧΛ૿͢ ʢಉ࣌ʹωΨςΟϒମݧΛݮΒ͢ʣ
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ूܭ݁Ռ ग़ऀɾߪೖऀͷ2ͭͷηάϝϯτʹ͚ͯूܭ ϩΠϠϧςΟʹେ͖͘ڹ͍͍ͯͦ͏ͳମݧΛվળ
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࣮ߦͨ͠۩ମࡦ ग़ͷϙδςΟϒମݧΛ૿͢ωΨςΟϒମݧΛݮΒͨ͢Ίͷվળ
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ग़ྃ͢Δ·Ͱ ʮࣗಈೖྗ͞Εͯศརͩͬͨʯͱ͍͏ϙδςΟϒମݧͷબࢶ͕ଟ͍ ٯʹʮग़ϑΥʔϜͷೖྗ߲͕ଟ͔ͬͨʯʮೖྗ్தͰ͖͋ΒΊͨʯ ͱ͍͏ωΨςΟϒମݧͷબଟ͔ͬͨ ࣗಈೖྗΛڧԽ͠ɺೖྗίετΛݮΒ͢
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ച্ۚͷೖۚ өΛΑΓ্͛ΔͨΊʹ ച্ۚೖۚʹඞཁͳߪೖऀධՁΛΕͳ͍Α͏ͳରࡦ ༧ఆ͞Ε͍ͯͨվળࢪࡦͷ༏ઌΛ͋͛Δ ʮച্ۚͷө͕ૣͯ͘خ͔ͬͨ͠ʯͱ͍͏ϙδςΟϒମݧͷ߲ͷબ͕ଟ͍
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·ͱΊ • 3֊ʹߏԽ&ఆྔԽ͠λονϙΠϯτ͝ͱʹܭଌΛߦ͏ • ఆ؍ଌͰ͖ΔΑ͏ʹҰఆͷपظͰ࣮ࢪ • తͳվળఏҊ • طʹ༧ఆ͞Ε͍ͯͨҊ݅ͷ༏ઌΛݕ౼͢Δ͏͑Ͱͷࡐྉͱͯ͠ར༻͢Δ How to Result
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ຊͷৼΓฦΓ ػೳ։ൃͷαΠΫϧؾʹͤͣɺҰఆͷपظͰ࣮ࢪ͠өͤ͞Δ Ϧαʔν ·ͣఆظతͳUXϦαʔνจԽͷৢ͠Ϣʔβʔͷղ૾Λ্͛Δ PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release Ϧαʔν
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ৗʹԿ͔͠Β͔ͷUXϦαʔν͕ ߦΘΕ͍ͯΔͱ͍͏จԽࣗମʹՁ͕͋Δ
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Thank you!