How to Incorporate UX Research into the Product Development Process

Kaho Tajima (Yahoo! JAPAN / Flea Market Div, YAHUOKU! Services Group, Commerce Group / Designer)

https://tech-verse.me/ja/sessions/208
https://tech-verse.me/en/sessions/208
https://tech-verse.me/ko/sessions/208

Transcript

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3. Kaho Tajimaɹ Yahoo! Japan Corporation •UI/UX designer of "PayPay Flea Market" •Design Team Manager and Head of Design, Overall Service •Outside of the company, he belongs to Designship, a general incorporated association.
5. Product timeline iOS App Android App Launch Web Launch PayPay Mini App Launch Service launch 5% commission 10 Million DL 15 Million DL 2019/10 2022/10 2021/1 2021/10 2020/9 5 million DL ! " ! ! 2020/1 2020/4 2020/7 ZOZOTOWN alignment 2022/6 WEAR alignment
8. How do we foster a culture of UX research and connect it to product development? What’s going to be talked about today For people like • I want to incorporate UX research! I want to try it! • I want to know specifically what kind of UX research you do in product development.
9. Table of Contents - Case Study 1: Loyalty Survey - Case study 2: Persona development - PayPay Flea Market development flow and perspective on issues - UX Research Approach
10. UX Research Approach
11. What is UX Research?
12. UX research, as a major premise, is a method of UX design and by testing and repeating the hypotheses we aim to provide better services and experiences to users
13. UX research, as a major premise, is a method of UX design and by testing and repeating the hypotheses we aim to provide better services and experiences to users
14. UX Research Methodology Interview Usability Test Survey (e.g. questionnaire) Qualitative Research Quantitative Research etc…
15. How well do you know the users of the product you are developing?
16. Frequently heard in UX research Isn't the interview just one person's opinion? How effective is user research for your business? Doesn't research take a long time?
17. Image of expected value Survey A Effect A
18. In reality, survey and effects are intricately intertwined. Effect A Survey C Effect B Effect D Survey A Survey B Effect C
19. • Outputs are not prioritized ahead of the investigation. • Do research only when necessary. Are you bound by expectations to do this? Survey A Effect A
20. How well do you know the users of the product you are developing?
21. How do you try to get to know your friends and family?
22. People you talk to more often and more recently know better.
23. Repeated UX research increases user resolution. Survey Effect A Survey C Effect B Effect D Survey A Survey B Effect C
24. Repeated UX research increases user resolution. Survey Effect A Survey C Effect B Effect D Survey A Survey B Effect C Effect Creating a strong effect by increasing user resolution
25. The culture of always having some kind of UX research going on is valuable in itself.
26. How do we foster a culture of UX research and connect it to product development? What’s going to be talked about today For people like • I want to incorporate UX research! I want to try it! • I want to know specifically what kind of UX research you do in product development.
27. PayPay Flea Market development flow and perspective on issues
28. Design PayPay Flea Development System Plan FE BE Release once every two weeks PJ1 Assign a job category to each feature development project Product Management iOS Android Web BFF BE SRE PJ2 PJ3 PJ4 v1.x.x
29. Design PayPay Flea Development System Plan FE BE Release once every two weeks PJ1 Assign a job category to each feature development project Product Management iOS Android Web BFF BE SRE PJ2 PJ3 PJ4 v1.x.x
30. PayPay Flea Development Flow The task Definition
31. PayPay Flea Development Flow The task Definition Feature Specifications Definition
32. PayPay Flea Development Flow The task Definition Feature Specifications Definition Information Design
33. PayPay Flea Development Flow The task Definition Feature Specifications Definition Information Design UI Design
34. PayPay Flea Development Flow The task Definition Feature Specifications Definition Information Design Development UI Design
35. PayPay Flea Development Flow The task Definition Feature Specifications Definition Information Design Development QA UI Design
36. PayPay Flea Development Flow The task Definition Feature Specifications Definition Information Design Development QA Release UI Design
37. What features are of value to users? Discuss this and decide with PdM The task Definition Feature Specifications Definition Information Design UI Design Development QA Release PayPay Flea Development Flow
38. What features are of value to users? Discuss this and decide with PdM Design with Figma Communicate with engineers and have them develop accordingly The task Definition Feature Specifications Definition Information Design UI Design Development QA Release PayPay Flea Development Flow
39. Issues ᶃ Blurring of user images and solutions
40. want to hear from users want to provide it to users as soon as possible
41. • Outputs are not prioritized ahead of the investigation. • Do research only when necessary. Issuesᶄ Not many people could do UX research.It was a bad pattern situation
42. More business associates who can/are interested in UX research!
43. UX research cycle Start by fostering a culture of regular UX research Research was conducted at regular intervals without worrying about the timing of feature development and to be reflected upon later PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release
44. UX research cycle Start by fostering a culture of regular UX research Research was conducted at regular intervals without worrying about the timing of feature development and to be reflected upon later PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release reserch reserch
45. Development of persona of the existing users Qualitative survey Loyalty Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
46. Development of persona of the existing users Qualitative survey Loyalty Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
47. Persona development
48. Why was it conducted? Match everyone's user image.
49. Why was it conducted? Match everyone's user image. By developing the persona of the existing users we align the common understanding
50. PayPay Flea Market existing users outside the company were interviewed on actual usage, and a survey is conducted
51. PayPay Flea Market existing users outside the company were interviewed on actual usage, and a survey is conducted The qualitative data obtained from the interviews are analyzed, and personas were created
52. Five sellers and 5 buyers each were interviewed.
54. Grouping of subjects 1 Axis A 2 4 3 1 2 4 3 1 2 4 3 ɾ ɾ ɾ Axis B Axis C
55. Grouping of subjects 1 Axis A 2 4 3 1 2 4 3 1 2 4 3 ɾ ɾ ɾ Axis B Axis C
57. Grouping of speech recordings
59. Value map
61. Completion! I would say…
62. Persona is not finished just because it is created.
63. Once created, forgotten An unused persona is as good as non-existent
64. Add persona to the specification format Change the flow to revisit when deciding the specifications The task Definition Feature Specifications Definition Information Design UI Design Development QA Release
65. • Interview external users about actual usage • Create a persona based on the qualitative data obtained from the interviews • Make time to check the persona in the development flow to try to establish the persona How to Result
66. Development of persona of the existing users Qualitative survey Loyalty Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
67. Loyalty Survey
68. Why was it conducted? NPS: An index that measures customer loyalty such as "trust" and "attachment" to services It's unclear what works for NPS and there's nothing I can do about it.
69. Enable fixed-point observation c onduct at regular intervals To be based on psychological loyalty methods Structure and quantify in 3 layers Ҿ༻ɿ͓٬༷ͷ৺Λ͔ͭΉ ৺ཧϩΠϠϧςΟϚʔέςΟϯάɹ౉෦ ߂ؽ ஶɹਡ๚ ྑ෢ ؂म
70. Enable fixed-point observation c onduct at regular intervals To be based on psychological loyalty methods Structure and quantify in 3 layers Measure at each touchpoint Make loyalty visible Ҿ༻ɿ͓٬༷ͷ৺Λ͔ͭΉ ৺ཧϩΠϠϧςΟϚʔέςΟϯάɹ౉෦ ߂ؽ ஶɹਡ๚ ྑ෢ ؂म
71. Positive Experiences Negative Experiences Positive Experiences Negative Experiences Conduct a survey on NPS across services Survey with a questionnaire asking about item-wise satisfaction level Itemize experiences that seem to have a strong impact on satisfaction
72. Positive Experiences Negative Experiences Positive Experiences Negative Experiences Conduct a survey on NPS across services Survey with a questionnaire asking about item-wise satisfaction level ɾɾɾ Touchpoint A Touchpoint B Touchpoint C Itemize experiences that seem to have a strong impact on satisfaction
73. Positive Experiences Negative Experiences Positive Experiences Negative Experiences Conduct a survey on NPS across services Satisfaction in the mind Satisfaction in the heart Survey with a questionnaire asking about item-wise satisfaction level ɾɾɾ Touchpoint A Touchpoint B Touchpoint C Itemize experiences that seem to have a strong impact on satisfaction
74. Satisfaction level for each touchpoint No translation Experiences that influence the satisfaction Overall NPS
75. Satisfaction level for each touchpoint No translation Experiences that influence the satisfaction Overall NPS
76. Satisfaction level for each touchpoint No translation Experiences that influence the satisfaction Overall NPS
77. Satisfaction level for each touchpoint No translation Experiences that influence the satisfaction Overall NPS
78. Satisfaction level for each touchpoint No translation Experiences that influence the satisfaction Overall NPS
79. Satisfaction level for each touchpoint No translation Experiences that influence the satisfaction Overall NPS
80. Aggregate results Sum up by dividing into two segments, sellers and buyers
81. Mapping Map the measurement results and prioritize improvements Satisfaction in the heart is high Satisfaction in the mind is low Satisfaction in the heart is low Satisfaction in the mind is high High Satisfaction in the heart Satisfaction in the mind High Low
82. Mapping Map the measurement results and prioritize improvements Satisfaction in the heart is high Satisfaction in the mind is low Satisfaction in the heart is low Satisfaction in the mind is high High Satisfaction in the heart Satisfaction in the mind Reduce the negative experiences (At the same time, increase the positive experiences) High Low
83. Mapping Map the measurement results and prioritize improvements Satisfaction in the heart is high Satisfaction in the mind is low Satisfaction in the heart is low Satisfaction in the mind is high High Satisfaction in the heart Satisfaction in the mind Reduce the negative experiences (At the same time, increase the positive experiences) Reduce the positive experiences (Increase the negative experiences at the same time) High Low
84. Improving experiences that seem to have a significant impact on loyalty Aggregate results Sum up by dividing into two segments, sellers and buyers
85. Improving experiences that seem to have a significant impact on loyalty Aggregate results Sum up by dividing into two segments, sellers and buyers
86. Improving experiences that seem to have a significant impact on loyalty Aggregate results Sum up by dividing into two segments, sellers and buyers
87. Measures taken Improvements to reduce negative experiences while listing
88. There were many positive experiences, such as, “auto-input was very helpful”. Conversely, comments like, “there were many items to be entered in the listing form, and I gave up halfway through”, expressed the negative experiences. Until the listing is completed
89. There were many positive experiences, such as, “auto-input was very helpful”. Conversely, comments like, “there were many items to be entered in the listing form, and I gave up halfway through”, expressed the negative experiences. Until the listing is completed Enhance auto-input and reduce input cost
90. Increase the priority of planned measures for improvement Payment towards sale proceeds Many selected the positive experience item, “I was happy that the sales proceeds were reflected so quickly.”
91. Increase the priority of planned measures for improvement Payment towards sale proceeds Many selected the positive experience item, “I was happy that the sales proceeds were reflected so quickly.” To increase the speed of reflection Take steps to obtain valuable evaluation from the buyer at the time of payment towards sale proceeds
92. • Structure and quantify in 3 layers, and measure at each touchpoint • Visualize touchpoints where negative and positive experiences are likely to have a significant impact • Straightforward Improvement proposals • To review the priority of existing scheduled projects, use this as a tool How to Result
93. Development of persona of the existing users Qualitative survey Loyalty Survey Quantitative survey Today's case study Research from both quantitative and qualitative perspectives
94. UX research cycle Start by fostering a culture of regular UX research reserch Research was conducted at regular intervals without worrying about the timing of feature development and to be reflected upon later PJ1 PJ2 PJ3 PJ4 PJ5 PJ6 PJ7 PJ8 v1.x.x Release v1.x.x Release v1.x.x Release reserch
95. The culture of always having some kind of UX research going on is valuable in itself.
96. Thank you!