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HPX Talk 44:以增長為導向,發揮用戶研究的真正價值 / Stella Hsiao

內容:

現代人接觸到的訊息量超載,不僅生活中要接觸到各種動態更新,在工作中遇到的各種調查也是每天爆炸般的襲來;產品研發需要時刻監控轉換率、流量、市場反應等各項數據,還有各種市場調查報告、客戶意見調查需要處理,那麼身為一個用戶體驗研究員,要怎麼讓你的發現輕鬆的被團隊吸收,甚至引發以增長為導向的改變呢?

大綱:

1. 我的研究之路:學與用的知識螺旋
2. 增長導向:研究員的存續性就看這
3. 科學:大膽假設、小心驗證
4. 跨團隊溝通:說故事與問問題
5. Q & A

主講人:Stella Hsiao
喜歡物理、哲學和心理學;但最愛的還是貓、美食跟電影。
多半的時候都以一個購物狂的身份活著。

Stella 的 medium:
https://medium.com/@stellahsiao

Stella 的 wordpress:
https://hardcorethinkers.wordpress.com/

Stella 在 VIDE 刊登的文章:
了解導入設計思考失敗 3 大原因,少走 800 公里冤枉路
實踐同理心:別教育你的受訪者
如何辨別、應對「偽」受訪者
去哪裡找人來訪談?
就是要買你沒有的:談各國電商的訊息傳達策略
學歷:國立台灣大學心理系

實習經歷:
智榮基金會 – 華人消費者研究中心 – 實習研究員
gogolook走著瞧 – 來電辨識APP「象卡來」 – UX 設計師
Rayark雷亞遊戲 – 音樂手遊「VOEZ」- UX/Game 設計師

工作經歷:
MOCACARE – 智慧血壓服務「MOCAheart」- 服務設計師
Rakuten 樂天市場 – 樂天市場購物網 – UX研究員

活動網頁:https://hpx.tw/archives/25727

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HPX Talk 44:以增長為導向,發揮用戶研究的真正價值 / Stella Hsiao

  1. 1. The True Power of User Research Growth
  2. 2. STELLA HSIAO Cobinhood UX researcher
  3. 3. ScienceGrowth Team work My Experience We Will Talk About These The Knowledge Spiral Between Learn and Use How To Boost Your Viability The Importance of Hypothesis and Test Story-Telling and Questioning
  4. 4. NTU Psychology Fundamental Knowledge from School My Experience The Knowledge Spiral Between Learn and Use Psychological Testing Experiment Methods Psychological Statistics Cognition Psychology Sensation & Perception Biological Psychology Consumer Behavior Social Interaction Culture Influence
  5. 5. Photo by Mathew Schwartz on Unsplash first question Are These Knowledge All Real?
  6. 6. My Experience The Knowledge Spiral Between Learn and Use NTU Psychology Fundamental Knowledge from School
  7. 7. Beijing Shanghai Guangzhou Taipei Kaohsiung
  8. 8. 100+
  9. 9. My Experience The Knowledge Spiral Between Learn and Use What I learned What I saw What I thought
  10. 10. Photo by Mathew Schwartz on Unsplash Second question What After Exploration?
  11. 11. My Experience Phase I. Aim For Know NTU Psychology Fundamental Knowledge from School Explore Trending Consumer Behavior aim to provide a concept which can let other groups use this as foundation to invent new product.
  12. 12. My Experience Phase I. Aim For Know Design Thinking Process
  13. 13. My Experience Phase I. Aim For Know Design Thinking Process
  14. 14. My Experience Phase II. Aim For Design Design Thinking Crossing Know to Design, Exploring The Meaning Behind Behavior
  15. 15. My Experience Phase II. Aim For Design
  16. 16. My Experience Phase II. Aim For Design Desirability Viability Feasibility Human Technology Business Inovation
  17. 17. Viability Business My Experience Phase II. Aim For Design Desirability Feasibility Human Technology
  18. 18. Photo by Mathew Schwartz on Unsplash Third question Does Research Can Really Make Money?
  19. 19. My Experience Phase III. Aim For Growth Market Design For Growth, Design For Making People Willing To Pay
  20. 20. E-Commerce The Only Mighty Goal is Making Money Growth How To Boost Your Viability Revenue Goal of 2018 50%
  21. 21. E-Commerce The Only Mighty Goal is Making Money Growth How To Boost Your Viability Revenue Goal of 2018 Traffic x CVR x AOV
  22. 22. Unlimited Wants & Limited Resources
  23. 23. To Do List 1. Item Page 2. Cart 3. Marketing Event Interaction 4. Social Referral 5. Mobile App
  24. 24. Several Products +) Several Projects Pathetic Programer
  25. 25. PM 1 PM 2
  26. 26. Growth Centered Research Plan
  27. 27. To Do List 1. Item Page 2. Cart 3. Marketing Event Interaction 4. Social Referral 5. Mobile App
  28. 28. To Do List 1. Item Page 2. Cart 3. Marketing Event 4. Social Referral 5. Mobile App Traffic x CVR x AOV 15000 10000 1000 2000 3000 2.75 3.60 1.12 0.34 6.95 1050 1340 900 1250 1500
  29. 29. To Do List 1. Item Page 2. Cart 3. Marketing Event 4. Social Referral 5. Mobile App Traffic x CVR x AOV 15000 10000 1000 2000 3000 2.75 3.60 1.12 0.34 6.95 1050 1340 900 1250 1500 43,312,500 48,240,000 1,008,000 850,000 31,275,000
  30. 30. Growth Centered Research Plan with Passion
  31. 31. North Star Metric Define The Biggest Value You, As An UX Research, Aim To Bring To USER Growth How To Boost Your Viability Desirability Viability Feasibility Human Technology Business
  32. 32. North Star Metric Define The Biggest Value You, As An UX Research, Aim To Bring To USER Growth How To Boost Your Viability Product Strategy Leading Revenue Customer Value
  33. 33. North Star Metric Define The Biggest Value You, As An UX Research, Aim To Bring To USER Growth Uber’s North Star Metric Product Strategy Customer Value Leading Revenue match time between user and driver
  34. 34. Loyalty User Explore Their A!HA! Moment, And Try To Copy Their Experience To Others Growth How To define Your Product’s North Star Metric Persona User Journey Map
  35. 35. Get To Know Why They Love Your Service Use Proper Words To Convince Customized And Personalized Understand How They Get Through Obstacle Scale Up These People …… Growth Use Of Persona
  36. 36. Growth Use Of User Journey Map A!HA! Moment How User “EXPERIENCE” The Value You Deliver AARRR How To Extend Life Time Value
  37. 37. How To Boost Your Viability Growth Use What You Learn Try using everything you learn from this world, and don’t let them be a theory with no impact. Never Forget Empathy All you do need to lead revenue, but never forget your user, never forget human. Focus On Your North Star Combine user value and business revenue, and always keep this target in mind. Deconstruct Your Goal Deconstruct your main goal into specific tasks, can make you clarify the priority.
  38. 38. Let Evidence Talk Combine Qualitative and Quantitative Research To Speak For Your Suggestions The Importance of Hypothesis and Test Science Hypothesis Test
  39. 39. Interview Insight Not Only Your “Intuition” Best way to get hypothesis Correlation Regression Function Data Analytic Know What, Not Why Know Why, Not How Connect 2 Variables Predict Result
  40. 40. SUS = 62.5
  41. 41. SUS = 62.5 LoyaltyAverage Order Value Return Rate click page Conversion Rate Duration flow Bounce Rate
  42. 42. Better Done Than Perfect Best way to Test There Is No Perfect or Truth
  43. 43. A B
  44. 44. Best way to Test A/B Test Control Variables Set-Up Priority Accept Failure
  45. 45. Team work Story-Telling and Asking Questions
  46. 46. Be Challenged By Other Team’s Member?
  47. 47. Team work
  48. 48. reference:http://web.math.sinica.edu.tw/math_media/d322/32201.pdf
  49. 49. Story Telling and Asking Questions Team work Photo by Becca Tarter on Unsplash 1. Let User Talk Vividly 2. Deliver A Scenario or An Imagination 3. Fit In A Scene That Everyone Might Encounter
  50. 50. ScienceGrowth Team work My Experience We Will Talk About These The Knowledge Spiral Between Learn and Use How To Boost Your Viability The Importance of Hypothesis and Test Story-Telling and Questioning
  51. 51. take away for you Desirability Viability Feasibility Human Technology Business Inovation Have Confidence Making Money By Your Research Knowing You’re Study For Better Human Future Share The Story And Rolling The Team UXR Value
  52. 52. QA. Any thing

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