UX Design Process &UX Design Process & Documentation

2015.4.25ヴ レ 会議室ヴォラーレ 会議室

本⽇の流れ（13:00-18:30）本⽇の流れ（13:00-18:30）

1 他⼰紹介1. 他⼰紹介2. 本の概要2. 本の概要– Introduction, Chapter 2

3 各⾃の事例説明（30分程度）3. 各⾃の事例説明（30分程度）– 章の順番ごとに– Chapter 9. Measure & Iterate

4 坂本⽒によるお話4. 坂本⽒によるお話

主催者、参加者による簡単な他・⾃⼰紹介

1. 他⼰紹介催者 参加者 簡単 他 ⾃ 紹介

Introduction, Chapter 2

2. 本の概要, p

Chapter 1

INTRODUCTIONp

IntroductionIntroduction

Wh d th d t ti ?• Why need the ux documentation?– ○○○

• Whatʼs...Wh tʼ i• Whatʼs in– wide breadth of expert commentary,

theories, practices– real-life examples of successful ea e e a p es o success u

documentation

BiographiesBiographies

• Chris Bankthe growth lead at UXPin– the growth lead at UXPin

– marketing and product at numerous startups

• Jerry Cao• Jerry Cao– a content strategist at UXPing– content strategies for clients at Brafton

Chapter 2

OVERVIEWp

Documentation in ProcessDocumentation in Process

f UX d i• for UX design• Lean and Agile worldLean and Agile world

– MVP (Minimum Viable Products)

How They All RelateHow They All Relate

H d it ll k i ti ?• How does it all work in practice?– should complement, not supplement, the p , pp ,

design process

Step of design documentationStep of design documentation

1 d t d fi iti1. product definition（コンセプト定義）

2. research（現状調査）2. research（現状調査）

3. analysis（ユーザ分析）

4. design（設計）

5. implementation（構築）5. implementation（構築）

6. live product（ローンチ）

7. measuring and iterating（測定＆繰り返し）

30分程度で内容や課題について話し合う

3. 各⾃の事例説明分程度 内 課題

Chapter 9

MEASURE & ITERATEp

Feedback loop (1/3)Feedback loop (1/3)

NON CUSTOMERS• NON-CUSTOMERS– Vero triggers an on-site survey after 30 gg y

seconds of idleness– inform product and marketing teamsinform product and marketing teams

Feedback loop (2/3)Feedback loop (2/3)

LEADS• LEADS– AppSumo sent the above survey with pp y

four simple questions– new landing page, earning much highernew landing page, earning much higher

sales and conversions

Feedback loop (3/3)Feedback loop (3/3)

CUSTOMERS• CUSTOMERS– feedback loops must be frictionlessp– clicking the button, users were prompted

with a simple form (Atlassian)with a simple form (Atlassian)– received over 900+ feedback

ONI TsukkomiONI Tsukkomi

http://www.inboundmarketing.jp/blog/2015/04/07/onitsukkomi/

Focus on the right metrics (1/3)Focus on the right metrics (1/3)

DETERMINE METRICS• DETERMINE METRICS– customer metrics

• Activation percentage• Retention percentagep g• Net promoter score

– business metricsbusiness metrics• Customer Acquisition Cost• % Conversion to Paying Customers• % Conversion to Paying Customers• Lifetime Value

Focus on the right metrics (2/3)Focus on the right metrics (2/3)

ITERATIONS BASED ON ROI• ITERATIONS BASED ON ROI– Value-Complexity Matrixp y

Focus on the right metrics (3/3)Focus on the right metrics (3/3)

KEEP A HIGHER PEAK• KEEP A HIGHER PEAK– end of data-driven iteration, diminishing , g

returns

Never endsNever ends

d ʼt b f id t b k t• donʼt be afraid to back at square one– iteration is the heart of product p

development

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