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Agile Tour Taipei 2018 問題解決導向的用戶訪談工作坊
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Jenson Lee
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面對一個真實存在的問題,藉由對使用者及利益關係人(stackholders)進行訪談,蒐集商業需求及使用者體驗等相關資訊,引導出能產生真正價值的問題及解決方式
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Agile Tour Taipei 2018 問題解決導向的用戶訪談工作坊
1.
問題解決導向的⽤用⼾戶訪談⼯工作坊
2.
我是誰 ●產品經理 / Product
Owner / ScrumMaster ●Jenson Lee ●叫車吧
3.
Check-In ●你在做什麼? ●一句話說明「問題」的定義是什麼? ●你是誰?
4.
需求探索歷程
5.
從問題到提問 ●如何界定問題的影響範圍? ●是使用者的問題、產品的問題、還是你的問題? ●使用者想要的,跟你要給他的是一樣的東西嗎? ●問題是什麼? ●問題怎麼產生的? ●使用者說的、就是他心中要的嗎?
6.
以⼀一個真實的問題為例例
7.
出機場專⾞車車 回國領⾏行行李時再叫⾞車車, 不擔⼼心班機誤點、司 機放⿃鳥。 預 約 接
送 48 ⼩小時前預約都 可以,臨臨時出差 都不怕。 市 區 叫 ⾞車車 專屬的代步禮賓⾞車車, 經濟實惠⼜又便便利利。 關於
8.
營收來來源 叫⾞車車 接案 收取每趟⾞車車資固定比例例 作為平台服務費 •24 ~
45 歲上班族 •必須持有信⽤用卡 •習慣使⽤用 APP 叫⾞車車 •有靠⾏行行的職業司機 •UBER 五星以上司機
9.
媒合模式 廣播給附近的司機 回應接單 不回應 回應接單 乘客端出現可選⾞車車輛 點選⾞車車輛完成媒合
10.
乘客端叫⾞車車
11.
司機端媒合
12.
問題:掉單率居⾼高不下 ! 平⽇日掉單率 25%,假⽇日掉單率
35%。 ! 掉單數量量最多的時段為平⽇日上下班及週末午晚餐時段。 * 掉單率 = (乘客叫⾞車車沒有司機回應 + 媒合後取消)/ 總叫⾞車車數
13.
掉單率可怕之處 將近三分之⼀一的營收過⾨門不入 根據統計,每週約損失六位數左右的營收, 隨著使⽤用者數擴⼤大,若若掉單率居⾼高不下,損失的營收會更更加擴⼤大。
14.
掉單率可怕之處 使⽤用者(乘客與司機)體驗很差,降低使⽤用意願 乘客⾓角度:叫⾞車車 10 次
有 3 次沒⾞車車 司機⾓角度:10 次叫⾞車車廣播,有 3 次不會回應,回應後只有 ⅓ 機率被選中,還有可能被取消。 各種因素造成掉單,雙⽅方對平台的信⼼心只會越來來越低。
15.
掉單率可怕之處 使⽤用者的負⾯面評價會在網路路上擴散
16.
執⾏行行過的改善策略略 ! 增加排班司機:不治標還很傷本 因為乘客叫⾞車車區域很分散,增加排班也只能解決部分區域掉單,成效很有限。 增加太多排班司機,利利⽤用率會過低,成本容易易墊的太⾼高。 ! 司機趟獎、激勵活動 每檔司機活動的實際跑趟的司機佔總報名數都不到
50%,仍有⼀一半的司機沒有上線跑 趟獎,或是接不到趟。 ! 招募更更多新司機 每週都有幾⼗十名司機加入,⽬目前已有近千位司機註冊【叫⾞車車吧】,然⽽而實際會上線 接案的僅不到⼀一半。
17.
⼯工作⽅方向 ! 了了解掉單原因 以⽬目前的接單流程 /
活動制度,有什什麼情況會造成乘客訂單無法成立: - 從專案團隊的⾓角度來來看,有什什麼是已經做的,卻難以突破? - 從司機的⾓角度看會遇到什什麼困難或障礙? ! 發想解決分案 對叫⾞車車吧來來說,可以改變哪些事情降低掉單率? 對司機來來說,哪些事情是最該被優先解決的? ! ⽬目標 兩個月內掉單率減半
18.
使⽤用者訪談法
19.
如何訪談? ●傾聽用戶,不要主導對話 ●問假設性的問題,只會得到假設性的答案 ●設定訪談的目標 ●抱持開放心態,可以接受任何回答 ●問開放性的問題,並讓他們多談一些
20.
利利益關係⼈人(stakeholders)訪談 ●了解過去進行專案的狀況與效果 ●當前績效衡量方式(指標?) ●產品、市場、營運、競爭者等考量點 ●現有資源與限制? 訪談方向 - 目標 - ●蒐集利益關係人對於要解決的問題所擁有的資訊
21.
使⽤用者訪談 ●使用叫車吧或其他服務(ex. Uber)狀況 ●持續使用叫車吧動機 訪談方向 - ●生活背景與日常工作時間/流程 ●工作時的困難與機會 目標
- ●建立使用者的背景資訊(人物誌),以及了解造成我們的問題 (掉單)的原因。
22.
⼈人物誌 Persona ⽤用⼾戶的⾓角⾊色或類型 使⽤用者名字 及照片或素描 故事背景情境 ● 何處發⽣生 ●
何時發⽣生 ● 之前過程 ⽤用⼾戶基本資料 ● 屬性 ● 特性 ⽬目標與困難 ● 使⽤用者想達成⽬目標 ● 遭遇的困難與障礙
23.
⼈人物誌範例例 叫⾞車車乘客 安德斯 故事背景情境 ● ⾒見見客⼾戶要⽅方便便快速的移動 ●
不希望浪費攔⾞車車時間 ● 之前司機路路不熟、亂聊天 ⽤用⼾戶基本資料 ● 35 歲上班族 ● 認為時間就是⾦金金錢 ● 習慣網路路購物⽤用⼾戶 ⽬目標與困難 ● 服務穩定的接送 ● 特定時段難以叫⾞車車
24.
影響地圖 IMPACT MAPPING DELIVERABLE
⽅方法 DELIVERABLE ⽅方法 DELIVERABLE ⽅方法 ACTOR ⾓角⾊色 ACTOR ⾓角⾊色 IMPACT 影響 IMPACT 影響 IMPACT 影響 DELIVERABLE ⽅方法GOAL ⽬目標 WHY 為了了什什麼? WHO 為誰? HOW 如何造成? WHAT 做什什麼?
25.
影響地圖範例例 功能假設影響假設 GOAL ⽬標 ACTOR
角⾊ IMPACT 影響 DELIVERABLE ⽅法 半年年內遊戲註冊 使⽤用者破百萬 廣告商 ⾃自動邀請通訊錄朋友 遊戲成就分享功能 整合 FB 邀請功能 遊戲玩家 分享關於 遊戲的內容 邀請朋友加入
26.
⽬目標(Goal) 目標:兩個月內掉單率減半 ●SMART 原則 Specific(明確)、Measurable(可衡量)、Attainable(可達成 的)、Relevant(切題)、Timely(有時限) ●例:2019 Q1
的網站廣告收益上升 30%
27.
●可能是使用者、可能是團隊成員,也可能是外部資源 ●能夠幫助實現目標的人 ⾓角⾊色(Actor) ●例:喜歡玩手遊的年輕男性、25-35 歲有網購習慣的上班族 參考人物誌,定義出你的角色
28.
影響(Impact) ●對這個角色而言,你希望他做出什麼改變? ●你希望對這個角色造成什麼影響,進而達到你的目標? 每一組至少想出三個影響 ●例:增加上線時數、點擊廣告意願提昇
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⽅方法(Deliverable) ●可以做出來的、和目標相關的、有效的 ●你想要做什麼,來對這個角色產生你希望的影響? ●例:建立玩家交流社群、設計互動式廣告 對於每個影響,每個人至少各自想出一個方法
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黏貼決策 ●請每人跟你的夥伴說明你想出的方法,以及這個方法為什 麼可以對角色產生想要的影響 每個人有三票,請投票選出你覺得最可行的方法
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• 透過視覺化的⽅方式,建立商業⽬目標與產品功能的關係,以及背後關聯聯的假設。 • 在資訊共享的狀狀況下,讓跨部⾨門成員⼀一起討論,做出正確的產品。
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叫⾞車車吧策略略影響地圖
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參參考書籍 影響地圖:讓軟體產⽣真正的影響⼒ 真正的問題是什麼︖ 你想通了嗎︖ 精實執⾏
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facebook.com/realhere linkedin: https://www.linkedin.com/in/realhere 掃描 QR code 下載叫⾞車車吧 APP 輸入序號: agile4897i ⾸首次搭乘免費(最多折抵 $200)
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臺北站 感謝 特別贊助協辦
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