ユーザーと両想いになるサービスの作り方

pmconf 2018登壇資料です。

インターネットからの“出会い”への社会的ハードルが高い日本の市場環境で、恋愛・婚活マッチングサービス『Pairs』は生まれました。リリース直後からこれまで、私たちが大切にしてきたプロダクト開発・運営への考え方は変わらない一方で、その具体的な施策はサービス成長とともに大小さまざまな変化を重ねてきました。いかにしてユーザーの本音を探り、向き合ってきたか。フェーズごとに振り返ってお話します。

Transcript

1. Copyright © 2018 eureka, Inc. All rights reserved. Ϣʔβʔͱ྆૝͍ʹͳΔαʔϏεͷ࡞Γํ :VVLJ
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2. Copyright © 2018 eureka, Inc. All rights reserved. גࣜձࣾΤ΢ϨΧ
 ࣥߦ໾һ VP of Pairs Japan ۚా ༔ر 
 2012೥4݄ɺ৽ଔͰϞόΠϧܥϕϯνϟʔاۀʹೖࣾɻෳ ਺ͷ৽نήʔϜ্ཱͪ͛ʹैࣄɻϚωʔδϟʔͱͯ͠ࣄۀ ͓Αͼ૊৫ઃܭʹܞΘΔɻ
 2016೥4݄ɺגࣜձࣾΤ΢ϨΧʹೖࣾɻࠃ಺࠷େڃͷ࿀ Ѫɾࠗ׆ϚονϯάαʔϏεʰPairsʱ೔ຊ൛ͷࣄۀ੹೚ऀ Λ຿ΊΔɻ
 2018೥10݄ɺࣥߦ໾һ VP of Pairs Japanʹब೚ɻPairsͷ ྦྷܭձһ਺͸ɺ2018೥8݄࣌఺Ͱ800ສਓΛಥഁ͠ɺަ ࡍɾೖ੶ऀ਺͸15ສਓҎ্ʹͷ΅Δɻ 2 ొஃऀ঺հ
3. 1BJSTʹ͍ͭͯ !3 Copyright © 2018 eureka, Inc. All rights reserved.
4. Copyright © 2018 eureka, Inc. All rights reserved. ࠓ೔ͷςʔϚ
5. Copyright © 2018 eureka, Inc. All rights reserved. 5 ϑΣʔζຖʹҧ͏͔΋͠Εͳ͍ʁ
   ྆૝͍ʹͳΔͨΊͷऔΓ૊Έ   ϦϦʔεલɿઌߦϓϨΠϠʔͱͲ͏Ձ஋Λผ͚Δ΂͖͔ ϦϦʔε௚ޙɿՁ஋ΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨ  ֦େظɿࢢ৔Λ֦େ͠ͳ͕Βࣗ෼ͨͪ΋੒௕͢Δ
6. Copyright © 2018 eureka, Inc. All rights reserved. ϦϦʔεલ
 ʙઌߦϓϨΠϠʔͱͲ͏Ձ஋Λผ͚Δ΂͖͔ʙ
7. Copyright © 2018 eureka, Inc. All rights reserved. 7 ઌߦϓϨΠϠʔͨͪΛ͖ͪΜͱ؍࡯͍ͯ͘͠
   ಉ͡αʔϏεΛఏڙ͍ͯ͠ΔਓͨͪͰͳ͘ಉ͡Ձ஋Λఏڙ͍ͯ͠ΔਓͨͪͰ͋Δ͜ͱʹ஫ҙ ৬৔࿀Ѫɾ͓ݟ߹͍ ɾग़ձ͑ͳ͍ͱ͍͏͜ͱ͸ͳ͍
 ɾࣗ༝ͳબ୒ࢶ͸ݶΒΕΔ ݁ࠗ૬ஊॴ ग़ձ͍ܥ ɾগ͠બ୒ࢶ͸޿͕Δ
 ɾͦΕͳΓͷར༻ྉͱ໘౗͞ ɾࣗ༝ͳબ୒ࢶʁ
 ɾར༻ʹର͢Δ༷ʑͳෆ͕҆͋Δ உঁ͕ग़ձ͏ͱ͍͏Ӭ͘ଓ͘χʔζ
   
   ࢢ৔ͷ໌֬͞
8. Copyright © 2018 eureka, Inc. All rights reserved. !8 ৬৔࿀Ѫɾ͓ݟ߹͍ ݁ࠗ૬ஊॴ ग़ձ͍ܥ બ΂Δʁ બ୒ࢶ͸ݶΒΕΔ ·͋·͋ ൺֱతબ୒ࢶ͸޿͍ ߴ͘ͳ͍ʁ ແྉ ׂͱߴ͍ ࢖͏΄Ͳ஋্͕Δ ؾܰʁ ؾ߹͕ඞཁ ؾ߹͕ඞཁ ͍ͭͰ΋Ͳ͜Ͱ΋
 ར༻Մೳ ҆৺ʁ ਓͷ঺հͳͷͰ҆৺ ຊਓೝূ͕͋Γ҆৺ ༷ʑͳෆ҆ ઌߦϓϨΠϠʔΛ͍͔ͭ͘ͷࢹ఺ͰݟͯΈΔͱɺ
 ࣗ෼͕ͨͪఏڙ͢΂͖Ձ஋͕໌֬ʹͳΔ͔΋͠Εͳ͍
9. Copyright © 2018 eureka, Inc. All rights reserved. 9 બ΂Δͷ͔ʁ ࣗ෼Ͱࣗ༝ʹબ΂Δʁ ߴ͘ͳ͍ʁ ؾܰʁ ઌߦϓϨΠϠʔʹର͢Δෆ҆Λ·ͱΊ͍ͯ͘ͱɺ
 ར༻ऀͷؾ͕࣋ͪݟ͖͑ͯͨɻ͋ͱ͸Ͳ͏Ξϓϩʔν͍͔ͯ͘͠ʜʜɻ Ͱ͖Ε͹҆͘཈͍͑ͨ ๩ͯ͘͠΋ܧଓͰ͖Δʁ ҆৺ʁ ὃ͞ΕͨΓ͠ͳ͍ʁ
10. Copyright © 2018 eureka, Inc. All rights reserved. 10 બ΂Δͷ͔ʁ ߴ͘ͳ͍ʁ ւ֎ͰྲྀߦͬͯΔΒ͍͠Αɺ͸അࣛʹͳΒͳ͍ɻ
    ઌߦࣄྫʹର͢Δܟҙͱ؍࡯ͷελϯε͸ॏཁɻ ؾܰʁ ҆৺ʁ ظ଴͢ΔՁ஋ ର͢Δ੡඼ ྲྀߦͬͯΔΒ͍͠ ٻΊΔ੡඼ͷܗ͕͜͜ʹ͋ΔͷͰ͸ʁ
11. Copyright © 2018 eureka, Inc. All rights reserved. ϏδωεɾαʔϏεϞσϧʹ
 ௒ֵ৽తͳϞϊͳΜͯͳ͍Μ͔ͩΒ
 ਅࣅ͍ͯ͘͜͠ͱ͸େࣄ
12. Copyright © 2018 eureka, Inc. All rights reserved. 12 େ੾ʹ͢΂͖Ձ஋ΛͿΒͣ͞ػೳ΍αʔϏεΛߟ͍͑ͯ͘ બ΂Δͷ͔ʁ ߴ͘ͳ͍ʁ ؾܰʁ ҆৺ʁ ݕࡧͰͷߜΓࠐΈ ϞόΠϧͰͷఏڙ αϒεΫϦϓγϣϯͷಋೖ ˞ޙड़
13. Copyright © 2018 eureka, Inc. All rights reserved. ϦϦʔεޙ
 ʙՁ஋ΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨʙ
14. Copyright © 2018 eureka, Inc. All rights reserved. 14 ͜ͷ࣌୅ʹ͋ͬͨϙϦγʔϛοΫε   ࢢ৔Ͱ/P͡Όͳ͍ͱϢʔβʔ͸͍֮͑ͯͯ͘Εͳ͍ ࢢ৔͕֦͕Βͳ͍ͱ/PͰ΋ੈͷݟΔ໨͸มΘΒͳ͍
15. Copyright © 2018 eureka, Inc. All rights reserved. 15 ΦϯϥΠϯσʔςΟϯάͰ΋ޙൃͩͬͨɻ
 ๻Β͕Ұ൪ͩͱݴ͑Δཧ༝Λ࡞Γʹ͍ͨ͘Ίͷࢮಆͱݴ͑Δ࣌ظ͸͋ͬͨɻ
    ͜ͷ࣌ʹ΍ͬͨ͜ͱ͸ϓϩμΫτ͸పఈతʹػೳΛύΫΔɻϚʔέςΟϯάͰ%JSUZʹউͭɻ ͜ͷ͜ΖͷΤ΢ϨΧ͸ɺച্ͷ΄ͱΜͲ͕डୗ։ൃΛϝΠϯͱͨ͠ϏδωεͰͨ͠ɻ౰࣌ͷച ্͸໿7ԯԁɺैۀһ͸໿25ਓɻوॏͳརӹΛ࢖ͬͯࣗࣾαʔϏεΛ࡞͍ͬͯΔͷʹɺ݁ՌΛग़ ͍ͤͯͳ͔ͬͨΜͰ͢ɻͱͳΔͱɺडୗ։ൃΛ୲౰͢Δࣾһ͔ͨͪΒʮࣗ෼͕ͨͪؤுͬͯ࡞ͬ ͓ͨۚΛ࢖͍ͬͯΔͷʹɺ੒ޭ͠ͳ͍ͬͯͲ͏ͳͷʁʯͱͳ͍ͬͯ͘Θ͚Ͱ͢ɻࣗࣾαʔϏε ͕ώοτ͠ͳ͍ؒɺ͜͏ͨ͠ॏѹ͕ৗʹ๻ʹ͔͔Γଓ͚͍ͯ·ͨ͠ɻ ৽͍͜͠ͱΛ࢝ΊΔͱ͖ɺपғͷਓؒ͸ͦͷ੒ޭΛ৴͡ΒΕͳ͍΋ͷͰ͢ɻ৴͡ΒΕͳ͍͔Βɺ ୭΋੒ޭ͢Δͱ͸ࢥ͍ͬͯͳ͍͠ɺʮ·ͩ΍ͬͯΔͷʁʯͱ͍͏ࢹઢΛ޲͚࢝Ί·͢ɻ͜ͷࢹ ઢ͸ɺඇৗʹਏ͍ɻ ੒ޭ͢Δ·Ͱͷॿ૸ظ͕ؒ௕͍ͱɺͦͷਓ͕ͨͪ཭Ε͍ͯ͘ݱ৅΋ى͖·͢ɻ۩ମతʹݴ͏ͱɺ ࣦഊ͸2ճ·Ͱɻ1ճ໨ͷࣦഊͰʮ͋ΕʁʯͱͳΓɺ2ճ໨ͷࣦഊͰʮ΋͏μϝ͔ͳʯͱ཭Ε͍ͯ ͖·͢ɻ पғͷ৴པΛউͪऔΔʹ͸ɺʮ੒ޭʯͱݴ͑Δ݁ՌΛग़͔͋͢͠Γ·ͤΜɻ੒ޭͯ͠ॳΊͯɺ पғͷ໨͕มΘΓ·͢ɻʮ͜ͷਓɺຊ౰ʹ༗ݴ࣮ߦͨ͠ͳʯʮ͍͍ͭͯͬͯ΋େৎ෉ͩʯͱɺ ৴པͯ͘͠ΕΔΑ͏ʹͳΔΜͰ͢ɻ ग़యɿʮ੺ࡔ༏͞Μ͕ৼΓฦΔɺΤ΢ϨΧىۀޙ೥ؒͷ
    )"3%
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 IUUQDPNQBTTWJTJPOFVSFLB@BLBTBLB
16. Copyright © 2018 eureka, Inc. All rights reserved. 16 ωοτͰग़ձ͏ͱ͍͏͜ͱ΁ͷෆ͕҆ڧ͍೔ຊɻ
    ʮ҆৺ʯͰ͋Δ͜ͱ͸ৗʹॏཁͳՁ஋ͱͯ͠कΓͳ͕Β੒௕Λ໨ࢦͨ͠ɻ ֫ಘޮ཰ͷͨΊʹෆ҆Λ༩͑Δ ΫϦΤΠςΟϒΛ࢖Θͳ͍ ঁੑʹ΋ࢧ࣋͞ΕΔΑ͏ͳ
 ΫϦΤΠςΟϒ $4΍ෆਖ਼ഉআΛίετͰ͸ͳ͘
 69Λ࡞ΔϞϊͱߟ͑Δ ਅ伨ͳαʔϏε࡞ΓͰ
 ੜΜͩग़ձ͍Λੈʹൃ৴͢Δ $4ͷΠϯϋ΢εԽͱ
 5FDIOPMPHZ׆༻ʹΑΔෆਖ਼ഉআ ޾ͤϨϙʔτ
17. Copyright © 2018 eureka, Inc. All rights reserved. 17 1BJST͕໨ࢦ͢΂͖7JTJPOΛݴޠԽͯ͠ࢢ৔Λম͖ാʹ͠ͳ͍ɻ ͔͚͕͑ͷͳ͍ਓͱͷग़ձ͍ΛੜΈग़͠ɺ
    ೔ຊɺΞδΞʹσʔςΟϯάαʔϏεจԽΛఆணͤ͞Δɻ 5P
    IFMQ
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18. Copyright © 2018 eureka, Inc. All rights reserved. ֦େظ
 ʙࢢ৔Λ֦େ͠ͳ͕Βࣗ෼ͨͪ΋੒௕͢Δʙ 18
19. 19 ࢢ৔ن໛ͷਪҠ 250 500 750 1,000 2015 2016 2017 2018 2019 2020 2021 2022 2023 ˞ϚονϯάΤʔδΣϯτσδλϧΠϯϑΝΫτʢ೥ʣ
    ௐ΂ ୯Ґԯԁ 852ԯԁ 374ԯԁ ࢀೖαʔϏεͷ૿Ճ ࢢ৔ن໛͸ରͯ͠৽نࢀೖαʔϏε͕૿͖͍͑ͯͯΔτϨϯυɻ
    ͜Εʹରͯ͠զʑͷఏڙՁ஋΋ݟ௚͍͔ͯ͠ͳ͚Ε͹͍͚ͳ͍ϑΣʔζɻ 605ԯԁ Copyright © 2018 eureka, Inc. All rights reserved.
20. Copyright © 2018 eureka, Inc. All rights reserved. 20 બ΂Δͷ͔ʁ ࣗ෼Ͱࣗ༝ʹબ΂Δʁ ߴ͘ͳ͍ʁ ؾܰʁ ΦϯϥΠϯσʔςΟϯάͱ͍͏ྖҬͰى্ͪ͛ظʹຬ͍ͨͯ͠ ͨχʔζ͸౰ͨΓલͷϞϊʹͳΓͭͭ͋Δɻ Ͱ͖Ε͹҆͘཈͍͑ͨ ๩ͯ͘͠΋ܧଓͰ͖Δʁ ҆৺ʁ ὃ͞ΕͨΓ͠ͳ͍ʁ બ୒ࢶ͕ଟͯ͘େม ͍͍ਓʹձ͍͍͚ͨͩ ஋ஈ΋େࣄ͚ͩͲ ΋ͬͱ؆୯ʹͯ͠ ݁Ռ͕ग़Δ͔Ͳ͏͔ ձ͏·Ͱ΍ΓऔΓ͕໘౗ पΓͰ݁Ռ͕ग़Ε͹ ࢲ΋࢖ͬͯ
 େৎ෉ͳΜͩΖ͏
21. Copyright © 2018 eureka, Inc. All rights reserved. Ԇʑͱಉ͡Ձ஋Λຬ͍ͨͯ͘͜͠ͱ͸ͳ͘ɺ
    ଞͷϓϨΠϠʔ͕ಈ͚͹ٻΊΔՁ஋͕มΘͬͯ͘Δ 21
22. Copyright © 2018 eureka, Inc. All rights reserved. 22 ࠓɺେࣄʹ͍ͯ͠Δߟ͑ํ   /P͔͠࢖͑ͳ͍खͰಠࣗͷՁ஋Λఏڙ͢Δ ڝ߹ͷػೳΛݟΔͷͰ͸ͳ͘ɺϢʔβʔͷٻΊΔՁ஋ͷมԽΛٵऩ͢Δ
23. Copyright © 2018 eureka, Inc. All rights reserved. 23 Ұ൪zྔz͕͋Δ͔Βz҆৺z΋͋Δͱ͍͏ίϛϡχέʔγϣϯ
    ಉ࣌ʹզʑ͕͜ͷۀքͰਅ໘໨ʹऔΓ૊ΜͰ͍Δ͜ͱΛ఻͑ͯࢢ৔ͷτοϓϥΠϯΛ্͍͛ͯ͘ ߴ͘ͳ͍ʁ Ͱ͖Ε͹҆͘཈͍͑ͨ ҆৺ʁ ὃ͞ΕͨΓ͠ͳ͍ʁ ஋ஈ΋େࣄ͚ͩͲ ݁Ռ͕ग़Δ͔Ͳ͏͔ पΓͰ݁Ռ͕ग़Ε͹ ࢲ΋࢖ͬͯ
 େৎ෉ͳΜͩΖ͏ ফඅऀͷχʔζͷมԽ ݁Ռ͕ग़͍ͯΔͱ͍͏ίϛϡχέʔγϣϯ͚ͩͰͳ͘
 ʮ҆৺ʯͷͨΊͷऔΓ૊ΈΛੈͷதʹൃ৴
24. Copyright © 2018 eureka, Inc. All rights reserved. 24 ݕࡧͱ͍͏τϨϯυͷมԽ͸େ͖ͳைྲྀʹͳ͍ͬͯΔ͜ͱ΋௫Έͳ͕Βɺ
    Ұ൪zྔz͕͋Δ͔Βz؆୯ʹݟ͔ͭΔzͱ͍͏ମݧΛఏڙͰ͖Δͱߟ͑Δɻ ফඅऀͷχʔζͷมԽ ୳͔͢Βɺݟ͔ͭΔͱ͍͏ମݧ΁ͷγϑτ બ΂Δͷ͔ʁ ࣗ෼Ͱࣗ༝ʹબ΂Δʁ બ୒ࢶ͕ଟͯ͘େม ͍͍ਓʹձ͍͍͚ͨͩ τϨϯυͷมԽ
25. Copyright © 2018 eureka, Inc. All rights reserved. 25 ࠷ޙʹ࠷΋఻͍͑ͨ͜ͱ ʮϢʔβʔͷՁ஋ͱ͸Կ͔ʯΛ
 ͣͬͱߟ͑ଓ͚͍ͯΔ͜ͱ͚͕ͩզʑͷมΘΒͳ͍ελϯεͰ͢ɻ
 
 Ͱ͕͢ɺٻΊΔՁ஋͸࣌୅ʹΑͬͯมԽ͠·͢ɻ
    มΘΔ͜ͱΛલఏʹৗʹϢʔβʔͱ೪Γڧ͘ཧղ͍ͯ͘͜͠ͱ͕
    গ͠Ͱ΋ৼΓ޲͍ͯ͘ΕΔͨΊͷൿ݃ͩͱ৴͍ͯ͡·͢ɻ
26. Copyright © 2018 eureka, Inc. All rights reserved. 26