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【デザインと経営】 CDO(チーフデザインオフィサー)が考える デザインマネジメントの真髄
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Takeshi Shinohara
December 01, 2016
Design
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【デザインと経営】 CDO(チーフデザインオフィサー)が考える デザインマネジメントの真髄
株式会社Speee 社長室コミュニケーションデザインユニット責任者/クリエイティブディレクター
篠原健
Takeshi Shinohara
December 01, 2016
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Transcript
ʲσβΠϯͱܦӦʳ CDOʢνʔϑσβΠϯΦϑΟαʔʣ͕ߟ͑Δ σβΠϯϚωδϝϯτͷਅ גࣜձࣾ4QFFFࣾࣨίϛϡχέʔγϣϯσβΠϯϢχοτऀΫϦΤΠςΟϒσΟϨΫλʔ ࣰݪ ݈ 2016.11.26
өը੍࡞ձࣾɺMTV JapanͰɺө૾ενϧɺσδλϧɺ ࢴഔମͳͲͷاը͔ΒσαΠϯɺσΟϨΫγϣϯΛ࢝ΊΔɻ ͦͷޙɺതใಊi-studio、McCann Erickson Japan Λܦͯ Drecomɻ DrecomͰΫϦΤΠςΟϒྖҬͷࣥߦһΛܦݧɺ ࠓ20164݄͔ΒSpeee
˘ࣄͷݯઘ ʮ૾Λݱ࣮ʹͯ͠ੈքΛ๛͔ʹʂʯ Takeshi Shinohara 2016.04.20 Vol.1 ࣰݪ ݈ גࣜձࣾ4QFFF ࣾࣨίϛϡχέʔγϣϯ σβΠϯϢχοτ ऀΫϦΤΠςΟϒσΟϨΫλʔ
1. Speeeʹ͍ͭͯʢձࣾ֓ཁհʣ 2. 40ա͗ͷ͓ͬ͞Μ͕స৬Λͨ͠ཧ༝ʢܦӦͱσβΠϯ͠ʣ 3. CDOͷඞཁੑʢσβΠϯϚωδϝϯτͷ͠ʣ ೖࣾޙɺԿΛ͔ͨ͠ʢͲ͏࣮ݱ͍ͯ͠Δ͔ʣ ࠷ޙʹ
▪Agenda Speee,inc. confidential
גࣜձࣾSpeee (Speee, Inc.) ˘ઃཱɿ200711݄29 ˘ࣄۀ༰ɿσδλϧίϯαϧςΟϯάࣄۀɺΠϯλʔωοτϝσΟΞࣄۀ ˘ࢿຊۚɿ13,015,000ԁ ˘දऔకɿେ௩ ӳथ ˘ैۀһɿ500໊ ˘ॴࡏɿ
〒106-0032౦ژߓ۠ຊ4-1-4ࠇ࡚Ϗϧ3.4.5֊ 〒106-0032౦ژߓ۠ຊ2-4-5ຊ%εΫΤΞ1.2֊ ▪Speeeʹ͍ͭͯ Speee,inc. confidential
Speee,inc. confidential ▪Our Missionʢ10݄ΑΓ༻ʣ Concept Movie ▶ https://youtu.be/k1eg-U-Hll0
ɺϞόΠϧSEOࣄۀʹͯۀɻ ͦͷޙɺΞυςΫɾϝσΟΞɾεϚϗΞϓϦɺ BtoB、BtoBtoC、BtoCͷ֤࣠ʹͯࣄۀల։ɻ ۙͰɺւ֎ࣄۀҩྍࣄۀͷਐग़ʹՃ͑ɺ طଘࣄۀ෦͔Β৽نαʔϏεΛੜΈଓ͚͍ͯΔɻ Speee,inc. confidential ▪Speeeʹ͍ͭͯ
Speee,inc. confidential ▪Speeeʹ͍ͭͯ SEO Trading Desk σδλϧίϯαϧςΟϯάࣄۀ෦ʢ%$ʣ ΠϯλʔωοτϝσΟΞࣄۀ෦ʢ*.ʣ ϥΠϑελΠϧ ϝσΟΞࣄۀʢ-.ʣ
ίϛϡχέʔγϣϯ ϝσΟΞࣄۀʢ$.ʣ ࣾࣨ ৽نࣄۀઓུࣨ ҩྍࣄۀ ΫϦΤΠςΟϒϢχοτʢσβΠϯʣ ʗ ։ൃ෦ Ϧαʔνάϧʔϓ ւ֎ࣄۀ ࢠձࣾ Native Ad
▪ࣰݪSpeeeͰԿΛ͍ͯ͠Δͷ͔ʁ Speee,inc. confidential ੈͷதͷҧײΛͳͯ͘͠ߏతʹ͍ͯ͘͠ ʮ૾Λݱ࣮ʹͯ͠ੈքΛ๛͔ʹʂʯΛςʔϚʹ ʮߟ͑ͯܗʹ͢Δʯ ʮ࣭ͷ୲อʯ Λ͢ΔਓͰ͢ɻʢͪΖΜखಈ͔͠·͢ʣ
▪ͳͥSpeeeʹʁʢྑ͍ͱ͜Ζʣ Speee,inc. confidential ˘ܦӦਞ͕σβΠϯΛຊ࣭తʹཧղ͠ड͚ೖΕ͍ͯΔɻ ˘ϏδωεϩδοΫཱ͕֬͞Ε͍ͯΔɻ ˘ࣾձߩݙΛҙࣝͨ͠αʔϏε͕͋Δɻ ˘σβΠϯͷؔ༩Ͱ͖Δ߹͍͕ߴ͍ɻ ˘αʔϏεΛϢʔβʔʹಧ͚Δํ๏Λݶఆ͍ͯ͠ͳ͍ɻ ˘ϝϯόʔશһ͕తϕʔεͰ͕Ͱ͖Δɻ దʹੈͷதͷۭؾΛײ͡औͬͯɺͦΕʹదͨ͠Ϟϊͮ͘ΓΛߦ͑ΔՄೳੑɺ
UXΛ࠷େݶѲΔ͜ͱ͕Ͱ͖ΔՄೳੑΛײ͡ɺSpeeeͰͷઓΛબɻ
▪ݱࡏͷUX/UIͷ՝ʢࣰݪͷߟ͑Δʣ Speee,inc. confidential ˘ϏδωεαΠυɺΤϯδχΞαΠυɺσβΠϯαΠυͷ֤৬ೳͷڞ௨ݴޠͷҧ͍ ˘ݸʑͷϝϯόʔͷతʢՁʣͷҧ͍ ˘αʔϏεͷࢥ ˘αʔϏεͷஔ͔Ε͍ͯΔϑΣʔζͰΔ͜ͱ͕ҧ͏ ʢ৽نʁӡ༻ʁϒϥϯσΟϯάʁάϩʔεʁϚʔέςΟϯάʁʣ ˘νʔϜϝϯόʔͷεΩϧ͕αʔϏεʹ࠷ద͔ʁ ˘ͦͦͷจԽ
˘ϚʔέοτతʹΠϊϕʔγϣϯ͕ੜ·Εʹ͘͘ͳ͖͍ͬͯͯΔ ˘αʔϏεͷܗϚʔέςΟϯά͕ଟ༷Խͯ݁͠Ռ͕୯७ʹଌΕͳ͍ ٛͷσβΠϯͷྖҬΛͲ͜·ͰѲΔ͜ͱ͕Ͱ͖Δ͔ʁʹΑͬͯɺ ఏڙͰ͖ΔՁͷՄೳੑ͕มΘͬͯ͘Δɻ
▪ղܾࡦ Speee,inc. confidential ड͚ೖΕΔۭؾΛײͯ͡ ߟ͑ൈ͍ͯௐͯͯ͠ܗʹ͍ͯ͘͠ʂʂ ˘ఆྔͱఆੑͷόϥϯεʂ ˘֎෦ɺձࣾΛӽ͑ͯ͋ΒΏΔڠྗ͍ͯ͘͠ʂ ˘ͦΕͧΕ͕ྗΛൃشग़དྷΔڥɺঢ়ଶʢݸʑਓͷڧΈΛੜ͔͍ͯ͘͜͠ͱʣ ˘ࢥ͍Λڞ༗Ͱ͖ΔετʔϦʔͰ͑Δʂ ˘ר͖ࠐΉʂ
˘໌จԽʂ ˘௨༁ʹͳΔʂ
▪ղܾࡦ Speee,inc. confidential ·ۭͣؾΛ࡞ΔͨΊͷج൫Λ͑Δ͜ͱΛ࢝Ί·ͨ͠ɻ
▪ղܾࡦ Speee,inc. confidential ʮσβΠϯϚωδϝϯτʯͷಋೖ σβΠϯɾϚωδϝϯτͱɺ σβΠϯࢿݯͷઓུత׆༻Λࢦ֓͢೦Ͱɺ ถࠃͷAppleࣾGoogleࣾɺ υΠπͷAudiࣾPorscheࣾɺ ӳDysonࣾͳͲ͕࣮ફ͍ͯ͠ΔͷͰ͢ɻ
▪σβΠϯϚωδϝϯτ֓ཁ Speee,inc. confidential XJLJQFEJBΑΓࢀর اۀܦӦʹ͓͚ΔσβΠϯͷҙຯཧతͳܕߦҝ͚ͩͰͳ͘ɺ ৫੍ɺઓུɺ͞·͟·ͳཁૉͷؔੑͱ͍ͬͨରΛઃܭ͢Δ ͜ͱ·ͰΛؚΜͰ͍Δɻ ͢ͳΘͪɺσβΠϯͷ৭ܗΛܾఆ͢Δ͚ͩͰͳ͘ɺ ౷߹తͳاըϒϥϯυͷཱ֬ɺίʔϙϨʔτɾΞΠσϯςΟ ϑΟέʔγϣϯ(CI)ཱ֬ʹ͓͍ͯॏཁͳׂΛ୲͍ͬͯΔɻ
·ͨɺۙΠϊϕʔγϣϯͷ༠ൃ͕σβΠϯͷޮՌͱͯ͠͞Ε ͍ͯΔɻ
▪σβΠϯϚωδϝϯτඞਢͷ̏ཁૉ Speee,inc. confidential XJLJQFEJBΑΓࢀর σβΠϯϚωδϝϯτͰޭͨ͠ͱ͞ΕΔاۀͰɺ ڞ௨ͯ͠ࡾཁૉ͕؍Ͱ͖Δͱࢦఠ͞Ε͍ͯΔɻ ̍ʣܦӦϨϕϧʹ·ͰDESIGNͷʮҐʯΛҾ্͖͛ΔͨΊͷએݴɻ ʣσβΠϯɾϚωδϝϯτ৫ͱσβΠϯɾϚωδϝϯτΛ࣮ߦ ͢ΔͨΊͷ۩ମతͳ৫ɺٴͼ౷ׅऀ(CDO)͕ࡏ੶͍ͯ͠Δɻ ʣݐઃతͳߏߏங͕͞Ε͍ͯΔɻ
ϓϩδΣΫτΛ۩ମԽ͍ͯͨ͘͠ΊͷࣾߏɺϓϩδΣΫτ։ൃ ମ੍ɺαϙʔτγεςϜɺ༏लͳσβΠφʔମ੍ͳͲɻ σβΠϯϚχϡΞϧΨΠυϥΠϯɺڭҭπʔϧ
▪Ϛʔέοτ͔ΒݟͨDESIGNଆ໘ͰͷSpeee Speee,inc. confidential Ϛʔέοτ͔Β ݟ͑Δ Ϛʔέοτ͔Β ݟ͑ʹ͍͘ ࣌ؒ
Speee,inc. confidential Ϛʔέοτ͔Β ݟ͑Δ Ϛʔέοτ͔Β ݟ͑ʹ͍͘ ࣌ؒ $*7* ݄ʹ ʁ
ʁ ʁ ʁ ▪Ϛʔέοτ͔ΒݟͨDESIGNଆ໘ͰͷSpeee ৽نࣄۀɺ ҩྍɺ ւ֎ɺ 3ˍ%ͳͲ
Speee,inc. confidential Ϛʔέοτ͔Β ݟ͑Δ Ϛʔέοτ͔Β ݟ͑ʹ͍͘ ࣌ؒ $*7* ݄ʹ ʁ
ʁ ʁ ʁ ▪Ϛʔέοτ͔ΒݟͨDESIGNଆ໘ͰͷSpeee 69తɾ)$%తͳϓϩμΫτͮ͘Γɻ ରࣾ֎తʹΞϐʔϧͰ͖ΔɺإʹͳΔϓϩμΫτ܈ɻ ߏతͳϓϩμΫτͮ͘Γɻ 4&0తݟΛ׆͔͠αʔϏεΛ্͍ͤͯ͘͞ ৽نࣄۀɺ ҩྍɺ ւ֎ɺ 3ˍ%ͳͲ
▪৫ઓུͷཱҊʮ৫Λػೳͤ͞Δʹʁʯ Speee,inc. confidential
▪৫ઓུͷཱҊʮ৫Λػೳͤ͞Δʹʁʯ Speee,inc. confidential コミュニケーション デザインユニット
▪શһʹΘ͔Γ͑͘ΔͨΊʹ໌จԽ Speee,inc. confidential
▪શһʹΘ͔Γ͑͘ΔͨΊʹ໌จԽ Speee,inc. confidential
▪શһʹΘ͔Γ͑͘ΔͨΊʹ໌จԽ Speee,inc. confidential
Speee,inc. confidential ▪Our Missionʢ10݄ΑΓ༻ʣ Concept Movie ▶ https://youtu.be/k1eg-U-Hll0
Speee,inc. confidential ▪10ظΛܴ͑ͯSpeeeΛ࠶ఆٛͨ͠Movie Concept Movie ▶ https://youtu.be/k1eg-U-Hll0
Speee,inc. confidential ▪ΠϯλʔφϧϒϥϯσΟϯάάοζ Concept Movie ▶ https://youtu.be/k1eg-U-Hll0
UP$ͷΞϓϦࣄۀ෦ʹɺ69ίϯαϧاۀ͔Βɺ σβΠφʔ໊ɾσΟϨΫλʔ໊ͷܭ໊ʹϑϧίϛοτ͍͖ͯͨͩ͠·ͨ͠ɻ σβΠϯࢥߟͷํ๏ʹԊͬͯɺࣄۀਪਐɻ Speee,inc. confidential ▪ϓϩμΫτίϛοτ͠ͳ͕Β
Speee,inc. confidential ▪શ৬ೳͷׂͷ໌֬Խ ׂΛΛݴޠԽ͠ɺαʔϏεΛ։ൃ͢Δ্ͰԿ͕Ͱ͖Δ৬छͳͷ͔ɺ ࢀՃϝϯόʔʹΘ͔ΔΑ͏ʹ͢Δ
Speee,inc. confidential ▪શ৬ೳͷΞαΠϯදͷ࡞ͱཧ ɾਖ਼͍͠ϦιʔεɾͷఏࣔͱΞαΠϯͷదԽΛ࣮ࢪͯ͠ɺ ࣄۀ༧ࢉʹΈࠐΜͰΒ͏ަবͱఏҊΛ͢Δ ɾ։ൃʹඞཁͳεΩϧηοτͱϦιʔεΛఏҊ͢Δɻ
Speee,inc. confidential ▪ཧͷ৫ମ੍ΛՄࢹԽ͠ɺ࣮ߦ
Speee,inc. confidential ▪ܦӦ͔Βϝϯόʔ·ͰษڧձɺϫʔΫγϣοϓΛ࣮ࢪ
ೖࣾ࣌ɺࣾһσβΠφʔ໊͔͍͠ͳ͍ঢ়گͰͨ͠ɻ σβΠφʔ࠾༻ͷྗΛ։࢝͠ɺσβΠφʔ৫Λߏங͠ɺφϨοδڞ༗ͷΈ σβΠφʔͷͨΊͷධՁ੍Λ४උɻ ظͰ໊·Ͱਖ਼ࣾһσβΠφʔ͕૿͑·ͨ͠ʢۀҕୗͷํΛؚΊΔͱ໊ڧʣ Speee,inc. confidential ▪σβΠϯ৫ͷߏங
ɾ͜͜·Ͱ౿ΈࠐΜͰʮσβΠϯʯͷཧղɾਁಁ·ͩ՝ͩΒ͚Ͱ͢ɻʢۭؾ࡞Γʣ ɾSpeeeɺσβΠϯͷྖҬʹ͓͍ͯɺελʔτ͕Ε͍ͯ·͢ɻ ϝϯόʔ·ͩ·ͩए͘ɺεΩϧΓͳ͍͔͠Ε·ͤΜɻ Ͱ͕͢ɺมԽʹᩦཉͰɺৗʹߦಈ͍ͯ͠ΔਓͨͪͷूஂͰ͢ɻ ɾࣄۀ৫ʹ͓͍ͯɺσβΠϯ্͕ஈ͔ΒೖΔ͜ͱʹΑͬͯɺ ຊʹ࣮ݱ͍ͨ͜͠ͱ͕࣮ݱͰ͖Δڥ͕͋Δ͜ͱɻ ͔ͦ͠͠ͷͨΊʹଟ͘ͷมֵΛܦͳ͚Ε͍͚ͳ͍͜ͱɻ ͜Ε͕ɺSpeeeͰσβΠϯΛ͍ͬͯ͘͠͞ɾେม͞ɾָ͠͞Ͱ͢ʂ ༷ʑͳਓɺձࣾͷօ͞ΜͱจԽΛ࡞͍ͬͯ͘͜ͱͰཧͷUX/UI͕࣮ݱͰ͖Δͱࢥ͍ͬͯ·͢ɻ Speee,inc.
confidential ▪࠷ޙʹ
Speee,inc. confidential ࣰݪ ݈ גࣜձࣾ4QFFF ࣾࣨίϛϡχέʔγϣϯσβΠϯϢχοτ ऀΫϦΤΠςΟϒσΟϨΫλʔ ࠷ޙ·Ͱ͋Γ͕ͱ͏͍͟͝·ͨ͠ʂ ࣭͝ͳͲ͋Ε UBLFTIJTIJOPIBSB!TQFFFKQ
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