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。
Copyright © 2018 eureka, Inc. All rights reserved.Ϣʔβʔͱ͍྆ʹͳΔαʔϏεͷ࡞Γํ:VVLJ,"/"%"ࣥߦһ71PG1BJST+BQBO
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Copyright © 2018 eureka, Inc. All rights reserved.גࣜձࣾΤϨΧ ࣥߦһ VP of Pairs Japanۚా ༔ر 20124݄ɺ৽ଔͰϞόΠϧܥϕϯνϟʔاۀʹೖࣾɻෳͷ৽نήʔϜ্ཱͪ͛ʹैࣄɻϚωʔδϟʔͱͯ͠ࣄۀ͓Αͼ৫ઃܭʹܞΘΔɻ 20164݄ɺגࣜձࣾΤϨΧʹೖࣾɻࠃ࠷େڃͷ࿀Ѫɾࠗ׆ϚονϯάαʔϏεʰPairsʱຊ൛ͷࣄۀऀΛΊΔɻ 201810݄ɺࣥߦһ VP of Pairs JapanʹबɻPairsͷྦྷܭձһɺ20188݄࣌Ͱ800ສਓΛಥഁ͠ɺަࡍɾೖ੶ऀ15ສਓҎ্ʹͷ΅Δɻ2ొஃऀհ
1BJSTʹ͍ͭͯ!3Copyright © 2018 eureka, Inc. All rights reserved.
Copyright © 2018 eureka, Inc. All rights reserved.ࠓͷςʔϚ
Copyright © 2018 eureka, Inc. All rights reserved.5ϑΣʔζຖʹҧ͏͔͠Εͳ͍ʁ͍྆ʹͳΔͨΊͷऔΓΈϦϦʔεલɿઌߦϓϨΠϠʔͱͲ͏ՁΛผ͚Δ͖͔ϦϦʔεޙɿՁΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨ ֦େظɿࢢΛ֦େ͠ͳ͕Βࣗͨͪ͢Δ
Copyright © 2018 eureka, Inc. All rights reserved.ϦϦʔεલ ʙઌߦϓϨΠϠʔͱͲ͏ՁΛผ͚Δ͖͔ʙ
Copyright © 2018 eureka, Inc. All rights reserved.7ઌߦϓϨΠϠʔͨͪΛ͖ͪΜͱ؍͍ͯ͘͠ಉ͡αʔϏεΛఏڙ͍ͯ͠ΔਓͨͪͰͳ͘ಉ͡ՁΛఏڙ͍ͯ͠ΔਓͨͪͰ͋Δ͜ͱʹҙ৬࿀Ѫɾ͓ݟ߹͍ɾग़ձ͑ͳ͍ͱ͍͏͜ͱͳ͍ ɾࣗ༝ͳબࢶݶΒΕΔ݁ࠗ૬ஊॴ ग़ձ͍ܥɾগ͠બࢶ͕Δ ɾͦΕͳΓͷར༻ྉͱ໘͞ɾࣗ༝ͳબࢶʁ ɾར༻ʹର͢Δ༷ʑͳෆ͕҆͋Δஉঁ͕ग़ձ͏ͱ͍͏Ӭ͘ଓ͘χʔζࢢͷ໌֬͞
Copyright © 2018 eureka, Inc. All rights reserved.!8৬࿀Ѫɾ͓ݟ߹͍ ݁ࠗ૬ஊॴ ग़ձ͍ܥબΔʁ બࢶݶΒΕΔ ·͋·͋ ൺֱతબࢶ͍ߴ͘ͳ͍ʁ ແྉ ׂͱߴ͍ ͏΄Ͳ্͕Δؾܰʁ ؾ߹͕ඞཁ ؾ߹͕ඞཁ͍ͭͰͲ͜Ͱ ར༻Մೳ҆৺ʁ ਓͷհͳͷͰ҆৺ ຊਓೝূ͕͋Γ҆৺ ༷ʑͳෆ҆ઌߦϓϨΠϠʔΛ͍͔ͭ͘ͷࢹͰݟͯΈΔͱɺ ͕ࣗͨͪఏڙ͖͢Ձ͕໌֬ʹͳΔ͔͠Εͳ͍
Copyright © 2018 eureka, Inc. All rights reserved.9બΔͷ͔ʁࣗͰࣗ༝ʹબΔʁߴ͘ͳ͍ʁ ؾܰʁઌߦϓϨΠϠʔʹର͢Δෆ҆Λ·ͱΊ͍ͯ͘ͱɺ ར༻ऀͷؾ͕࣋ͪݟ͖͑ͯͨɻ͋ͱͲ͏Ξϓϩʔν͍͔ͯ͘͠ʜʜɻͰ͖Ε͍҆͑ͨ͘ ͯ͘͠ܧଓͰ͖Δʁ҆৺ʁὃ͞ΕͨΓ͠ͳ͍ʁ
Copyright © 2018 eureka, Inc. All rights reserved.10બΔͷ͔ʁ ߴ͘ͳ͍ʁւ֎ͰྲྀߦͬͯΔΒ͍͠ΑɺഅࣛʹͳΒͳ͍ɻઌߦࣄྫʹର͢Δܟҙͱ؍ͷελϯεॏཁɻؾܰʁ ҆৺ʁظ͢ΔՁର͢ΔྲྀߦͬͯΔΒ͍͠ٻΊΔͷܗ͕͜͜ʹ͋ΔͷͰʁ
Copyright © 2018 eureka, Inc. All rights reserved.ϏδωεɾαʔϏεϞσϧʹ ֵ৽తͳϞϊͳΜͯͳ͍Μ͔ͩΒ ਅࣅ͍ͯ͘͜͠ͱେࣄ
Copyright © 2018 eureka, Inc. All rights reserved.12େʹ͖͢ՁΛͿΒͣ͞ػೳαʔϏεΛߟ͍͑ͯ͘બΔͷ͔ʁ ߴ͘ͳ͍ʁؾܰʁ ҆৺ʁݕࡧͰͷߜΓࠐΈ ϞόΠϧͰͷఏڙ αϒεΫϦϓγϣϯͷಋೖ ˞ޙड़
Copyright © 2018 eureka, Inc. All rights reserved.ϦϦʔεޙ ʙՁΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨʙ
Copyright © 2018 eureka, Inc. All rights reserved.14͜ͷ࣌ʹ͋ͬͨϙϦγʔϛοΫεࢢͰ/P͡Όͳ͍ͱϢʔβʔ͍֮͑ͯͯ͘Εͳ͍ࢢ͕֦͕Βͳ͍ͱ/PͰੈͷݟΔมΘΒͳ͍
Copyright © 2018 eureka, Inc. All rights reserved.15ΦϯϥΠϯσʔςΟϯάͰޙൃͩͬͨɻ Β͕Ұ൪ͩͱݴ͑Δཧ༝Λ࡞Γʹ͍ͨ͘Ίͷࢮಆͱݴ͑Δ࣌ظ͋ͬͨɻ͜ͷ࣌ʹͬͨ͜ͱϓϩμΫτపఈతʹػೳΛύΫΔɻϚʔέςΟϯάͰ%JSUZʹউͭɻ͜ͷ͜ΖͷΤϨΧɺച্ͷ΄ͱΜͲ͕डୗ։ൃΛϝΠϯͱͨ͠ϏδωεͰͨ͠ɻ࣌ͷച্7ԯԁɺैۀһ25ਓɻوॏͳརӹΛͬͯࣗࣾαʔϏεΛ࡞͍ͬͯΔͷʹɺ݁ՌΛग़͍ͤͯͳ͔ͬͨΜͰ͢ɻͱͳΔͱɺडୗ։ൃΛ୲͢Δࣾһ͔ͨͪΒʮ͕ࣗͨͪؤுͬͯ࡞͓ͬͨۚΛ͍ͬͯΔͷʹɺޭ͠ͳ͍ͬͯͲ͏ͳͷʁʯͱͳ͍ͬͯ͘Θ͚Ͱ͢ɻࣗࣾαʔϏε͕ώοτ͠ͳ͍ؒɺ͜͏ͨ͠ॏѹ͕ৗʹʹ͔͔Γଓ͚͍ͯ·ͨ͠ɻ৽͍͜͠ͱΛ࢝ΊΔͱ͖ɺपғͷਓؒͦͷޭΛ৴͡ΒΕͳ͍ͷͰ͢ɻ৴͡ΒΕͳ͍͔Βɺ୭ޭ͢Δͱࢥ͍ͬͯͳ͍͠ɺʮ·ͩͬͯΔͷʁʯͱ͍͏ࢹઢΛ͚࢝Ί·͢ɻ͜ͷࢹઢɺඇৗʹਏ͍ɻޭ͢Δ·Ͱͷॿظ͕͍ؒͱɺͦͷਓ͕ͨͪΕ͍ͯ͘ݱى͖·͢ɻ۩ମతʹݴ͏ͱɺࣦഊ2ճ·Ͱɻ1ճͷࣦഊͰʮ͋ΕʁʯͱͳΓɺ2ճͷࣦഊͰʮ͏μϝ͔ͳʯͱΕ͍͖ͯ·͢ɻपғͷ৴པΛউͪऔΔʹɺʮޭʯͱݴ͑Δ݁ՌΛग़͔͋͢͠Γ·ͤΜɻޭͯ͠ॳΊͯɺपғͷ͕มΘΓ·͢ɻʮ͜ͷਓɺຊʹ༗ݴ࣮ߦͨ͠ͳʯʮ͍͍ͭͯͬͯେৎͩʯͱɺ৴པͯ͘͠ΕΔΑ͏ʹͳΔΜͰ͢ɻग़యɿʮࡔ༏͞Μ͕ৼΓฦΔɺΤϨΧىۀޙؒͷ)"3%5)*/(4ʯ IUUQDPNQBTTWJTJPOFVSFLB@BLBTBLB
Copyright © 2018 eureka, Inc. All rights reserved.16ωοτͰग़ձ͏ͱ͍͏͜ͱͷෆ͕҆ڧ͍ຊɻʮ҆৺ʯͰ͋Δ͜ͱৗʹॏཁͳՁͱͯ͠कΓͳ͕ΒΛࢦͨ͠ɻ֫ಘޮͷͨΊʹෆ҆Λ༩͑ΔΫϦΤΠςΟϒΛΘͳ͍ঁੑʹࢧ࣋͞ΕΔΑ͏ͳ ΫϦΤΠςΟϒ$4ෆਖ਼ഉআΛίετͰͳ͘ 69Λ࡞ΔϞϊͱߟ͑Δਅ伨ͳαʔϏε࡞ΓͰ ੜΜͩग़ձ͍Λੈʹൃ৴͢Δ$4ͷΠϯϋεԽͱ 5FDIOPMPHZ׆༻ʹΑΔෆਖ਼ഉআͤϨϙʔτ
Copyright © 2018 eureka, Inc. All rights reserved.171BJST͕ࢦ͖͢7JTJPOΛݴޠԽͯ͠ࢢΛম͖ാʹ͠ͳ͍ɻ͔͚͕͑ͷͳ͍ਓͱͷग़ձ͍ΛੜΈग़͠ɺຊɺΞδΞʹσʔςΟϯάαʔϏεจԽΛఆணͤ͞Δɻ5PIFMQQFPQMFpOEUIFJSMJGFQBSUOFSBOENBLFEBUJOHTFSWJDFTBTPDJBMOPSNJO+BQBOBOE"TJB
Copyright © 2018 eureka, Inc. All rights reserved.֦େظ ʙࢢΛ֦େ͠ͳ͕Βࣗͨͪ͢Δʙ18
19ࢢنͷਪҠ2505007501,0002015 2016 2017 2018 2019 2020 2021 2022 2023˞ϚονϯάΤʔδΣϯτσδλϧΠϯϑΝΫτʢʣௐ୯Ґԯԁ852ԯԁ374ԯԁࢀೖαʔϏεͷ૿Ճࢢنରͯ͠৽نࢀೖαʔϏε͕૿͖͍͑ͯͯΔτϨϯυɻ͜Εʹରͯ͠զʑͷఏڙՁݟ͍͔ͯ͠ͳ͚Ε͍͚ͳ͍ϑΣʔζɻ605ԯԁCopyright © 2018 eureka, Inc. All rights reserved.
Copyright © 2018 eureka, Inc. All rights reserved.20બΔͷ͔ʁࣗͰࣗ༝ʹબΔʁߴ͘ͳ͍ʁؾܰʁΦϯϥΠϯσʔςΟϯάͱ͍͏ྖҬͰى্ͪ͛ظʹຬ͍ͨͯͨ͠χʔζͨΓલͷϞϊʹͳΓͭͭ͋ΔɻͰ͖Ε͍҆͑ͨͯ͘͘͠ܧଓͰ͖Δʁ҆৺ʁὃ͞ΕͨΓ͠ͳ͍ʁબࢶ͕ଟͯ͘େม͍͍ਓʹձ͍͍͚ͨͩஈେࣄ͚ͩͲͬͱ؆୯ʹͯ݁͠Ռ͕ग़Δ͔Ͳ͏͔ձ͏·ͰΓऔΓ͕໘पΓͰ݁Ռ͕ग़Εࢲͬͯ େৎͳΜͩΖ͏
Copyright © 2018 eureka, Inc. All rights reserved.Ԇʑͱಉ͡ՁΛຬ͍ͨͯ͘͜͠ͱͳ͘ɺଞͷϓϨΠϠʔ͕ಈ͚ٻΊΔՁ͕มΘͬͯ͘Δ21
Copyright © 2018 eureka, Inc. All rights reserved.22ࠓɺେࣄʹ͍ͯ͠Δߟ͑ํ/P͔͑͠ͳ͍खͰಠࣗͷՁΛఏڙ͢Δڝ߹ͷػೳΛݟΔͷͰͳ͘ɺϢʔβʔͷٻΊΔՁͷมԽΛٵऩ͢Δ
Copyright © 2018 eureka, Inc. All rights reserved.23Ұ൪zྔz͕͋Δ͔Βz҆৺z͋Δͱ͍͏ίϛϡχέʔγϣϯಉ࣌ʹզʑ͕͜ͷۀքͰਅ໘ʹऔΓΜͰ͍Δ͜ͱΛ͑ͯࢢͷτοϓϥΠϯΛ্͍͛ͯ͘ߴ͘ͳ͍ʁͰ͖Ε͍҆͑ͨ҆͘৺ʁὃ͞ΕͨΓ͠ͳ͍ʁஈେࣄ͚ͩͲ݁Ռ͕ग़Δ͔Ͳ͏͔पΓͰ݁Ռ͕ग़Εࢲͬͯ େৎͳΜͩΖ͏ফඅऀͷχʔζͷมԽ݁Ռ͕ग़͍ͯΔͱ͍͏ίϛϡχέʔγϣϯ͚ͩͰͳ͘ ʮ҆৺ʯͷͨΊͷऔΓΈΛੈͷதʹൃ৴
Copyright © 2018 eureka, Inc. All rights reserved.24ݕࡧͱ͍͏τϨϯυͷมԽେ͖ͳைྲྀʹͳ͍ͬͯΔ͜ͱ௫Έͳ͕ΒɺҰ൪zྔz͕͋Δ͔Βz؆୯ʹݟ͔ͭΔzͱ͍͏ମݧΛఏڙͰ͖Δͱߟ͑ΔɻফඅऀͷχʔζͷมԽ୳͔͢Βɺݟ͔ͭΔͱ͍͏ମݧͷγϑτબΔͷ͔ʁࣗͰࣗ༝ʹબΔʁબࢶ͕ଟͯ͘େม͍͍ਓʹձ͍͍͚ͨͩτϨϯυͷมԽ
Copyright © 2018 eureka, Inc. All rights reserved.25࠷ޙʹ࠷͍͑ͨ͜ͱʮϢʔβʔͷՁͱԿ͔ʯΛ ͣͬͱߟ͑ଓ͚͍ͯΔ͜ͱ͚͕ͩզʑͷมΘΒͳ͍ελϯεͰ͢ɻ Ͱ͕͢ɺٻΊΔՁ࣌ʹΑͬͯมԽ͠·͢ɻมΘΔ͜ͱΛલఏʹৗʹϢʔβʔͱ೪Γڧ͘ཧղ͍ͯ͘͜͠ͱ͕গ͠ͰৼΓ͍ͯ͘ΕΔͨΊͷൿ݃ͩͱ৴͍ͯ͡·͢ɻ
Copyright © 2018 eureka, Inc. All rights reserved.26