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ユーザーと両想いになるサービスの作り方

Yuuki Kanada
November 06, 2018
5.2k

 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。

Yuuki Kanada

November 06, 2018
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  1. Copyright © 2018 eureka, Inc. All rights reserved.
    Ϣʔβʔͱ྆૝͍ʹͳΔαʔϏεͷ࡞Γํ
    :VVLJ,"/"%"ࣥߦ໾һ71PG1BJST+BQBO

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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
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  3. 1BJSTʹ͍ͭͯ
    !3
    Copyright © 2018 eureka, Inc. All rights reserved.

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  4. Copyright © 2018 eureka, Inc. All rights reserved.
    ࠓ೔ͷςʔϚ

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  5. Copyright © 2018 eureka, Inc. All rights reserved.
    5
    ϑΣʔζຖʹҧ͏͔΋͠Εͳ͍ʁ྆૝͍ʹͳΔͨΊͷऔΓ૊Έ


    ϦϦʔεલɿઌߦϓϨΠϠʔͱͲ͏Ձ஋Λผ͚Δ΂͖͔
    ϦϦʔε௚ޙɿՁ஋ΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨ
    ֦େظɿࢢ৔Λ֦େ͠ͳ͕Βࣗ෼ͨͪ΋੒௕͢Δ

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  6. Copyright © 2018 eureka, Inc. All rights reserved.
    ϦϦʔεલ

    ʙઌߦϓϨΠϠʔͱͲ͏Ձ஋Λผ͚Δ΂͖͔ʙ

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  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
    உঁ͕ग़ձ͏ͱ͍͏Ӭ͘ଓ͘χʔζࢢ৔ͷ໌֬͞

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  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

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  9. Copyright © 2018 eureka, Inc. All rights reserved.
    9
    બ΂Δͷ͔ʁ
    ࣗ෼Ͱࣗ༝ʹબ΂Δʁ
    ߴ͘ͳ͍ʁ ؾܰʁ
    ઌߦϓϨΠϠʔʹର͢Δෆ҆Λ·ͱΊ͍ͯ͘ͱɺ

    ར༻ऀͷؾ͕࣋ͪݟ͖͑ͯͨɻ͋ͱ͸Ͳ͏Ξϓϩʔν͍͔ͯ͘͠ʜʜɻ
    Ͱ͖Ε͹҆͘཈͍͑ͨ ๩ͯ͘͠΋ܧଓͰ͖Δʁ
    ҆৺ʁ
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  10. Copyright © 2018 eureka, Inc. All rights reserved.
    10
    બ΂Δͷ͔ʁ ߴ͘ͳ͍ʁ
    ւ֎ͰྲྀߦͬͯΔΒ͍͠Αɺ͸അࣛʹͳΒͳ͍ɻ
    ઌߦࣄྫʹର͢Δܟҙͱ؍࡯ͷελϯε͸ॏཁɻ
    ؾܰʁ ҆৺ʁ
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    ର͢Δ੡඼
    ྲྀߦͬͯΔΒ͍͠
    ٻΊΔ੡඼ͷܗ͕͜͜ʹ͋ΔͷͰ͸ʁ

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  11. Copyright © 2018 eureka, Inc. All rights reserved.
    ϏδωεɾαʔϏεϞσϧʹ

    ௒ֵ৽తͳϞϊͳΜͯͳ͍Μ͔ͩΒ

    ਅࣅ͍ͯ͘͜͠ͱ͸େࣄ

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  12. Copyright © 2018 eureka, Inc. All rights reserved.
    12
    େ੾ʹ͢΂͖Ձ஋ΛͿΒͣ͞ػೳ΍αʔϏεΛߟ͍͑ͯ͘
    બ΂Δͷ͔ʁ ߴ͘ͳ͍ʁ
    ؾܰʁ ҆৺ʁ
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  13. Copyright © 2018 eureka, Inc. All rights reserved.
    ϦϦʔεޙ

    ʙՁ஋ΛͲͷΑ͏ʹ֦͍͔͛ͯͬͨʙ

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  14. Copyright © 2018 eureka, Inc. All rights reserved.
    14
    ͜ͷ࣌୅ʹ͋ͬͨϙϦγʔϛοΫε


    ࢢ৔Ͱ/P͡Όͳ͍ͱϢʔβʔ͸͍֮͑ͯͯ͘Εͳ͍
    ࢢ৔͕֦͕Βͳ͍ͱ/PͰ΋ੈͷݟΔ໨͸มΘΒͳ͍

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  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%5)*/(4ʯ

    IUUQDPNQBTTWJTJPOFVSFLB@BLBTBLB

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  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

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  17. Copyright © 2018 eureka, Inc. All rights reserved.
    17
    1BJST͕໨ࢦ͢΂͖7JTJPOΛݴޠԽͯ͠ࢢ৔Λম͖ാʹ͠ͳ͍ɻ
    ͔͚͕͑ͷͳ͍ਓͱͷग़ձ͍ΛੜΈग़͠ɺ
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  18. Copyright © 2018 eureka, Inc. All rights reserved.
    ֦େظ

    ʙࢢ৔Λ֦େ͠ͳ͕Βࣗ෼ͨͪ΋੒௕͢Δʙ
    18

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  19. 19
    ࢢ৔ن໛ͷਪҠ
    250
    500
    750
    1,000
    2015 2016 2017 2018 2019 2020 2021 2022 2023
    ˞ϚονϯάΤʔδΣϯτσδλϧΠϯϑΝΫτʢ೥ʣௐ΂
    ୯Ґԯԁ
    852ԯԁ
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    ࢀೖαʔϏεͷ૿Ճ
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    ͜Εʹରͯ͠զʑͷఏڙՁ஋΋ݟ௚͍͔ͯ͠ͳ͚Ε͹͍͚ͳ͍ϑΣʔζɻ
    605ԯԁ
    Copyright © 2018 eureka, Inc. All rights reserved.

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  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

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  21. Copyright © 2018 eureka, Inc. All rights reserved.
    Ԇʑͱಉ͡Ձ஋Λຬ͍ͨͯ͘͜͠ͱ͸ͳ͘ɺ
    ଞͷϓϨΠϠʔ͕ಈ͚͹ٻΊΔՁ஋͕มΘͬͯ͘Δ
    21

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  22. Copyright © 2018 eureka, Inc. All rights reserved.
    22
    ࠓɺେࣄʹ͍ͯ͠Δߟ͑ํ


    /P͔͠࢖͑ͳ͍खͰಠࣗͷՁ஋Λఏڙ͢Δ
    ڝ߹ͷػೳΛݟΔͷͰ͸ͳ͘ɺϢʔβʔͷٻΊΔՁ஋ͷมԽΛٵऩ͢Δ

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  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

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  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

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  25. Copyright © 2018 eureka, Inc. All rights reserved.
    25
    ࠷ޙʹ࠷΋఻͍͑ͨ͜ͱ
    ʮϢʔβʔͷՁ஋ͱ͸Կ͔ʯΛ

    ͣͬͱߟ͑ଓ͚͍ͯΔ͜ͱ͚͕ͩզʑͷมΘΒͳ͍ελϯεͰ͢ɻ


    Ͱ͕͢ɺٻΊΔՁ஋͸࣌୅ʹΑͬͯมԽ͠·͢ɻ
    มΘΔ͜ͱΛલఏʹৗʹϢʔβʔͱ೪Γڧ͘ཧղ͍ͯ͘͜͠ͱ͕
    গ͠Ͱ΋ৼΓ޲͍ͯ͘ΕΔͨΊͷൿ݃ͩͱ৴͍ͯ͡·͢ɻ

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  26. Copyright © 2018 eureka, Inc. All rights reserved.
    26

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