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生活者を捉えるプロダクトとそのイノベーション
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shun_k
July 31, 2018
Business
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生活者を捉えるプロダクトとそのイノベーション
メルカリのInnovationチームの取り組みについて、博報堂DYメディアパートナーズさまで開催された勉強会に登壇させていただき、お話した内容になります。
shun_k
July 31, 2018
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Transcript
ੜ׆ऀΛଊ͑ΔϓϩμΫτͱͦͷΠϊϕʔγϣϯ !തใಊ%:ϝσΟΞύʔτφʔζࣾษڧձ
ຊͷΞδΣϯμ w ࣗݾհ w ϝϧΧϦͷऔΓΈ͝հ w .FSDBSJ5FDI3FTFBSDI اըऀࢧԉ੍
w ϢʔβϏϦςΟςετΠϯλϏϡʔௐࠪ w %FTJHO 4QSJOUʹΑΔ՝ݕূ
ࣗݾհ @shun__kawamura גࣜձࣾϝϧΧϦ InnovationνʔϜɿProduct Manager
ུྺɿ ࣮࠷ۙ·Ͱ#J[λϫʔʹ͍·ͨ͠ • ओͳ৬छ • Ϛʔέλʔ • ≠ϓϩϞʔγϣϯ୲ •
୲ࣄۀ • ΦϯϥΠϯࣙॻࣄۀ • ৬छ • ϒϥϯυίϯαϧλϯτ • ୲ϓϩδΣΫτ • ҩྍػثϝʔΧʔͷ άϧʔϓϒϥϯσΟϯά • ΞυςΫاۀͷاۀཧ೦ /λάϥΠϯ৽ͳͲ • ৬छ • ϓϩμΫτϚωʔδϟʔ • ୲ۀ • ϝϧΧϦͷΤίγεςϜ ʹ৽͍͠ՁΛఏڙ͢Δ
ձ͕ࣾมΘΓɺ৬छ͕มΘͬͯΔ͜ͱҰ؏͍ͯ͠Δ ͭΓ McKinsey & Co's value delivery system. Based
on Lanning and Michaels (1988) ΑΓൈਮ
None
ϝϧΧϦͰͷ औΓΈհ
*OOPWBUJPOνʔϜͷۀେ͖ͭ͘ʹ͔Ε͍ͯ·͢ ੈքதͷϓϩμΫτɾςΫϊϩδʔ ʹؔ͢ΔϦαʔνΛ͠·͢ɻ ֤छϝσΟΞΛνΣοΫͨ͠Γɺ ඞཁʹԠͯ͡ݱͰͷώΞϦϯ άௐ࣮ࠪࢪ͠·͢ɻ ௐࠪͷ݁Ռࢥ͍͍ͭͨɺ৽͍͠ ΞΠσΟΞɾίϯηϓτ͕ຊʹ Ձ͕͋Δͷ͔ɺͲ͏͢ΕΑ
ΓΑ͘ͳΔͷ͔Λݕূ͢ΔͨΊ ʹɺ࣮ݧΛߦ͏͜ͱ͋Γ·͢ɻ Ϧαʔν݁Ռɺ࣮ݧͷֶͼΛɺ ϝϧΧϦάϧʔϓͷ֤छϓϩδΣ Ϋτʹڞ༗ɾө͠ɺߋͳΔ ʹߩݙ͠·͢ɻ 1 2 3 1 2 3
ੈքதͷϓϩμΫτɾςΫϊϩδʔ ʹؔ͢ΔϦαʔνΛ͠·͢ɻ ֤छϝσΟΞΛνΣοΫͨ͠Γɺ ඞཁʹԠͯ͡ݱͰͷώΞϦϯ άௐ࣮ࠪࢪ͠·͢ɻ ௐࠪͷ݁Ռࢥ͍͍ͭͨɺ৽͍͠ ΞΠσΟΞɾίϯηϓτ͕ຊʹ Ձ͕͋Δͷ͔ɺͲ͏͢ΕΑ ΓΑ͘ͳΔͷ͔Λݕূ͢ΔͨΊ ʹɺ࣮ݧΛߦ͏͜ͱ͋Γ·͢ɻ
Ϧαʔν݁Ռɺ࣮ݧͷֶͼΛɺ ϝϧΧϦάϧʔϓͷ֤छϓϩδΣ Ϋτʹڞ༗ɾө͠ɺߋͳΔ ʹߩݙ͠·͢ɻ 1 2 3 1 2 3
ੈքதͷτϨϯυΛνΣοΫ͍ͯ͘͠தͰͷ՝ײ ใऩूͰѪ༻͍ͯ͠Δstart.meͱ͍͏πʔϧ ᶃϝσΟΞͷใ͚ͩͰɺ ʮͳͥʯʮ͍ͭʯ͕ෲམͪͮ͠Β͍ ᶄମݧ͠ͳ͍ͱɺ UX(User Experience)Θ͔Βͳ͍
ʮҰ࣍ใʯΛऔΓʹ͍͘ɺ.FSDBSJ5FDI3FTFBSDI ϓϩμΫτ։ൃʹؔΘ͍ͬͯΔرऀશһ͕ɺ ੜ׆ऀ͔ΒΛฉ͍ͨΓɺҰੜ׆ऀͱͯ͠ݱͰͷମݧΛͰ͖ΔΑ͏ͳΈΛඋ
๛ͳࢿۚͱट૬ͷޙԡ͠ͰɺεϚϗར༻ऀͷҎ্͕Ϣʔβͱͳͬͨ1BZUN Looking back at 2017 — Top 10 Interesting Facts
from Paytm : https://blog.paytm.com/looking-back- at-2017-top-10-interesting-facts-from-paytm-7bc59e08683f 2ԯ8ઍສͷϢʔβͱɺ 5ඦສళҎ্ͷՃໍళ(2017ͷެࣜϒϩάΑΓ) Πϯυࠃຽ͔Β Ѫ͞ΕΔϞσΟ ट૬͕paytmͷ ࠂౝʹ $177M $1.4B "MJCBCBʢѨཬʣ͕1BZUNͷגࣜΛ3FMJBODF$BQJUBM͔Βऔಘɺதࠃͷڊେاۀ͕౿Έ ग़͢ΠϯυͷୈҰา5)*%(&ʢβɾϒϦοδʣIUUQUIFCSJEHFKQ BMJCBCBCVZTQBZUNTUBLFGSPNSFMJBODFDBQJUBM ιϑτόϯΫɺΠϯυͷܾࡁେख1BZUNʹԯถυϧΛग़ࢿ୯ҰࢿՈʹΑΔग़ࢿֹͰ ΠϯυͰ্࢙࠷େ5)*%(&ʢβɾϒϦοδʣIUUQUIFCSJEHFKQ TPGUCBOLCJHHFTUJOWFTUNFOUJOEJBQVNQTCJMMJPOQBZUN εϚϗར༻ऀ 3ԯਓఔ (201710݄) Outputྫ
ར༻࣮ଶͷݱௐࠪ ώΞϦϯάͨ͠30໊ͷ ΄΅શͯͷํ͕Πϯετʔϧࡁ ࢥͬͨΑΓΘΕ͍ͯͳ͍...ʁ ެڞྉۚͷࢧ͍ͷ࣌͘Β͍͔͠ར༻͠ͳ͍Θɻ ϝτϩʹΔ࣌ɺτʔΫϯ(≒ූ)ݱۚͰ ങͬͯɺఆظ݊PaytmͰങ͏Αɻ Πϯετʔϧ͍ͯ͠Δ͚Ͳɺ࣮ͦΜͳʹ ར༻͍ͯ͠ͳ͍ͷɻΧϑΣͷΫʔϙϯ͕ΒΕͨ ͱ͖͘Β͍ɻ
Outputྫ
1BZUNΛ࣮ࡍʹར༻ͯ͠ΈͨதͰͷߟ ؍ᶃ ॴɿχϡʔσϦʔத৺֗ͷ࿐ఱ ങͬͯΒ͓͏ͱͨ͠ͷɿ20ϧϐʔͷਫ ܾࡁ·Ͱʹ͔͔ͬͨ࣌ؒɿ1(͍ํͷղઆΛͯͩͬͨ͘͠͞ՕॴΛআ͍ͯɺ QRίʔυΛಡΈऔ͔ͬͯΒɺ֬ೝը໘ʹਐΉ·Ͱ͕͍…) ؍ᶄ ॴɿχϡʔσϦʔத৺֗ͷDunkin Donuts ങͬͯΒ͓͏ͱͨ͠ͷɿ500ϧϐʔͷυʔφπηοτ
※ܾࡁ·Ͱʹ͔͔ͬͨ࣌ؒɿ530ඵҎ্ (※ΥϨοτʹߴ͕ͳ͔ͬͨͨΊɺνϟʔδ͠Α͏ͱ͕ͨ͠ɺ௨৴ʹ͕͔͔࣌ؒΓ ͗ͯ͢ߦྻ͕Ͱ͖ͯ͠·͍ɺ݁ہσϏοτΧʔυͰࢧͬͨɻ) Outputྫ
ԾઆݕূܕͷϢʔβϏϦςΟςετɺԾઆ୳ࡧܕͷΠϯλϏϡʔௐࠪ ϢʔβϏϦςΟςετ ͷ༷ࢠ ςετͷ༷ࢠɺ GoogleϋϯάΞτͰࣾʹ࣮گ ςετதͷؾ͖ɺϦΞϧλΠϜͰSlackͳͲͰڞ༗ एஉঁɺ৭ʑͳํͷੜ׆ΛΔͨΊͷΠϯλϏϡʔ ϢʔβϏϦςΟςετ ΧελϚʔΠϯλϏϡʔ
https://www.irasutoya.com/2013/04/blog-post_5312.html
ੈքதͷϓϩμΫτɾςΫϊϩδʔ ʹؔ͢ΔϦαʔνΛ͠·͢ɻ ֤छϝσΟΞΛνΣοΫͨ͠Γɺ ඞཁʹԠͯ͡ݱͰͷώΞϦϯ άௐ࣮ࠪࢪ͠·͢ɻ ௐࠪͷ݁Ռࢥ͍͍ͭͨɺ৽͍͠ ΞΠσΟΞɾίϯηϓτ͕ຊʹ Ձ͕͋Δͷ͔ɺͲ͏͢ΕΑ ΓΑ͘ͳΔͷ͔Λݕূ͢ΔͨΊ ʹɺ࣮ݧΛߦ͏͜ͱ͋Γ·͢ɻ
Ϧαʔν݁Ռɺ࣮ݧͷֶͼΛɺ ϝϧΧϦάϧʔϓͷ֤छϓϩδΣ Ϋτʹڞ༗ɾө͠ɺߋͳΔ ʹߩݙ͠·͢ɻ 1 2 3 1 2 3
ʮͬͯΈΑ͏ɺͩΊͩͬͨΒΓํΛม͑ͯΈΑ͏ʯͷจԽ ʮڐՄΛٻΊΔͳँࡑͤΑʯ ʮͬͯΈͯɺม͍͖͑ͯ·͠ΐ͏ʯ ܦӦਞஉੑ Ϛωʔδϟʔஉੑ ʰ৽͍͠ΞΠσΟΞ ͷΞϓϦ࡞ͬͯΈ ·ͨ͠ʂʱ ʰ৽͘͠Ճ͢Δ
ػೳ͜ΜͳUIΛ ఆ͍ͯ͠·͢ʂʱ
ڧʹਁಁ͍ͯ͠ΔʮόϦϡʔʯͱߟ͑ํͷϕʔεͷʮੑળઆʯ (P#PME "MM'PS0OF #F1SPGFTTJPOBM ੑળઆ όϦϡʔͷڞײ৬छΘͣɺ࠾༻ཁ݅ͱͯ͠ඞਢ ೖࣾޙόϦϡʔΛৗʹҙࣝ͠ଓ͚ΔΈงғؾ͕ৢ͞Ε͍ͯΔ
ͦΕͰͬͯΈΔͷ͕͍࣌͠ˠ4QSJOUΛճͯ͠ΈΔ http://www.gv.com/sprint/ ώτ ಛʹ։ൃ͕େ͖ͦ͏ͳ߹ Ϟϊ େ͖ͳઃඋεϖʔε͕ඞཁͳ߹ Χω ݕূʹଟֹͷ༧ࢉ͕ٻΊΒΕΔ߹ (Design)
Sprint ͱ͍͏ϑϨʔϜϫʔΫ
ʲࢀߟʳ %FTJHO 4QSJOUͷϓϩηε GV Sprint process — from the book “Sprint”
by Jake Knapp
·ͱΊɿటष͍ΠϯϓοτͱɺεϐʔυॏࢹͷΞτϓοτ Input Output ɾ෯͍σεΫϦαʔν(ࣗಈԽਪਐத) ɾMercari Tech Research ɾΧελϚʔΠϯλϏϡʔ ɾϢʔβϏϦςΟςετ
ɾDesign Sprint&ϓϩτλΠϓ։ൃ
͝ਗ਼ௌ͍͖ͨͩɺ͋Γ͕ͱ͏͍͟͝·ͨ͠ɻ ͠͝ڵຯΛ͓͍͖࣋ͪͨͩɺ ࣭ɺ͓߹Θ͕ͤ͋Δ߹ɺ ҎԼͷ࿈བྷઌʹҰใ͍͚ͨͩΕͱଘ͡·͢ɻ 5XJUUFS!TIVO@@LBXBNVSB @͕ͭͰ͢ 'BDFCPPL4IVOTVLF,BXBNVSB NBJMTLBXBNVSB!NFSDBSJDPN Facebook
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