Add a sharing mode for short videos . Currently, it is mainly in the form of "text + picture", and the sharing form is relatively simple.

1. Introduction

1.1. Experience Environment

Product Name: Keep App

Product version: v3.10.0

Operating system: IOS7.1.2

Phone model: ip hone4s

1.2 Market and Industry Analysis

With the development of the economy and the improvement of people's living standards, people's pursuit of beauty has been continuously enhanced. At the same time, the proportion of people insisting on sports and fitness has been continuously increasing. The strong market demand has provided business opportunities for the sports and fitness field. Coupled with the maturity of mobile Internet technology and the formation of people's mobile Internet habits, sports and fitness apps have shown a situation of flourishing and contending.

Looking at the top ten apps, the rising stars are gaining momentum. Keep, Hot Fitness, Mermaid Line, Joy Circle, and Joy Running Circle have been online for an average of more than one year. The relatively experienced sports and fitness apps - Gudong, Ledongli, Bohe, Xiaomi Sports (bundled Xiaomi bracelet), Dongdong and other products have been online for a long time, users are more familiar with the product functions, and the products lack subsequent innovation, and their competitive advantages are gradually reduced. Therefore, how to deeply explore user needs, continuously innovate products, and grasp the user's G-spot is the key to retaining users.

Currently, sports and fitness apps have entered a stage of vigorous development, but the signs shown now are just the tip of the iceberg. According to data released by market research firm HIS, the number of downloads of sports and fitness apps worldwide is expected to reach 248 million in 2017. As for China, there are currently 364 million people who engage in fitness activities, and this number is expected to increase to around 500 million in the next decade. Against this backdrop, the development momentum of the sports and fitness industry will surely grow stronger and stronger.

The mobile end of the sports and fitness industry is growing very rapidly, and its share is increasing rapidly, accounting for 60% in the third quarter of 2015.

2. Strategic level

2.1 Product Overview

Keep is a mobile fitness app that integrates "data recording", "fitness guidance" and "fitness social networking ".

2.2 Product Positioning

Mobile Fitness Trainer

2.3 Product slogan

Self-discipline gives me freedom

2.4 Product Features

l Tailor-made clothes, various fitness training for you to choose

The training plan is designed for different groups of people, various equipment and stage fitness goal combinations, and is suitable for the widest range of fitness scenarios.

l Real-person synchronous training, recording training records

Voice and video supervision throughout the process, with automatic progress synchronization.

l Accurate running records, more systematic running

Keep provides more complete and professional running guidance, including accurate running route records, pre-run warm-up and post-run stretching.

l Share fitness results and make progress together

Take photos to record every day's changes, share with friends to encourage each other, and fitness is no longer a lonely persistence.

2.5 Demand Analysis

2.6 User Analysis

2.6.1 User Positioning

① No fitness yet: Young people who are eager to exercise but lack professional fitness venues, equipment and fitness guidance.

② Those who have already started fitness: Young people who know that private fitness training is costly but are eager for customized and professional private trainers.

2.6.2 User Characteristics

Geographically:

Keep users are mainly distributed in Beijing, Shanghai, Guangzhou, Jiangsu and Zhejiang. The reasons may be: A. These areas are economically developed and have a high rate of material needs satisfaction. Fitness needs are spiritual needs, and people will pursue spiritual needs only after satisfying their material needs. Therefore, Keep users are more likely to be distributed in economically developed areas. B. There are many young people (college students and young office workers) in these areas, which is consistent with Keep's user positioning.

Age:

Keep's user groups are mainly distributed in the age groups of 19 years old and below and 20 to 39 years old, among which the age group of 30 to 39 years old has the largest proportion. The reasons may be: A. People in these age groups have better overall physical fitness, are more likely to exercise, have stronger demands for fitness and beauty, and have the internal motivation for fitness. B. Young people have good habits in using mobile Internet, so they also use fitness apps to keep fit. C. The largest group of people are aged 30 to 39. I personally guess that the reason is that they are under great pressure at work, their physical condition is deteriorating, and they have a strong demand for health. Of course, it may also be the influence of company benefits (free fitness in the gym) that causes this group to have the largest fitness ratio.

Gender:

The proportion of men (61%) is higher than that of women (39%), which is consistent with the gender ratio of traditional fitness users (men > women). However, from the perspective of traditional fitness (muscular men, sweat odor, etc.), the proportion of female fitness has increased significantly. This is because on the one hand, women's pursuit of beauty is becoming stronger, and on the other hand, the purpose of fitness has become diversified. It is not only about building muscles, but also about losing fat and shaping the body.

other:

I like fitness, but it is difficult for me to stick to it; I am not satisfied with my physical condition; I pursue health and beauty; I am cheerful and enthusiastic, and I like to share with others; my free time is fragmented;

2.6.3 User Card and Usage Scenario Analysis

①My name is Zhang San, I’m 17 years old and a high school student. I usually have a lot of classes during the day, so every night, I use Keep to go for a night run around the school. After the run, I share my running "results" and get everyone's encouragement. I'm so happy and I have the desire to continue running. After one month, my body is getting better and better, and I'm getting more and more beautiful. I am more energetic in class during the day.

②My name is Li Si, I’m 21 years old and I’m a college student. I have more free time in college, so I use Keep to run on the playground with my friends every night. After returning to the dormitory, I will do another set of exercises according to my customized courses, and then share my "results" on the App and WeChat Moments. Before going to bed, I found that I received a lot of "Come on" messages from everyone. I also saw my friends' fitness results today, so I clicked "Come on". With so many people working out together, I believe I can stick to it and get a good figure.

③My name is Wang Wu, I’m 32 years old and I’m a middle-level manager in a company. I have a lot of work to do every day and my health is getting worse and worse. I signed up for a gym these two days to adjust my physical condition. I go to the gym to exercise for a few hours after get off work. Since private training is too expensive, I use Keep to customize my own schedule and choose a targeted training plan. After the training, I shared my training results on the App and WeChat Moments. When I got home, I found that I received a lot of encouragement from everyone, which gave me great confidence. I read the updates, fitness information and suggestions of experts, and thought about trying the same thing tomorrow.

2.7 Business Model

Keep's business model is mainly to divert traffic to its own e-commerce business , selling its own sports and fitness-related equipment, instruments and nutritional products to users through the {mall}.

It is recommended that Keep seize the pain point of users "not being able to find a suitable sports venue" and cooperate with offline sports venues to rent sports venues online. Of course, most offline sports venues are for ball games. Currently, Keep is positioned as a fitness coach, and user demand is mostly centered around fitness. I don't know whether it will expand to other sports fields in the future. If so, this will be a viable business model.

3. Structural layer

3.1 Product Function Structure

From the perspective of Keep's product function structure, it mainly consists of two functions: training and social.

The core function is the training function, which is mainly concentrated in the training function section and located on the homepage, which is in line with Keep's product positioning. Under the core functions, Keep mainly includes three modes: outdoor running, customized course schedule training and personalized targeted training. Among them, the outdoor running function is in the title bar position and is not easy to be found. This is caused by Keep's product positioning as a "mobile fitness coach", which focuses on fitness guidance, while outdoor running is more of a data record.

Social function is an important function. The product structure consists of discovery and follow function modules. The overall structure of the two major social function modules is simple and clear. Among them, the discovery function focuses more on information function, and the content quality is relatively high (including selected dynamics, collections, recommended reading, etc.), and user stickiness is strong. The focus function focuses on personalized social functions.

3.2 Product Usage Process

In terms of the usage process of Keep, it is relatively simple overall, and is mainly divided into the usage processes of training (core function) and social (important function). After the training, there will be sharing of updates and check-in sessions, which will promote the deepening of social functions, increase user stickiness, and improve user fitness persistence.

4. Scope layer

4.1 Training Function

4.1.2 Overall Overview

The training functions mainly include outdoor running, customized training schedules based on your own body information, and selection of personalized targeted single training for different scenarios, different parts of the body and different equipment. During the training process, real-time supervision through real-person voice and short videos improves the user's sense of presence and enthusiasm for fitness, and provides an excellent user experience. At the same time, after the training, there is a dynamic sharing session. After training every day, users can share dynamics to get encouragement from others, which improves user stickiness and helps users persist and achieve their fitness goals.

4.1.3. Outdoor running function

The outdoor running function focuses on data recording. On the function interface, users can observe their running mileage, speed, time, kilocalories consumed, and changes in their position on the map in real time. At the same time, the running settings have voice broadcasts, auxiliary functions such as running goals, warm-up before running, and stretching after running. During the process, the user can lock the screen through the screen lock function to prevent accidental touches from pausing the data recording. After finishing the run, users can share their running track and data on the App or social media, which satisfies the user's inherent need to "show off" and improves user stickiness.

But there is a drawback. The auxiliary functions are located in the upper right corner and are hidden deep, making them difficult for initial users to find. Especially the pre-running warm-up and post-running stretching functions are very important for running. Otherwise, you will suffer from back pain the next day after running or even cramps while running. It is recommended that when users use this function for the first time, a pop-up window function should be used before and after running to remind users to warm up and stretch (which can be skipped), and to remind users where the function settings are located.

4.1.4 Personalized single training

The personalized single training function includes the time, movements and kilocalories consumed for the training project. At the same time, users can click on the movement details to understand the key points of the movement and the feeling of the movement in advance. At the same time, click […] in the upper right corner to set music, download all videos, select training progress or exit the training plan to meet the user's personalized needs. In addition, the page also shows the number of participants who checked in. Users can click on it to view the details. It also provides popular trends about the training project. All of this helps users find partners who are training the same project, creates more topics, increases user stickiness, and makes fitness no longer lonely.

But I have a small question. If you are not a professional, the kilocalories consumed are just a number. I suggest you consider changing it to how much fat is consumed, etc., which is more intuitive.

4.1.5. Customized curriculum training

In customized course schedule training, users can choose the training course that suits them according to their physical data. The customized training schedule includes two consecutive days of training and one day of rest to give the body a rest. This is in line with scientific fitness training methods. At the same time, it will display the training progress, each day's training content, and time consumption information, so that users can see their results at a glance and increase their sense of accomplishment. At the same time, they can understand the training content in advance and arrange their time. Click the "Calendar" icon in the upper right corner to display the entire course schedule. Users can also set training reminders and set reminder times according to their personal schedules, which makes the course more supervised and helps users stick to it. The function of syncing to the system instance is also very thoughtful.

4.1.6. Training courses and project selection

When it comes to choosing training courses and programs, users can view the action library according to body parts. The content of the action library is also very rich, but there is still room for improvement. In addition, the recommended training function is a training course that Keep pushes based on the user's registered body data and training history to meet the user's individual needs, saving the user's time cost in choosing courses; the latest listing function and category browsing function make it more convenient and enrich the user's choice of training courses. For users with strong purpose, Keep provides different course screening dimensions. Users can quickly retrieve the required training courses based on course difficulty, fitness goals, fitness scenes, availability of equipment and other conditions.

In terms of filtering content, Keep provides both male and female versions. It seems that the gender of the user registered is not reflected, which increases the time cost of the user to select the filtering results to a certain extent. It is recommended that the background carefully filter the gender once according to the user attributes.

4.1.7 Training

During the training process, Keep provides live video and real-time voice supervision functions. Manual counting and digital display free users from the habit of counting in their brains during training. The user experience is excellent. At the same time, prompts on movements and breathing during training make users feel more involved and guided. There will be a 7-second action demonstration before each action training. Users can observe the action details and then put down their phones to listen to the voice to train. After a strong training action, it will pause for 30 seconds and display a poem or famous saying to dispel the user's boredom during the pause. At the same time, users can continue training or view the details of the next action by clicking the button during the pause. The user experience is excellent.

At the same time, Keep provides a minimalist functional interface where users can view the overall training movements, adjust the volume of the sound and music according to their personal needs, and manually pause and skip the current movement or the previous movement of training. The progress bar below shows the training progress, giving users a sense of awareness and motivating them to persevere.

After the training, the duration of the training project, the number of movements, the kilocalories consumed and the time taken for each movement will be displayed. At the same time, the user can evaluate his or her own training, which is conducive to self-reflection and supervision of the user, and also facilitates the background to understand the user's preferences for product optimization. After the evaluation, the user is asked to post updates and share them on social media. To some extent, this is a check-in behavior, which not only satisfies the user's inherent need to show off, but also helps the user to develop habits.

When I was trying it out, I didn’t know if it was because of the product version or the phone version, but I couldn’t find the full-screen button. It is recommended to add full screen function. At the same time, when the user clicks to view the overall action and sound music settings, the training is paused by default, but clicking on the former will stop the sound and there will be a sense of pause, while clicking on the latter will continue the sound without a sense of pause.

4.2 Social Functions

4.2.1. Discovery Function Section

Under the discovery function section, Keep provides functional entrances to the same city and groups in social networking. Through LBS technology, users can find fitness enthusiasts around them, which is conducive to transferring online social relationships offline; the group function is similar to an interest community, where people of the same type gather together, which increases user popularity and activity and enhances user stickiness.

At the same time, Keep pushes selected dynamics, recommended readings, topic discussions and selected collections in the feed flow below. The selected dynamics are fitness dynamics and suggestions shared by fitness experts, which increase the dynamic exposure of this group and improve their user stickiness. Recommended reading is similar to a tweet from a public account. The articles in it are all screened by the background and are high-quality suggestions on fitness, diet, etc. Topic discussion is similar to the topic function of Sina Weibo , which is conducive to gathering users with the same interests and improving activity; Selected collections are high-quality and similar dynamics integrated together. Each collection ranges from 12 to 18 articles, which increases its exposure and increases the stickiness of these users. It also provides quality articles for viewers.

Because the content quality under this functional section is high and the user click-through rate and activity are also high, Keep sets up the entrance to the mall under this functional section in order to use the huge traffic to import the mall and achieve its business goals.

However, due to the small number of high-quality articles such as recommended reading and selected collections, users have a limited range of choices. It is recommended to increase the number of these contents, of course, on the premise of ensuring quality.

4.2.2. Functional sections that have been followed

The "Followed" function section is more inclined to a kind of fitness social networking among acquaintances. The feed flow is similar to the setting of QQ Space. At the same time, when adding friends, Keep provides multiple channels such as address book, Weibo, WeChat , QQ, rankings, and recommendations for you, which is conducive to increasing the number of users and improving user stickiness. The group function is different from the group function under the discovery function section. This group function only displays the groups and group posts you have followed, and is more personalized. At the same time, users in this section can participate in the interaction by posting dynamics. Compared with the discovery function section, it emphasizes user-centered participation and interactivity.

Currently, social functions are mainly in the form of "picture + text", and lack short video sharing. It is recommended to add short video sharing format to enrich social content. At the same time, you can also consider adding live broadcast functions to enhance social interactivity.

5. Framework layer

5.1 Training Function

5.2 Social Functions

5.2.1. Discovery Function Section

5.2.2. Focus on functional modules

6. Presentation Layer

1. Keep adopts a minimalist design style. Especially when you use and open the App for the first time, the startup page has an embedded dynamic motion picture (similar to Didi's startup page), which gives people a high-end feeling.

2. The overall color scheme is dominated by gray and white, giving people a sense of striving and perseverance.

3. In the course performance, the hormonal macho and goddess figures are used to stimulate the user's visual senses and promote the user's training

3. In terms of UI design, the overall style is unified and the layout is neat.

7. Summary and suggestions

Keep is positioned as a mobile fitness coach that integrates fitness data recording, fitness guidance and fitness social networking. Its functions also fully reflect its product positioning. Keep stands out among fitness apps with its feature of real-person voice guidance for fitness. Overall, it is a good product that can meet user needs well.

7.1. If I were a PM

Optimize training function

1. Increase the screening dimensions for different groups of people. For example, to meet the beauty needs of students, we can recommend targeted training courses for legs, buttocks, etc. For office workers over 30 years old, who may sit or stand for a long time in the office with air conditioning, we can recommend targeted training courses for waist, back, etc.

2. During training, optimize the music and sound setting functions and add the function of custom music addition.

3. Video guidance can consider adding a projection function, and at the same time, the key points that need attention should be reflected in the video. Since mobile phone screens are relatively small, most users will put their phones aside and only listen to the voice for training. In this way, the video loses its effect (it only serves as an action demonstration at the beginning). After adding the projection function, users can watch videos in real time and train based on the movements shown in the videos.

Optimize social functions

1. Add daily check-in function. Currently, Keep allows users to post updates after each training session, which is actually a check-in function. However, some users enter Keep only to check information or interact with each other, but there is no daily check-in function to cultivate user stickiness.

2. Add short video sharing mode. Currently, sharing is mainly in the form of "text + picture", and the sharing form is relatively simple.

3. Launch live broadcast function. There are many fitness experts in Keep. Through the live broadcast function, they can share various interesting things about their fitness process and some fitness suggestions, but they should pay attention to controlling the content and maintaining the core characteristics of "fitness", otherwise it may be the same as a show live broadcast.

4. Strengthen the production of social content. Features like featured collections and recommended readings can increase the quantity while ensuring the quality of the content, giving users a wider range of choices.

Expand business model

In the future, we may consider cooperating with offline sports venues to carry out online rental and payment of venues, and we may also consider providing paid private fitness management and guidance services.