Dismantling Keep’s user operation system

As a leader in online fitness course apps, Keep has built an excellent user operation system. The author took this as an example to explore the background of Keep's active users.

The Keep product has 5 tabs, and the functions are briefly analyzed as follows:

• The "Community" Tab carries content and social retention functions;
• "Explore" carries the mall courses and Keepland user payment function (it is the main module for the commercialization of Keep products);
• The "Sports" tab carries the tool attributes of Keep and plays a role in achieving product functional retention;
• The "Plan" tab is used to develop fitness plans for users based on their current situation. It mainly plays two roles: member user conversion and user activity;
• The "My" Tab is responsible for combining various functional modules together and contains various incentive systems.

▲Screenshot of Keep product V6.26.0

1. Keep product commercial channels and user value development path

Keep is a product that users pay directly for and use frequently.

• From the perspective of business modules, Keep includes tool modules and mobile fitness coaches;
• Content module community, user-generated content, and weight loss course content published by other PGC users;
• The e-commerce business module is divided into three parts: offline Keepland, online Keep peripheral products, course sales and membership payment;
• The community module is the Keep fitness community.

Keep acquires and retains users by providing users with easy-to-use fitness tools and building a fitness community. It ultimately realizes commercial monetization through membership payments, selling courses at offline Keepland gyms, and building the Keep mall.

▲Keep’s core user value growth path

All possible paths for user value growth in the Keep product are broken down by the user value growth path as follows:

• Register -> Consumption
• Register -> Publish content -> Consume
• Register -> Follow the course -> Publish content -> Consume
• Register -> Follow the course -> Follow the course -> Publish content -> Consume

For Keep products only, users’ high-value behaviors mainly include:

• Browse community content: browse, cheer, comment, and like;
• Consumption: shopping in the mall, purchasing courses, and booking offline courses at Keepland;
• Creative content: Publish updates (pictures, texts, and videos).

2. Keep User Value Growth Ladder

1. Keep user life cycle definition and value growth ladder

▲Keep user life cycle diagram

Keep is a mature and complex product with hundreds of millions of users, which requires extremely sophisticated operations for users.

From the perspective of user type, Keep users can be divided into: passerby users, content/service consumption users, content creation users/consumer shopping users. The same real user may play multiple product user roles in the product.

▲ Conduct user portraits and data definition for four types of user roles

▲Keep user growth ladder

From the product usage experience, we can conclude that user practice, user shopping and consumption, and content creation can be defined as the three most important behaviors in the product.

In the product, there are users of the Keep community business module, users of the fitness course tool business module, and users of the consumer mall business module respectively. These three types of users can also be further subdivided.

2. Keep user stratification

Users of Keep community business module correspond to content consumers and content producers, and it is appropriate to use the pyramid model for user stratification.

▲Screenshot of Keep expert certification

From Keep's expert certification instructions, we can see that Keep divides experts into three levels, from top to bottom: public figures (celebrity), professional authorities in the sports industry (KOL), and official accounts of companies or organizations.

▲Keep user pyramid model data definition

Users of the Keep fitness course tool business module correspond to service consumption users, and are stratified using a variant of the RFM model.

▲Keep training content interface (exercise + results display)

By observing the product, it can be directly seen that in the design of the entire "training" product UI, the two most important functional modules are the action demonstration and the results display modules. Action display belongs to the training content analysis as a training service, while result display is the course-related dynamics posted by users after training, and also plays a role in enriching community content. Therefore, the number of user training times and the number of dynamic posts after training are selected to perform user stratification.

For users of Keep's consumer mall business module, corresponding to paying consumer users, it is most appropriate to use the RFM model for stratification for e-commerce business.

• R: The time difference between the last consumption of Keep users in the past 30 days;
• F: Total number of consumption by Keep users in the past 30 days;
• M: Average spending amount per order by Keep users in the past 30 days,
• The average values ​​of the above three data of users in the past 30 days are selected as data nodes, and 8 types of Keep consumption user values ​​are defined for tiered operations.

3. Sorting out the optimal growth path for users

1. User registration → Pass the beginner period and become a trial user

▲Keep product new user guidance process

STEP1

One-click registration

• Reduce the difficulty of registration;
• Obtain information about users from other channels to improve the channels for reaching and recalling users after they have churned.

STEP 2

Obtain the user's natural attribute information data and personalized demand label data, which includes the user's explicit fat loss/muscle gain needs, as well as the user's willingness to use the product and the implicit needs of self-pursuit

With the above user data information, it can be used to perform simple personalized demand stratification for users.

• After the user enters the product, the community content selected by the user can be pushed to the user based on the above information (trigger);
• Push training courses that match users based on their needs (Trigger);
• Directly push courses and content to users, eliminating the need for users to filter information, and reducing user selection costs and behavioral thresholds (Ability);
• Help users set goals and flags, provide optional personalized flags to reduce user behavior costs, and motivate users (motivation).
• B=MAT, which perfectly motivates users to participate in follow-up practice and watch content for the first time.

▲Typical path

Guide users to register → Guide users to complete tag information → Push content/courses that match users' interests

2. After the novice period, become a trial user → become a loyal tool attribute user or content consumption user

▲Keep products guide users to become loyal tool users or content consumption users through three tabs

1) Community Tab

Guide people to follow accounts, recommend popular content from the entire community, recommend content on hot topics, recommend content to record targets, and recommend content to people nearby.

• Guide users to follow other community users, with 15 recommended by default (mainly divided into four categories of accounts: official accounts/company/organization accounts or KOL accounts/ordinary user accounts). Follow official accounts to guide users to use the product and get through the beginner period, and publish activities or topics to guide users to actively participate; follow KOL or organization accounts to provide users with high-quality content; follow ordinary user accounts to guide ordinary users to follow and encourage each other and promote community atmosphere (Motivation).
• Guide users to follow accounts in existing relationship chains: mobile phone address book or WeChat (trigger: Trigger).
• Recommend content based on user browsing habits, prioritize pages, and reach users through push/SMS/system template message notifications (Trigger).
• The content can be seen as soon as the page is opened, lowering the threshold for user behavior (ability: Ability).
• Guidance of content’s own value: The community’s content includes the sexual value of handsome men and beautiful women showing off their looks and figures; the value of practical fitness tips; sharing of sports experience... ...Diversified content meets users’ diversified content consumption needs (motivation).
• B=MAT, guide users to browse content multiple times in the community tab and retain it.

2) Sports Tab

Provide various user training tutorials and sports training to cultivate user usage habits.

• Guide users to set small goals and remind them to exercise to achieve their goals through product guidance (Motivation) + (Trigger);
• Provide a variety of exercise methods and follow-up courses to meet the needs of users of different ability levels (Ability);
• Push/SMS/system template message notifications reach users (trigger: rigger).

3) My Tab

Use a variety of activities, incentive systems, functions, etc. to encourage users to convert to a higher level of value.

Incentive system: calorie coin points incentive system, user growth level incentive system, paid membership incentive system, game incentive system, task incentive system.

• Function 1: Record body data, obtain body reports, recommend corresponding courses and content, and cultivate user usage habits;
• Function 2: Record exercise data to help users understand their exercise status and assist users in training arrangements.

▲Typical path

• Guide users to follow other users → Guide them to browse content → Obtain users’ browsing habits → Adjust content recommendation strategies (Push/SMS reach) → Form stable opening/reading habits
• (Product UI design + Push) Effective reminders to encourage users to continue to practice and punch in to complete their goals → Develop content consumption habits
• Message private message → push content → develop content consumption habits
• Guide users to set goals → Practice for the first time → Remind users to complete their goals → Develop tool usage habits
• Self-search and follow the tutorial → Develop the habit of using the tool
• Send private messages → push courses → develop the habit of using tools
• Participate in activities → Develop the habit of using tools

3. Become a loyal tool user or content consumer → become a material consumer

▲The growth path of user payment value in Keep products

The scenarios in which users use and pay are divided into:

• Inspired by community content and engaging in consumption behavior;
• Actively search for goods when there is demand;
• Home page recommended consumption.

▲Typical path

• Direct consumption in the mall → multiple consumption
• Unread message red dot reminder → Consumption → Multiple consumption
• Follow friends’ orders → Consume → Consume multiple times
• Push/SMS trigger → Consumption → Multiple consumption
• Guide to develop training plan → purchase monthly membership → multiple consumption
• Purchase coupons → multiple purchases
• Pop-up window guides consumption → multiple consumption

4. Become a loyal tool user or content consumption user → become a creative contribution user

▲The path to becoming a content contributor

Scenarios for user-posted content:

Guide people to post updates after following the training; guide people to post updates after making purchases by showing their orders; post updates by recording the day's exercise data in a notebook after completing the target; and actively post updates (divided into two situations: active posting and passive guidance).

• Consumption → Guide people to post their purchase orders and updates → Develop a habit of commenting and interacting
• Follow the training/after exercise → guide to post dynamics → comment and interact to form a habit
• Set goals → record daily completion status → proactively post updates → develop a habit of commenting and interacting
• Have the desire or need to show yourself → Actively post updates → Develop a habit of commenting and interacting

5. Determine the optimal growth path

6. Behavior analysis and strategy formulation for users’ needs

Sort out the above key user behaviors and provide directions for formulating operational strategies.

The behaviors that users need to be motivated to categorize are:

4. Review of the Keep product user incentive system

▲Keep product user incentive system collection

1. Keep level growth system

Materials Required:

• Submit hierarchical growth rules requirements within the company;
• Level growth rules description user side;
• Tier rights and interests available resources are sorted out.

2. Keep Points System: Calorie Coin

Materials Required:

• Submit calorie incentive system development requirements within the company;
• Acquisition and consumption rules describe the user end;
• Exchangeable resources sorting;
• Budget confirmed.

3. Game incentive system

4. Medal Incentive System

5. Paid Membership Level System

6. Ranking Incentive System

The honor ranking incentive system of Keep products is relatively simple. Two ranking incentives are included in the product design. One is the weekly friend ranking list, and the other is the ranking of courses currently being practiced - which encourages users to practice/exercise for a certain length of time.

7. Analysis and summary of the incentive system

Keep's product modules include: tool attribute business module (training/sports); community attribute business module (including content and social); e-commerce attribute business module.

1) The tool module is the moat of the Keep product, and all incentive system resources are tilted towards the tool module.

2) Community module , which exists based on the tool attributes of Keep. A large part of the community content comes from users posting updates after completing training. According to the strategies for posting high-quality updates given by community operations, posting updates after completing training can increase traffic more than posting updates directly. Keep completes the key self-incentives for users in these two modules by building a calorie coin points incentive system, a game incentive system, an experience value growth level incentive system, a ranking incentive system, and a medal incentive system.

3) E-commerce module : Keep’s mall business module is the most important part of Keep’s commercialization and is also the core link for Keep to build a fitness ecosystem.

Keep's business module includes online sportswear and equipment, healthy light meals, and offline Keepland. In addition to improving the user experience of Keep's e-commerce functions through product design and development, Keep mainly uses a paid membership incentive system to promote user consumption frequency and average order value in user operations of the e-commerce module.

Author: Pretty Salty

Source: Pretty Salty