Product Operation丨How to improve Keep’s user stickiness?

Since Keep was launched in February 2015, it now has more than 170 million users. However, after four years of product updates and iterations, with the growth of the sports market population and changes in user structure, how to capture the new needs of different users in the new environment.

This article will analyze from the following aspects:

1. Product functional structure

2. Market Analysis

3. User analysis

4. Optimization direction

5. Summary and Outlook

1. Keep product function structure

Product Architecture

2.2.1 Development History of Keep

In February 2015, the concept of national fitness began to emerge. Keep targeted the gap in the market demand for fitness novices and launched a product with fitness guidance and fitness social networking as its core functions. Its product is positioned as a fitness guidance tool with a social nature.

Due to its successful product positioning, its market share expanded rapidly, and the total number of active users reached 8 million in April 2016. At this time, Keep underwent an important iteration, adding running, yoga, cycling, step counting and diet. From this update, the nature of the product is no longer just a "mobile fitness coach", but also includes a "free sports field", thus meeting the needs of more users.

In April 2017, Keep 4.0 version was released. After that, Keep successively introduced AI intelligent planning training mode and Keepland offline mode, which enabled Keep to move towards the intelligent direction of sports construction; at the same time, it also added urban sports scenes to continuously improve the intelligent offline sports experience.

2.2 Product Positioning

Keep’s success is inseparable from the values ​​of its products: more rather than less, important rather than trivial, specialized rather than scattered.

We want more, not less, because we hope to meet the needs and experiences of more users more quickly. Among the numerous user demands, fitness novices who account for the majority of users are identified as target users, which is also the foundation of Keep.

What matters most is that Keep produces a lot of content. When a user comes in with a question, he or she can receive the answer immediately, instead of asking the question first and then waiting for someone on the platform to give the answer.

Be focused and don't be scattered. This is what I mean by concentration. In the early days, Keep focused on making tools, and once the tools were well-made, it expanded into other directions.

Therefore, Keep's product positioning is as follows:

1. Mobile fitness tools

Keep is first and foremost a tool, a mobile fitness tool. Taking advantage of the convenience of mobile devices, we provide users with a large number of course services. Satisfy users' need to use fragmented time for fitness and for fitness guidance.

Secondly, a large amount of data is generated through the records generated by user training. Then, through intelligence, smart fitness training is launched to provide each user with a personal training plan.

2. Social

Keep is secondly endowed with social attributes. When Keep was first launched, users needed to complete a training session before they could post an update. The threshold for posting an update was relatively high, with the aim of allowing users to focus on fitness and thus prepare to create a community with a good fitness atmosphere.

After that, the community was gradually opened up, the threshold for posting updates was lowered, and users no longer needed to complete a training before posting updates. The content of the community became more and more abundant and prosperous.

The community has also gradually shifted from the original UGC to a fitness community that combines UGC, PGC, and OGC. Through users sharing exercise records, diet and high-quality sports and diet articles, including authors signed by Keep, a vibrant community of mutual encouragement, sharing and learning is formed.

3. Value-added services: vertical e-commerce + offline fitness

As the number of users increases, Keep has improved its business model and added online vertical e-commerce services. Its business includes various types of food, sports equipment, sportswear and smart devices.

The keepland and various smart devices and smart data launched by Keep not only combine sports and fitness with technology, but also expand Keep's offline fitness market. Further form a closed loop of user usage and explore more user usage scenarios.

2.3 Macro Analysis of the Health and Sports Industry: Potential Users Continue to Grow

According to iResearch data: From the perspective of social needs, the public's health awareness is constantly improving. In addition, the obesity rate in China has risen to 12%, and 54% of the population is in sub-health status. This shows that there is a huge demand for staying healthy through exercise, and there are a large number of potential users in the sports and fitness industry. In addition, as of June 30, 2018, the number of independent devices for sports and fitness apps increased by 16.1% year-on-year, which is also a significant growth rate.

In general, from the summary of the industry scale in 2018, it can be concluded that the demand for social sports and fitness will continue to expand in the next few years, the industry has strong potential for development, and the healthy sports market will continue to grow.

Figure 1 Socio-demographic factors (Source: iResearch)

Figure 2: Scale of China’s sports and fitness industry (Source: iResearch)

2.4 The needs of people who engage in exercise and fitness for fitness scenarios: more professionalism, feedback on results, and instant guidance

iResearch data shows that whether users choose online or offline fitness, they all expressed their expectations for future fitness exercises: more professionalism, results feedback and instant guidance.

Figure 3 Ideal conditions for sports courses (Source: iResearch)

By comparing the factors that users consider when choosing online or offline course services, we can see that the advantage of offline course services lies in professional guidance and coach supervision, which makes the effect of a single fitness session more obvious. Through face-to-face guidance, coaches can provide different guidance and instructions according to different users, and gradually help users understand the principles of muscle growth or fat loss and plasticity theory, which greatly enhances the enthusiasm of users.

In contrast, online course guidance lacks the interaction and more targeted guidance of face-to-face teaching, but its outstanding advantages are high convenience and great freedom. Users can choose the time and scenes of exercise and fitness more flexibly, reducing the cost of exercise and fitness.

Figure 4 Factors to consider when choosing a course for sports people (Source: iResearch)

In general, future fitness exercises need to explore more scenarios, and online teaching and offline guidance cannot be completely separated. Make full use of their respective advantages, explore different scenarios, and meet the needs of various users. The author proposes the following optimization directions for future product model exploration:

1. Intelligent training plan combined with theoretical knowledge

Provide users with relevant fitness knowledge before they start smart training. By combining theory with practice and coordinating intelligent training plans, we can meet users' needs for a smoother whole-process understanding of theory - making plans - fitness training - reasonable feedback, increase users' enthusiasm for sports and fitness, and improve user stickiness.

2. Improve the segmentation of fitness content

Including fat loss, muscle gain, plasticity and other contents, the corresponding action library makes the fitness guidance more complete. At the same time, corresponding column communities will be established to increase the sense of community companionship, so that users with the same goals can encourage and learn from each other.

3. Continue to optimize AI intelligent training plan

Continue to explore new models that combine [smart technology + sports and fitness]. For example: introducing image processing technology under the premise of technological improvement. Utilizing the existing big data on user health status, the system analyzes the health status of various parts of the user, such as the development status of the shoulder blades, pelvis, and leg bones, by having the user upload full-body photos, and provides timely sports recovery suggestions.

4. Continue to improve the intelligent offline sports experience

Online and offline services take into account the widest possible range of user needs to form a closed product loop. With sports and fitness guidance as the core, we will create a technologically-savvy fitness social platform through online and offline services.

2.5 Industry Monopoly: Keep users have high loyalty

Figure 5 Industry Monopoly Rate (Source: Analysys Qianfan)

By comparing the industry monopoly rates of Keep, Gudong, Yuedongquan Running and Tangdou Square Dance, we found that Keep's monopoly rate reached 16.9%, far higher than other products. The reasons are as follows:

On the one hand, because the core function of Keep is to guide fitness, once you move from the first experience of a fitness training course to persisting in using Keep for fitness, its core function is less likely to be replaced than running.

On the other hand, there are no similar competitors in the health and fitness market with fitness guidance as its core function, such as Hot Fitness and FIttime, whose number of independent devices does not exceed 500,000. The above reasons make Keep's industry monopoly rate much higher than other apps.

2.6 Next month retention rate: Keep users find it harder to stick to fitness

Figure 6: Next month retention rate (Image source: Analysys Qianfan)

It can be seen from the next month's retention rate that Keep has the lowest retention rate among the four products, and the retention rate of Yuedongquan is nearly twice as high as Keep. The author believes that the reasons are as follows:

(1) In terms of core functions, running is less expensive than fitness. Running for a week can often improve sleep quality, appetite, and other effective feedback, making it easier to stick to it. The cycle of getting feedback from fitness is longer. Not only does it require the motivation to stick to it, but it also requires additional fitness knowledge and a scientific fitness diet for more than a month to get even a little feedback.

(2) From the perspective of user needs, the reasons for users to exercise are more inclined to maintain health and improve physical fitness, accounting for more than 65% of the total demand; while the purpose of improving appearance and losing weight through fitness exercises does not exceed 40%. It can be inferred that compared with running-based sports, users of Keep are more likely to give up.

Figure 7 Reasons for exercise among people who exercise and keep fit (Source: iResearch)

Compared with the business direction of Yuedongquan, Yuedongquan adopts the method of "getting red envelopes by running" and various activities to increase user stickiness. However, once the red envelope reward mechanism is removed, the enthusiasm of a large number of users will inevitably be reduced.

Therefore, for different core functions, it is not recommended to introduce running to receive red envelopes as the core function or as the main operating model of the product, because this will not only waste a large number of sections on the mobile App, but also not conform to Keep’s current core positioning, but also be inconsistent with its own slogan "Self-discipline makes me free", which is not worth the loss.

Suggested optimization direction:

1. Refine user needs

Explore more user scenarios: When users register to keep, they add their exercise preferences, reasons for exercise (including staying healthy, improving body condition, relieving stress, etc.) and exercise goals (building muscle, losing weight, etc.). Through these data, we can refine user needs and develop more accurate training and fitness plans for users to improve user stickiness. (For example, for people who mainly run, we can recommend them existing interesting courses such as The Wizard of Oz to make the user experience more interesting and thus increase user stickiness)

2. Gamification helps

Ignite the core of self-discipline: Use gamification as a tool to increase the fun of users staying in Keep, thereby increasing user stickiness. However, the existing badge mechanism is not very effective, and users surveyed generally do not value badges. The author proposes a game mechanism similar to the one in which energy is gained through Alipay consumption and trees are planted: Save the Otaku. Users gain energy by recording the duration of their exercise and fitness records, and the energy can help the virtual otaku lose weight or gain muscle. This will be explained in detail in the optimization suggestions below.

3. User analysis

3.1 Keep gender ratio: mainly female

Figure 8 Gender ratio of sports products (data source: iResearch)

By comparing the three popular sports and fitness apps, Keep, Joy-Con and Gudong, we can find that the other two products have far more male users than female users, while Keep has slightly more female users than male users. The reasons are as follows:

(1) The core functions of Yuedongquan and Gudong are mainly running, while the core function of Keep is fitness guidance. Men prefer outdoor sports, such as running, ball games, swimming and other sports.

(2) When it comes to fitness, boys tend to focus on muscle building, so they rely more on equipment. However, Keep is relatively weak in equipment fitness. Women, on the other hand, have higher demands for improving their appearance and body shape, so losing weight and shaping their bodies through fitness can better meet their needs. Therefore, Keep's courses are more suitable for women.

3.2 Geographical distribution of Keep users: mainly in coastal cities, with high spending power

Figure 9 Geographical distribution of Keep users (Image source: iResearch data)

Figure 10 Population and GDP ranking of each province (data source: Internet)

From the population rankings and GDP rankings of each province in 2018, it can be seen that the rankings of the number of Keep users mostly meet the population rankings and GDP rankings. It can be seen from this that Keep users are generally concentrated in coastal cities and more developed cities, which also shows that their consumption level is relatively high.

But there is one exception. Liaoning Province ranks 14th in both population and GDP, but its Keep users account for 5.26%, ranking fifth among all provinces.

After searching for relevant information, it was found that Liaoning Province has a good sports and cultural tradition:

1. Judging from the rankings of various world sports awards, the ranking is obtained based on data provided by the General Administration of Sport of China and the provincial (municipal) sports bureaus: 1 Guangdong 2 Liaoning 3 Shanghai 4 Shandong 5 Jiangsu.
2. From the perspective of physical fitness, Liaoning Province has a relatively reasonable population density, and is at the forefront of the country in terms of nutrition and living environment. With a better material foundation, Liaoning teenagers have advantages over people in most provinces in terms of physical fitness and sports choices.
3. From a historical perspective, in the early days of the People's Republic of China, when many provinces were still struggling to make ends meet, the people of Liaoning, with its advanced industry, had enough leisure time to participate in cultural and sports activities, which also laid the foundation for a good sports and cultural tradition.

For the above reasons, Keep has a high usage rate in Liaoning Province, and the regional distribution of users is consistent with the population ranking and GDP ranking.

3.3 User Profile

● Liu Ziyu, male, 25 years old, worked in Shenzhen for 3 years after graduating from university

Working as a video editor, I work in front of the computer for more than 8 hours a day. I loved playing basketball in college. But since I started working, I was able to exercise several times a month and play ball with friends in the first year. Later, as the pressure of life and work increased, I basically stopped exercising. My physical condition was getting worse and worse, my belly was getting bigger and bigger, I was out of breath when climbing stairs, and my cervical spine started to hurt.

However, due to my busy work schedule, I have no time to go to the gym to exercise, so I downloaded Keep to give it a try on the recommendation of a colleague.

● Deng Qiang, male, 19 years old, a sophomore in college in Wuhan, 179 cm tall, 55 kg in weight

After entering college, some of the roommates found their partners one after another, and Deng Qiang also had a girl he liked. But because he was too thin and his appearance was not outstanding, he didn't dare to express his feelings. Then I secretly made up my mind to gain muscle, exercise, and improve my appearance and body shape. After signing up for a gym, I did not choose to sign up for private training courses because the cost was too high. After training on my own for a month, I found that there was no effect. While searching for fitness tutorials online, I discovered that Keep has smart training courses and guidance, and then tried to download Keep. Open Keep, select muscle gain as your fitness goal, and the system will create a muscle gain training plan.

● Yan Ruyu, female, 26 years old, works in Nanjing, from planning

I have been doing fitness for six or seven years, but I stopped for a while for various reasons. I have been using Keep for 2 and a half years. The last time I started exercising again was when I was trying on clothes at home on the weekend. I found that the pants that I could wear just now were now too small. It happened that I had some free time during this period, so I randomly picked up my phone and opened Keep to exercise.

As an old user, I like to add some courses when I use Keep and train according to the courses every day. After the training, I posted selfies to the community. Whenever someone commented, I would actively respond. I was on the hot list four or five times and I was very happy. Sometimes when I’m bored before going to bed, I’ll check out the hot news and read some knowledge about fitness. I’ll also pay attention to some food columns and learn a few of my favorite dishes.

● Chen Yu, female, 32 years old, works in sales, married and has two children.

After giving birth to her second child, she developed postpartum obesity. She was 169cm tall and weighed 71kg. She started using Keep to participate in fitness exercises. After more than a year of exercise, I lost 8kg and my body fat dropped to 25%. As he persisted, not only did his body shape change, but the encouragement he received from the community and his own sense of accomplishment made Chen Yu love sports and sharing sports updates even more.

4

Optimization direction

This section aims to improve user stickiness by using gameplay, feedback functions, and detailed classification to propose optimization directions respectively.

4.1 Adding gamification features

4.1.1 Functional Status

Game products have always had very strong user stickiness and can even cause user addiction. The way the game is designed undoubtedly has great reference significance for product development. Use game design thinking, processes and tools to design and develop products, thereby giving products the ability to achieve higher retention and usage rates.

At present, Keep mainly provides teaching tools and exercise recording tools, supplemented by community interaction, to ignite the user's self-discipline and retain users. There are some "Wizard of Oz"-like running courses and medal collection features. However, most courses are relatively simple and lack interest. Among them, almost no one paid attention to the collection of medals in user surveys.

In addition, the KG level mode aims to provide users with certain privileges by increasing their KG level: outdoor personalized skin, outdoor voice packs, weekly content, etc.

There are several shortcomings:

(1) Based on the research, it was found that the KG level reward system lacks immediate incentives, the reward content is unattractive and the form is single, which is not enough to attract users.

(2) Regarding reward content, users will only pay attention to the level reward mechanism if they are very interested in it. However, the current reward content only works for a portion of more loyal users, and the form of the reward is that users can receive it after upgrading. Instead of arousing users' interest and getting them to actively participate in the reward mechanism, it fails to retain most of the users.

(3) The privileges and rank symbols obtained by upgrading ranks are relatively simple. Simply upgrading the level and displaying the KG level cannot make users feel a sense of uniqueness, and thus cannot make more users pay attention to the superiority and related rewards brought by the level upgrade.

(4) Keep is first a tool product and then a social product. When I saw content that was not displayed in the weekly report and required me to upgrade to view it, I felt complicated. (Keep is a tool that I paid for to exercise, but I still need to upgrade to get the service. I feel complicated.) Keep needs to improve the user experience as much as possible, and its uniqueness needs to be realized by capturing the user's interest.

4.1.2 Optimization Purpose

The author proposes a game mechanism similar to the Alipay campaign, where energy is gained through consumption and trees are planted: Save the Fat House.

Each user will have a preset virtual character that is either extremely fat or extremely thin (user selectable). Users gain energy through the duration of exercise and fitness records, daily steps or related tasks, and make the virtual character exercise and exercise through energy consumption.

Through modeling, the virtual character's weight, fat content, muscle groups, movement movements and methods are all digitized. Every time the user makes a movement, the value changes, and every time it reaches a preset fixed value, the appearance of the virtual character changes accordingly.

This allows the game to be free and playable, allowing users to act as God to save fat people and help them achieve their goals of losing weight, gaining muscle or making fun of others.

Here’s what the game does:

1. Provide real-time and effective feedback on user behavior

Whenever users use Keep to record their exercise, they can not only share the exercise records, but also enable their virtual characters to obtain energy in real time to exercise and change their appearance.

2. Create hot spots to increase product attention and downloads

The prototype image of this article uses two virtual characters with IPs, Xiaofu and Fat Tiger. If copyright permission is granted, it can trigger hot topics such as "Help Fat Tiger lose weight" and "Muscular Xiaofu", thereby increasing attention.

3. Encourage users to add friends and improve the social platform

Keep users can obtain corresponding energy by recording the number of steps they take every day. Users can also enter the fat otaku interface of their friends whom they follow and steal a small amount of energy. This encourages users to add more friends.

4. Build the uniqueness of user presence

Virtual characters can also serve as a stage marker, giving users a milestone pleasure and a sense of identity. When the virtual character you own becomes slimmer and stronger, it can also arouse the user's vanity.

5. Establish a new user communication channel

Through the Keep social function, users can see other users' virtual characters, which allows users to engage in a series of life-like actions such as competition, cooperation, expression, and exploration.

6. Teach sports construction knowledge in a more vivid way

By refining the virtual character's movement methods (including running, fitness parts, and fitness postures), and providing visual feedback and action instructions of virtual tasks after exercise, users can choose the virtual character's movement method. It not only improves the user's operating freedom, but also stimulates the user's desire to learn.

From the above description, the ultimate goal is to use gamification to retain users.

4.1.3 Functional Optimization Mind Map

4.1.4 Functional prototype and function introduction

The author used the image of Fat Tiger when making the prototype. In addition, if you can obtain the copyright, you can also use some other characters with IP to increase the popularity of the product. Such as character modeling of Kung Fu Panda, PDD, Baymax, Suneo, etc. Once the market responds well, other free and paid characters can be added for users to choose from. If copyright does not permit, the normal model can be used, divided into [skinny as a stick] and [fat and happy].

Each function:

[Strategy]: Briefly describe the methods of obtaining energy, exercise and training operations, etc.

[Task]: Complete daily tasks to obtain virtual energy and other tasks.

[Body Details of Fat Guy]: Displays data such as height, weight, body fat, and muscle mass in various parts.

[Fat House Exercise Data]: Displays the previous exercise records and training feedback results of the virtual character (accurate data for each body part).

[Achievements]: Set a series of achievements, such as obtaining the title [Strongman] when the arm muscles reach a certain amount.

【Share】: Share my virtual character to the dynamic.

[Friends’ Latest Updates]: Check the latest updates of your friends’ virtual characters.

Among them, the [Exercise/Fitness Now] button is the most complicated, and its extended interface is as follows:

Its main function is to realize the freedom of user operation, improve user exploration and participation, and thus retain users. Secondly, through the nature of the game, users can subtly learn sports and fitness knowledge independently and mobilize their learning autonomy. By participating in games, getting started through games, and then independently reading fitness knowledge shared in the community, you can gain satisfaction from learning.

4.1.5 Digitalization of Virtual Characters

By digitizing the physical fitness of the body, it is possible to link the amount of exercise of the virtual character with changes in appearance. Each sport will increase the experience value of the corresponding part:

Aerobic exercises such as running and cycling: increase character level experience and a small amount of experience points for each part.

Such as dumbbell bench press local exercise: increase more experience in corresponding parts.

The increase in experience is roughly in line with the actual situation. For example, when a person's body fat content is higher, the effect of aerobic exercise is more obvious, higher experience is gained, and less experience is gained from mechanical exercise; when the body fat content is lower, the effect of mechanical exercise is more obvious, and more experience is gained.

At the same time, you will also get corresponding titles when the level of the corresponding parts is upgraded. When the arm is upgraded to Lv5, you can get the title of [Strongman], and when it is upgraded to Lv10, you can get the title of [Qilin Arm]. After Lv10, the level will no longer increase, but the experience value will still increase. The user with the highest experience value will be awarded the title of [The World's No. 1 Arm] and a unique appearance. Other parts are similar.

4.2 Optimize friend search prompt

Keep not only provides video course learning, but also signs some professional fitness writers to publish some popular science fitness knowledge articles to satisfy users' more in-depth learning needs.

By interviewing 8 Keep users, 6 of whom have been using the app for more than 2 years, we learned that after sticking to fitness, they all have a higher demand for Keep's learning courses, showing a thirst for fitness knowledge. The users surveyed also said that the fitness knowledge recommended on the homepage is messy and they need to identify the reliable authors themselves. However, there are fitness, sports, and diet authors signed by Keep, but their function bars are hidden and difficult to be found. When asked, 5 of the users said they were not aware of the existence of this function bar.

From user feedback, it is found that few people use the user search function, but the articles published by the recommended authors are still attractive to users.

Suggested optimization:

Currently, there are 9 columns in the Add Friends column: [Nearby] [Keep Expert Workgroup] [Sports and Fitness Science] [Athletes] [Fitness] [Yoga] [Celebrities] [Dance] and [Professional Science]. The [Dance] column has only one recommended friend, and this column can be deleted.

Through user surveys, fitness users can be roughly divided into three categories: weight loss, body shaping and muscle gain. It is recommended to add three columns, [Weight Loss], [Body Shaping] and [Muscle Gain], in the recommended friend column, and recommend corresponding contracted authors or highly focused users.

4.3 Optimization of motion feedback function

4.3.1 Functional Status

One of the reasons why games are attractive is that there are clear tasks or goals in the game. Every operation of the user will generate corresponding feedback, and the user will move one step closer to the expected expectations, thereby enjoying the fun.

However, it is difficult to stick to many things that we know we should do. For example, we know we should study hard and exercise regularly, but because the feedback cycle is quite long, it is difficult for us to focus on doing this for a long time. Instead, we are more likely to be distracted by other interesting things. Therefore, increasing product feedback, whether by increasing the feedback cycle, red envelope incentives, or interesting functions, is all about allowing athletes to get more immediate feedback when using the product, thereby achieving the goal of retaining users.

For Keep, grasping the core of "self-discipline", exercise reports can be used as a feedback function to achieve the user's satisfaction of self-realization.

The current exercise report is in the form of a weekly report, and the content includes [Exercise duration], [Exercise period], [Step statistics], [Ranking], [Goal], [Training parts], and [People met]. There are the following problems:

(1) The form of the weekly sports report emphasizes the function of sports recording, and does not use a large amount of data to provide specific analysis and suggestions. A large number of sections are used, but no emphasis is placed on areas of interest to users. Compared with WeChat Sports Steps, its functional advantage lies in comparison. When everyone opens WeChat Steps, they not only check their own step count, but also check their friends' step count today. Its function is more clear, and checking the number of steps will become a habit over time.

(2) The current exercise report does not provide immediate feedback, and the weekly exercise report is intended to be a weekly exercise record. The weekly summary does not utilize the large amount of existing data to analyze the user's training results and existing problems, so it should focus on a certain function to optimize the exercise report.

4.3.2 Optimization plan and optimization purpose

The author proposes a daily exercise report, and each time you complete today's training, you can immediately view the corresponding exercise report. The prototype is as follows:

Today's exercise report section, including exercise parts and Keep suggestions:

You can click on the corresponding green muscle block for the exercise part, and a pop-up window will display the training target effect and fitness suggestions for today's training part. For example, after training the chest muscles, one should feel congested and sore. If the user does not achieve this effect, he or she can click the Hello button to continue to view the relevant reasons.

Keep suggests and provides some fitness knowledge. For example, today we are training our biceps. There is a recovery period after muscle tearing, so it is recommended to get enough sleep and supplement protein. Corresponding diet plans and sleep check-in reminders.

The optimization purposes are as follows:

1. Establish more comprehensive sports tool service functions

It is not only necessary to implement sports training plans and sports courses, but also to improve the user's post-exercise effects, diet, sleep, scientific fitness knowledge and other aspects. Provide users with more professional guidance and suggestions to form a functional closed loop.

2. Open up channels for various functions of Keep

Through fitness training, users are guided into the healthy light meal and sleep check-in modules to increase user stickiness to the product.

3. Guided Movement

It enables users to go from following Keep to becoming interested in sports knowledge, and thus actively pay attention to more sports knowledge. Guide sports from sports and fitness to the community knowledge column, thereby increasing user stickiness.

4. Give users instant feedback to improve user experience

Every time the user completes today's training movements, the user will be told the results of today's exercise in a more direct and intuitive way.

5. Summary and Outlook

Since its launch, Keep now has 170 million registered users. The key to Keep's success lies in its simple and clear interface and clear user positioning, which successfully solves the needs of most fitness novices. However, after four years of product iteration, while the functions have increased, the page structure has also become more complex. The change in the structure of the fitness population has caused the loss of both fitness novices and fitness enthusiasts, and Keep has also ushered in a new round of opportunities and challenges.

In the face of a continuously growing market, can Keepland successfully overcome the difficulty of transitioning from online to offline? Can the smart training plan be truly refined for each user?

Finally, can Keep find the next majority demand among the increasing number of functions; can it optimize a more prominently structured interface in a complex page; can it attract more users through its sense of technology and regain lost users through the offline market? Let us wait and see.

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Related reading:

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3. Practical Tips + Case Studies | How to improve user stickiness through habits?

4. How to conduct user behavior analysis and improve user stickiness?

5. How to establish a user incentive system to enhance user stickiness?

6. How can products improve user stickiness? Here are 3 tips

Author: Yaqi Yaqi

Source: Zhijing Camera