Get APP product operation analysis in 2019!

This article will conduct an in-depth analysis of the Duoduo APP from multiple dimensions including market, users, functions, and operations.

1. Market Analysis User Analysis
2. Functional analysis
3. Operational Analysis
4. Report Summary

1. Market Analysis

How do we deal with massive amounts of information every day?

——When I wake up in the morning and check WeChat, my friends have left hundreds of WeChat messages and Moments last night; more than half of the people walking or taking the bus on their way to work wear headphones and face the mobile phone screen; when I sit at my desk and turn on my computer, pop-up windows pushed by various software appear uninvited, and I can't help but click them if I relax my self-control. There are dozens of web pages open in the browser - QQ, e-mail, WeChat, phone, fax...

In this age of information explosion, people seem to feel inner emptiness and helplessness due to the overabundance of information. How to obtain high-quality information from massive amounts of information, enrich and enrich themselves, and make themselves more competitive has become the desire of every modern person.

At this time, a product like the Get APP, which focuses on knowledge payment, came into being. Can it become a good solution in the era of information anxiety? Let me explain them one by one.

1.1 Development History of GetAPP

Get APP development history

In June 2016, the first paid column "Li Xiang Business Insider" was launched and recommended by Jack Ma. In December of the same year, the number of users exceeded 3.5 million, and the revenue exceeded 100 million yuan in the first year of its launch. In May 2017, the Knowledge Conference No. 001 was launched, 12 knowledge products were introduced, and the "Get Quality Control Manual" was shared with peers in the industry; in September of the same year, the Knowledge Conference No. 002 was launched, and the Listen to a Book Every Day VIP was re-launched in the same year; in November of the same year, the number of users exceeded 12 million, and the average daily number of active users was nearly 900,000.

In April 2018, Dedao Junior was officially launched to the public, entering the children's education field. In May of the same year, Luo Zhenyu announced on his personal Weibo that the number of users of the Dedao APP exceeded 20 million.

In April 2019, the Spring Knowledge Conference was launched. Luo Zhenyu introduced the new future-oriented upgrades of the e-book products at the conference, and jointly launched 9 sets of blockbuster e-books with 8 well-known domestic publishing houses.

1.2 Market Positioning and Market Ceiling

The Dedao APP launched a paid audiobook product when it went online in November 2015, which attracted widespread attention. In May 2016, it launched its first paid column "Li Xiang's Business Insider", and then in April 2018, it launched the Youth Dedao to enter the children's education field. In July of the same year, it launched six colleges with the aim of "building a world-leading new general education university". It can be seen that the Dedao APP is positioned in the "online knowledge payment market" .

The age of users of the Get APP is mainly concentrated between 24 and 40 years old, with college education or above. The main characteristics of this age group are that they are under great pressure from their careers, have an urgent desire to learn knowledge and self-growth, are usually busy with work, and can only study in fragmented time, making them typical users of the product.

The population aged 24-40 is approximately 650 million, and the population with college education or above accounts for about 10%. Therefore, it can be seen that the ceiling of the number of users of the Dedao APP is approximately 65 million.

1.3 Market Competition Analysis

The reading club products in the online knowledge payment market are led by Get, Fan Deng Reading, and New World Reading Club. This article mainly compares and analyzes the active data, month-on-month data, and download data of these three products.

1.3.1 Active Data

Data source - Analysys Data

As shown in the above figure, judging from the total number of active users, total number of launches, and total usage time: Duode is far larger than Fan Deng and Xin Shixiang, which shows that Duode’s accumulated user base is far ahead of its competitors.

From the next month retention rate, Fan Deng's 32.7% is higher than the 27.5% obtained, probably because:

1. Fan Deng has more abundant activities to retain users, such as signing in, sharing with friends to get VIP membership, and a large number of limited-time free audiobook resources. However, the APP lacks these operating models, or the discounts are relatively low, and it is unable to retain new users immediately.
2. The content obtained is rather serious, which makes some users with low cultural level discouraged. However, Fan Deng's content is more "down-to-earth" and relatively more practical, so users with low cultural level can also quickly learn practical knowledge from it.

Judging from the average number of daily startups, average daily usage time, and average monthly usage days, the users we obtained use the app more frequently and for longer periods of time. This may be because the content of the APP is of higher quality and more profound, requiring users to spend more time learning, and it supports e-book reading and course subscriptions, which makes the user usage frequency and overall duration higher than the other two products.

1.3.2 Month-on-month data

Data source - Analysys Data

Judging from the month-on-month data, most of the data have shown slight growth, only the duration has slightly decreased month-on-month. Overall, it is relatively stable. Except for a slight decrease in the average usage time per person, other month-on-month data have increased significantly, and the app is in a growth period overall.

Looking at the number of active users of Xin Shixiang, there has been a relatively significant decline, and only the usage time has increased significantly. Overall, it is in a period of decline.

1.3.3 Downloading Data

Data source – Analysys Data

Judging from the number of user downloads, the daily download volume of the Duode APP remains at around 9,000-10,000; Fan Deng remains at around 9,500-12,000, while New World View is only around 100. It can be seen that Fan Deng is still in the user growth period, Duode has also maintained a steady growth, while New World View is in a decline period.

1.3.4 User overlap

Data source – Analysys Data

From the user overlap, it can be seen that the user overlap between Duoduo APP and Fan Deng is relatively low, and there is no direct competition. Each has different user positioning, which will not lead to an oligopoly situation.

1.3.5 Summary of Market Competition Analysis

Duoduo APP entered the knowledge payment market early and has accumulated significant user and content advantages. It has stable user growth and mature products and operating models. It can be said that Fan Deng Reading is catching up. From the various month-on-month data and download trends, it can be seen that Fan Deng Reading is still in a period of rapid growth, but the user overlap with Fan Deng is not high. They should all deepen their presence within their respective positioning range and become the leading products in their respective positioning markets.

Judging from all the data, Xin Shi Xiang is in a recession, with less than 100,000 active users. Although it has improved the stickiness of active users through its own operations, its future development is generally not optimistic.

In general, although the Dedao APP has various advantages, its next-month retention is low. I think it can be optimized in the following three ways:

1. Increase activities to retain users and retain new users through greater discounts.
2. We focus on recommendation algorithms and customized learning to make it easier for users to find the knowledge they want to learn.
3. Further optimize the community module and learning module to allow users with similar interests to share learning notes together and increase user stickiness.

Although Fan Deng Reading has a faster growth rate, the positioning of Duoduo APP and Fan Deng Reading in terms of users and content is different, and the user overlap is low, so Duoduo APP can continue to delve deeper in its own positioning and continue to enrich the depth of its content.

2. User Analysis

2.1 User Attribute Analysis

The author uses Analysys data to analyze the basic user attributes of the APP:

2.1.1 Gender distribution, age distribution, and spending power

Data source – Analysys Data

From the gender distribution, 58.73% of males who received APP are higher than 41.26% of females. There is a certain gap between the male and female ratios, but it is not very obvious.

From the age distribution, users under the age of 24 only account for 9.66%, while users aged 24-40 account for more than 75%, among which those aged 36-40 account for the largest proportion. It can be seen that the users of the Duode APP are mainly working users.

In terms of consumption capacity, consumers of medium or higher level account for 67%, which means they have relatively high consumption capacity.

2.1.2 Regional Analysis

Data source – Analysys Data

Judging from the geographical distribution data, users in first-tier cities and above account for 67%, and most of them are concentrated in Chengdu, Guangzhou, Wuhan, Beijing, Shenzhen and other places, generally super first-tier cities and provincial capitals. It is worth noting that the number of users in Guangdong Province is far higher than that in other provinces.

2.1.3 Summary of User Attribute Analysis

From the above analysis, we can see that the users of the Get APP are mainly working people aged 24-40 (slightly more male users), who have certain work or management experience and certain consumption capacity. They are mainly distributed in first-tier cities, provincial capitals and coastal cities, where the economy is developed and the entrepreneurial atmosphere is strong, which puts greater pressure on learning and growth for these working people or entrepreneurs.

Through the analysis of user attributes, we can see some product features and development trends of the Get APP:

1) The core content obtained - from listening to books, there are more contents on vision, history, science fiction, business, and political science. These contents are mainly for male users, so there are more male users. But at the same time, the Get APP has also started to put some reading materials for female users on the shelves, such as a list of books for women's growth in the workplace, women's literary works, women's psychology books, etc. Therefore, in terms of the gender ratio of users, the number of male users is not significantly more than that of female users. It can also be seen that the Get APP aims to be a comprehensive learning platform.

2) The Get APP has a lot of content on career advancement, self-management, business studies, etc. People who enter the workplace over the age of 24 have an urgent desire for advancement, so they are more interested in these relatively utilitarian knowledge. The vast majority of users of the Get APP are also in this age group. But at the same time, the Duode APP also offers audiobook resources of classic masterpieces and popular readings. Users under the age of 24, who have not yet entered the workplace or are just entering the workplace, will be more interested in these non-utilitarian knowledge. Therefore, there is also a certain proportion of growth in the number of users under the age of 24, which also indirectly reflects that the APP is trying to take care of users of more age groups.

3) Judging from the most popular course subscriptions on the Duoduo APP, they are mainly management, business and finance courses, which are mostly of interest to middle and senior managers and entrepreneurs in the workplace. Therefore, in terms of geographical distribution, most of them are distributed in first-tier cities, super first-tier cities, and coastal cities with a strong entrepreneurial atmosphere. It is worth noting that Kunming, Xi'an and Shijiazhuang, whose economies are less developed than those of super first-tier cities, have all seen a significant increase in the number of users. It can be seen that the overall marketing strategy of the Duoduo team is more targeted at second- and third-tier cities, and the content of the Duoduo platform may also be more attractive to entrepreneurs in those second- and third-tier cities.

2.2 User Profile Analysis

Through the analysis of user attributes, the author summarized the following user portraits, which will be used to find typical users for in-depth interviews:

3. Functional Analysis

3.1 Functional framework and core usage process

3.1.1 Product Function Framework

From the product framework in the figure above, we can see that the core business of the Dedao APP is the user's consumption of content. Based on this, the author sorted out the core process of content consumption as follows:

3.1.1 Course Process

Users want to build a knowledge system in a certain field through their daily fragmented time:

3.1.2 Listening process

Users want to expand their knowledge by listening to books, but don't know how to choose:

Audiobook resources where users know exactly what they want:

3.1.3 E-book process

Users want to expand their knowledge by reading e-books, but don’t know how to choose:

Users clearly know what e-book resources they want:

3.2 Product Module Analysis-Notes

By breaking down the product's functional framework and usage path, we can analyze the following complete user usage process:

1. Users can purchase courses, e-books, or add audiobooks to their bookshelf through the [Content] module.
2. Users can arrange the study of the purchased content through the "Learning Plan" in the "Learning" module, or directly study the purchased content through "Purchased".
3. After learning, knowledge can be output through the [Notes] module to absorb and transform knowledge.
4. Excellent note content was forwarded by the official APP and displayed in the "Knowledge City" of the [Community] module, attracting attention, likes and forwarding from other users.
5. With official operation of note output, the activity of note outputters and the output of high-quality notes are further stimulated, and the desire of other users who have not published notes to express their opinions is also stimulated, which improves product stickiness and forms a closed product loop.

Get the full process diagram of APP

In the entire product closed loop, the [Notes] module is a very important link for the following two reasons:

1. Notes, as an output link in the process of knowledge learning, directly determine the quality and depth of user learning. Especially for products such as the fragmented learning app, if the note output link is missing, the learning effect will be greatly reduced.
2. The Get APP wants to improve product stickiness by opening a learning community. Notes are the most critical information carrier. They can stimulate users' desire to express themselves, deepen their learning and thinking, and further promote users to consume more content, indirectly affecting product revenue.

3.2.1 Analysis of the current status of the note module

(Get an overview of the current status of the APP note module)

As shown in the figure above, it can be seen that the current note module mainly meets the following needs of users:

1) Take notes

As shown in the picture above, users are supported to take notes on a certain passage of text in audiobook manuscripts, course manuscripts, and e-books, and save them by category.

When the user selects a paragraph, the system will automatically identify a whole sentence, which reduces the difficulty of selecting paragraphs to a certain extent; when the user enters the note content and publishes it, he can choose "whether to make it public" to ensure user privacy.

2) Check your notes

As shown above, in "My Notes", three viewing methods are supported: viewing all notes, viewing by categories of underlined notes/messages/forwards, and viewing by user-defined categories.

As shown in the picture above, in "Knowledge City", you can check the excellent notes that have been officially forwarded, the notes posted by other users that the user follows based on his or her preferences, and the notes posted by the user himself or herself.

3) Forward, leave comments, and like notes

Users can leave messages, forward, and like the excellent notes in the Knowledge City. The forwarded content will also be turned into notes and included in "My Notes".

4) Summary of the current status of the note module

Through a simple analysis of the above three functions of the note module, we can see that:

1. The details in the note-taking process are well captured, and users can intelligently lock an entire sentence for note-taking, reducing the amount of work users have to do in selecting paragraphs. It also supports users to choose whether to make notes public, ensuring user privacy while building a note content community.
2. The function of reading notes is quite diverse. It not only supports users to read their own notes, but also supports users to save other people's notes (by forwarding) and save users' messages to the course. Ensure that users can save high-quality content generated in a variety of scenarios.
3. In terms of content community (knowledge city), Dedao focuses on recommending high-quality note content to users, deepening user learning and thinking, and improving product stickiness.

Overall, the note module plays a key role in improving user stickiness and content consumption. However, after several days of research, the author found that there is still some room for improvement in the note-taking module. Below, the author will conduct an in-depth analysis of the problems faced in the note-taking module.

3.2.2 Analysis of Note Module Problems

In three days, based on the user portraits analyzed in the previous article, the author found five heavy users of the Get APP and conducted user interviews. The problems of the note module of the Get APP are summarized as follows:

1) User Interviews

From the above feedback, we can see that:

1. The users are mainly students, people changing careers, and working people in the workplace. They have a certain desire for knowledge and want to accumulate a certain amount of knowledge before changing careers, or lay a foundation for career advancement through learning and reserve of knowledge. Users usually use the app at night or at other odd hours. Judging from the users’ channels of knowledge, the Duode APP has already generated a certain degree of word-of-mouth publicity. Overall, these user characteristics are basically consistent with the user portraits analyzed in the previous article.
2. In addition to using the [Content] module, users most commonly use the study plan in [Learning], followed by the note module, while the [Knowledge City] in the [Community] module that collects note content is almost ignored.
3. Users mainly output knowledge through handwritten notes, oral communication with friends, and other note-taking software. They occasionally use the note-taking function on Duoduo to make some marks, and think that the note-taking function process on Duoduo is too cumbersome.
4. Users share notes through other platforms instead of using Knowledge City. The reason for the feedback is: they think the notes in Knowledge City are too messy and they are not interested in them. Generally, if they want to find the content they are interested in, they use the discovery and search functions. After learning, they share their experience with friends through WeChat groups, but they will not share their experience on the Get platform.

2) App Store Reviews

In addition to user interviews, the author reviewed app store reviews from the past six months. The following is the author's summary of hundreds of high-quality comments.

It can be seen that the issues related to note-taking, checking notes, and knowledge city-states are all confirmed:

3) Summary of Notes Module Problems

As analyzed above, in the scenario of fragmented learning, it is particularly important for users to think deeply and apply what they have learned through note output.

Secondly, note content is the key information carrier of the community. Users can link to each other through note content, which can effectively improve product stickiness and increase user usage frequency. Moreover, if the opinions expressed by users are liked or forwarded by others as high-quality notes, it can also enhance their further consumption desire, thereby promoting product revenue.

However, from the author's user interviews and store message feedback, the note module did not play the role it should have played, mainly reflected in the following points:

1. Note-taking: The operation is too cumbersome, and it is difficult for users to take notes while listening to audio. They prefer to write notes by hand or take notes on other note-taking platforms.
2. Checking notes: Although the Duode APP supports users to save high-quality content generated in multiple scenarios such as leaving messages and forwarding, the display of note content is rather messy and cannot form a clear knowledge system. Some users prefer to use mind maps to record notes.
3. Knowledge City: Judging from the feedback results, users basically don’t care about Knowledge City, and even think it is just a promotional tool of the platform. They cannot quickly find the content they are interested in here. As a result, the community is neglected and cannot provide strong incentives for users to take notes, making the already cumbersome note-taking module even more difficult to use, ultimately leading to reduced product stickiness.

Based on the above analysis, the author will give optimization suggestions in three aspects: simplifying the note-taking process, sorting out the way to consult notes, and encouraging users to use notes more, in an attempt to increase the usage rate of the note-taking module.

3.2.3. Note module optimization suggestions

Note module optimization overview

1) Take notes to optimize the original design

As shown above, with the current note-taking function, users can select a paragraph, click the note-taking button to jump into the note input page, click the Save button after inputting, jump into the note adding completion page, select a custom note type, and click the Done button to return to the document page.

The existing process has three problems, which makes the note-taking process cumbersome:

1. When users select paragraphs, they need to long press the "Take Notes" button to call out the "Take Notes" button and fine-tune the range of the selected paragraphs. Users are easily impatient with such subtle operations.
2. There are too many page jumps. The user needs to jump to the note input page first, then jump to the note completion page, and then return to the document page.
3. Users generally use the app in some fragmented scenarios, such as: on the way to work, in the car, lying in bed, etc. In this semi-focused state, it is difficult for users to enter long paragraphs of text to complete their notes.

Suggested changes:

In response to the above three problems, I designed the following optimization solutions.

Analysis of modification proposal:

1. The optimization solution is as above. When the user clicks on the course cover in the voice playback interface, it switches to the audio transcript.
2. The bold font is the document currently being played, similar to the lyrics of a music app.
3. When the user long presses the document, the audio playback is paused and the page for selecting text is displayed. The user can click on the document to select the text (the user can select an entire sentence each time they click).
4. For the selected text, users can record voice/text notes, share, and copy it using the buttons at the bottom of the page.
5. After the user finishes taking notes, the audio continues to play.

Problems solved by the solution:

1. Users do not need to fine-tune the selected text.
2. Users no longer need to jump pages frequently and can complete note-taking on the current page.
3. When users are in a semi-focused scenario, they can also easily use "voice" to take notes.
4. Users can also find the text corresponding to the current audio playback at any time to know where the current audio is reading.

2) Notes review optimization: original design

As shown in the above picture, in "My Notes", the user clicks "Notes" to view notes by categories such as "Lined Notes, Messages, and Forwards"; click "Notebooks" to view notes by notebook categories.

The current note review function has the following problems:

1. Underlined notes, comments, and forwarding are just ways of saving notes, but users do not need to know which of these notes are formed by forwarding and which are formed by comments. What users need to know is how the notes are categorized in terms of content and how to search based on these categories.
2. Users can currently create a new notebook and move the corresponding notes to the new notebook to customize the note classification in this way. However, for fragmented learning scenarios, the operation of custom classification is too cumbersome and the usage rate is low (statistics from survey feedback).

Suggested changes:

Description of the proposed solution:

1. The plan is as above, dividing the notes into three categories: "courses, audiobooks, and e-books";
2. Each type of note is categorized according to the content of the course/audiobook/e-book, and users can see the number of notes for each course/audiobook/e-book;
3. On the course and e-book note details page, users can read notes in chapter order; when users click on a note, they will enter the interactive page of the note, where they can see the number of reposts, likes, and comments on the note;
4. On the audiobook note details page, because the audiobook content is relatively small, the "chapter" is no longer marked, and the note content is displayed directly.
5. Supports note export function (button in the upper right corner of note details).

Problems solved by the solution:

1. The note structure is clearer, and users can quickly check notes by content classification. For example, under the course, there are subcategories such as ability college, humanities and social sciences, and under the ability students, there is "Anxiety Management Course". When users enter the note details page about "Anxiety Management Course", they can clearly see the note contents arranged in order of chapters.
2. The classification of notes follows the original classification of courses/audiobooks/e-books, eliminating the need for manual classification by users and reducing the note-taking process.
3. The note export function supports users to incorporate the notes generated on the platform into their own note-taking software.

3) Encourage users to take notes Original design

As shown in the above picture, if a user outputs high-quality notes, they will be reposted so that more users can read them in the "Knowledge City", thereby encouraging users to output more high-quality notes.

However, the existing incentive logic has the following problems:

The system does not distribute the note content in a personalized manner, and users cannot see the note content in their areas of interest.

According to the author's research results: the usage rate of the [Knowledge City] module is very low. The low activity of [Knowledge City] may in turn suppress the desire of deep users to output notes. The following are the author's optimization suggestions.

Suggested changes:

Description of the proposed solution:

As shown above, users can click the icon in the lower right corner of the audio playback document interface, or click the icon in the upper right corner of the document details page to enter the popular notes and messages page.

In order to motivate users to output, we have set entry rules: if the user has not recorded any notes yet, before reading the popular notes, the user is required to output at least one note:

After the user finishes recording the notes, he/she can jump to the popular notes and messages page, where he/she can see the notes and messages recorded by other users on the course and arrange them according to popularity.

When users see interesting notes or messages, they can follow the user who posted the notes or messages. At this time, the notes updated by the followed users can be displayed in [Knowledge City].

Problems solved by the solution:

1. While learning knowledge, users can see the corresponding notes and messages at any time, which stimulates users' deep thinking and discussion desire and helps users learn more deeply.
2. By reading the notes and comments corresponding to the content they are currently learning and following the heavy users who post these high-quality notes, users will gradually form a personalized follow list. The content posted in this follow list is displayed in the [Knowledge City]. This kind of personalized content can greatly increase user usage frequency and stickiness compared to previous undifferentiated content.
3. Of course, improving community activity is a systemic issue. The above solution is only from the perspective of the note module, allowing users to more easily read high-quality notes of interest and follow the authors of the notes during the learning process, solving the problem of personalized attention and improving community activity to a certain extent.

3.2.4. Note module analysis and summary

The note module plays a key role in the Get product. It not only helps users deepen their knowledge, but also serves as a key information carrier for the community, directly affecting user usage frequency and stickiness.

Through user surveys and feedback collection, the author summarized the problems existing in the current note-taking module in the three aspects of note-taking, note-viewing, and user motivation, and proposed optimization solutions.

The main purpose of the optimization plan is to make users more willing to use the note module, thereby encouraging users to generate more high-quality note content. Of course, these optimization solutions have yet to be verified. If there is an opportunity, the author will make a demo and further verify these optimization solutions based on how users use the demo.

3.3. Product Module Analysis-Learning Plan

As previously analyzed, the complete user usage process is obtained, and the significance of the learning plan module in the entire product process is mainly reflected in the following two aspects:

1. Plan the learning content that users need to complete every day to help users develop learning habits;
2. Through appropriate incentives, users are encouraged to complete their daily learning plans.

Below, the author will conduct an in-depth analysis of the current situation, problems, and solutions of the learning plan module.

3.3.1. Analysis of the current status of the learning plan module

(Overview of the current status of the learning plan modules)

As shown in the figure above, the learning plan module meets three user needs:

1) Adjust your plan

As shown above:

Mark 1: The user clicks the button in the upper right corner of the learning plan page to enter the plan adjustment page.

Mark 2: Supports users to adjust the order of learning courses/audiobooks, and set the number of courses/audiobooks to learn, the starting position, and whether to recommend completed content.

Mark 3: Courses that are not included in the plan or courses that have been completed can be added to the current plan.

Mark 4: General settings: Set the study plan as the homepage, play the audio on the page continuously, and automatically download the courses to be studied under wifi.

2) Execution plan

As shown above, after adjusting the plan, the user can start the plan with one click. The current plan progress (75%) is displayed at the top of the execution plan page. During the execution plan, the user can listen to the content of the audiobook/course continuously without manual operation.

3) Complete the plan and share it on a third-party platform

After executing the plan, a sharing button will appear on the page for users to share it to a third-party platform.

4) Summary of the current status of the study plan

The Get APP allows users to flexibly arrange their own study plans, specifically by supporting users to add and remove plans, set plan quantities, and adjust the order of study.

In the process of executing the plan, the APP has a certain incentive effect. Specifically, it supports users to see the current plan progress, thereby motivating themselves to complete the plan; and the "one-click start plan" function helps users start planning quickly and reduce procrastination.

At the end of the plan, users are supported to share the day's learning results on a third-party platform, which provides certain incentives for users and also enhances the word-of-mouth spread of the product.

3.3.2. Problem analysis of learning plan module

Although the learning plan module basically meets the needs of users to make and execute plans, after the author's research and feedback from the app store, the following problems still exist:

From the above feedback results, we can see that there is room for improvement in the convenience of adjusting plans, whether users are focused during the execution of the plan, and the incentives after completing the plan . Therefore, the author gives optimization suggestions from these three aspects, in order to enable users to develop learning habits more smoothly, enhance product stickiness and word-of-mouth communication.

3.3.3. Optimization suggestions for the learning plan module

Overview of learning plan module optimization

Suggested changes:

Proposal Description 1: Adjustment Plan

As shown above, the [Learning Plan] module is merged with the [Purchased] module, and the original [Purchased] module is renamed [Bookshelf].

The study plan page is designed in the form of a "study calendar", where users can see the execution status of the plan for each day of the week; click the settings button in the upper right corner of the [Study Plan] page to enter the plan adjustment page.

On the plan adjustment page, users only need to adjust the "daily study amount" and "weekly study days" to complete the study plan, and then they can see the planned amount for the day in the study calendar.

Among them, the smallest unit of daily study plan is "one lesson", that is, every time you finish a course/listen to a book/read an e-book, it is counted as one lesson. The author has researched many e-books and found that each section has about 5,000 to 10,000 words and takes about 15 to 30 minutes to read, which is exactly the same as the learning time of a class/audiobook.

Description 2: Execution plan

As shown in the figure above, the original purchased module has been renamed as bookshelf, and users can search for knowledge by courses, audiobooks, and e-books.

Below the course/audiobook/e-book directory is the smart recommendation. The recommendation rules are as follows:

1. Audiobooks: Prioritize audiobooks with the least remaining progress.
2. Courses and e-books: When there are knowledge products in the bookshelf that have been planned to be executed for more than 7 consecutive days (learning has not been completed), other purchased products will be pushed to the user (other purchased products with less remaining planned quantity will be pushed first); if there are no other purchased products, new products that the user may be interested in will be pushed. If there is no knowledge product in the bookshelf that has a continuous execution plan of more than 7 days, the knowledge product with the least remaining plan will be pushed.

Below the cover of each category of knowledge, you can see the learning progress of the current course/audiobook/e-book.

When the user completes the plan for the day, the "Plan Completed Pop-up" will automatically pop up, as shown below:

Users can pin, remove from bookshelf, share, etc. the currently selected knowledge. If you want to find knowledge products that have been removed, you can search in [My Account].

Description 3: Complete the task

1. After completing the plan, you can share the day's progress;
2. If you complete the three-day plan in a row, you will receive a medal;
3. Click "My Diligence Level" to see data such as the user's accumulated medals, diligence level, number of users defeated, etc. This page can also be shared to third-party platforms.

Problem 1: Adjustment plan

1. The solution greatly simplifies the operation of adjusting plans for users, thereby improving user utilization;
2. Users only need to set up a weekly plan and can reuse it infinitely. Not only does they not need to readjust the plan, but devoting a fixed amount of time to study every day also helps users develop study habits.

Problem 2: Execution plan

1. During the execution of the plan, users can pin the knowledge they are currently learning to the top, allowing them to learn more focused knowledge.
2. The smart prompt above the bookshelf prioritizes the knowledge products that the user is about to complete learning. When a user repeatedly studies a knowledge product for too long, the system helps the user adjust other knowledge content to help the user complete the learning plan more easily.
3. Users can see the learning progress of each knowledge product under the cover of this product. The current overall learning progress is clear at a glance, and there is no longer the scattered feeling caused by studying multiple courses at the same time in the original plan.
4. Because the smallest unit of planned quantity has been unified, not only courses but also audiobooks/e-books can be included in the study plan. When studying, users only need to focus on completing the study plan.

Problem 3: Completion of the plan

The solution not only supports users to share the completion status of the day's plan to third-party platforms, but also allows users to share their accumulated plan data and clearly see their ranking among all users, which can provide long-term incentives for users.

3.3.4. Summary of optimization of learning plan module

The author mainly optimizes the [Learning Plan] module from three aspects: simplifying the plan adjustment operation, focusing on the user's plan execution process, and improving the incentive effect after the plan, so as to achieve the purpose of allowing users to develop learning habits, improve product stickiness, and spread product word-of-mouth (third-party sharing). Of course, like the note module, the optimization plan of the learning plan module also requires the author to make a demo for verification.

IV. Operational Analysis

4.1. Get 2019 Spring Knowledge Conference

On April 23, which coincided with the 24th World Book Day, the Get APP held a "Get 2019 Spring Knowledge Conference" in Beijing, which was broadcast live on Shenzhen Satellite TV, Youku and the Get APP.

At the press conference, Luo Zhenyu, founder of the Dedao App, announced the future-oriented upgrades of Dedao e-book products, including:

1. The font "Dedao Jinkai" specially customized for Dedao is officially launched, aiming to provide readers with a comfortable reading experience;
2. Technical upgrades in e-book typesetting, e-book browsing, and multi-terminal experience;
3. Cooperate with well-known scholars, experts in vertical fields, and well-known publishers to recommend and publish the best quality e-book products;
4. Launched a new function called global search. When users search in the app, the system will display e-book paragraphs related to keywords, allowing users to obtain better search results.
5. Launch the "Give Order" campaign to call on users to participate in building a library.

During his speech, whether Luo Zhenyu was introducing his interpretation of Chinese movable type printing when introducing "De Dao Jin Kai", or introducing Zhang Yuanji, the founder of the Commercial Press, a partner of the De Dao APP, or introducing the global search function of the De Dao e-book, he was always able to break through the dimension of history and present a historical space about knowledge and books to the audience, making people linger in it. For the speech itself, it was undoubtedly quite successful.

4.2. E-book operation activity matrix

After the press conference, a large number of operational activities were carried out around the latest e-book content, including: On 04/23, the "Give Commands to the Get APP" campaign was launched, calling on users to jointly build an e-book library, and at the same time releasing the "1 Minute to Understand the New Features of [Get E-Books]" video.

On April 25, 11 law book lists from 11 of “the most representative law professors in China” were released.

04/26, the e-book “The American Trap” was exclusively released.

04/30, in conjunction with the upcoming May Day holiday, we released the special topic "Get Search to be your exclusive tour guide".

On 04/30, the list of e-book users jointly created was announced.

On 05/03, we released "Reading Lists Recommended by 11 Scientists and Popular Science Authors".

05/04, the e-book "Facts" was first released.

The above operational activities can be seen as support for new functions and new content of e-books. In terms of functions, by releasing introductory videos on e-book reading and global search functions, we help users understand that "it is useful when reading e-books" and "it is easy to use when searching for high-quality content."

In order to help users gain a deeper understanding of the application scenarios of “global search”, we have specially produced a special issue called “Get Search to Be Your Exclusive Tour Guide”.

In terms of content, the concept of "good books are within reach" is instilled in users through the release of exclusive e-books (in cooperation with publishers), book lists recommended by well-known book recommenders, and the "give orders" activity of jointly building e-book libraries.

These operations range from the mental implantation of basic reading functions and global search functions to the enrichment of co-construction of book libraries, recommended book lists, and exclusive e-book content, which fully support the e-book market layout of the Get APP and have become an operation activity matrix:

Since 2016, the Get APP has been focusing on the "Listen to a Book Every Day" product, focusing on polishing the audiobook product to meet users' learning needs in fragmented scenarios. Now it has gradually begun to develop e-book products that meet users' in-depth learning needs, and has added e-book recommendations on the audiobook page. At this time, the audiobook is more like an "introduction and entrance" to the e-book.

From these actions, we can see that the Duode APP is connecting fragmented shallow learning scenarios and systematic deep learning scenarios, and is committed to building a general university that serves lifelong learners.

This university should not only guide users into the palace of knowledge, but also help them take root in the palace of knowledge and help users learn systematic and usable knowledge.

4.3. E-book operation activity table

Because the author cannot obtain more internal data, only a simple analysis of the number of comments and likes on the event is conducted.

From the above data, we can see that: In the [Give Order] activity, 16,199 users participated in leaving messages and giving commands, and obtained a total of nearly 10,000 book lists. The number of messages in this activity far exceeded the number of messages in other topics of the APP. It can be seen from the side that the high popularity of the press conference brought traffic, and the low-key attitude it received fully encouraged users' desire to express and share.

In the APP's recommended law book list themes and popular science book list themes, the number of comments and likes are significantly lower than other theme activities. The author speculates that this may be because most of these book lists are more professional book lists in vertical fields with a narrow audience, and there are no promotional activities, so the prices of the book lists are not attractive (it can also be seen from the side that they focus on creating content quality rather than attracting users with preferential promotions).

The number of comments and likes for the exclusive launch of "American Trap" was significantly higher than that of the exclusive launch of "Facts". The author analyzed that the content of "American Trap" might be similar to the "Meng Wanzhou Incident", and the slogans were also related to it, using the residual heat of the Internet to resonate with users again.

The special topic "Dedao becomes my exclusive tour guide, a 10-day, 8-place trip to Spain" allowed users to experience that compared to traditional search engines, the Dedao APP is more convenient in searching for high-quality content, thus gaining a certain resonance.

4.4. Suggestions for optimizing e-book operation activities

The fame of Luo Zhenyu and Duoduo attracted considerable popularity for the Spring Knowledge Conference, and vividly presented the update and upgrade of Duoduo e-books and the vision for future development to the audience through storytelling. The conference also directed a large amount of traffic to the "Give Order" event, laying the foundation for building an e-book library. The global search function has a good effect when used in tourism scenarios, and it can also be extended to more scenarios to implant the concept of "searching for high-quality content will be useful" more deeply into the minds of users.

For theme events such as book recommenders' lists and exclusive e-book launches, the number of messages was relatively small, and the book list pages only had a few thousand hits. This may be related to the subject matter of the e-books themselves and the unwillingness of the publishers to compromise on price for high-quality content. The author believes that we can consider learning from the success of the "Give an Order" campaign and enhancing the interaction between book recommenders or publishers and users to promote the sales of e-books. The plan is as follows.

4.4.1. Add more "global search" scenario topics

The global search function of the Get APP allows users to search for all high-quality content contained in courses, audiobooks, and e-books based on the keywords they want to know, quickly helping users build a knowledge system and make better decisions and judgments based on this high-quality information. But this feature has not yet been widely publicized and used.

As can be seen from the previous user analysis, typical users of the APP include: white-collar workers, people changing careers, students, and entrepreneurs.

The Get APP can write more topics based on the common scenarios of these users, telling users that Get can help them quickly index high-quality information and build a knowledge system.

You can also conduct a solicitation activity to allow users to contribute and share their experience of using global search, such as how students use search to find the materials they need to write papers; how working people use search to find the knowledge they need to learn for work and improve their competitiveness in the workplace; and how entrepreneurs use search to quickly understand an industry field. Those who submit articles and successfully publish them can receive rewards such as annual cards.

Through these methods, the search function can be deeply rooted in the minds of users and the user usage rate can be increased. Once the user search usage rate is increased, the display rate of knowledge content can be indirectly increased, thereby indirectly increasing the sales of knowledge products.

4.4.2. Add more interactive elements to the book recommendation list and exclusive e-book launch topics

The [Give Order] campaign successfully attracted tens of thousands of users to participate and successfully obtained a list of 10,000 books. The author believes that this is the result of mobilizing users' desire to express and share.

In the less popular topics of book recommenders' lists and exclusive e-book launches, you can consider introducing the same logic: let users write book reviews for the book lists or first-released books. The reviews that are successfully selected as excellent works can be placed on the introduction page of the book list/first-released e-book. At the same time, users can also receive relevant physical rewards, including paper books, annual cards, excellent notebooks, etc.

For users who output their experience articles, if their experience articles are successfully selected, they will be displayed on the introduction page of the e-book. This will give them a sense of honor and accomplishment, which will stimulate their desire to create.

For ordinary users, what they get are better quality and more user-friendly real book reviews, which positively influence users' purchasing decisions and indirectly increase e-book sales.

In summary, the author believes that the operation activities of the Get APP should generally "focus less on price promotion and more on content promotion" - that is, by officially outputting high-quality content itself, or encouraging users to output high-quality content, reducing the costs of ordinary users in the two links of "searching for information" and "decision-making for purchase", while meeting user needs and indirectly increasing product sales, achieving a win-win situation.

V. Report Summary

From the initial Logical Thinking public account to the launch of the Get APP; from the launch of paid columns and the Get Audiobook Annual Card to the layout of the e-book market by the Get APP in 2019, we can see a clear development trajectory of the Get APP: from fragmented learning scenarios to in-depth learning scenarios. The Get APP's insistence on high-quality content has also allowed them to establish irreplaceable thresholds and advantages in the knowledge payment market. As for users, whether they are students, working professionals, people changing careers, or entrepreneurs, they can quickly connect with the platform's high-quality content through the platform's global search, establish a knowledge system, and get a good medicine to soothe anxiety in today's information anxiety.

Where will the future go?

The author believes that: on the one hand, we will continue to polish our e-book products and output more high-quality books; on the other hand, we will continue to polish the knowledge output link to improve the user's knowledge internalization efficiency (such as the author's analysis of the note module and study plan module in this article).

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Author: Li Lunzhi

Source: Viewfinder Camera