Get APP product experience: Has the trend of knowledge services arrived?

Lao Luo said in a recent program that people's demand for knowledge has undergone three changes:

1. In the past, people spent more than ten or twenty years learning knowledge and then used that knowledge to make a living. Nowadays, the capacity of knowledge is getting bigger and bigger and has no boundaries. If you want to realize your self-worth, you must learn throughout your life.
2. When you go to college, you have to choose a college and then a major, and what you learn is very specialized. But now it is different. You must have a cross-disciplinary knowledge system to discover and solve problems more thoroughly.
3. In the past, time passed slowly and everyone had a whole period of time to study. However, in today's mobile Internet era, the pace is getting faster and faster, and time has become fragmented. However, everyone has only 24 hours a day. Therefore, if modern people want to complete self-iteration, they must learn to make full use of fragmented time to study.

If modern people want to iterate themselves, they need lifelong learning, cross-disciplinary learning, and fragmented learning. This is the need of modern people and also a new opportunity. The product "Dedao APP" is positioned as a knowledge service in order to adapt to the new changes in modern people's demand for knowledge.

Changes in knowledge requirements

Business Model

Get APP business model

The Luoji Siwei team has joined forces with knowledge experts from different fields to publish various types of knowledge on the Get APP, and users can purchase corresponding knowledge services on the Get APP.

It can be seen that the business model of the Get APP is very clear, which is to combine knowledge into services and sell them to users. Since the carrier of knowledge services is in the form of text and audio, which is the form of bytes in the bit world, knowledge services are not bound by the physical world. They can be produced once and sold continuously, and the marginal cost is very low. Moreover, with the cultivation of users' payment awareness in recent years, users are willing to pay as long as the product meets their needs for acquiring knowledge.

Product iteration

Product iteration

From the launch of version 1.0 at the end of 2015 to the current version 2.5, a total of 19 versions have been released in 13 months, an average of one version every half a month, and the update frequency is relatively healthy. Among the 19 versions, 7 versions involve major functional modifications and additions.

Seven small versions were released between V1.0 and V2.0, mainly to fix bugs and optimize the experience of version 1.0, and to improve the basic functions: enhancing the e-book reading experience, adding bookshelf, golden sentences, search, notes and other functions. Version V2.0 adds an important feature: column subscription, which launches a one-year column by joining forces with industry leaders. So far, the GMV brought by this function has exceeded 100 million. The subscription column enriches the product content. At the same time, the column writers are popular in their own right, which injects new vitality into Get.

V2.2 adds the function of listening at any time, allowing users to listen to audio randomly according to time and gain knowledge. A separate module is given to the product, which shows that it has high priority and importance. V2.3 adds the function of listening to a book every day. The content of listening to a book every day is no different from other audios, except that it adopts the format of one book per day, which has more marketing significance. At the same time, V2.3 also added a personal data center to record and store the content that users have purchased and learned. Version V2.5 added study groups and knowledge medals, improved playability, encouraged user usage to a certain extent, and increased product usage time.

In general, from the release of V1.0 to the current V2.5, the release rhythm of the APP has been stable, the basic functions have been gradually improved, and the content format of subscribing to columns and reading a book every day has been explored, slowly building it into an aircraft carrier of knowledge services.

Information Architecture of V2.5

Product Information Architecture

After analyzing the information architecture of APPV2.5, we found that the product is mainly composed of six modules: Home, Subscription, Listen Anytime, Purchased, Mine, and Now Playing.

The homepage plays the role of function aggregation and diversion, directing users to other functions. Subscription is a page designed for column subscription content, which is divided into purchased and recommended. Listen at any time According to the time dimension, users can set the time to listen to audio, which is a bit similar to setting a bedtime to listen to music. The purchased module collects all the purchased knowledge content and categorizes them simply to facilitate user search. My module collects content related to user information, data, and settings. There is a player entrance in the upper right corner of the APP. Click it to enter the content being played and perform corresponding operations.

The switching between modules is relatively flat, which can meet the needs of users to find relevant information.

Task Flow

The Get APP focuses on content display and involves very few task processes, mainly consisting of registration and login process, purchase process, and content search process.

The registration and login process supports WeChat third-party login and encourages users to log in via WeChat, which lowers the registration and login threshold and improves conversion rate . The purchase process is also very smooth and there is nothing unreasonable involved, but currently it only supports purchases with Apple accounts, which is indeed a problem for users whose Apple accounts are not bound to a bank card. The content search process is designed for two situations. One is that the user knows exactly what he wants and can find accurate content directly using the search function. The second type only has vague needs, such as wanting to buy a selected audio about the Internet. Since the APP does not provide categories, you cannot find the required content by browsing, which needs to be optimized in subsequent products.

Summarize

The above analysis of the Get APP is conducted from the aspects of product positioning, business model, product iteration, information architecture, and task flow. It can be seen that it has been verified that the product positioning of knowledge services is accepted by users and has a clear business model . The key is how to enrich product content, make the process of finding, selecting and using more convenient for users and enhance the experience of details.

What follows are some of my reverse thoughts on the Get APP.

Paid content lacks a classification system

This has been mentioned above. Currently, there are four main categories of paid content: listening to a book every day, selected audio, e-books, and subscriptions. The content of Listen to a Book Every Day is in the form of selected audio, but an audio book is manually selected every day and recommended to users in Listen to a Book Every Day. Its marketing effect is greater than the actual use of the product. If it can bring more sales, there is nothing wrong with it.

Subscriptions are displayed in a dedicated module, and the number is small, making it convenient for users to browse and purchase.

Selected audio and e-books may cause problems when searching and filtering. The reasons are: ① no classification is provided; ② not enough filtering conditions are provided. When users want to choose an e-book or selected audio, they can only rely on search. Search is more suitable for providing precise search, but it is not very helpful for fuzzy search and category search. If you can add categories and filters to the list pages of e-books and selected audios, it can help users find the information they want to a great extent.

Enhanced personalized recommendations

The knowledge systems of individuals vary greatly, and their demands for knowledge categories are also very different. Providing personalized content recommendations based on each user's consumption and browsing behavior and providing personalized services will increase user stay time and product richness. It is similar to Taobao’s personalized messaging for each person and Toutiao ’s personalized push notifications.

Currently, the only product you get is a "Guess You Like" item on the third screen of the homepage. It has a very low weight and the content is not rich enough.

Is fragmented knowledge a false proposition?

The Listen Anytime module provides fragmented knowledge audio, allowing you to understand a knowledge point in a few minutes. I have also developed the habit of listening to it before going to bed. But there is a question: can this fragmented knowledge really create value for users? Mr. Bao Pengshan, a professor at Shanghai TV University, proposed that unsystematic fragmented knowledge is of little use. Only when the fragmented knowledge is incorporated into a large knowledge system and each knowledge point is connected, can it be solidified for your use.

Should users think more when listening to fragmented knowledge? At the same time, as a platform that provides knowledge services to users, can we also consider it from a product perspective and design fragmented knowledge into systematic knowledge and then provide it to users? This problem requires more time to verify and solve. However, in terms of product content, you can consider launching more product forms similar to column subscriptions. This kind of knowledge is systematic, can trigger users' in-depth thinking, and truly allow users to master a set of knowledge system.

Detailed experience needs to be optimized

During use, I found that some product details can be optimized to enhance user experience.

The search function does not support fuzzy search. Every word must be typed correctly and in the correct order to search for content. The product does not differentiate between network status (WiFi or cellular) when listening to audio. The purchased module is an important entry point for listening to audio, but the purchased module does not distinguish between downloaded and non-downloaded audio. Users must enter the downloaded audio page under the my module to listen, which increases the user path length. The timed shutdown function does not provide a custom time, and you can only select the time provided by the product. When reading an e-book, the navigation of the table of contents, bookmarks, and notes is placed at the top, which makes it inconvenient to switch.

The above is an analysis of the product Get APP and some personal thoughts. The Internet has strengthened the connections between people, people and goods, and people and information. Can the Duoduo APP strengthen the connections between people and knowledge, thereby creating user value? Let's wait and see.

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The author of this article @邹志楠 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!