Jike App - Competitive Product Analysis Report

One sentence introduction:

My version: A minimalist tool based on precise interests.

Official version: A minimalist information push tool based on interests.

Basic situation:

App name: Immediately

slogan: Don't miss every little thing you care about.

Official website: I have to say that the official website is very simple and lively. When writing this experience report, I was listening to the music of the official website.

Terminal: Only app

Software version: v3.1.1 (580)

Phone system version: IOS 10.2.1

Next, let’s talk about the product from the perspective of user experience elements.

Strategic level: Solve the user's demand for accurate information push. This is very obvious on the Jike app, and the most important thing is the word "precision", or "segmentation". For example, the alerts I follow are so “precise”: “Bilibili’s hottest news today”, “New TV series with a Douban score of 9.0 or above”, “Progress of Google’s return to China”…

The demand for accurate information push is becoming increasingly obvious as information is becoming increasingly overloaded and user time is becoming increasingly fragmented. The Logical Thinking team is well aware of this and has been developing the market with one minute of voice per day for a long time. However, the audio functions of the current apps such as the anytime listening and columns are a reflection of user information overload and time fragmentation. The recommendation functions on apps such as Toutiao all demonstrate users' demand for accurate information push.

However, few apps can do this as accurately as Jike, and push notifications to the hearts of many users so accurately that many Jike users are reluctant to turn off notifications. Many people have the habit of turning off notifications (like me) because they are really overloaded with information...

Why precision? Take the "new TV series with a Douban score of 9.0 or above" mentioned above as an example: Generally speaking, when we follow a subscription account , blogger, PO, or UP host, the content we receive is often not as precise as "new TV series with a score of 9.0 or above", but often a bunch of TV series.

Scope layer: The scope layer is of course subordinate to the strategic layer, so the top priority is to achieve accurate push. Therefore, crawler technology is immediately used to implement its "tracking robot" - reminder function. Users can receive corresponding reminder messages by paying attention to the corresponding precise segmentation reminders.

Looking at the page, it is very simple: users can discover precise reminders of different categories through the [Discover] page; users can easily view reminders through the [Message] page and push message function; users can manage the content they are interested in through [My]; and UGC can be realized by creating a reminder function to better meet the precise needs of different users in a certain segment.

Among them, it is worth mentioning its reminder creation function. Through this function, a large amount of UGC can be introduced, thus releasing the huge power of users:

I saw on the Internet: "Currently, the government has built more than 2,000 reminders, and there are more than 20,000 reminders in total, most of which are contributed by users."

Moreover, the creation of reminders function also retains its "precision" nature. As shown in the figure below, on the reminder creation page, you can select the "tracking robot" in the figure below. Among them, robots such as "Weibo users post specific content" can allow us to lock content with a certain keyword posted by a certain Weibo user.

Structural layer: As mentioned in the previous sentence, the word "minimalism" is enough to summarize it. The tab bar at the bottom has only three columns, and it is very minimalist in terms of content, color and interaction. Even its logo is very minimalist. I won’t draw the information architecture. It’s too simple and there’s no need to draw it.

Frame layer: Like the structural layer, the word “minimalist” is enough to summarize it.

Presentation layer: Visually, it makes people feel very simple and comfortable; the colors mainly used are black and white, which are consistent with the colors of the logo. It is worth mentioning its reading experience. Since you have to jump through external links to view many articles, it is inevitable that the reading experience is inconsistent, which easily leads to bad reviews. However, the reading pages are immediately unified (click the area indicated in the icon below), and the eye protection mode and night mode are implemented through the background color (such as light yellow and gray) to form a more consistent and better reading experience.

From the above analysis, we can see that Jike has put a lot of effort into user experience, and it also reflects its extremely "precise" focus - from the strategic level to the presentation level, it is consistent.

In addition to the above, there are 2 points worth mentioning.

1. The connection with the user's mental model is strengthened through the logo and slogan: its logo (such as the top picture) is the first letter of the pinyin of "即" (ji ke), which is very conspicuous and easy to remember. It also unconsciously strengthens the concept of speed of "即" push; and its slogan "Don't miss every little thing you care about" well reflects the product positioning - precise push. "Precise push" corresponds to "every little thing", while "what you care about" well reflects the immediate care for users, making people feel warm in their hearts.

2. Operation model: As mentioned in the previous article, what exactly is operation? As mentioned, A AR RR was used for analysis.

Attracting new users and self-propagation: WeChat and Weibo operators will plan some activities such as gift giving, and will also promote their celebrity users, and then spread through their sharing functions and good word of mouth, successfully achieving good dissemination. As shown in the figure below, their active users have increased significantly, indicating that they have done a good job in attracting new users and self-propagation;

Promotion of activation and retention : By continuously operating reminders on the software ("tracking robots" implemented with crawler technology), we can meet user needs to achieve promotion of activation and retention. This is a very good performance, which can be seen in the data from iResearch, as shown in the figure below. Note: The next month retention rate reaches 25.76%, far exceeding the 10% of the 40-20-10 rule.

Conversion (revenue conversion): There is currently no obvious profit model, which is its shortcoming.

After so much praise, let’s talk about the shortcomings.

1. The profit model is still unclear: Although it has won the favor of many users, profit is a must for every enterprise. Judging from the current development, as the number of users grows further, traffic monetization (such as advertising) is a more feasible method. However, choosing what kind of advertisements can both protect the user experience and ensure corporate profitability is a question worth considering.

2. Technical strength needs to be strengthened: Judging from some of the content on Jike’s official Weibo and the comments on the App Store, there are certain shortcomings in its technical strength, as shown in the following figure:

3. Challenges in message classification: As mentioned earlier: "Currently, the official has built more than 2,000 reminders, and the total number of reminders is more than 20,000." With so many reminders, and the number will continue to increase, how to classify them more effectively is something we have to consider. Apps like Toutiao achieve good recommendations by optimizing recommendation algorithms, which is a direction that Jike can optimize. Of course, with Jike's current technical strength, it is probably better to ensure the basic usability of the product first.

4. The category page of the [Discover] page can be optimized: As shown in the figure below, the categories are arranged vertically, but the content displayed is too little. It is better to present these categories in the form of a top tab bar and switch them by swiping left and right (as shown in the second picture below). Moreover, on the current page, clicking on each category will still take you to such a top-label page. Isn't this an extra step?

Of course, if you click "Fresh Recommendations" on the [Discover] page (as shown in the figure below), you will enter the page with the top tab bar. So, they might be doing A/B testing right now, let’s wait and see.

5. The visual design of the [Create Reminder] page does not meet user needs: As shown in the visual design in the figure below, although it looks lively, it does not meet the needs of its users. Because these design contents are obviously more two-dimensional, but are the users of Momentum two-dimensional enough? I don't think so. We can get a glimpse of it from the data of Baidu Index and 360 Index (as shown in the picture at the bottom).

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