Keep product experience report, tell you the secret of user growth
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1. Experience the environment Test model: iPhone6s Plus Operating system: iOS10.1.1 Test network: WIFI Test version: Keep v3.14.1 2. Market Situation In recent years, with the growth of the middle class and the increase of disposable income in my country, my country's fitness industry has developed rapidly. This thing that seemed a bit petty bourgeois in the past has become a new favorite among many young people today, and more and more people who pay attention to their physical health have started to exercise. In 2018, China's fitness industry will reach a scale of 6.83 billion US dollars, resulting in the emergence of many fitness apps, such as Ledongli, Yuedongquan, Keep, etc., and Keep is a relatively popular fitness app recently. Keep is a mobile fitness platform that combines content teaching with social model. It was launched in February 2015 and has completed four rounds of financing since its launch in February. In early April, the mobile fitness platform Keep updated its new version 3.0, which added two major functions: running and e-commerce . It officially started e-commerce and transformed from a fitness tool to a sports platform. Monitoring data from the Bidachun Consulting Data Center shows that the number of active users of Keep has continued to grow in the past six months. Since February 2016, the growth rate of active users has accelerated significantly. As of April 2016, the number of active users has reached 1.297 million, a month-on-month growth rate of 76.9%. According to KuChuan data monitoring, the total download volume of keep on major platforms has reached 130,000,000 The following is an analysis of the keep product from five dimensions. 3. Strategic Level 1. User portrait: Novice users who want to exercise quickly but don’t want to spend money on going to the gym. They are mainly under 50 years old, especially those aged 20-40, and the ratio of men to women is almost equal. The number of people is mainly concentrated in first-tier cities, which is no wonder. There are more middle-class people in first-tier cities, and this group of people has a stronger demand for fitness. Keep was developed by Beijing Calorie Information Technology Co., Ltd., so there are more users in Beijing. 2. Product positioning: Keep is a mobile fitness tool App that focuses on fitness. It mainly solves the fitness needs of those novice users who want to exercise but don’t know where to start. For example: the main pain points of this part of users are: want to exercise, but don’t have time to go to the gym, want to exercise, but don’t know where to start, want to exercise, but can’t afford a private trainer, want to exercise, there are too many tutorials on the Internet, and don’t know where to start... At the same time, it integrates social functions, where users can show off their fitness achievements, handsome guys can appreciate beautiful girls, beautiful girls can appreciate handsome guys, and there are interest groups to find like-minded people. 3. Monetization model: Currently, monetization is mainly carried out through the mall, and the products in the mall are mainly sports-related products. For example: If a user wants to do yoga, he needs a yoga mat, so we sell various types of yoga mats in the mall. 4. Scope Layer 1. Basic functions: As a fitness APP, of course its main function is to guide users in fitness, such as zero-based adaptive training, muscle-building course schedule, squat introduction, etc. In each video teaching, the coach will do it with you, unlike a fitness coach who only guides you on posture and then you practice by yourself. With someone accompanying you to practice, you can stick to it more. You can also customize your own course training plan according to your physical condition. 2. Extended functions: In addition to basic fitness functions, other functions provided by Keep include: social networking, food, and shopping malls First, social function. When you finish your fitness, you can check in, take a photo and share it on WeChat Moments, QQ Space, Weibo, etc. 1. It can satisfy your vanity and show off your good figure. 2. It can also motivate yourself. Imagine that you used to share your fitness results on WeChat Moments every day. If one day you can’t hold on, you can hold on again when you think of the likes your friends gave you. Classification group. You can find like-minded people. When we exercise with like-minded people, we can persist more easily. For example: Billion Boxing Girls Group, Keep Beijing Running Group, Night Running is the Happiest, etc. Interest groups can enhance users' sense of belonging and enhance user stickiness. Community expert. In the expert recommendation module, Keep has divided it into several communities where users can follow and post their own training techniques and experiences. Those with the most followers and likes can become community experts, gain exposure in the community expert section, and others can follow you and interact with you. Second, dietary function Provide breakfast, lunch, dinner and snack options. Below each meal, there is an introduction on how to make it, the corresponding ingredients needed, and some recommended recipe combinations based on the different effects you want to achieve (for example: plasticity, muscle building, etc.). This is very helpful for users who want to achieve a certain fitness effect but don’t know how to eat. Third, the mall The mall is divided into sports equipment, women's shoes and clothing, men's shoes and clothing, and nutritional supplements, all of which are sports-related food and clothing products. This is also Keep's first step towards monetization. The banner introduces some products recommended by Keep and explains the benefits of using them, which serves to brainwash purchasing users. At the same time, Keep Overseas Shopping is launched, which selects high-quality products from major foreign brands. The whole process is supervised by Keep nutritionists, and the product selection can better meet the daily health care and healthy diet needs of sports users. 5. Structural layer The above picture is the main function structure diagram of keep. All the functions are in the first-level menu, which are mainly divided into two parts: training and social. 6. Scope Layer 1. Home page First, there is the outdoor running function in the upper right corner. You can record the number of kilometers you run, how long it takes, and how many calories you burn. Having a record will enhance your sense of accomplishment. You can also share it and get likes from your friends, which will also enhance your sense of accomplishment. Home search can find the items you want. For example: You like yoga, but there is no yoga on the homepage. Which yoga The search results will be presented as: all, courses, actions, dynamics, users, topics, groups, products, and recipes, making it convenient for you to search. I have to say it is quite comprehensive. The home page will of course show your training results, including how many minutes you trained, how many times you completed, how many days you accumulated, and how many calories you burned. And friends training ranking. Different training durations will be at different levels, which will positively encourage users to increase their own duration. At the same time, the training rankings of friends can arouse your competitive spirit, thereby promoting your exercise. This is the same as the friend rankings of WeChat Sports. My class schedule is very helpful for people who do fitness without a purpose. You just need to input the training effect you want to achieve, and it will arrange your training schedule. You don’t need much time to exercise every day, so you can stick to it more. You even have rest days. I have to say it is very user-friendly and very helpful for those lazy people. My training is some training tutorials for you. You can choose your training course according to the training difficulty, equipment, and body parts. It is very helpful for those who want to train different muscle groups and different parts but don’t know how to train. At the same time, it is a coach who trains with you, which is very different from those coaches in the gym who only teach you the postures and then you practice on your own. This is like having someone to exercise with you, which helps you to stick with your exercise. Recommended training is some training recommended for you based on your exercise goal of building muscle, shaping body, losing fat, etc. Recommended reading includes some beautiful girls and handsome guys showing their training results, telling you that you can also train like them, to cheer you up, and telling you how to eat and some theoretical knowledge about fitness, so as to enhance user stickiness. Just imagine, when you are tired of working out, you can read these articles. You are a fitness enthusiast. When you are not working out, you can also open the APP on the subway and read related content. It can recommend relevant knowledge to you based on your preferences. 2. Discovery I found that this area mainly consists of social functions and shopping mall functions, and the design of this area is also relatively heavy. First select. Here we mainly display some fitness updates. You can find fitness experts in the same city, groups that interest you, and different experts you follow. The special topics and recommended readings on the homepage are the same, divided into fitness knowledge, nutritional diet, and equipment guides. Here you can find fitness friends in the same city, join groups that interest you, follow your favorite experts, and find your own sense of belonging while sharing your updates with others. The training section mainly displays some training content. You can choose the training you need according to your own goals. This is the same as adding training content on the homepage. There is a content divided according to the action library. The more interesting one is the music library, but the music library contains some light music. I think everyone may prefer to listen to some songs when exercising, especially when running. In terms of diet, it is mainly based on breakfast, lunch, dinner and snacks. To recommend you how to eat, this is very helpful for people who exercise but don’t know how to eat. The mall mainly sells some sports equipment and nutritional supplements. Here you can choose the equipment you want to help you with your fitness. There is not much content on display. You can take a look around and easily choose what you want. This is also a way for Keep to monetize. 3. Dynamic Here you can mainly display your own updates, updates of some friends you follow and groups you follow. At the same time, the updates are posted in the small right corner. You can easily post updates. You can link your address book friends in the upper right corner and quickly find those friends in your phone who are also using Keep. If they are not using it, you can invite them. For Keep, this is a good way to increase the number of users. 4. I My section mainly includes settings, message notifications, basic personal information, level-related content, and shopping-related content. Here I will focus on the level module. The Level module includes training level, running level, my badges, etc. This is the same principle as the different levels displayed on QQ depending on how many days you log in. When QQ levels were first released, some people logged in every day just to upgrade their levels. This level can also serve to urge users to exercise. 7. Presentation Layer The overall visual design is fresh and elegant, with clear classifications and green, a healthy color, as the main tone, which is somewhat similar to the feeling given by foreign apps. Using exquisite pictures as the background, adding a mask and writing text expressing the theme on it gives a simple and grand feeling. At the same time, the operation prompts are quite appropriate. 8. If I were a PM 1. Add online coaching lectures and Q&A modules. Currently, users can only access video tutorials and other users. These two levels may not be able to solve some user problems. We can invite well-known coaches to give lectures and answer questions every month or week, integrate the coaching resources, and provide better services to users. 2. The current monetization model is only the mall. You can cooperate with some gyms to drive traffic to them, and you can also cooperate with some events like marathons to help them sell tickets. First, fitness enthusiasts can know what activities are available in a timely manner and have channels to register. Third, it can increase the platform's popularity and monetization channels. 3. Produce fitness VR videos. The biggest obstacle to exercising by following the videos on that platform is not knowing whether your posture is correct and there is no coach to guide you. Now that VR is so popular, is it possible to make your own VR fitness videos? Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @德艺双馨产品刘 compiled and published by (Qinggua Media). 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