Keep product operation analysis!

1. Demand Background

1.1 Review of Competitive Product Analysis

The author has previously conducted market analysis and competitive product analysis on three sports and fitness apps: Keep , Gudong, and Xiaomi Sports.

Due to many favorable factors in recent years, such as the country's support for sports and fitness, the improvement of the national economic level, the awakening of fitness awareness, and the advancement of 5G and other technologies, the online fitness industry has ushered in a huge development opportunity.

Currently, Keep is in a leading position among domestic sports and fitness smart platforms, with more than 200 million registered users. Thanks to its full-category sports category recording function, a large number of free boutique fitness courses, a good community communication atmosphere, etc., its industry exclusivity rate is far ahead, and it can be said to be the most recognized smart fitness application in China.

Even so, Keep still faces a series of problems and challenges, such as low user activity on the platform, bottlenecks in app downloads, and difficulties on the road to commercialization.

The author conducted a SWOT analysis of Keep's own strengths and weaknesses, as well as the external opportunities and challenges it faces, and put forward several suggestions on how to leverage strengths, overcome weaknesses, seize opportunities, and resolve crises from the content module (mainly for courses), community module, and commercialization module.

1.2 User Research

Through competitive product analysis, the author came up with three research directions: content module, community module and commercialization module, and conducted this user research by combining user interviews and questionnaires.

However, due to personal limitations, I was unable to conduct a large-scale random survey of the sample. I only interviewed 5 users and collected 66 questionnaires. Therefore, the survey results were only used for this iterative exercise.

The author first interviewed five friends who often use Keep to exercise through WeChat voice. Through the interviews, the author confirmed the view in the competitive product analysis that the main reason Keep attracts users is the free boutique courses and full-category sports recording functions. At the same time, the author also found that users’ complaints about the three modules of courses, community and commercialization are concentrated:

Based on the results of user interviews, combined with brainstorming and the author's usage experience, a total of 33 specific requirements were summarized and a list of requirements was drawn up. In order to determine the priority of needs, the author compiled a questionnaire to conduct a quantitative analysis of the needs.

Considering Keep's positioning as a one-stop smart sports platform, the author believes that because the rich and high-quality free courses are Keep's core competitiveness that makes it stand out from many fitness platforms, continuously optimizing the fitness course experience will help Keep continue to build high barriers and leave its competitors far behind.

Therefore, when setting the topic of this questionnaire, the author chose the content module as the direction and the course-related needs as the main line of this questionnaire survey.

The main issues involved in the questionnaire include course difficulty, course diversity, content satisfaction, live classes, and membership plan satisfaction (survey questionnaire link: https://www.wjx.cn/m/91409115.aspx).

This questionnaire survey collected 66 samples, of which 40 were users who had used Keep, accounting for 60% of the total sample. Through the investigation of user personal information, we found that the sample portrait is basically consistent with the user portrait of Keep.

The survey results show that 40% of users are dissatisfied with the "training experience feedback" module; nearly 50% of users are dissatisfied or have not paid attention to the recommended courses.

In terms of overall course satisfaction, the number of users who chose satisfied and very satisfied barely exceeded half. Among the reasons for user dissatisfaction, the two highest proportions were: 1. Keep courses cannot intelligently adjust difficulty; courses for the same training part are relatively monotonous, and more abundant courses need to be developed.

Therefore, in this iteration, the author combined "training experience feedback" with "recommended courses", established a jump relationship between the two, directed traffic to the recommended course module, increased the click-through rate of recommended courses, and added a sports preference modification function to improve the accuracy of content recommendations based on the optimized algorithm.

In terms of course difficulty, an official course adjustment function is added, and users can make certain adjustments to the official courses based on their own training level; in terms of course diversity, the action library is first enriched, grouping and classification labels are added, and the self-made course function is opened to users with a certain training foundation.

By adding and improving the above functions, user satisfaction with Keep courses will be improved.

Since this survey was conducted at the time when live classes were first launched, the users interviewed had little understanding of the content and format of the live classes, and the number of people in the sample who had experienced the membership training plan was too small, so these two directions will not be considered in this iteration.

However, considering the impact of the epidemic this year and the development opportunities brought to the live streaming industry by the 5G era, live streaming classes must be the iteration direction that the Keep team will focus on in the near future.

1.3 Requirements List

Through the above competitive product analysis review and user research analysis, this iteration selected the following requirements with the highest priority except for bugs from the requirements list as the direction of this function optimization:

(Complete requirements list: https://pan.baidu.com/s/1PFH174UdoAOjKGOXMCTbIQ; extraction code: 2pvk)

2. Functional design

2.1 Optimize training experience feedback and recommended courses

Function point splitting:

• "Feelings of this training" is placed at the end, and recommended courses are displayed after feedback
• Add sports preference entry to my module

2.1.1 The training experience is placed after this session, and recommended courses are displayed after feedback

During the user survey, it was found that some users, like the author, had misunderstandings about the "Feelings of This Training" feedback function, believing that after providing feedback, the system would intelligently adjust the course difficulty based on the feedback results. But in fact, the feedback results only help the system recommend other training courses to users.

Therefore, this adjustment will establish a jump relationship between "training experience feedback" and "recommended courses", which will highlight the purpose of feedback on the one hand, and attract users to pay attention to recommended courses on the other hand.

2.1.1.1 Flowchart

2.1.1.2 Functional Prototype

2.1.1.3 Functional Logic

• After the training is completed, the "Feelings of this Training" module will no longer be displayed on screen 1;
• The user selects "Finish" to jump directly to interface 2, or selects "Share" or "Check-in". After completing the corresponding operation, the user jumps to interface 2, and "Feelings of this training" is added to the interface;
• After the user gives feedback on the training experience, the original copy and expression remain unchanged, and "Recommended Course" is displayed; if the user does not give feedback on the training experience, this process ends;
• Back button returns to the sports home page.

2.1.1.4 Functional objectives

• After the user selects the experience, the course is recommended to the user immediately, so that the user clearly knows that the purpose of the training experience feedback is to recommend other suitable courses to the user;
• Displaying "recommended courses" immediately after feedback helps attract user attention and increase the click-through rate of recommended courses;
• Moving the "Feelings of This Training" module to the interface after training is completed and checked in will not affect users' sharing or check-in operations.

2.1.2 Add sports preference entry

After a new user registers, they are asked to choose sports preference labels when filling in their personal information, including "sports goals" (multiple choices) and "sports level" (single choice). The problem with this function is:

First, once a user makes a choice, it cannot be modified. If the user's sports preferences change in the future, they will not be able to obtain appropriate recommendations.

Secondly, there are only 10 tags listed under “Sports Goals”, which does not fully list the sports needs that the platform can meet. The vague options lead to inaccurate recommended content. Therefore, the author proposes to add a sports preference entrance, improve the preference labels, and users can change them at any time.

2.1.2.1 Functional Prototype

2.1.2.2 Functional Logic

• As shown in interface 1, my module adds the "Sports Preferences" entry. Click to enter interface 2 and select the Sports Preferences tab;
• Expand the sports labels from the original two to four, add "Training Part" and "Sports Category" options, and modify the labels under the original "Sports Goal" item to make the three consistent with the labels filtered by "All Courses" (as shown in screens 1 and 2.2), and the original "Sports Level" option remains unchanged;
• The labels of "Sports Goal", "Training Part", and "Sports Category" can be selected multiple times. The unselected and selected states are gray and green labels as shown in interface 2 respectively; "Sports Level" is a single selection, and the text remains unchanged;
• After saving, return to the "My" interface, and the toast prompt "Saved successfully" will disappear after 2 seconds;
• Optimize the algorithm to recommend appropriate content to users based on the sports preference tags selected by users.

2.1.2.3 Functional objectives

• Collecting more user training preference information will help accumulate platform data;
• Tags can be changed to help understand the changes in users' sports performance after using Keep;
• More detailed training preferences can help recommend appropriate content to users more accurately and improve user satisfaction.

2.2 Personalized training course settings

Function point splitting:

• The action library collects all actions and groups them into categories
• Adjusting the official curriculum
• Adding a custom course

2.2.1 The action library collects all actions and groups them into categories

2.2.1.1 Functional Prototype

2.2.1.2 Functional Logic

• All the actions that appear in official classes and expert classes are included in the action library;
• The original ten body group labels of "chest, back, shoulders, arms, neck, abdomen, waist, buttocks, legs, and whole body" in the action library of interface 1 remain unchanged. All actions in all groups are divided into three categories of "warm-up, training, and stretching" and corresponding category labels are added;
• After the user selects a group in interface 1, he enters interface 2 to browse the actions of each category in the group. The category label is expanded by default. Click the label to switch between expansion/collapse, as shown in interface 3. There is no page jump;
• One action can be repeated in different groups or categories. In each category, the non-machine action is arranged before the machine action. The positions of two symmetrical actions are continuous. The order of other actions is determined by the course designer.
• Interface 1 adds two new grouping labels, "Warm-up" and "Stretching", which respectively include the warm-up and stretching movements in the first ten body part groups, and use the body part labels of these movements as category labels in these two new groups.

2.2.1.3 Functional objectives

• Expand the action library and include as many actions as possible to meet users' various training needs;
• Subdivide the action categories to make it easier for users to locate the actions they need to train;
• Add "warm-up" and "stretching" action grouping and classification to provide users with scientific warm-up and stretching suggestions before and after training;
• Prepare to adjust the functions of official courses and custom courses.

2.2.2 Adjustment of official courses

2.2.2.1 Flowchart

2.2.2.2 Function entry

There are two ways to adjust the difficulty of official courses:

• Entrance①After the training is finished, a "Difficulty Adjustment" button is added to the interface. Click it to enter interface 1;
• Entrance ②Course details page-course content, add a "difficulty adjustment" button at the bottom of the content page, click it to enter interface 2;
• The difficulty adjustment logic of the two entrances is the same, the difference is that entrance ② displays action thumbnails.

2.2.2.3 Functional Logic and Functional Prototype

Difficulty adjustment: In the above figure, Interface 1 and Interface 2 are the difficulty adjustment interfaces. The course action list is divided into three category labels: "Warm-up, Training, and Stretching" (if there is no warm-up or stretching action, the label will not be displayed). The adjustment operations that can be performed in the interface include adjusting time or quantity, viewing action details, adjusting order, replacing actions, restoring official courses, saving, and returning to the upper level.

• Adjust time: Actions in time units can be extended or shortened by using the plus sign on both sides of the time. The time change for each operation is 2 seconds. The upper limit of the extended time is twice the original action duration. When the original duration is an odd number, the last operation change time before reaching the upper limit is 1 second. The lower limit of the shortened time is half the original action duration. When half the original duration is an odd number, the last operation change time before reaching the lower limit is 1 second. When the upper/lower limit of adjustment is reached, the system will prompt in the form of a toast, which will automatically disappear after 2 seconds. The text is "You can't add any more, take a break~" and "You can't reduce any more, don't be lazy~".
• Adjust quantity: For actions in units of number, you can increase or decrease the number of training by using the plus sign on both sides of the number, and the number of changes each time is 1. The upper limit of the increase quantity is twice the original action quantity; the lower limit of the decrease quantity is half of the original action quantity. When the original action quantity n is an odd number, the adjustable quantity is (n-1)/2; when the upper/lower limit of adjustment is reached, the system prompts in the form of a toast, which disappears automatically after 2 seconds. The copywriting is "You can't add any more, take a break~" and "You can't reduce any more, don't be lazy~".
• View action details: Click the action name in interface 1, or click the action name or thumbnail in interface 2 to enter the action details page. The content and interaction logic displayed on the details page remain unchanged.
• Adjust the order: long press the small icon on the left side of the action name, drag up and down to adjust the action position, and the moving range is limited to the current category label.
• Replace action: (The prototype in the figure below takes entry ① as an example) As shown in interface 3, slide the action name to the left, and the "Replace action" option will appear. Click it to enter interface 4, which is the recommended action library. Click the Add button on the right side of the action, and the mask of interface 5 and the dialog prompt "Are you sure you want to replace action A with action B?" will pop up. Select "Cancel" to return to interface 4. Select "Replace" to enter interface 6, and a toast prompt "Replacement successful" will disappear after 2 seconds. The new action will replace the original action in the course list.

Note:

1. The actions in the recommended action library are selected by the system to train the same body part as the replaced action and belong to the same "warm-up", "training" or "stretching" category. The two labels "without equipment" and "with equipment" are added to the list to display the actions by category.
2. The course designer needs to set an initial value of duration or number for each action in the action library. After replacing the action, the initial duration or number of the new action will be displayed by default. Users can adjust it according to their needs.
3. The two symmetrical movements in the course list and recommended movement library are merged into a set of movements by default when entering the "Replace Movement" function, and the time or quantity can be adjusted at the same time, and they can be replaced or replaced at the same time, as shown in the "Left-side Weighted Push-ups" and "Right-side Weighted Push-ups" in interface 4. There is no rest time between the left-right symmetrical movements under the "Warm-up" and "Stretching" tags, and the rest time between the left-right symmetrical movements under the "Training" tag is n seconds, and the value of n is set by the course designer.

• Restore the official course (the prototype image below takes entry ① as an example): After the user adjusts the official course, the "Restore" button in the upper right corner of interface 6 can be used to restore the official course with one click. After clicking "Restore", the mask and dialog box of interface 7 will pop up, prompting "Are you sure you want to delete all adjustments and restore the official course?". Select "Cancel" to return to interface 6. Select "Restore" to pop up the toast shown in interface 8, which prompts "Restore successful" and disappears automatically after 2 seconds. If the user has not made any changes to the official course, clicking “Restore” will pop up the toast shown in Interface 9, which prompts “You haven’t made any adjustments to this course yet~” and disappears after 2 seconds.

• Save: After the user makes any adjustments to the course, click "Save" at the bottom of interface 6 to return to the entry ① training completion page, and a toast prompt will pop up saying "Save successful, adjustments will take effect during the next training session." If the user has not made any adjustments to the course this time, clicking "Save" will pop up a toast prompt "You haven't made any adjustments to this course~", which will disappear after 2 seconds and the page will not jump.
• Return: If the user has not made any adjustments to the course this time, clicking the return button on interface 1 or interface 2 will return directly to the upper entry interface. If the user makes any changes to the course and chooses to return without saving, a mask and dialog box will pop up, asking "Leaving the system at this time will not save the adjustments you made, are you sure you want to leave?" Select "Leave" to return to the upper entrance interface, and select "Cancel" to stay in the current interface.

Rest time: Rest time is the default and cannot be adjusted. Course designers need to set a default rest time of X seconds for each action under the "Training" label in the action library.

After the user replaces an action, the rest time after this action during training is the default value of X seconds; if the user replaces multiple consecutive actions with the same action, the rest time after the first training of this action is X seconds, the second is X+10 seconds, the third is X+20 seconds, and so on, with a tolerance of 10 seconds.

If the two sets of movements are the same but not consecutive, the rest time after each set of movements is still X seconds. By default, there is no rest period after the movements under the "Warm Up" and "Stretch" labels in the Movement Library.

There is a 20-second rest period only after the last movement under the "Warm-up" tab in the course list, that is, before the start of the first movement in the "Training" tab (the logic that the rest period can be increased by 20 seconds remains unchanged).

When the user logs in for the first time after the version is updated, it is necessary to set up a novice guide.

2.2.2.4 Functional objectives

Some of Keep's official courses generally meet the users' training needs, but due to limitations of scenes, equipment, personal physical fitness and other reasons, some movements in the courses may not be completed.

Users can adjust the type, quantity and duration of course movements according to their own needs to personalize the course and optimize their course experience.

2.2.3 Self-made courses

2.2.3.1 Flowchart

2.2.3.2 Function entry

There are three ways to create a new course. The first and second ways to create a new course can be called directly through my course library. They are applicable to all users, as shown in the figure:

• Entrance ①: Sports-Training-My Course Library-More;
• Entrance ②: My - My Courses - My Course Library - More.

The third way to create a new course is suitable for users who have used the first or second method to create a new course and have retained the "My Self-Made Courses" collection, as shown above:

• Entrance ③: My Self-made Courses - More, select New Course (Note: New courses can only be created under the "My Self-made Courses" collection created by default by the system. If the user's new course collection is named "My Self-made Courses", new courses are not allowed. The logic of the "My Self-made Courses" collection is detailed below).

2.2.3.3 Functional Logic and Functional Prototype

New Course:

(The prototype image above takes entry ① as an example) Select More Options on the right side of "My Course Library" in interface 1, select Create a New Course, and enter interface 2 to set the course name. The text input rules are the same as the naming rules for creating a new course collection.

If the user does not enter any characters, the course name defaults to "My N+1th Self-made Course" (N is the self-made course that the user has created, and N+1 is a Chinese number). Click OK to jump to the course content list on interface 3. At this time, the action list is empty.

My Homemade Courses Collection:

If the user returns directly without adding any action in interface 3, he/she will enter interface 4, which is the course list of the "My Self-Made Courses" collection.

This collection is created by default when the user creates a new course for the first time. Renaming is not allowed. This collection will include all self-made courses. New courses will be ranked at the top of the collection course list by default. The collection course list displays all self-made courses, and the displayed information includes course name, duration, difficulty, and last training time (courses without added actions are displayed as "0 actions", and courses that have not been trained are displayed as "Not trained yet").

Swipe left on the course name to delete the course. The collection cover is the cover image of the first self-made course. If the course is deleted, the collection cover will become the cover image of the top course in the current course list.

If the course does not have a cover image, the collection cover will be gray by default. The options in the upper right corner of the collection include "Create a new course", "Manage courses in batches", "Delete collection", and "Cancel":

• New course: that is, the user-made course entrance③, which will not be described in detail;
• Batch management of courses: courses can be sorted or deleted. The logic of this function is the same as other collections.
• Delete a collection: A dialog pops up prompting "If you delete this collection, all self-made courses will be deleted and cannot be restored. Are you sure to delete?" When you confirm the deletion of the collection and create your own course again, the system will automatically create this collection again.

Add action: The user selects "Add" in interface 3 of the above figure to enter the action library in interface 5 of the following figure, select a category to enter interface 6, click the Add button on the right side of the action, and a toast prompt "Added successfully" will pop up. It will automatically disappear after 2 seconds and the page will not jump. The user can continue to select other actions to add. The new action will be added to the top of the corresponding label in the course list by default.

During the adding process, the number of actions added will be displayed in the upper right corner of interface 6. The course designer needs to set a maximum value. When the number of actions added by the user exceeds this value, the system toast prompts "You have added too many actions, go train first~", which disappears after 2 seconds.

After all actions are added, click the return button in the upper left corner to return to the action list in interface 7 for adjustment. The operations available in interface 7 include adjusting time or quantity, viewing action details, adjusting order, deleting actions, continuing to add actions, returning, and saving:

• Adjust time, adjust quantity, view action details, adjust order: the logic is the same as 2.2.2 Adjust official courses;
• Delete action: Swipe left on the action you want to delete, click Delete to pop up a mask and dialog, asking "Are you sure you want to delete this action?". Select "Delete" and a toast message "Deleted successfully" will pop up, which will disappear after 2 seconds. Select "Cancel" to return to screen 7 directly.
• Add action: Enter screen 5 and screen 6 and repeat the adding process;
• Return: A mask and dialog will pop up, asking "Your adjustments will not be saved if you leave the system at this time. Are you sure you want to leave?" Select "Leave" to return to screen 4, and select "Cancel" to stay in the current screen.
• Save: Jump to the "My Self-Made Courses" collection list in interface 8, and a toast message "Saved Successfully" will pop up, which will disappear after 2 seconds.

Course details page: Click the course name without added actions in interface 4 to enter interface 3; click the course name with added actions in interface 8 to enter interface 9. The details page displays the course cover, "self-made course" label, course name, calorie consumption, course difficulty, course time, recommended exercise frequency, required equipment, course content, added button, and start training button:

• Course cover: Click the gray area at the top of the screen to select an image or change the cover image. A pop-up box will pop up below to select "Take a photo, select an album, or cancel" (if the camera or album is not authorized, authorization must be obtained first);
• Calorie consumption and course time: calculated by the system based on the action content selected by the user;
• Course difficulty and recommended practice frequency: estimated by the system based on the action content selected by the user;
• Required equipment: Based on the course selected by the user, all the equipment used will be listed, and after expanding, the relevant product links will pop up; if there is no equipment, "None" will be displayed and cannot be expanded;
• Course content: This module displays the number of action groups (click to expand to interface 10), thumbnails of each action (including action name and time, click to enter the action details page), and rest time between groups. It is displayed in horizontal format and you can swipe left and right to view all action content. Interface 10 is a vertically arranged course content list, showing the label, name, time or number of each set of actions. Click to enter the action details page. A "Difficulty Adjustment" button is added to this interface. Select it to enter interface 7, where you can readjust the course. If the user has not made any adjustments to the course this time, clicking "Save" will pop up a toast prompt "You haven't made any adjustments to this course~", which will disappear after 2 seconds and the page will not jump;
• Added: Click this button to add your custom course to other collections. The logic remains unchanged. If a user deletes the "My Self-Made Courses" collection, all self-made courses will be deleted, including self-made courses added to other course collections;
• Start the nth training: n is the number of training times + 1, and choose to enter the training;
• More options in the upper right corner: As shown in interface 11 below, change the original "Live Training" function to "Modify Name", you can modify the name of the self-made course, click to jump to interface 12, the text input logic remains unchanged, click "OK" to save the changes and jump to interface 13 course details page, toast prompts "Save Successfully" and disappears after 2 seconds; "Cancel" returns to interface 11. Added "Delete Course" function, which has the same logic as other deletion functions.

Level restrictions: According to Keep's official data, the time requirements and number of users to reach a fitness level are shown in the figure below. Users are allowed to use the self-made course function only when they have reached a certain length of fitness time and have a certain amount of fitness experience.

When the function is first launched, it will be open to users above level W17 (more than 40,000 minutes of fitness), and some active users from levels W12 to W16 (between 20,000 and 40,000 minutes of fitness) will be randomly invited to participate in the internal test. After one month, user feedback will be collected and the function will be iteratively upgraded before it is fully opened to users above level W12.

Two months later, based on user usage and satisfaction with the function, a decision will be made as to whether to continue opening it to users with lower levels (the levels mentioned above are examples, and the specific level restriction rules need to be jointly determined by the product, operations, and course design teams).

2.2.3.4 Functional objectives

• Allow users with certain fitness experience to develop personalized courses without being restricted by official courses, giving these users more room to play, improving satisfaction with course modules, and increasing retention;
• Imposing certain level restrictions on the self-made course function can, on the one hand, ensure the quality of the self-made courses, and on the other hand, serve as a certain incentive for users with lower levels.

2.2.3.5 Iteration direction

• Copy official courses: After the basic functions of self-made courses are stable, a one-click copy official course function is added, and users can design their own courses based on the official course action list;
• Publish self-made courses: Support users to publish self-made courses. After being officially reviewed, the courses can become public courses for all Keepers on the site to follow, making the course variety more abundant, which not only satisfies the creator's sense of accomplishment, but also meets the personalized needs of users.

3. Data statistics requirements

4. Demand coordination department

4.1 Course Design Team

• Add three category labels to all the movements in the movement library: "Warm-up", "Training", and "Stretching";
• Record all actions in the official courses and expert design courses that are not listed in the action library into GIF animations, and add corresponding group labels and category labels to the action library;
• For actions involving equipment, the name of the equipment must be listed;
• Set an initial value for training duration or number of each action in the action library; set the value of the rest time n between left and right symmetrical actions under the "Training" label;
• Set the default rest time for each exercise in the "Training" tab;
• Set the maximum number of action groups to add to a self-made course;
• Determine the order in which actions appear in each group and category of the action library.

4.2 Operations Department

• Responsible for promoting the "Adjust Official Courses" function and the "Self-Made Courses" function among eligible users;
• Discuss with the product team and course design team to decide on the level restriction rules for the initial launch of the "self-made course" function; invite some active users who are about to reach the restriction level to participate in the function experience;
• One month after the function is launched, conduct a user survey, including user usage, satisfaction, opinions and suggestions of the function;
• Discuss with the product team and course design team to decide whether the "self-made courses" function should be open to more users after the revision.

4.3 Service Department

Design a beginner's guide for the functional logic of "adjusting official courses" and "self-made courses".

Author: M.Lamiraud

Source: M.Lamiraud