Mayu product operation analysis!

Menstruation is a very private and important matter for girls. How did Mayu, which was just an app for recording menstrual periods at the beginning, develop and become the app with the highest market share among similar apps? How to retain users when they are gradually leaving? How to change the existing community monetization model? How will the future develop? This article will conduct a comprehensive analysis of Mayu's current situation and future development.

This article will analyze from the following aspects:

1. Product Disassembly
2. Competitive product analysis
3. User Analysis
4. User research
5. Functional analysis and optimization solutions
6. Summarize

1. Disassembly of Meiyou products

Mayu can be divided into seven modules: record, search, personal center, e-commerce mall, community, message and interactive center.

The following is the product function structure diagram of Meiyou:

Product Architecture

2. Competitive product analysis

2.1 Product Positioning of Mayu

When I was discussing this with a friend before, I complained that I often forgot to record when my last menstrual period came, and I didn’t know whether my menstrual period was regular. My friend recommended the Mayu APP to me. She said that she used to record every time she had her period on the calendar, but when she wanted to check whether her menstrual period was regular, she had to flip through the calendar and find another piece of paper to count it, which was very troublesome.

Since she started using the menstrual period recording app, she no longer has to calculate her period by hand. She can also directly turn on the smart analysis to intuitively check whether her period is regular or not. I think there are products on the market that can target girls’ menstrual periods, which can not only record but also analyze and predict them, fully demonstrating that the market is friendly to women.

When I use the Mayu APP to record, I can not only record the date of my period, but also use it as a diary to record my current mood and feelings. Moreover, it can also score the normality of my menstrual period based on previous menstrual data. It is scientific and rigorous, which is incomparable to my previous judgment through manual calculation. Mayu has a strong advantage over similar products in terms of the number of devices in use, so I would like to conduct a competitive analysis on Mayu and explore its in-depth operating mechanism.

Mayu's product positioning is to provide women with a one-stop platform tool for menstrual period recording and communication.

2.2 Mayu Identifies Competitors

Currently, the female parent-child module is mainly divided into two parts: menstrual preparation for pregnancy and parenting. Mayu is positioned as menstrual preparation for pregnancy, and its main business is menstrual period prediction, intelligent analysis, etc. Although Mayu's business is now expanding in the direction of childcare and maternal and child care, it still lacks professionalism and has not yet become popular compared to APPs specifically for childcare and maternal and child care.

Therefore, when choosing the category of competing products, we still choose apps related to menstrual preparation for pregnancy as competing products for analysis. For the menstrual period preparation related apps on the market, the business overlap between Aunt Mart, Menstrual Butler and Mayu APP is relatively high, and they are all popular menstrual period preparation related apps on the market. Therefore, these two apps were selected as Mayu's competitors for subsequent analysis.

Although Girls Calendar is an APP that records life, in addition to the functions of the menstrual calendar, it also includes services such as recording details and keeping accounts. However, its ranking in the menstrual management APP category of iResearch is second only to Mayu and Auntie. Therefore, it can be considered that it also has a relatively large advantage in menstrual recording and can be analyzed as a competitor of Mayu.

Therefore, Mayu’s competitive product choices are: Aunt Flo, Menstrual Manager, and Girls Calendar.

Data source: iResearch Index

2.3 Mayu Business Distribution

The above is the business distribution map of Mayu, Auntie, Grapefruit Auntie and Girls Calendar. It can be seen that:

1) Although the users of these four products are all women who need to record their menstrual periods, Meiyu and Daiyi Ma have also attracted people in the fields of gender knowledge sharing and medical beauty through the expansion of their business . Xiyou Daiyi Ma focuses more on the user group of female users who want to record their menstrual periods simply and conveniently and pursue high efficiency, while the user group focused on by Girls Calendar is women who have a need to record their lives.

2) The business positioning and product development of Mayu and Dayima are basically at the same level. Their product positioning is to provide women with one-stop menstrual record and care, and the functionality of their core business menstrual record is basically the same. Therefore, competition in the business is fierce. Although the core business is the same, it can be seen from the community content that Mayu is more commercialized, with a large proportion of commercial content in its business , such as beauty diaries and promotion of articles published by medical beauty hospitals. At present, the business of the Aunt Flo community is still mainly focused on sharing knowledge about gender and practical stuff .

3) Neither Grapefruit Auntie nor Girls Calendar contains a module for community business. Xiyou Dayou Ma only includes menstrual period prediction and recording services, and its statistical analysis business presents fewer dimensions compared to Meiyou and Dayou Ma. It does not segment women's actual physiological conditions, such as pregnancy preparation, pregnancy, menstruation, and childcare, and only provides simple date recording and statistical functions. The focus of its business positioning is to make the recording interface simple and easy to use, resulting in poor functionality and targeting .

4) The menstrual record service of Girls Calendar requires the permission of the mobile phone calendar. You can view your own records without opening the APP. The service also includes accounting and diary. This is basically consistent with the product positioning of Girls Calendar as a life record, but this product positioning also makes the menstrual record business of Girls Calendar more focused on recording. The algorithm of the intelligent analysis module is relatively simple and only provides an overall score for reference .

5) In terms of e-commerce business, neither Mayu nor Girls Calendar supports users to make purchases based on their own platforms. Mayu has an additional Pinduoduo entrance compared to Girls Calendar, while Girls Calendar is only based on the Taobao platform. Da Yi Ma's e-commerce business is based on its own platform to support users' purchasing operations, focusing on products such as sexual products rather than the sales of all categories of goods .

2.4 Development History of Mayu

The above is a summary of the development history of Mayu and its competitors. It can be seen that:

(1) Pomelo

At the beginning, Mayu's market positioning was to provide software for women's health (menstrual) management and entertainment and dating communities. The commercialization route it chose was to monetize e-commerce traffic through the community . In the two years from 2013 to 2014, it continuously improved the community functions, including using employees' paid leave during menstruation for publicity and operations. The purpose was to quickly monetize the accumulated user traffic after the community e-commerce was launched .

With menstrual period records as its core business, Mayu continuously updates and iterates the detail, classification and analysis algorithms of the records, enabling it to attract users with its core business and retain users with its community, thereby achieving commercialization. Later, Mayu also introduced medical beauty projects as a supplement to the community content, which is actually another way of commercialization.

Mayu's improvement of registration methods and expansion of gadgets and third-party service businesses are also aimed at enriching the services that the APP can provide to women and enhancing user stickiness. Mayu's market positioning has now expanded to become a platform that provides women with one-stop health-related life services and entertainment and dating .

(2) Menstruation

The market positioning of Da Yi Ma is also to provide women with a platform for menstrual period recording and communication. During 2013-2014, Auntie has been continuously improving the functions of its community business. It may be due to a wrong decision or route planning. After briefly launching the sub-product "Yima Aimai", Auntie did not rush to monetize the community through e-commerce. Instead, it continued to develop the gadget business. It was not until May 2016 that it officially began to develop and optimize the e-commerce business.

Although this approach has attracted some new users to a certain extent through the expansion of business functions, it is undeniable that due to the late launch of e-commerce business, the company missed the opportunity to seize the market. This is also the reason why although Da Yi Ma entered the market earlier than Mayu, its popularity and usage rate are still lower than Mayu.

(3) Grapefruit Menstruation

It only entered the market in 2018. Its product positioning is to provide menstrual record and intelligent analysis tools for female users who pursue a simple and efficient recording interface. This has also attracted some users who are tired of the commercialization of Mayu and Dayima communities and pursue simple and efficient recording pages. It has seized some of Mayu and Dayima's user resources in the menstrual record market and has a place in the market. However, if it does not choose to commercialize and monetize in the later stage, it will be detrimental to the long-term development of the software.

At the same time, considering that Grapefruit Aunt is a product launched by a subsidiary of Mayu APP Company, it can be considered that Grapefruit Aunt is Mayu's way of retaining market users . However, there is currently no connection between the two apps, and the users attracted by Grapefruit Auntie have not yet been commercialized, so it is difficult to draw a conclusion. For the time being, Grapefruit Auntie will be analyzed as a competitor of Mayu.

(4) Girls’ Calendar

It only entered the market in 2017, and its market positioning is to record menstrual periods, moods and daily life, personal life accounts, and a tool for all-round life management. This market positioning allows it to attract some users from the menstrual period record market while also gaining some users from the life service market.

After all, for users who do not have strong social needs, in the commercial environment of Mayu and Dayima, an APP with social functions but not very high commercialization level is attractive.

However, due to company decisions or route planning, the existing Girls Calendar APP does not include a community function, and this function was not deleted in the promotional copy, resulting in certain omissions in the promotion, which will to a certain extent cause dissatisfaction among some users. This is something that the Girls Calendar APP deserves attention and improvement.

2.5 Data Performance

The above are the data performance of Mayu and Auntie, from iResearch Qianfan, and the statistical time is March 2020. Because there are too few users of Mayu Auntie and Girls Calendar, the relevant data performance cannot be obtained.

It can be seen that:

1) From the industry monopoly rate, we can see that the two giants, Da Yi Ma and Mayu, account for 88.5% of the industry. The number of active users of Mayu is 2441.3, which is more than 5 times that of Da Yi Ma. There are also large gaps in other data.

As mentioned above, this article believes that although Dayima entered the market earlier than Mayu and actively iterated its products and improved its functions, its strategy was to first improve the community functions and then monetize the community e-commerce. Although it enhanced customer stickiness to a certain extent and attracted some new users, its early product marketing was not as good as Mayu, so it only optimized and improved the functions in the community.

Mayu directly expanded horizontally into the field of maternal and infant care by launching its sub-product, You Baby, and captured a large number of users. Moreover, two months after launching the exclusive sale module to start its e-commerce business, Mayu launched the e-commerce platform Youzi Street and optimized the shopping cart function. After launching "Yima Aimai Buy" in March, Dayima began to iteratively expand its gadget business such as Magic Slim. It was not until May 2016 that it officially upgraded the e-commerce platform to "Yima Aimai Buy", missing the opportunity to seize the market and losing a large number of potential users. This is also the reason why although Da Yi Ma entered the market earlier than Mayu, its popularity and usage rate are still lower than Mayu.

2) As menstrual record apps that include communities, Mayu and Daiyi Ma have very different fluctuation trends in average daily usage time and average daily activation times. Meiyu's data fluctuates greatly, while that of my period is relatively stable, with almost no major fluctuations.

I think the reason for this is that Mayu is constantly exploring new businesses or functions during the product iteration process, or because its marketing strategy has attracted some new users, resulting in obvious fluctuations in its data.

However, Dai Ma has been in a state of stable iteration, with almost no major business changes and modifications. It has basically only improved existing business functions. Therefore, the data trend of Dai Ma is relatively flat, which is related to the product strategies and marketing plans that Dai Ma has adopted for a long time.

3) Data analysis of average daily usage time per person

Data source: Analysys Qianfan Data

The reason for the increase in average usage time per person in 2014 was that the combination of the Mayu community and menstrual records attracted a lot of users. In July 2015, with the launch of Youzi Street, the average daily usage time per person was greatly improved. Therefore, it can be considered that the optimization and upgrading of community business and e-commerce business can increase the average daily usage time per person.

After launching Youzi Street in 2015, Mayu has continued to make efforts and carry out commercialization. However, the average daily time spent by each user has not increased significantly during this period, but has basically maintained a stable and slight increase. But continuous commercialization will also cause users to lose interest in the community.

Therefore, when the focus of Mayu's business development was on e-commerce and gadget business from 2017 to 2018, and the menstrual record and analysis business was optimized from 2018 to 2019, while the development of community functions was neglected in the meantime, the average daily usage time per person showed a gradual downward trend from 2017 to 2019.

It was not until January 2019 that Mayu discovered this problem and optimized the community module, iterated on the Ta & She Circle, and added smart Q&A to the community. It can be seen that from January to July 2019, Mayu had a significant increase in usage time.

4) Trend analysis of average daily startup times per capita

Data source: Analysys Qianfan

From January to July 2014, we can see that the average daily launch times per capita decreased significantly, while the average daily launch times per capita of Daiyi Ma gradually increased. This article believes that this is because Daiyi Ma entered the market earlier than Mayu and has a certain user base. Therefore, Mayu has no advantages, and Mayu also recognizes this point. After the product was launched, it actively carried out marketing and publicity to increase its own popularity, attract users to use it, and achieve overtaking. The average number of word activations per person exceeded that of Auntie and then steadily increased, gaining a higher market share.

2.6 Competitive Product Summary

As shown in the above figure, the current advantages of Mayu APP are its large number of existing users and sufficient funds, while its disadvantages are that its excessive commercialization has led to user loss, lack of control over community content, and there is still room for expansion in market positioning.

3. User analysis

3.1 User role map

3.2 User Profile

4. User research

Through the feedback channels, the author summarized the following issues:

Community:

1. The community lacks regulations and management, has a lot of negative energy, and the reporting function is useless;
2. The community content lacks review and is unprofessional;
3. The article title does not match the content.

performance:

1. The jump and permission application with other software such as Taobao and Alipay may cause the phone to freeze easily;
2. The APP crashes and is incompatible with the iOS system, resulting in the inability to download or update, and the existing account data is cleared;
3. The account cannot back up records, resulting in data loss;
4. The internal feedback channels are not smooth.

Commercialization:

1. Forcefully recommend marketing articles;
2. The lack of screening of advertising content causes discomfort to users.

Menstrual records:

1. When registering, users are required to fill in their menstrual cycle, which affects the user experience;
2. The set menstrual period parameters cannot be changed;
3. The growth record can only record one baby, and the baby's information will be automatically synchronized with YouBaby.

4.1 Research Purpose

This survey mainly focuses on five aspects: menstrual record, community, commercialization, product performance and comprehensive evaluation. Users are divided into two types: students and working people. The purpose is to explore users' potential needs and verify whether the optimization direction is correct. This survey was conducted in the form of in-depth voice interviews, with each interview lasting approximately 40 to 60 minutes. Based on the user portrait, the author found 6 Mayu users through friends, classmates and QQ groups for research interviews, including 2 users who gave up using the product.

4.2 Survey Results

4.3 Summary of Survey Results

Through the survey of four in-depth users and the interviews with two users who gave up using the product, the following summarizes the interview results according to the functions:

(1) Menstrual period recording function

From the survey results, it can be seen that users do not have too high requirements for the overall functions of menstrual recording, but their dependence on menstrual data makes it difficult for them to give up the Mayu APP and choose other APPs, which also makes Mayu have very strong user stickiness. For users who give up using the APP, the menstrual period recording function is not the reason why they choose to give up using this APP.

First of all, most users said that they would forget to change their menstrual status, but they were very resistant to the daily pop-up reminders. Secondly, I was also troubled by the fact that turning on the Mayu reminder function would push other messages at the same time. However, in actual use, I found that the reminder date and content can actually be set in the Mayu settings. It’s just that the location is relatively hidden, and users may not be able to find it easily. There are only reminders for the start and end of the period. Users do not understand the rules of the reminders, which may cause users to not want to turn on the reminders at will.

In this regard, I think the menstrual reminder setting can be placed in a more shallow and eye-catching position so that users can find it more conveniently. It also introduces the rules for setting the start and end of your period to reduce the chances of forgetting to change your period status. I also tentatively asked whether it is necessary to create a shortcut button for the menstrual record function. From the results of user interviews, creating a shortcut entry will improve the user experience to a certain extent, but the impact is not significant. I think you can choose to add or cancel it in the settings.

(2) Community Function

From this survey of some users who gave up using the APP, it can be seen that users’ dissatisfaction with the community has largely led to their distrust of the entire APP. The information flow brought by the community is too large and complicated, and the community content is too complicated and unprofessional, which makes users who pursue efficiency and simplicity give up using Mayu. It is also noted that these users are all users of Apple's iOS system. The health function built into iOS is sufficient to meet their needs for date recording. As for Android users, if Android also launches a system-built-in health function, it is very likely that some users will directly abandon the Mayu APP. For this part of users, Mayu also launched the Xiyou APP to retain them to a certain extent, but the departure of this part of users also shows that Mayu urgently needs to rectify the community functions and content.

The problems existing in the community can be divided into the following points according to the survey results:

• First, the community classification is not clear, resulting in too scattered content, and there are many vulgar and offensive pictures and titles, which makes users have no desire to stay.
• Second, the layout is a mess, there is no control over the quality of replies and posts, there are a lot of clickbait titles, and there is basically no professional content, which cannot give users a sense of trust;
• Third, there is no way to report ads, and ads often use revealing titles or pictures, so users often see these contents when browsing the community, which greatly reduces user favorability.
• Fourth, the overall layout of the community, including the color scheme, cannot give users a sense of sophistication and professionalism. Users are likely to lose the desire to use it, let alone convert it into purchasing behavior.

In this regard, I think the most important issue is to improve the quality of community content and improve readability. Secondly, you can also adjust the appearance and color of the page layout. I made some inquiries about the functions of the community, and users said that adding the option of content of interest when entering the community for the first time would relatively increase the possibility of users entering the community to browse content. The introduction of expert consultations and paid courses can also enhance user recognition and acceptance to a certain extent.

In summary, I think the following changes can be made:

• First, when users first enter the community, they are asked to select content categories and give priority to topics or content that they are interested in. Second, online consultations with experts and paid courses are introduced to increase the professionalism of the community.
• Secondly, use incentive plans to introduce high-quality KOLs to join the community, publish high-quality content, and improve the quality of community content;
• In addition, a chat area is set up to display non-professional content such as users' casual chats in the community, purify the content of other partitions, avoid the community content being too complicated, and thus improve the orderliness of the community content;
• In addition, a personalized recommendation function can be added to avoid Mayu pushing disorganized content topics;
• Finally, the most important thing is to strictly control the content of the community, minimize the release of clickbait, vulgar, and eye-catching content, improve the community atmosphere, increase the useful content in the community, and increase its appeal to users.

As a women's health app, in terms of user trust, the women's knowledge provided by Mayu has an inherent advantage compared to the content of other search engines. Mayu should seize this opportunity, improve its professionalism, provide more knowledge related to women and health, reduce the proportion of other types of articles, create a professional and scientific atmosphere, and thus regain users' trust.

(3) Product performance

In terms of product performance, judging from the interview results, the jumps between Mayu products and other APPs and the compatibility on different devices are relatively good, and the response to user feedback on the inability to download and install on the iOS system is relatively timely. In terms of data synchronization, generally speaking, as long as you log in to your account, the records can be well synchronized and backed up between devices or after re-downloading. In this regard, I think Mayu has done a good job in equipment updates.

(4) Commercialization

From the survey results, it can be seen that users believe that the commercialization level of Mayu is relatively high. Although commercialization is indeed inevitable if the APP wants to make a profit, Mayu can alleviate users' aversion to commercialization and improve the community environment by reducing vulgar content or pornographic advertisements. Although some advertising revenue will be lost in the short term, in the long run, it will be more helpful for Mayu's commercial monetization path.

Regarding Mayu's existing commercial monetization model, namely Youzi Street, the products sold are all categories of products rather than products related to women or gender. Some users think that this is acceptable, but it is strange to appear in a professional APP like Mayu. It does not reflect its professionalism, but makes its positioning unclear.

Considering that Mayu is positioned to provide health services for women, I also surveyed users on whether Mayu could try to add paid courses, online expert consultations and other functions. All users surveyed said that as long as professionalism is guaranteed, they are willing to accept Mayu's services that are more targeted at health and women, and are also willing to consume if the price is reasonable.

I think Mayu can introduce paid courses on gender or women, and can also cooperate with doctors in specialized hospitals to join the online consultation business. This can not only popularize professional knowledge to users, solve practical problems for users, and improve the professionalism of the APP, but also realize commercialization and make the product positioning clearer.

In addition, I think the appearance and layout of Mayu's products can also be adjusted. Changing the color scheme of the product page and the distribution of functions can also enhance users' trust in the product and comfort of use to a certain extent.

In general, the biggest problem with Mayu is the lack of community content and management. However, since users do not want to give up their existing records, they basically will not choose other similar apps. High user stickiness is a great advantage of Mayu. On this basis, if Mayu wants to make users more willing to deeply experience other business functions, it must strengthen the management and standardization of the community, adjust the community pages and layout, and enhance the simplicity of the pages.

Monitor and manage the source and content of advertisements, reduce the proportion of other non-professional content, introduce professional doctor consultations, gender knowledge and other content, add chat areas, integrate content within the community, reduce the proportion of non-professional content appearing on users' homepages, create a highly professional, healthy and harmonious community atmosphere, and improve users' inherent impression of the community, so that Mayu's path to monetization can be better.

5. Functional analysis and optimization plan

5.1 Optimization ideas

Based on competitive product analysis and user interviews, it was found that the Mayu APP still has a lot of room for improvement in terms of community, reminders and content enhancement.

Problems:

1. The quality of community content is not high, and the proportion of professional content is too low, which is not very attractive to users and may even cause users to be bored;
2. The community lacks management and regulation, the community atmosphere is poor, and the user experience is poor;
3. The community page is cluttered, push notifications lack pertinence, and the interface usage rate is low;
4. The rules for setting period reminders are unclear, the entry for setting reminders is hidden, and the user usage rate is low.

Optimization ideas:

1. Improve the professionalism of the community, introduce online expert consultations and paid courses, so that users can quickly learn professional knowledge and get help;
2. Adopt an incentive plan to provide publishers with rewards in the form of EOS tokens by evaluating the content of high-quality community works in multiple dimensions, so as to attract high-quality KOLs to publish professional content;
3. Strengthen management regulations on content posted by users in the circle, and publish the content after review. Create a new chat room module for users to post their daily lives and worries, reduce the frequency of non-professional content appearing on the community homepage, centralize the chat content, and purify the content of other modules;
4. Increase the exposure of reminder settings, add quick reminders and quick record entrances to the home page, increase the priority of reminders, and connect the quick reminder entrance to the small reminder widget page.

5.2 Functional Optimization Mind Map

Mayu function optimization mind map

5.3 Added online consultation function

The existing community content of Mayu is very messy, including many categories of content, which greatly weakens the professionalism of Mayu as a women's health APP. In previous user surveys, some users also said that when they read the so-called "popular science" provided by Mayu, they found that it was inconsistent with their common sense, so they began to distrust the professionalism of the APP and never used Mayu to search for professional content again. Therefore, it is very important to improve the professionalism of the APP. Therefore, it is recommended to introduce hospital experts to conduct online consultations. Users can ask questions to doctors through pictures, texts, and voice, and seek answers, hoping to enhance users' awareness of the professionalism of the software.

Suggested changes:

Introduce hospital experts to conduct online consultations. Users can create personal health records online and choose free consultation or paid expert consultation to realize online consultation. After the consultation, users can evaluate the consultation service for reference.

The optimized interface is as follows:

Users can click to enter the consultation page from the home page and community content page.

Home page and community content page entrance

The consultation function page includes three parts: free consultation, expert consultation and health records. Adding popular answers, experiences and other content to the page enriches the page's readability.

Online consultation home page

5.3.1 Free consultation

The free consultation is conducted in the form of pictures and texts. Users can describe their illnesses through text, voice and pictures and wait for the doctor's response. In addition, users can also increase the reward amount to increase the exposure of their questions and attract more doctors to answer and respond to their medical conditions.

Free consultation page

5.3.2 Consultation with experts

Users can sort and screen experts by department, doctor, disease, etc., and ask questions about their condition through text and picture consultations as well as telephone consultations. In addition, they can select experts based on patient reviews.

Expert consultation home page

Graphic consultation page

Telephone consultation appointment page

5.3.3 Health records

Users complete their personal health records by filling in basic information such as name, gender, date of birth, past medical history and other information, helping doctors quickly obtain user health information during consultations and better assist in the consultation process.

Health Records Page

5.3.4 Service Evaluation

After completing the expert consultation service, users can rate the doctor's service attitude and overall service through star rating, use text and pictures to evaluate the consultation experience, and can also choose to post an anonymous evaluation of the service.

Service evaluation page

5.4 New course features

Considering that online consultations with doctors are limited by online time, many users do not necessarily have a disease that requires consultation, but just want to obtain more relevant knowledge. The course format allows users to obtain professional knowledge without being restricted by time and place. It is recommended to introduce paid courses through courses recorded by KOLs or experts, which can broaden users' channels for obtaining information and is also an innovation in Mayu's commercialization.

Modification suggestion: Launch professional paid video and audio courses, and provide course search and trial functions.

The optimized interface is as follows: users can choose the corresponding video or audio courses to purchase and watch or listen to. For non-free courses, a trial listening function is added to allow users to have a specific and in-depth understanding of the courses.

Course Features Page

Video course page

Audio Course Page

5.5 Add chat room function

From previous user interviews, we can see that many users lose interest in the community after opening it and seeing a bunch of inexplicable moods or help posts, and will not continue browsing. Therefore, I think the introduction of chat rooms can allow users to express their feelings and worries in the chat rooms, and minimize the possibility of such non-professional content appearing on the homepage, thereby ensuring the atmosphere of the community and improving the consistency of community content.

Modification suggestion: The chat room only integrates the chat-style content posted by users in various user circles, and publishes it in the chat room to purify other content and reduce the appearance of non-professional content in other areas that affects the professionalism of the product.

The optimized interface is as follows:

Chat room function page

5.6 Optimize reminder function

Previous surveys have found that most users do not choose to turn on notifications, which leads to forgetting to change their menstrual status and causing data deviations. The reason why users refuse to open notifications is that they are resistant to the ads that are pushed when they open notifications. In the actual use of Mayu, I found that Mayu actually has better reminder settings in the small reminder widget, but the location is relatively hidden and users generally do not find and use it.

Therefore, it is recommended to increase the priority of reminders, set up a quick entry for reminders on the homepage, and increase the exposure of reminder settings.

Suggested modification: Add quick entry for reminders and records on the homepage, connect the quick entry for reminders with the small reminder interface, and retain the original small reminder tool on the "Me" page.

The optimized interface is as follows:

Reminder function entry and page

5.7 Incentive Program

There is very little professional content in the existing community, and the authenticity of the articles varies, which greatly affects users' judgment of the professionalism and trust in the product. In previous user interviews, some users eventually chose to give up using the product because of the poor community experience of Mayu. Introducing KOLs and increasing the popularization of professional knowledge can greatly improve the quality of community content. It is recommended to adopt an incentive plan to attract high-quality KOLs to join, change the quality of community content, and enhance users' trust in the product.

Suggested changes:

An incentive plan is set up to make multi-dimensional judgments on the number of likes and collections of users' published works, and then incentives are provided in the form of YU Coins to attract high-quality content publishers to join. Users can withdraw yubi or directly exchange and purchase it in the yubi mall to obtain actual benefits.

The incentive mechanism of the incentive plan is as follows:

By joining the incentive plan, creators will be given rewards in the form of yuzu coins based on the number of likes, collections, readings, and other data of the works uploaded by users after joining. Users can use yuzu coins to directly redeem goods in the yuzu coin mall, or they can exchange and withdraw money in the form of 10 yuzu coins for 1 RMB, introducing professional, high-quality content and high-quality KOLs into the community.

The optimized interface is as follows:

Incentive Program Page

6. Conclusion

Since its launch in 2013, Mayu has successfully occupied a dominant position in the field of women's health, but this has also been accompanied by users' complaints about Mayu products. The service quality of similar products such as Da Yi Ma is constantly improving, and users' built-in health systems on their mobile phones have gradually increased their dislike for Mayu.

So how do you survive in such a situation?

The author believes that Mayu should make good use of users' reliance on existing data, strengthen user stickiness, improve the quality of community content, enhance community atmosphere management, win back users, and reduce further user loss. Secondly, expand the monetization methods. Vulgar advertising content is also an important factor that causes users to be disgusted. Try to supplement the community content while monetizing.

Finally, as a leading APP for women's health, although Mayu has more abundant funds to support its transformation and upgrading or expansion into other fields, as a leading APP with such a large number of users, Mayu must be more cautious in its decisions. All I can say is that Mayu still has a long way to go on this road.

Author:42

Source:42