Keep was born in its founder Wang Ning's first painful experience of losing weight. At that time he didn't know how to start losing weight. He just responded to the saying that "everything is difficult at the beginning" and collected a lot of information on the Internet. It took him six or seven months to collect all the fitness information he needed. Based on this starting point, Wang Ning made the fitness product keep. I have to say that this product has also brought quality courses to various fitness whites in the future, which has changed many people ~
Next, analyze this product from the mobile app ~ yo-yo ().
I. Product introduction
Product name: keep
Version number: V3. 14.0
System: Android
Slogn: mobile fitness instructor
Second, product positioning
Fitness video teaching+social mode app, users can use fragmented time to choose fitness courses suitable for them anytime and anywhere for real-life synchronous training. Fitness plan is aimed at different people, different equipment and different stages of fitness goals to achieve the user's fitness goals.
Third, demand &; Pain point+target user
Demand:
Have a perfect figure, or a better figure curve.
Have a healthy body
Difficult question:
Frequent overtime work can't guarantee going to the gym for training;
It is inconvenient to go to the gym;
The membership fee is high and the professional level of coaches is uneven;
Fitness at home, no one to guide, do not know how to match the movements, whether the movements are standardized;
There is no way to stick to it.
Target users:
The proportion of people under the age of 39 is about 83%, and the ratio of male to female is about 6:4. There are slightly more male users than female users.
The region is mainly concentrated in Beishangguang and cities with better economic development such as Zhejiang and Jiangsu.
The crowd is mainly college students and working young people. These users hope to exercise good health and improve their happiness in life!
The picture below comes from Baidu Index.
Fourth, function
The main structure of keep is as follows:
It is divided into four parts: training and discovering dynamic self.
Training section:
Show the training results of users, courses and training courses added by users;
In addition, this version also adds the function of outdoor running.
Discovery section:
"Training" displays training courses, where users can learn more about all courses on keep;
"Diet", in addition to training, we should also pay attention to diet to recommend some reasonable fitness meals;
"Mall" is also a newly added section, indicating that keep will be realized ~ ~
"Selection" mainly focuses on the integration of some high-quality trends (more intuitive, more attractive pictures), topics, groups, talents and special topics.
Dynamic part:
Dynamic display of friends;
Introduce the group you have joined;
Add friends
The core point of keep is fitness video teaching+community, so let's see how keep is done from these two parts ~
How to present and maintain the fitness content of 1
1. 1 My Training section of the training page
Select "Add Training" on the right side of the "My Training" section to display all the training courses of keep (classified according to fitness goals), such as reducing fat, shaping and building muscles. At the same time, you can also select Difficulty, Equipment and Location by filtering in the upper right corner;
1.2 "My Course" section
The "My Course" section is used to customize courses for users according to their own conditions, which are divided into fitness courses and outdoor running courses. Among them, fitness courses are divided into courses provided by keep and user-defined courses to meet the needs of fitness whites and users who have a certain foundation and want to exercise according to their own conditions. The specific course selection is as follows:
1.3 "training" in the discovery section
This part is used for users to find some suitable or new courses. The action library trains for specific body parts to meet the needs of users who want local exercise; "Yoga, abdominal muscles, massage to relax and fat burning" displayed on the page are common needs. It is also convenient for users to find collections and displays. The collection of "Spice Girls/Boys" also satisfies the herd mentality of users. See what other people are practicing, maybe they like it ~ ~
1.4 Discovered the "diet" plate.
This part should be added in the iteration process. As the saying goes, "practice seven points and eat three points", and diet plays a considerable role in the process of fitness. Keep provides some recipes for three meals a day, as well as meals and corresponding recipes for gaining muscle, reducing fat and shaping. This part should be more suitable for people who are working, but for those who are particularly busy at work, I don't know if there are many opportunities to cook for themselves.
1.5 fitness video presentation
Through video teaching, users can intuitively watch how actions are performed. Keep's video feels good ~ ~
Advantages:
There is a preparatory action before the video starts, and it will start in 5 seconds. There will be an action preview at the beginning of the next action, which can make the user mentally prepared.
There is voice counting during exercise, so users don't have to stare at the screen all the time;
When the video is paused or there is a break, some inspiring celebrity quotes will pop up, which can give users great encouragement and let them stick to it;
After completing the action, you can publish the status directly, and the operation is very smooth;
After the action is completed and the status is released, some avatar collections of users who are moving at the same time will pop up to guide users to refuel.
Suggestion:
When doing actions, some of them are not in place. The points that should be paid attention to in the suggested action can be spoken by voice, which can make users do it more accurately.
Every time you finish a course, the interface of sharing punching will pop up. However, if a person trains multiple courses in one day, he will punch in many times, which is a bit too much ... It is suggested that users can choose to integrate all the courses practiced in one day for status release.
You can choose to add a topic when publishing the status, but the page after clicking the topic is blank and a bit confusing. It is suggested that a list of hot topics can be added to this page to increase users' choices.
2. the community embodiment of 2.keep
Keep's community content is mainly connected in series through the dynamic form of user publishing.
"Friends" and "groups" in the dynamic part are two forms of communities.
Ways to add friends: address book matching, Weibo friend matching, WeChat invitation, QQ invitation, best of the month, talent recommendation and recommendation for you. There are many methods, and they cover mainstream social platforms.
How to find groups: The "Find Groups" function on the "Groups" page shows all the groups currently on keep, but the number is not very large. The condition for individual users to create a new group is "training reaches T6", which is a threshold to ensure the quality of the group; At the same time, it is also a way to motivate users to strengthen exercise. After all, reaching T6 requires constant practice ~
Explore the "city" part of this section. Although the socialization based on LBS is weak, seeing the dynamics of people nearby in fitness can still give users a certain sense of motivation, which also shows that "not one person is fighting"!
Where there is a community, there is KOL, and keep is no exception. The "Talents" section of the Exploratory Edition lists fitness experts in various fields. First, it can give these fitness experts the opportunity to show and get traffic; On the other hand, it can also make primary users pay attention to talents in the corresponding fields and get a better example.
3.keep's user incentive mechanism.
The hardest thing about fitness is persistence, especially for beginners, and quite a few of keep's user groups are such people. So the user encouragement mechanism is very important, so what has keep done?
(1) Statistically displays "training duration, number of completions, cumulative days, calories burned" and "total * * * training" on the training homepage, so that users know their own training like the palm of their hand and can see it at first sight every time they open the app. Displaying with specific numbers can make users more intuitive about their training effect;
(2) Training ranking takes advantage of users' competitive psychology. It is a good incentive to recalculate weekly ranking every Monday and monthly ranking 1, which is not cumulative ranking from the beginning.
(3) The functions of "Refueling" and "Comment" after dynamic release make users feel that their exercise achievements have been affirmed through the feedback given by other users. With feedback, you will feel that you are not fighting alone, and the motivation to persist will be great!
(4) Some training videos mentioned above. When the video is paused or there is a break in the middle, some inspirational celebrity quotations will pop up; The voice in the video will encourage users; When the sport is released, some collections of users who have exercised at the same time will pop up to guide users to like it.
(5) Training or running, there will be badges corresponding to the exercise duration. Users can share on social platforms to satisfy users' cool psychology. But in fact, one disadvantage of this part is that badges have no substantial benefits. It is suggested that it can be combined with e-commerce platform, and different levels of badges can offset different prices, and corresponding keep sports souvenirs can also be obtained. I believe this will give users greater sports motivation.
(6) There are some offline activities such as .............. (in view of the time relationship, let's not talk about it.
I have something to do today, and I wrote it in a hurry ... there are still some things I haven't written. I'll fill this hole later.