In recent years, with the improvement of material conditions, people pay more and more attention to their health, so more and more people will take physical exercise. At the same time, due to the rapid development of the mobile Internet, a large number of sports apps have emerged. Running is a kind of exercise that can be carried out without preparation, so you can often see the running status on major social platforms. So most sports apps are based on running to build applications, and some applications are even only suitable for running.
There are thousands of sports and fitness applications, which are mainly divided into three categories: ① outdoor sports applications focusing on running and striding, such as thump, Yuedong Circle and Yidong GPS; ; 2 fitness and shaping applications, such as Keep, mint(3) vertical exercise applications, such as abdominal exercises, which are aimed at a certain part alone.
Summary: Because the threshold of running and walking is low and the audience is wide, this kind of users are of large order of magnitude. Moreover, China's sports industry is in a period of rapid development, and the market competition of sports social products is fierce, and the market pattern is gradually established. At the same time, the growth of user scale will drive many business model attempts, revenue will grow rapidly, and the whole industry will enter a period of steady growth.
Second, competitive product analysis
2. 1 Main objectives of competing product analysis:
Understand the development of domestic sports app industry, starting from the strategic level, scope level, structure level, framework level and performance level, and combining with demand analysis, cross-study the differentiated features such as product positioning, function, hierarchical structure and interface, and summarize the differences and advantages of several representative sports apps. Determine the design direction of the new sports APP.
2.2 Selection of competitive products
Based on the comprehensive ranking and their familiarity with these apps, we chose four relatively young and fashionable sports products, namely Keep, Feel, Glug and Yuedong Circle, which ranked in the top ten and were representative.
Experience model: iphone6s plus? System: ios 10. 1. 1
2.3 Strategic level
2.4 Range layer
2.4. 1 functional scope
2.4.2 Comparison of features and functions
1. Yuedong circle features:
Yuedong Circle encourages users to keep exercising every day through various challenges of red envelopes. There are both personal daily red envelopes and team activities after joining the circle. The reward of team participation is much higher than that of individuals, which encourages users and cultivates a sense of collective honor.
1. Glug special function
In the "Discovery" page, a wider range of activities derived from sports are mainly reflected. The selection content in the "Sports Circle" is rich in information, and the dynamics are similar to those of WeChat friends circle. Users can post status, photos and reply to others' status. Enhance the user's stickiness to the APP through the interaction between people.
Keep has a series of various forms of fitness programs, and also recommends the combination of diet and music to meet other needs of users and let users enjoy it in the process of fitness.
2.5 Structure Layer-Information Architecture Comparison
2.6 Analysis and summary of competitive products
1. Through the comparative analysis of three competing products, I realize that there is still a big difference between sports products and fitness products. Both Yuedong Circle and Glug are typical sports products, whose core function is to record sports data, and other extended functions are also inseparable from sports. Therefore, users will be encouraged to persist through red envelopes and competitions. At the same time, shopping malls provide hardware purchase channels, and products can also be bound with hardware equipment to improve the accuracy of records. This kind of products almost flooded the whole sports product market, and the major brands of mobile phones or QQ also withdrew from the step counting function, so the homogenization phenomenon is more serious.
2. Fitness is just one of many purposes for people to exercise. Many people may not necessarily run to lose weight or keep fit, but just to enjoy the pleasure and relaxation brought by exercise. Keep is the most representative fitness product. As can be seen from the function coverage table above, keep has a wealth of recommended training and video teaching courses, which is Glug in line with the positioning of Keep mobile fitness instructors. Its purpose is not to accurately record the user's exercise data, but to provide users with a variety of fitness programs and plans. Keep also recommends healthy eating and fitness, and its exercise is not mainly outdoor. The most used scenes may be some gyms, so there are no nearby city activities or group activities like Yuedong Circle and Glug. The purpose of fitness may be stronger, so it is necessary to remind users to achieve the expected fitness goals through planning and courses.
3. Sports apps are different. It doesn't have a strong purpose, and it doesn't have to accomplish any specific goals, as long as the user enjoys happiness during the exercise.
4. New direction: At present, most sports products motivate users through competitions, red envelopes and honor grades. In many cases, it is really difficult to keep running every day, but I think exercise itself is fun. Many people like to listen to songs while running, not necessarily to lose weight, but perhaps just to let their brains empty and relieve stress. I think there are many products that encourage users to exercise by participating in competitions and counting steps. I hope to build a small and beautiful lightweight sports product, which can create a relaxed sports atmosphere and help users relieve stress.
Third, user research.
3. 1 questionnaire survey
3. 1. 1 Summary of questionnaire contents and results (* * * 257 valid questionnaires were recovered)
1. What's your gender?
2. How old are you?
3. How often do you exercise?
4. What is your reason for choosing exercise?
5. What do you like to do at the same time during general exercise?
6. Where do you like to exercise?
7. Have you ever heard of or used sports apps?
8. What do you think are the three shortcomings of the sports APP you know or use (please choose three)?
9. What are your favorite features of the sports APP?
3. 1.2 Summary of questionnaire survey
From the results of the questionnaire survey, we can see that the frequency of users surveyed is still very high, and only about 6% of the respondents hardly exercise. In this era of national fitness, although the market is full of sports products with similar functions, there is still room for survival as long as we can explore new directions. The main purpose of people's exercise is to pursue a healthy lifestyle, and at the same time, a large proportion of people release stress and lose weight through exercise and fitness. It can be seen that many people insist on running and other fitness exercises not necessarily with a strong purpose, but also as a way to relax and enjoy life. Therefore, how to create a relaxed and comfortable sports atmosphere for users through APP is a direction worthy of breakthrough. While exercising, more than half of users will choose to listen to songs or radio, doing nothing, and the proportion of users who only focus on sports is not high. Therefore, whether the function of listening to music /FM can be added to sports products is a direction worthy of consideration. Among the existing products, Netease Cloud Music has the function of providing running FM, but only the most basic functions such as detecting the number of steps. If we can provide different music or broadcast content suitable for sports scenes in the APP according to users' preferences, it may be a new direction worth breaking through. However, considering that the places where users exercise are mostly in outdoor environments such as roads, playgrounds and parks. And the outdoor environment is generally not a WIFI environment. Can you consider letting users automatically cache songs like a magic box in the WIFI environment? When users run outdoors, they can directly play the cached music list, which can solve the pain point of listening to songs in outdoor places and consuming traffic. More than 50% users think that the functions of existing sports products are too monotonous. Personally, I usually use the most pleasure laps, only count laps when running, and occasionally participate in some competitions. I also feel that the activity of sports products is not high, so I think it is in line with the needs of users to expand some functions that meet the sports scene.
3.2 Role modeling
Name: Haruko (female)
Age: 2 1 weight 48kg height 158cm.
Occupation: college student
Hobbies: listening to music, drawing, reading and running.
Behavior: 1. I will run 2-3 times a week in the playground downstairs of the dormitory, about 4 kilometers each time.
2. I used the Yuedong Circle, but I didn't get the reward for participating in the printing competition because I didn't insist on running continuously. Not every time you run, you will open the happy circle, and sometimes you will forget it.
3. When running, I will listen to songs with Netease cloud music, and sometimes I will listen to the radio with Himalayan FM.
4. I am not used to using hardware devices such as bracelets, and I rarely visit shopping malls in eastern Guangdong. I'm not interested in technology products.
5. Usually, the study pressure is relatively high. I relax myself by running and enjoy the sense of accomplishment brought by running, but there is no need to lose weight.
Demand: 1. I hope sports products can play songs, so I don't have to switch between music products and sports products every time I run.
2. I feel that the functions in the Yuedong circle are too complicated, and I hope to have a minority sports product full of literary flavor.
Pain point: 1. The game is hard to stick to, and it is often not rewarded.
2. Switch between music products and sports products during exercise.
3. Outdoor listening to songs consumes traffic
Fourth, demand analysis.
4. 1 product positioning
A lightweight sports product with the function of statistics and sharing of exercise amount eliminates the complicated functions such as sports events and shopping malls in the existing sports products, and creates a comfortable and relaxed sports atmosphere for users at the initial stage of the product.
4.2. Demand change
According to market research, competitive product analysis, user research and product positioning, business objectives are transformed into user behaviors, that is, products are helped to achieve their goals by guiding users to use them. Turn the demand target into specific design direction and measurement index.
4.2. 1 business demand analysis
4.2.2 User demand analysis
4.3 key factor decomposition
4.3. 1 key factor decomposition of business objectives
According to business objectives, analyze users' wishes, and get users' motivations and possible concerns before using products.
4.3.2 Decomposition of key factors of user demand
Analyzing the user's behavior according to the user's experience goal can make clear the obstacles that the user may face in the process of using.
4.4 Requirements Screening, Classification and Function List.
1. Basic functions
Keywords registration, step counting, statistical data, registration, login, setting, perfecting user's personal information, collecting, evaluating, searching, private message,
2. Core functions
Automatically play the contents cached in the music library or FM when running, recommend songs suitable for users' sports according to their data and preferences, and record my running (listening to songs).
3. Features and functions
Automatically cache songs under WiFi, share sports achievements by recommending songs to friends, display sports data in a visual form based on sports communities with hobbies, and release trends in combination with running and music.