This lecture discusses how to design a model with user growth as the core, and talks about a fitness app that we are all familiar with-Keep.

In 20 14, Wang Ning was a senior. He was lovelorn because he was too fat. When he was looking for a job after graduation, he was afraid of being rejected, so he decided to slim down. His psychological motivation is very strong. He has been to almost all online weight loss communities and read all about weight loss.

He noticed two things:

First, what he wants is the certainty of who can give him success in losing weight. He is eager for someone to tell him: if you do this, you will lose weight.

Second, it was already 20 14, and the fitness videos available on the internet were still very old.

As a computer major, Wang Ning thinks he is very good at collecting information through the Internet. However, it took him six or seven months to piece together, complete his own knowledge structure and sort out his own plan. And he succeeded in losing 40 pounds, and the whole person was reborn.

So he became the object of consultation by people around him. He first made a PPT to convey his knowledge.

Later, his friend suggested making an App. So I made version 0.5 of Keep.

This 0.5 version has two points worth mentioning:

First of all, his video content was edited online. However, each action has a detailed explanation. Although rough, the core delivery has been completed.

Second, keeping the slogan and self-discipline gave me freedom, which was this one at that time. Wang Ning used this sentence to motivate himself to lose weight. Later, this sentence with spiritual energy also deeply aroused the feelings of countless people. This is also the psychological energy that Keep provides to users.

Later, Wang Ning got an angel financing of RMB 3 million. So he hired two models, a man and a woman, and spent three days recording his own copyrighted action video with a SLR camera. The whole process of renting a venue and hiring a model ... the whole set cost 30 thousand. This is the 1.0 version of Keep, which has *** 150 actions.

Keep is version 6.2 today. In addition to fitness, it has added running and yoga to serve 200 million users. Keep the action library. How many actions does a * * * have? 1600 action.

First, you can say that Keep has no innovative content, it just completes the core delivery. Just finished the appearance of the basic product, meeting the user's score of 0 ~ 70.

1600 actions, none of which was invented by Keep, but a product with a score of 0 ~ 70 can serve users and cover a large proportion of people. For example, McDonald's did this.

Second, Keep not only provides core delivery, but also designs an enhanced loop to make users more reluctant to give up. For example, the data record on Keep is its enhanced cycle. Loyalty has no value, who will be loyal?

However, from 2065438 to June 2009, the monthly active users of WeChat exceeded 1 1 billion, and all employees in China have been announced to go online. From then on, the Internet bid farewell to the era of new users and entered the stock competition. Whoever can gain user loyalty will win. Whoever makes the user's loyalty valuable wins.

In this new era, the user enhancement cycle should be part of your product design. Without it, you can't win.

Thirdly, Keep has designed the network effect in addition to the core launch and enhanced cycle design.

Very clear and strong scenes, and communication and participation are very simple, so as to form an effective user fission.

Keep has an interesting design in network effect. Compare several sports apps, such as Keep, Glug, and jogging circle. Keep is the only one that offers yoga classes. Many people don't know the yoga category of Keep, but it is actually an important part of the network effect of Keep. Why? The influx of female users.

Clear scenes, simple participation and chemical reactions form a growing network effect.

New infrastructure and services are worth transforming. If we look at Keep, personal fitness education, Jane Fonda and Duoyan Zheng abstractly, the essence that everyone conveys is the same: fitness knowledge service.

The same set of actions, the same set of knowledge, Keep, fitness personal training, Jane Fonda, Duoyan Zheng passed it on to you in different ways. Their own business models are different. Keep has done it again with new infrastructure in the era of mobile Internet. You can say that there is nothing new in its core transmission, and knowledge and action have already existed. Keep, based on the new infrastructure, has made the user-enhanced loop and network effect that previous service providers can't do, and reached the user scale that previous service providers can't do. This is an innovative model and a moat for Keep.

Many entrepreneurs, after completing the core delivery, feel that their business has already started, waiting for the natural growth of users, thinking that natural enemies will not come. User-centered product design is correct, but incomplete. We should do user-centered experience design and growth-centered model design. Based on the new infrastructure, create a new growth model and moat. All categories are actually worth doing again.