By collecting the stories of fitness users, the author analyzes that fitness white usually goes through the process of "deciding to start fitness"-"choosing a fitness App to help him exercise"-"choosing to give up/continue to insist". Fitness Xiaobai decided to start fitness mainly because he was afraid of being called fat, hated himself now, longed for more praise and pursued a healthy lifestyle. The main reason for choosing a fitness App is that "with courses and guidance, you can see the effect", that is, with systematic courses supplemented by fitness guidance, you can see the effect after a period of time.
Selected user stories 1
"Finally, I really made up my mind to have a primary school reunion. There is a sister who is also 170+. At that time, I weighed 130 kilograms, while others weighed 100 kilograms. At that time, I looked at my thick thighs and pinched the fat on my stomach. There is really no moment when I hate myself and my laziness. I eat and die day by day, and I am paralyzed. Early twenties should be the most beautiful age, but you can only envy others and ask them how to keep fit. They can only listen to everyone's praise for her and dislike their own fat. "
Selected user ii
"My friend asked me to record a video to help him propose. After I readily agreed, I didn't know I was fat until I saw the video. I really can't help but plan to lose weight. "
Demand analysis
-Exercise needs
-Stimulate demand
-Raiders learning needs
Exercise demand
According to the user analysis in the previous step, the main reason why Xiaobai users choose the fitness App is "having a systematic and ready-made course, having certain fitness guidance, and persisting for a period of time to see the effect", which corresponds to the exercise demand. Xiaobai users need to find their own exercise direction and make a training plan; Need App to provide guidance during exercise, answer their questions and so on.
Incentive demand
With the implementation of the training plan, users may feel tired, lose their enthusiasm for starting, or even give up directly. Then users need spiritual encouragement, which creates incentive demand.
Learning needs of raiders
Scientific and efficient training is a good way to keep fit, and it needs a certain technical threshold to achieve scientific and efficient training, which corresponds to the learning needs of Raiders. However, the learning needs of Raiders are not necessary, and the analysis is as follows.
Following the training plan meets most of the learning needs of Xiaobai users and makes them more professional, which requires a certain learning cost. For example-"Everyone wants to eat when they are hungry, and they expect better food, but in fact, not many people are willing to spend time learning skills according to the videos of online food bloggers".
From the scenario analysis, the scenario with the most users-the exercise scenario (such as opening the App to follow the training) will not have a strong demand for strategy learning. After the user exercises, it is the best time to click on the content to explore the freshness.
This kind of scene similar to visiting communities and forums is the favorite of users with high loyalty, while the loyalty of Xiaobai users is relatively low or in the training stage.