Test model: iPhone6s Plus

Operating system: iOS 10. 1. 1.

Test network: WIFI

Test version: keep v3. 14. 1.

Second, the market situation

? In recent years, with the growth of the middle class and the increase of disposable income, the fitness industry in China has developed rapidly.

This seemingly petty-bourgeois sport has become the new favorite of many young people, and more and more people who pay attention to their health have begun to exercise. In 20 18, the fitness industry in China will reach the scale of 6.83 billion dollars, which will lead to the emergence of many fitness apps, such as Le Dongli, Yuedong Circle and keep. Keep is a popular fitness app recently.

Keep is a mobile fitness platform based on content teaching and social mode. 20 15 was launched in February, and four rounds of financing have been completed since it was launched in February. At the beginning of April, Keep, a mobile fitness platform, updated the new version of 3.0, adding two functions of running and e-commerce, and officially started to do e-commerce, transforming from fitness tools to sports platforms.

According to the monitoring data of Bida Consulting Data Center, the number of keep active users has continued to increase in the past six months, and the growth rate of active users has obviously accelerated since February 20 16. By April 20 16, the number of active users had reached1297,000, an increase of 76.9% from the previous month.

According to the cool data monitoring, the download volume of the keep platform adds up to1.300 million.

Let's analyze the product keep from five dimensions.

Third, the strategic level.

1. Portrait of users: White users who want to exercise for three minutes but don't want to spend money on going to the gym are mainly under 50 years old, especially those aged 20-40, and the ratio of male to female is similar.

The number of people is mainly concentrated in first-tier cities. No wonder there are more middle classes in first-tier cities, and these people have a strong demand for fitness. Keep was developed by Beijing Calorie Information Technology Co., Ltd., so there are more users in Beijing.

2. product positioning: keep is a mobile fitness tool App focusing on fitness, which mainly solves the fitness needs of small white users who want to exercise but don't know where to start. For example, the main pain points of these users are: they want to exercise, but they don't have time to go to the gym and want to exercise, but they don't know where to start and want to exercise, but they can't afford private education and want to exercise. There are too many online tutorials, and I don't know where to start. ...

At the same time, with the social function, users can show off their fitness achievements here, handsome guys can appreciate beautiful women, beautiful women can appreciate handsome guys, and interest groups can find like-minded people.

3. Liquidation mode: Now it is mainly realized through the mall, and the products in the mall are mainly sports-related products. For example, if users need yoga mats for yoga, they will sell various types of yoga mats in the mall.

Fourth, the scope layer.

1, basic function: As a fitness APP, its main function is of course to guide users to exercise, such as zero-basic adaptive training, muscle exercise schedule, squat introduction and so on. Every video instructor will do it with you, unlike a fitness instructor who only instructs you in posture and then practices it by himself, so that you can have someone to accompany you. You can also customize your own exclusive course training plan according to your physical condition.

2. Extended functions

In addition to the basic fitness function, keep also does other functions: socializing, eating and shopping.

First, social functions. After the fitness, you can make a card, take a photo and share it with your friends, QQ space, Weibo and so on. 1, which can satisfy vanity and show a good figure. 2. It is also a supervisory role for yourself. Try to think that you used to share your fitness achievements in your circle of friends every day. In case you can't persist that day, you can persist if you think your friends will give you some praise.

Classification team. You can find like-minded people. When we exercise with like-minded people, we can stick to it. For example, Yiquan Girl Group, keep Beijing Tour Group and the most popular skin in fun run can enhance users' sense of belonging and enhance users' stickiness.

? Community talents. In the talent recommendation module, keep is divided into several communities, and users can pay attention to and express their training skills and experiences. People with the highest degree of attention and praise can become community experts, get exposure in the community expert section, and others can also pay attention to you and interact with you.

Second, the dietary function. Breakfast, lunch, dinner and extra meals are provided respectively. After each meal, how to do it requires corresponding ingredients, and recommend some recipes according to the different effects you want to achieve (such as plasticity and muscle gain). ), it is very helpful for some users who want to achieve a certain fitness effect but don't know how to eat.

Third, the mall function. Shopping malls are divided into sports equipment, women's shoes and clothing, men's shoes and clothing, and nutritional supplements. They are all sports-related food and clothing products, which is also the first step to realize keep. Banner put some product introductions recommended by keep, explaining that using his benefits can brainwash buyers. At the same time, he also withdrew from keep's overseas purchase, preferring the quality products of foreign brands. Keep nutritionists will check the whole process, and the selected products can better meet the daily health care and healthy eating needs of sports users.

Verb (abbreviation of verb) structure layer

The above picture is the main function structure diagram of keep, which is all in the function of the first-level menu, and is mainly divided into two parts: training and socialization.

Six, the frame layer

1, home page

First of all, there is an outdoor running function in the upper right corner. You can record how many kilometers you ran, how long it took, and how many calories you burned. Having a record will enhance your sense of accomplishment. At the same time, it can be shared, praised by friends, and enhanced the sense of accomplishment.

Home search can find what you want. For example, you like yoga, but there is no yoga on the homepage. Where is yoga?

The search results will be presented as: all, courses, actions, trends, users, topics, groups, goods, recipes, which are convenient for you to find, but still relatively complete.

Of course, the homepage shows your training results, how many minutes you trained, how many times you completed, how many days you accumulated, how many calories you burned, and your friends' training rankings. Different training duration will be at different levels, which will actively promote users to increase their time. At the same time, the training ranking of friends can arouse your heart of comparison, thus promoting your exercise, which is the same as the ranking of friends in the WeChat campaign.

My schedule is very helpful to people who have no exercise purpose. He will arrange your training schedule as long as you enter the training effect you want to achieve. There is not much time for exercise every day. You are more persistent and even have a rest day. I have to say it's still very human and helpful to those lazy people.

My training is just some of your training courses. You can choose your own training courses according to the training difficulty, equipment and parts, which is very helpful for people who want to train different muscle groups and different parts, but don't know how to train. At the same time, the coach accompanies you in training, which is very different from those coaches in the gym who only guide you in posture and then practice by themselves. This is equivalent to having someone to practice with you and keep you exercising.

Recommend training is to recommend some exercises you do according to your exercise goals, that is, gain muscle, shape and lose fat. ...

I recommend watching the training effect of some beautiful and handsome guys, and tell you that you can also practice his sample paper to cheer you up. And tell you some theoretical knowledge about how to eat and exercise, thus enhancing the user's stickiness. Imagine being tired of fitness. Look at these books. You are a fitness enthusiast. When you don't exercise, you can also open the APP on the subway, read relevant content, and recommend your relevant knowledge according to your preferences.

Step 2 find out

It is found that this piece is mainly social function and shopping mall function, and the design of this piece is also relatively heavy.

Choose first. Here are some fitness trends. You can find fitness experts in the same city, groups you are interested in, and different experts you care about. The recommended reading points of the topic and the home page are the same, which are divided into fitness knowledge, nutritious diet and equipment guide. Here, you can find fitness friends in the same city, join groups you are interested in, pay attention to your favorite experts, and find your sense of belonging while sharing your trends with others.

The training part mainly shows some training contents. You can choose the training you need according to your own goals, which is the same as adding training content to the home page. The following is the content divided according to the action library. The music library is interesting, but it's all light music. I think people may prefer to listen to some songs while exercising, especially when running.

The diet is mainly breakfast, lunch, dinner and extra meals. To recommend how you should eat, it is very helpful for people who exercise but don't know how to eat.

Shopping malls mainly buy some sports equipment and nutritional supplements. Here you can choose the equipment you want to help you keep fit. There is not much to show. You can walk around it and easily choose what you want, which is also a way to realize Keep.

3. Dynamic

Here, you mainly show your own dynamics, some friends you care about and the groups you care about. At the same time, release the dynamic in the right corner. You can easily send dynamic messages. You can link your address book friends in the upper right corner to quickly find those friends who are also using keep in your mobile phone. If it doesn't work, you can invite them. For keep, it is a good means to increase users.

4. I

My part mainly includes settings, message notification, personal basic information, rating related content and shopping related content.

Here, we will focus on the horizontal module. The results module includes training results, running results, my badge and so on. This is the same as how many days you log on to QQ, and different levels will be displayed. When the QQ grade just came out, someone hung up every day to upgrade, and his grade can also play a role in urging users to exercise.

VII. Performance layer

The overall visual design is fresh and elegant, with clear classification, giving people a sense of input. The healthy color is mainly green, which is somewhat similar to the feeling of foreign apps. With beautiful pictures as the background, plus a mask, the words expressing the theme are written on it, giving people a simple and atmospheric feeling, and the operation tips are quite in place.

Eight, there are some problems.

1, keep is only suitable for some junior white users, not necessarily for those fitness maniacs. They know how to train and have their own fitness circle. If they use it, they can just pretend to find like-minded people.

2. When exercising, you can't watch the video again and exercise again. If you put the video aside, you have to twist your neck. Even if I can, I don't know if this action is not in place without professional guidance. Unlike having a coach next to you, I can tell at a glance and give you guidance.

3. The current realization mode is only the mall. You can cooperate with some gyms to drain. At the same time, you can also cooperate with some marathon events to help them sell tickets. On the one hand, fitness enthusiasts can know what activities there are in time, and then they can have a channel to sign up. On the other hand, it can increase the visibility and realization of the platform.