1. Research background
According to the Insight Report on Marketing Value of China Meipai APP Users released by iResearch in 2020, by the end of 20 19 and 12, the number of daily active users of Meipai APP had reached nearly 300 million, and the APP penetration rate was 20.3%. In addition, compared with the average number of monthly active users of other types of apps such as take-away, online travel and fitness sports. The average monthly activity of beauty-shooting apps is 240 million, which shows that the overall user traffic of beauty-shooting apps is relatively large.
2. Research purpose and content
Through the user survey of American APP users, we can find possible opportunities and provide strong support and basis for product demand development, service model and business model.
Specific objectives:
Understand the reasons why the target group chooses a specific product in the beauty shoot APP? Determine which features need to be improved.
Understand the degree to which the target group is willing to spend on the US APP.
Understand the aesthetic satisfaction of the target group, as well as the unmet pain points and needs.
Specific content:
Understand the motives and specific scenarios of users using the beauty app.
-Why do you use the Beauty APP and why do you choose this product?
Understand users' consumption behavior and willingness to pay.
-Why did you choose to buy this product? Is it acceptable to raise the payment level?
Understand users' usual aesthetic preferences and interest preferences.
-User's preferred photo style.
-Beauty and body shape preferred by users.
-What do users mainly care about when browsing other people's photos?
Secondly, select the target user.
In the field of beauty shooting APP platform, the portrait of a single APP user is more consistent with the portrait of a group. Therefore, in this survey of users in the field of Meipai APP platform, we refer to a portrait of a user without a camera in the "China Meipai APP User Marketing Value Insight Report" published by iResearch in 2020.
1. Gender/marital distribution
2. Age distribution
3. Geographical distribution
4. Distribution of consumption power
5. Occupation and education distribution
6. Distribution of users' main interests
Through the distribution of interests and hobbies of camera-free users, the distribution of usage scenes and the most important factors in choosing the beauty-shooting APP, combined with the analysis of the actual content comments of the beauty-shooting app users in the APP Store, it is found that the beauty-shooting app users mainly use it for the following purposes:
Take a small photo of your life and post it on social media software to gain more attention and recognition.
Have the impulse to share in a specific field, beautify your image through beautiful photos, share information and gain recognition at the same time.
Get others' approval by taking good photos of others.
Have a strong curiosity about makeup and other functions. Through the beauty APP, you can find a different self and get a different experience.
I want to record the present and get psychological satisfaction.
Based on the above analysis, the user portraits are: women born in the 1980s, 1990s and 00s with slightly higher consumption power. They are energetic, pay more attention to appearance, eager to show themselves in social software, have a wide range of interests, pursue quality of life and love a better life. And have a certain spending power.
The screening of survey users is mainly carried out from the aspects of time of use, frequency of use, number of photos related to social platforms, and taking photos as a hobby.
Third, analyze users and problems.
As an APP user, whether you can get your favorite photos quickly is the primary concern of users.
When users use this product, the main problems they encounter are:
1. Is it easy to operate? For some new users, they don't know how to get a photo that suits their aesthetics.
2. The effect is unnatural. I used beauty and other functions, and found that the effect was unnatural and did not conform to my own aesthetics.
3. Whether the VIP function is worth the money and whether the deduction is clear and reasonable, users can't judge whether the VIP function really meets their own needs and whether the deduction is clear and reasonable before opening the VIP.
4. Whether the function is convenient to operate and whether the user needs high operating cost in order to get a photo.
5. Whether the functional style is comprehensive or not, users want to shoot an unpopular style, but the camera can't satisfy it.
6. When shooting, users want to innovate composition and posture after turning on the camera, but they don't know how to do it.
7. Users always pop up advertisements when shooting, and the quality of advertising content is not high, which increases the waiting time cost of users.
8. Is the product experience and optimization good? The user opens the shooting software and finds that the captured shot has passed.
9. Can product updates care about the experience of old users and reduce the replacement cost?
10. Will product smart photos reveal user privacy?
Solution:
1. For novice users, the prompt function is set, and the operation cost of users is simplified. One button can integrate more functions, strengthen label naming and classification, and help users find the required parameters quickly.
2. Optimize the algorithm so that users can save a preferred beauty effect and set different effects for different aesthetics of specific users; Provide reference for pre-shooting, and guide users to take good photos in the early stage.
3. Improve the competitiveness of VIP functions and provide functional trial opportunities; Deduction needs to be clear; Can not affect the basic functions of ordinary users to use the shooting experience.
4. Optimize the algorithm and face model to improve the function automation and one-click effect.
5. Add more high-quality shooting styles after the classification and label names are done.
6. Identify the current scene through AI, create a scene model, and provide suggestions on composition and posture for users.
7. Optimize the advertising content, build a model for users, and put advertisements in a targeted manner; Optimize the way of advertising, and try not to affect the user experience.
8. Pay attention to product optimization, improve running speed, reduce bug problems of products and reduce unnecessary user waiting time.
9. When the product is updated, reduce the changes of important contents such as labels, and add new tips after the changes. You can also add an old version entry, allowing users to choose their own version.
Fourth, prepare user research content.
This survey adopts the form of online interview; All the questions were repeatedly asked and communicated before the interview.
Because we want to make a beauty shoot APP, young female users are our key profit points, and the research on it needs to obtain the basic usage, consumption willingness, aesthetic preference and experience of users in daily shooting, so this interview is also around several points.
At the same time, we will also analyze the user's answers according to the content of the third section to verify whether the user's portrait analysis is accurate. At the same time, during the interview, we will also provide users with possible problems and solutions to further verify the accuracy of the problem solutions.
The main interview questions and core questions are as follows:
Verb (abbreviation for verb) online interview
In order to dig out more useful information, we adopt the method of focus research, and the interview process is conducted in the form of story meeting. First, we make a rough summary of specific scenarios, be objective and neutral when asking about functions, avoid guidance and hints, and dig more into users' memories and their needs for specific points.
Users will explain the questions they don't understand with examples, which does not involve privacy issues.
In order to sort out the information in more detail, we will refine the interview information and establish user files.
Miss a:
Age: 23?
Region: Second-tier cities
Occupation: student?
Income: subsidy+family
Retouching process:
① The main retouching process is that the original camera takes photos → Meitu Xiu Xiu retouching → sending friends circle.
The main functions are: beauty, special effect stickers and puzzles.
② Multi-person photo retouching process, taking photos with the original camera → asking questions → retouching for everyone.
In the second year of this year's research, I contacted the selfie APP at the beginning of my freshman year, took photos with my friends when I went out to play, and wanted to send a circle of friends to meet social needs. Because the original camera didn't look good, I contacted Beauty Camera, Light Beauty Camera, Meitu Xiu Xiu, Faceu and other self-portrait retouching apps. Later, only Mito Xiu Xiu with more functions and simpler operation was left. Faceu is difficult to operate because of the distortion of beauty effects such as smooth camera.
I tried the VIP function in the selfie APP, but it never turned on. Mainly because other platforms have similar free functions, if they bring very distinctive functions, they can improve the film production rate, and other apps can't meet the willingness to pay. In the past, I wanted to find a professional photographer to take pictures, because the time cost (finding a photographer and communicating) was not realized. Pay attention to your image and spend 600+ on big-name clothes and beauty every month.
When I go out to play, I will search for the photo pose in advance. It's a waste of time to turn on the camera and don't know how to shoot it. I look forward to providing gestures for AI to recognize the scene. If I have a good experience, I am willing to pay and share it with others.
I like meaningful group photos with warm stories, natural postures and multiple shots, and I don't like solo selfies. The last time I saw a favorite photo, it was because the posture of the photo was not stiff. I can't stand taking crooked photos. Will take the initiative to use the software used by idols.
The main factors that affect its experience are open-screen advertising and the function of "not used recently".
Miss b:
Age: 24 years old?
Region: first-tier cities?
Occupation: Internet?
Revenue: 1w+
Retouching process:
① The main retouching process is: original camera continuous shooting → picture selection → wake-up retouching → send friends circle.
The main functions are: automatic beauty and body building.
② Multi-person photo retouching process: ① taking photos with the original camera → asking questions → reminding everyone → retouching with a beauty camera.
I am 24 years old. High school began to contact the selfie app, and when I saw celebrities in Weibo, my classmates all used it. In order to meet their social needs, I contacted the self-portrait retouching apps such as Beauty Camera, Meitu Xiu Xiu and Wake-up Picture. I used a beauty camera at first. Because the beauty effect is too strong to be aesthetic, I don't need it. It's more natural to wake up after retouching.
I didn't open a member on the beauty APP. I wanted to go to a professional photographer to take pictures, but because of the time cost and the photographer's appointment, I didn't make an appointment. I am willing to pay for an appointment, and I can bear the price within 2000 (depending on the film). I bought a camera and want to take a selfie with it. Pay attention to your image and spend 1000-2000 yuan on clothes and beauty every month.
Although I know how to take pictures of others, when others take pictures of themselves, they don't know how to communicate because there is no reference. I look forward to providing gestures for AI to recognize the scene. If I have a good experience, I am very willing to pay.
I like photos with natural posture, but I don't like photos with stiff posture. I can't stand photos that are too beautiful and fake.
The main factors affecting the experience are the beauty of the camera and the convenience of use and operation.
Miss c:
Age: 27?
Region: Third-tier cities?
Occupation: white-collar worker?
Income 5000-7000
Retouching process:
① The main retouching process is taking pictures with the original camera → selecting pictures → Meitu Xiu Xiu → making friends circle/photo camera → making friends circle.
The main functions are: automatic beauty, real-time beauty and filter.
② Multi-person photo retouching process, the original camera takes photos → everyone takes turns retouching ||? Take a picture with the original camera and send it to one person for repair.
I am 24 years old. 20 13 started to contact retouching apps, and 20 16 started to contact selfie apps, because they wanted to share photos they went out to play on platforms such as QQ space to meet their social needs, and complete photo typesetting with their mobile phones to meet their work needs. I also like to spend time alone on the sticker function. So I contacted Meitu Xiu Xiu, Xiaoyan camera and other self-portrait retouching apps. At first, I used Meitu Xiu Xiu, because the function can meet the needs of retouching, but it can't meet the needs of taking pictures. Then I contacted the smooth camera.
I didn't open a member on the retouching APP, because the current function can meet personal needs, and I am afraid of being deducted inexplicably. I once took a trip with a professional photographer, because the photography style was not satisfactory and I was not satisfied. Willing to spend money to buy high-quality photos, can bear the price within 2000. Pay attention to your image and spend 2000+ on clothes and beauty every month.
Self-timer is not stiff, but when others take pictures of themselves, because they can't see the screen, the action is stiff and unnatural, and the effect is not very good. I am very much looking forward to providing the shooting posture function for the AI ? ? recognition scene. Because I am afraid of exposing privacy issues, I have a wait-and-see attitude towards the function, but I don't accept payment for the function.
I like photos with beautiful faces, cute shapes, not very stiff ones, and photos where I can't see my face in front of the camera. I hope to have a simple "help" function.
VI. Summary of User Survey
Through this interview, we can also confirm the problems raised in the third section about the convenience of operation, the beauty effect of the product, not knowing how to pose, whether the VIP function is worthwhile, the aesthetic preference of users, the fluency of experience, safety and so on. In view of these problems, the author gives his own suggestions in the summary of the third and seventh plates.
1. User behavior characteristics
1. Pay close attention to the photos shared by people around you on social platforms and ask others about taking photos.
2. For the image, I have a high degree of learning autonomy. I will take the initiative to search for the photo strategy to learn the posture, buy a camera to learn the shooting skills, and check the skin care strategy to understand the product information.
3. Take photos as a habit of daily life, and use the shooting software APP in parties, travel, home, work and other scenes to meet the needs of different daily lives.
4. The higher the educational background, the more unacceptable it is to take excessive beauty and not take photos seriously. They are more willing to take the time to understand the functions of the APP and trust the privacy protection of the product.
5. Main retouching process: ① Original camera → retouching software ② Beauty camera. The first choice is more suitable for social platforms that send friends, and the second choice is more for photos that are not published on social platforms.
6. The process of multi-person retouching: ① Original camera → Ask for retouching in turn ② Original camera → Give it to one person for retouching ③ Original camera → Repair only one person.
2. Psychological characteristics of users
1. High social needs, eager to be recognized and concerned by others, strong desire to share, and will actively share with friends when encountering beautiful photos and easy-to-use apps.
2. Pay attention to your own image, be willing to invest in your image and be noticed by others.
3. Have their own unique aesthetics and love to pursue fashion.
4. Have a strong curiosity and be willing to pursue new things, fresh apps and functions.
5. Have a strong interest in taking pictures.
Seven. Summary of report
1. What are the reasons why users choose and abandon beauty apps?
Demand: The demand for users to choose beauty apps is very diverse, mainly to meet users' social needs and aesthetic needs. Secondly, their interest in photography and their pursuit of new things are the reasons why they actively use beauty.
Key points: the key points for users to choose an APP are mainly the operability of the product and whether the repaired photos can meet their own aesthetic needs.
Reasons for abandonment: The main reasons for users to abandon a product are: ① the payment function is not competitive; ② Beauty effect; The effect of retouching is not in line with the user's aesthetics; ③ Poor photo experience; Many advertisements; There are many bugs④ functions with complicated operation process and high learning cost.
2. How satisfied are users' aesthetic needs?
People who have a specific pursuit of aesthetics: young users and high-speed users are concentrated in 16~25 (with the improvement of education, there will be more and more groups in the future), and they have specific needs for aesthetics. However, the past beauty effects and special effects can no longer satisfy them, and they are more willing to retouch their own pictures. They have great motivation to pursue new things and like to study shooting skills and postures.
People who satisfy the current aesthetics: mainly non-high-speed users aged 25-40. They think that the present beauty effect is in line with their own shooting, and the photo quality is not very high, so they can beautify themselves.
3. What functions need to be improved? User's pain point?
Pre-shooting: users are satisfied with the post-function, but not particularly satisfied with the pre-function. However, the front function is also very important to determine the quality of a photo. The essence of promotion is to reduce users' time cost and improve users' film quality. The specific functions that can be improved are mainly aimed at early portrait shooting, such as providing posture reference, parameter setting, continuous shooting film selection module, shooting light angle and other functions.
Beauty level: there are thousands of people, and everyone has different aesthetic needs for themselves. Some people like the transformed style, while others like their real texture. The specific function that can be improved is custom beauty. Users can customize their own beauty level effects and apply them automatically during and after shooting, thus reducing users' time cost.
Multi-person retouching: Users will inevitably take photos of many people, or use multi-person retouching in work cooperation, which can increase the function of multi-person retouching, provide users with a platform for sharing retouching, and reduce the operating time cost of users.
4. The degree to which users are willing to spend on the US app.
In the survey, users mainly consider whether this function will be replaced by other products or whether it is attractive enough. If the user experience is good, he is willing to pay for the product.
According to the data in Meitu 202 1 interim report, the revenue from VIP subscription service and in-app purchase should account for 26% of the total revenue, and everyone in all user group portraits prefers to pay in-app.
Generally speaking, users are willing to consume in products, provided that the products can bring irreplaceable functions and attractive functions.