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, China's fitness industry has developed rapidly.

This seemingly petty bourgeoisie has become the new favorite of many young people, and more and more people who pay attention to their health are starting to exercise. In 20 18, China's fitness industry will reach the scale of 6.83 billion dollars, which will lead to many fitness APPs springing up like mushrooms after rain, such as Le Dongli, Yuedong Circle and keep, among which keep is a popular fitness app recently.

Keep is a mobile fitness platform with content teaching and social mode. It was launched in February 20 15, and has completed four rounds of financing since it was launched in February. At the beginning of April, Keep, a mobile fitness platform, updated the new version 3.0, which added two major functions of running and e-commerce, officially started as an e-commerce, and transformed from fitness tools to sports platforms.

According to the monitoring data of Bida Consulting Data Center, the number of keep active users has been increasing continuously in the past six months, and the growth rate of active users has obviously accelerated since February of 20 16. By April of 20 16, the number of active users reached1297,000, with a chain growth rate of 76.9%.

According to the monitoring of Kuchuan data, the download volume of keep platforms adds up to 130,000,000.

Let's analyze the product keep from five dimensions.

Third, the strategic level

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

The number of people is mainly concentrated in first-tier cities. It is no wonder that there are more middle classes in first-tier cities, and the demand for fitness among these people is also stronger. keep is 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 tutorials online, and they don't know where to start. ...

At the same time, with social functions, users can show off their fitness achievements here, handsome guys can enjoy beautiful women, beautiful women can enjoy handsome guys, and there are interest groups to 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 the user's fitness, such as zero-based adaptive training, muscle building schedule, squat introduction, etc. Every video teaching instructor will do it with you, unlike the fitness instructor who only guides you in posture and then practices by yourself, so that you can stick to it with someone accompanying 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 does other functions: socializing, eating and shopping.

First, social functions. When you finish your fitness, you can make a card, take a photo and share it with friends, QQ space, Weibo and so on. 1, play a role in satisfying vanity, and you can show off your good figure. 2. It's also a supervision function for yourself. Try to think that you shared your fitness achievements in the circle of friends every day before. In case you can't persist that day, you think that your friends will give you some praise and you can persist.

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

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

Second, the dietary function. Provide breakfast, lunch, dinner and extra meals respectively. Under each meal, how to make it, the corresponding ingredients are needed, and some recipes are recommended according to the different effects you want to achieve (such as plasticity, muscle gain, etc.), which is very helpful for some users who want to achieve a certain fitness effect but don't know how to eat it.

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 for keep to realize. Banner put some introductions of the products recommended by keep, and explained that using his benefits can brainwash the buyers. At the same time, he also withdrew from the overseas purchase of keep, and preferred the high-quality products of foreign brands. keep nutritionists will check the whole process, and the selection of products can better meet the daily health care and healthy eating needs of sports users.

V. Structural layer

The above picture is the main function structure diagram of keep, which is all in the function of the first-level menu and 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 run, how long it takes, and how many calories you consume. Having a record will enhance your sense of accomplishment. At the same time, you can share it, get praise from your friends, and also enhance your sense of accomplishment.

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

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

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

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

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

Recommended training is to recommend some exercises you do according to your exercise goal, which is to gain muscle, shape and lose fat ...

I recommend reading the training effect of some beautiful and handsome guys, telling 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, so as to enhance the user's stickiness. Imagine, when you are tired of fitness, look at these readings. You are a fitness enthusiast. When you are not exercising, you can also open the APP on the subway, read relevant content, and recommend your relevant knowledge according to your preferences.

2. Discover

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

First select. Here, we mainly show some fitness trends. You can find the fitness experts in the same city, the groups you are interested in, and the different experts you care about. The recommended reading points of the special topic and the homepage 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 the groups you are interested in, pay attention to your favorite experts, and find your own sense of belonging while sharing your trends with others.

The training section mainly shows some training content. You can choose the training you need according to your own goals, which is the same as adding training content on the home page. Here is a content divided according to the action library. The music library is more interesting, but it is full of light music. I think everyone may prefer to listen to some songs when exercising, especially when running.

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

The mall mainly buys some sports equipment and nutritional supplements. Here you can choose the equipment you want to help you keep fit, and there is not much to show. You can stroll 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, the release dynamics are in the right corner. You can easily send dynamic messages. You can link your address book friends in the upper right corner, and quickly find those friends in your mobile phone who are also using keep. If it is useless, you can invite them. For keep, it is a good means to increase users.

4. I

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

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

Seven, the performance layer

The overall visual design is fresh and elegant, and the classification is clear, giving people a feeling of input. The healthy color of green is the main color, which is somewhat similar to the feeling of foreign apps. With beautiful pictures as the background, a mask is added, and the words expressing the theme are written on it, which gives 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, but it may not be suitable 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, everyone can't watch the video again and exercise again. If you put the video next to you, you have to twist your neck. Even if you can, you don't have professional guidance, and you don't know if this action is not in place. It's not like having a coach next to you, you can see it at a glance and then give you guidance.

3. The current realization mode is only the mall. You can cooperate with some gyms to drain them. At the same time, we can also cooperate with some marathon events to help them sell tickets. On the one hand, fitness enthusiasts can know what activities are available in time, and then there can be channels for registration. On the other hand, it can increase the visibility and realization of the platform.