The data segment selected for observation is 2020.3.3~2020.5.3, and the time span is two months. Pay attention to this period
General background: The epidemic broke out in early 2020, people were isolated at home, and users' leisure and entertainment needs/the psychological role of maintaining a healthy life increased. Objective: Through the horizontal comparison between APPs, analyze the operation strategies of different APPs, and further study the degree of satisfaction of user needs.
Observing the single-day download curve, we can see that there are mainly three small increases (3-1, 4-1, 4-11) and one large increase (3-18) during this period. First, pay attention to the single-day download growth event of 3-18. According to the data, it can be seen that the download volume has increased by 100m, which is mainly due to the increase in the download volume in the Huawei market. Judging by the numbers alone, this growth is definitely questionable.
Barely analyze the following, right? But be careful to avoid getting caught up in the confirmation bias of "proof for proof".
Note: A drop is because the relevant data was subtracted by the market, and this factor is always ignored in this analysis.
The corresponding two- month version iteration records are as follows:
Based on the above information, the functions of the iterations during this period are classified.
The following conclusions are output: In general, each module of the APP has been optimized to varying degrees. Among them, the iteration is country email list mainly for keywords such as "training", "course", "membership", etc. Combined with the strategic positioning of the product: a fitness app with social attributes, the analysis shows that such iterations are both reasonable and those that I think can continue to be optimized. The specific description is given below.
Add exclusive training plan, diet recording tool . In order to retain more intermediate or expert users, enhance the viscosity of this part of users.
Select multiple training programs to increase the average usage time of the app. From the perspective of users, it can increase the richness of training and experience more courses; from the perspective of commercialization, it can add more operation methods.
Users who need to experience new functions or currently need multiple training plans may recharge their members, and then be bound by the membership system, thereby promoting the conversion of novice users to intermediate users. Personally I think the diet logging tool and support for multiple training programs, especially the latter should be open to all users. From the perspective of the KANO model, this function corresponds to the attractiveness attribute or the desired attribute.