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One-week CP APP Experience Analysis Report

One-week CP APP main body analysis report

I. Experience the environment

Experience products: one-week CP

Software version: V3.4 1.0.820

Mobile phone system: colorOS(Find X)

Experience time: 20 19-06- 10

Experience: Shen Zhenting

Second, product positioning

? A week CP? It is a brand-new social model (APP) based on data algorithm, which calculates and matches a similar friend according to the information filled in by users, such as data, gender orientation, urban orientation and age orientation. And by jointly completing the punching tasks of different topics within one week, it can effectively break the ice and quickly understand.

3. 1 user data

? According to iResearch data, the gender ratio of CP users in a week is close to 1: 1 (female users account for a large proportion, which to some extent reflects the increasing demand of female users for such apps), which is an ideal state from the user's point of view. For the platform, the gender ratio approaching balance also laid the foundation for the user retention rate.

? IResearch also pointed out that about 50% of users are under the age of 30 (in line with the positioning of products for young people), but they are also obviously favored by users aged 365 and 438+0-40 (it can be seen that these young and middle-aged users are also a group with great potential and can become supporters of broadening the platform user base in the future).

? According to the above figure, CP users are mainly distributed in relatively developed areas (first-tier cities such as Beijing and Shanghai, economically developed provinces such as Jiangsu and Zhejiang) in a week, but comparing the previous data (April of iResearch), I found that besides the increase in the proportion of users in economically developed areas, not only northern areas such as Hebei and Liaoning have replaced central and western regions such as Hubei and Shaanxi. Moreover, the user group in Hebei has replaced Jiangsu as the third place, so I think the user group of CP in one week is not only the patent of white-collar students in the developed eastern region, but also the users in the relatively low-level areas such as the north.

3.2 User portraits and social scenes

Single college students

Name: Xiao Shen.

Age: 19

City: Hangzhou

Occupation: student

? User scenario: Xiao Shen, a university student in Hang Cheng, is introverted and has simple interpersonal relationships at school. Seeing that his roommates and classmates are gradually getting rid of orders, he hopes to use the classic pairing function of CP for one week to help him find his favorite object.

Single white-collar worker

Name: Xiaojin

Age: 35 years old

City: Shanghai

Occupation: Data Analyst

? User scenario: Xiaojin is a data analyst of a company in Shanghai. He is usually at work or at home. After refusing blind date and seeing the unique 7-day CP experience function within a week, he signed up for speed dating, eager to pursue true love.

Single, fresh and curious person

Name: Xiao Lu.

Age: 25 years old

City: Tangshan

Occupation: Bar resident singer

? User scenario: Xiao Lu is a singer in a bar. She usually has a wide circle of people. I like playing and moving. I found a weekly CP under my own excavation, and used the "play together" function of APP to help me find more playmates.

3.3 Demand analysis

Users' needs can be divided into three categories: finding love objects (and heterosexual friends), expanding social circle of friends, and needing more social apps.

Four. Market Status and Analysis of Competitive Products

? Ai Media Consulting data shows that in 20 19, the number of users socializing with strangers is expected to exceed 600 million, but it cannot be ignored that the annual growth rate of user scale is decreasing year by year (echelon products are attracting users).

4.2 Market dynamics

? From the above report, we can see that the competition of social apps for strangers is expanding. Take Momo's Hertz as an example. This new online function in February has made Momo a direct competitor of CP for a week. Momo, who is already a head product, will continue to harvest the user groups belonging to CP for one week. I think CP needs to continue to play differentiated competition in a week and develop its own market with richer characteristics.

4.3 Analysis of Competitive Products (Brief)

? One-week CP is the product of the second echelon of stranger social market. Here, I avoid comparing with the head products (not direct competitors), but choose products with overlapping functions or similar user awareness in the market for brief analysis.

1. Number of independent devices per month (May):

The above four competing products can be subdivided into two categories: making friends and making friends in voice community.

? As can be seen from the above figure, CP is at a disadvantage in the total number of apps used by devices in a week, but it has not yet opened to an absolute gap.

2. User group characteristics (possible):

? 1. From the perspective of gender distribution, the proportion of men and women in CP, CP and Soul in a week is relatively balanced, and only the proportion of men who accompany my APP is significantly greater than that of women.

? 2. In terms of age distribution, the proportion of young users aged 30 and below in the four products all exceeded 50%, among which CP reached 6 1.34%, which was 50.92% as a direct comparison.

3. Homepage comparison

? The home page is the user's first impression of the product after entering the APP. Compared with the other three competing products, one-week CP directly improves the priority of its core function (matching) (close-up of the main interface), making users' vision more concentrated. And this, besides Soul, the function of CP homepage with me is slightly more complicated.

Verb (abbreviation of verb) product (application) analysis

5. 1 product structure diagram

5.2 Product Core Process

The matching function is the core of one-week cp, and its process is demonstrated as follows:

? As can be seen from the above flow chart, the richness (diversity) of CP matching paths in a week is mainly reflected in the combination of path lengths, which can basically meet the needs of users in various social scenarios. Matching is the core keyword of strangers' social interaction and the basis of establishing social relations. The more diverse the matching channels, the higher the matching efficiency, which directly determines the retention rate and activity rate of users. One-week CP still has a high matching rate without using svip, which establishes a balance between user retention and conversion to some extent.

5.3 Functional Experience Analysis

1. Fast (random) matching:

? The content displayed in the main interface is to recommend users randomly, and the displayed user information includes ID name, status, distance, personal tag and so on. Preferences (including priority matching, location, gender and age) can be modified in the upper right corner. This interface provides options similar to if and else if. If you are satisfied with the randomly recommended object, click to enter the interactive chat interface (which can be regarded as if). If you are not satisfied, click and shake to switch to another random object (else if), which is an efficient and fast screening and matching method for many users (especially lazy people like me).

2. Classic collocation:

? One-week cp features (most competitive), specifically 7-day CP experience. After registration, there are five opportunities to choose candidates. When the two sides choose each other, the matching is successful. At this point, both parties need to complete certain punching and chatting tasks together. In this way, we can judge the needs and intentions of both sides step by step until the final ice-breaking link is completed.

? For me, the function of 7-day cp experience has done a good job in solving communication embarrassment (compared with the exploration and stranger of predecessors). It guides us to complete the task together, and before we really communicate, we can already understand each other's hobbies and personality characteristics, avoid embarrassing chat when we really contact, and open a good starting point for the topic. At the same time, the link of screening objects will be refined.

Problems and suggestions: if svip is not opened, the probability of losing the election is too high; Even after svip is enabled, there is still a certain chance of matching failure. I hope to improve the user experience as much as possible in this respect.

Play together

It is an expanding function of one-week CP, and it is another way of communication besides the 7-day CP experience. Connect users in series with entertainment interests, that is to say, divide circles with interests to further strengthen user interaction. Taking activities such as king, eating chicken and chasing drama as the starting point, it meets the needs of some users (such as me) and improves the function of making friends.

? Suggestion: Lianmai's voice communication function has become a competitive relationship with products such as Soul and Cheep-chip, hoping to get more development and enhance users' needs.

4. Three-view matching:

? The extended function 2 of CP is divided into three views (mental) matching function and personality test.

? Three views matching: the system gives three users (as shown above), and chooses one user to do a problem. If the options are the same, the other party's personal page will be unlocked, but there is a time limit of 1 hour; If the selection is different, it means failure, and the system will randomly push another user.

? This method can also quickly judge the other person's psychology (needs). Although it is not complete enough, it can increase users' confidence to a certain extent and let users have the idea of communicating with each other.

? Suggestion: You can increase the test questions appropriately to make users know more about users.

5. Community (Square):

UGC community (including appreciation, recommendation, neighborhood and CP show) belongs to one-week CP, in which the appreciation module was renamed from the previous attention module. It can be seen that the government intends to deepen users' concept in this respect (appreciation is deeper than attention) and subtly urge users to communicate with their appreciation objects.

? A major function of the community is to let users discover, discover people and discover interesting things. Let more users establish contact. The corresponding measures of CP within one week are to set up several topic columns (Weibo-like topics) under the recommendation to guide users to participate in discussion, discovery and resonance.

Advising intransitive verbs

Suggestion:

1. Strengthen the review of user information, enhance the authenticity of users and ensure a good environment for making friends.

2. Enrich and expand the communication function of more users.

3. Improve the professional quality of the operators and ensure that every CP task is completed well.

4. On the basis of the profitability of the membership system, add other payment schemes (such as detective assistant, add a face expression (Zepeto)).

5. Offline cooperation with universities, Internet companies and other related institutions (further reaching young people) to launch customized services.

S (advantage):

1. This product has an innovative concept, which is characterized by stamping tasks with different themes in one week to create a social platform, attract young people and broaden the user base vertically.

2. The synchronous operation of applet and app, and the promotion of Weibo WeChat have built a good painting and new drainage ecology.

3. Currently in the second echelon of social app, there are fewer direct competitors.

4. After the head products are accepted by open users, it lays a foundation for harvesting new user groups with richer functions.

O (opportunity):

1. In today's accelerated pace of life, users' demand for social apps for strangers is expanding.

2. In the era of mobile Internet, a large number of users have moved from PC Web to mobile terminals, and social convenience has increased.

3. Relatively high-quality community content experience, connecting users with entertainment interests, and improving user activity and viscosity with high-quality content.

W, t (disadvantage, threat):

1. Matching and content recommendation algorithms need to be improved, and users' trust is not enough.

2. There is not enough effort from online breakthrough to offline, and there are fewer activities organized offline.

3. The audit mechanism is not complete enough, and all kinds of people (such as homeowners) are in deep water.

4. The publicity is less than other competing products, and the user's awareness is not high.

5. The efficiency of user activation-retention-transformation is relatively low.

Seven. abstract

? In a week's time, CP has made its own way in the market where strangers socialize today. With the increasing market demand and fierce competition, CP developed its own gameplay and functions within a week, and constantly improved itself in the iteration of version update. I hope CP can do better in the coming week, come on!