One week cp product experience report

With the development of the times, people pay more and more attention to spiritual needs and emotional pursuits, especially the pursuit of love. Different from the idea that parents rely on blind date to find a suitable person for life, today's young people pay more attention to finding a "true love" with similar personality, similar interests and spiritual harmony. Due to the limitations of study and work environment, we know relatively limited people, so the demand for love and friendship is often difficult to meet. With the development of the Internet, the channels to know other people have been expanded, and countless lonely men and women have begun to look at online social products with various needs.

I. Product Overview

1. 1 experience environment:

Experience version: APP side (v3.5 1.0.873)

Experience equipment: Meizu Pro6plus

Android version: 7.0.0

Experience time: 2019.4.03-2019.4.25.

1.22. Product introduction

One-week CP is a product that matches others based on data algorithms, aiming at creating a brand-new social model. According to the information filled in by users, such as gender orientation, urban orientation and age orientation, the system calculates and matches other users. And by jointly completing the punching tasks of different topics within one week, they can effectively break the ice and get to know each other quickly.

1.3. product positioning

Aim at young users and create a platform for them to know others, experience love and find love.

1.4 product slogan

Create a beautiful encounter.

Second, the market analysis

2. 1 industry background

In recent years, China's network has maintained steady growth. According to Aurora Big Data, the social network industry research report 20 19 was released. February 20 19, the number of netizens reached 973 million, and the penetration rate of social software installation was 88.5%.

Social relations can be roughly divided into acquaintances and strangers. Acquaintance socialization is a process of communication and interaction between people who already have a certain relationship. Stranger socialization is a process of establishing a relationship with strangers through certain channels, and then developing a precipitation relationship. Stranger socialization used to exist in various scenes, such as travel, parties and so on. With the development of Internet, online dating has become the mainstream way for strangers to make friends.

Aurora Big Data "20 19 Social Network Industry Research Report" shows that the number of users who made friends with strangers in February 20 19 was 86.4 million, up 4.9 million year-on-year, and the installation penetration rate increased from 7.8% in February 20 19 to February 2019.

2.2 Market size

In a week, cp has attracted many young users who really want to get rid of orders with the novel product concept of "Hello, I have a love and want to talk to you" and the dating mode of experiencing love. The number of cp users has been growing slowly for a week. Although the evaluation of the mobile phone mall in February may be due to the loss of users due to the revision of APP, there should be a lot of room for growth after product iteration and user experience.

Third, user analysis.

Group properties:

From the data point of view, the age distribution of cp users in a week is the same as the product positioning, mainly young users. Compared with other stranger dating products, such as Momo Exploration, the proportion of female users in cp in one week is very high, which is due to the strict handling of reporting users in cp in one week, ensuring a relatively clean network environment and ensuring the experience of female users. The ratio of male users to female users is close to 1: 1, which is an ideal state for a platform focusing on heterosexual pairing and making friends.

Regional attributes:

Obviously, the users of cp in a week are mainly concentrated in relatively developed provinces with a large population. Combined with age distribution, the main user groups should be students and ordinary office workers in first-tier cities.

User portrait:

In today's society, when young people study or work outside, they are often accompanied by loneliness, and the demand for spiritual comfort will become stronger. In the field of making friends with strangers, unlike the social field of acquaintances, it has been monopolized by Tencent products. In the field of making friends with strangers, cp in a week still has great potential.

Fourth, product analysis.

4. 1 structural layer

The product function information diagram is as follows

One-week cp mainly has four functional modules. 1 home page (matching page) 2 messages 3 square (community) 4-person center.

Product flow chart

This paper mainly shows the flow chart of a week's cp from registration to registration, participating in a week's cp activities, and chatting privately with others through other means.

As can be seen from the flow chart, the matching paths of cp in a week are diverse, including long paths and short paths, which can basically meet the needs of users in various social scenarios. In the social interaction of strangers, in order to establish social relations, matching is needed. The more diverse the matching paths are, the higher the matching efficiency will be, thus improving the social timeliness and making up for some shortcomings of long matching paths.

During the registration process, the information to be filled in before entering the use page includes gender, age, nickname setting and avatar operation. When users register for cp for the first week, they will give their current scores, and guide users to improve their scores and increase the chances of successful matching by improving materials, answering topics of interest, and opening svip.

Suggestions for improvement:

(1) As the benchmark of personality matching, the basic personality test should be completed after filling in the user information. Instead of asking users to click on the three-view test and then test. Otherwise, users will doubt whether the matching value has reference value.

(2) Adding the novice guide can make users familiar with the whole product logic from the beginning. For example, after the novice guide introduces the function of home page, it guides users to click on personal rating, and actively guides users to improve their personal information and publish more dynamics.

4.2 Presentation layer

Among the three elements of social products, relationship chain, information and interaction. Around these three aspects, the main functions of cp in a week were experienced and analyzed.

4.2. 1 home page

Matching is an indispensable function in strangers' social products and an important way to establish social relationships among a large number of users with weak relationships. This paper focuses on the experience and analysis of matching function.

Online matching:

Users choose independently. The home page shows the recommended users, and the information is user name, online time and location. Also set your preferences, filter recommended users, filter age, gender, city, etc. If you are interested in the other person, you can click on the avatar, enter the other person's personal page, click chat, or follow. If you are not interested, shake it and refresh it. This function can be based on the situation that I am bored and want to chat with someone, and quickly find someone to chat with to meet the needs of most users. This is an efficient and fast social form.

Classic collocation:

It is a week of cp product features and a 7-day cp experience. After signing up for the competition, you can choose candidates five times. Choose from each other and you will be paired successfully. There is a certain punch-in chat task every day. If the task is not completed, CP will be dissolved in advance. If you get along well, you can choose to continue.

In stranger products, matching is not difficult, but how to break the ice. Cp's week-long activities laid a good foundation for breaking the ice. Because the users who sign up to participate have the same purpose. The activity can only be registered once a day, and the matching results will come out at 8 o'clock every night. This setting undoubtedly increases the user's use cost, so users will cherish this opportunity more in order not to waste their own costs. In the punch-in task, the punch-in form with cp space is usually interest guidance such as recommending a movie for the other party. When two strangers first come into contact, they are usually introverted. These systematic punching tasks allow both parties to know each other's interests without opening their mouths. This type of task has become the tangent point of the topic, and the two sides have an opportunity to get to know each other and start communication. Compared with most strangers' social products, cp has done a good job in guiding users to communicate and how to solve the ice-breaking embarrassment in strangers' social interaction.

Suggestions for improvement:

As a characteristic function of the product, the entrance can be more eye-catching and prominent.

Play together:

It belongs to a kind of interest circle, including popularity, eating chicken, continuous wheat, games, study, fitness, chasing drama and getting up early. Users can post their current entertainment needs here, or take the initiative to find like-minded people. Taking the entertainment demand as the starting point, users can be provoked by it, instead of saying hello, the infinite silence that you bring later.

Suggestions for improvement:

(1) link microphone is set as an independent function to realize online voice matching. After the voice is over, you need to evaluate the other party and add a report function. This can ensure a relatively clean network environment, reduce the probability of female users being harassed and improve the experience of female users.

Three-view test:

Note: If you click for the first time, the system will prompt the user to complete the basic cp co-production test first.

Includes two functions, one is the three-view matching function, and the other is the fun test. If the three views match, the system will give three users a test by clicking on the user's avatar. If you choose the same, this will unlock the other person's personal page, which will be invalid after 60 minutes. If the selection is different, it fails, and the system will refresh and push another user. Based on the reason of making the same choice, users take the initiative to close the psychological distance with each other and have the idea of getting to know each other. Some people have the same idea face to face, which shows that there are some similarities in the three views of personality. It can basically meet the needs of users for personality matching and three-view matching.

information

When strangers establish relationships through different channels, they should first exchange information and interact to maintain the relationship.

Messages include friends list (people who care about each other), interactive notification and private chat message list.

The private chat page shows the intimacy of the two. Users open cp space by increasing intimacy. The setting of cp space can reduce the risk of users losing to WeChat platform by increasing intimacy, and also invisibly improve the viscosity of users.

Suggestions for improvement:

(1) Modify the location of the set-top box session function. Long press a private chat message can jump out of the pop-up window with the functions of deleting the session and setting the top session. Reduce the user's operation path.

(2) The official account can be fixed to ensure that the push message will not be overwhelmed by other messages, and the activity of users participating in the topic can be improved.

4.2.3 Square

A typical ugc community includes five feed streams: recommendation, attention and neighborhood, cp show and square audio. Click on the box to enter the recommendation column first, instead of entering the attention like Weibo, because in the social interaction of strangers, a great role of the community is to let users find more interesting people and establish contacts with more users. There are official topics under the recommendation column. The official initiates a low-threshold topic every day, which is easy to arouse everyone's emotional resonance and guide users to produce content. Nearby, this is a feed stream based on geographical location. For online dating, the average user prefers to choose people from the same city, because it can facilitate the development from online to offline. On the one hand, the same geographical location can bring a certain sense of trust to both sides. The nearby feed stream provides users with more opportunities to know people nearby.

The cp show is a weekly cp feature module, where you can see the system-matched CP punch records or all kinds of dog food moments. When users browse, they believe that this platform can really get rid of orders. This psychological suggestion invisibly increases users' trust in products.

In the social products of strangers, the community can not only meet the needs of users to find more interesting people, but also meet the entertainment needs of users when chatting without finding anyone. You can also like and comment with other people in the community, which can simply meet the needs of communication with people.

Suggestions for improvement:

(1) In the interaction, the refresh path is added. You can click twice to return to the top of the page and refresh the content at the same time.

(2) Adding search function, users can search community content according to keywords.

Verb (abbreviation of verb) product swot

5. 1 advantages

(1) The product concept is novel, featuring a one-week love experience, and creating a platform to attract young people.

(2) The interactive atmosphere of community users is better and the network environment is cleaner.

5.2 Disadvantages

(1) The love experience has high requirements for both users. If one party is perfunctory, it is easy to bring a bad experience to the other party and make one party give up using the platform.

(2) The number of users is not enough, and it is easy to recommend the same user repeatedly.

(3) Matching, the content recommendation algorithm needs to be improved. The matching value does not really gain the trust of the user.

5.3 opportunities

(1) Find a more professional and perfect personality test to improve the accuracy of the test.

(2) Establish a high-quality content community, divide the circle by interest, and improve the user's viscosity with high-quality content.

5.4 threats

(1) Compared with other competing products, the number of advertisements is not enough and the public awareness is not high.

(2) After users are familiar with it, it is easy to flow to social products of acquaintances such as WeChat.

Discussion on the profit model of intransitive verbs

At present, the profit model of cp for one week is member recharge. Then how to attract more users to recharge their members has become the direction of discussion. At present, membership privileges include increasing scores, giving priority to matching, changing positioning, shaking it unlimited times, adding candidates, checking visitors, checking people's hearts and so on. Most of these functions help users find more people. The fundamental purpose of most users to recharge their members is to improve the probability of leaving the order. So we should not only help them find more people, but also help them improve the goodwill of the people they like. Therefore, we can consider improving the probability that members are recommended to the favorites page. User A's presence in front of user B is likely to improve user B's goodwill towards user A a little bit. At the same time, users will try to show themselves in order to brush their goodwill, thus improving the activity of users.

Seven. abstract

The positioning of cp in a week is doomed to have different emphasis from other strangers' social products. Different from the extensive purpose of making friends in other products, users of cp for one week have a stronger purpose-to fall in love with each other. Love demand is a long-standing demand, but few products can really solve the pain points of demand. Let's go back to reality and think about why one person likes another. Maybe it's because of his face value, because he can cook, speak good piano, or look good if he works hard. Only by showing personal charm can you attract others.

In the marriage market, male users tend to pay more attention to women's appearance, personality and family background; Female users tend to pay more attention to men's personality, appearance and income. The common ground is appearance and personality. Therefore, for a dating platform for strangers that focuses on love, we should pay great attention to the construction of the community and actively guide users to show their charm by showing their appearance and personality hobbies. Interest tags can be added to the community recommendation page, such as clothing, fitness, food, games, movies, painting, travel, photography and so on. Let users be willing to actively show their talents and hobbies in all aspects to attract the opposite sex. People who are willing to fall in love urgently need to know all aspects of both sides, so they need to guide users to show themselves from many angles and aspects through topics or special activities.

At the same time, in the software of making friends with strangers, whether it is simple chatting or looking for an object, it is costly to meet such needs socially; Browsing community content, commenting or praising community content is a high-frequency demand, and the cost of meeting this demand is relatively low. For example, it is obviously easier to comment on a beautiful young lady in the community than to try your best to strike up a conversation with her. Therefore, a high-quality community can carry more social scenes of strangers through content, so that users can interact at low cost and high frequency, and at the same time improve the activity rate and retention rate of users. If you want to build a high-quality content community, you need a relatively clean network environment to ensure that users will not be harassed and users will be willing to show themselves on their own initiative.