I. Market background
1. 1. Industry trends
With the improvement of people's living standards and consumption upgrading, the spread of educational informationization and English learning concepts, as well as the development and application of Internet frontier technologies such as voice recognition, artificial intelligence and big data, have brought a strong impetus to the development of online English education for adults. According to the White Paper on Adult Online Foreign Language Education in China in 20 17 released by iResearch, it is estimated that the number of online language education users will reach 39.893 million in 20 19. IResearch predicts that the online language education market and users will continue to grow in the next few years, but the growth rate will slow down.
1.2. Product background
Yan Kai English is an English learning app created by Beijing Diankan Technology Co., Ltd. Based on the understanding and love of online language teaching industry, founder Zhu Qi founded Yan Kai English on 20 13, which has developed rapidly since its launch. According to Maggie's data, the overall ranking performance of Yan Kai English in education has been on the rise in the past year, especially at the beginning of 20 19, which has remained at a high level so far.
At present, Yan Kai English ranks 28th in the list of free education in the App Store. From the online education application of adult language, it ranks second only to fluent spoken English, fluent reading and Hujiang online school, which shows that the market prospect of this product can not be underestimated.
2. User analysis and typical scenarios
2. 1. User analysis
2. 1. 1 The gender ratio of users is relatively balanced, with more female users.
According to the iResearch Index, 42.46% of male users speak English, 57.54% are female users, and female users are about 15 percentage points more than male users. The reason is that there is a greater demand for English in the female workplace, and female users are more interested in English learning.
2. 1.2 users are younger, and users under 35 account for 86.63%.
? The iResearch index shows that most users are under the age of 35. Users aged 25-30 accounted for 3 1.37%, slightly higher than those under 24, accounting for 3 1.09%. 3 1-35 users account for 24. 17%, and users over 36 years old account for a much smaller proportion, accounting for 13.37%.
2. 1.3 The proportion of areas used by users is more in South China, East China and Central China.
? According to the iResearch Index, there are more English-speaking users in East China, South China and Central China, with Guangdong accounting for the largest proportion, accounting for 10.9%, followed by Shandong, Henan, Hebei, Liaoning, Jiangsu, Sichuan and Zhejiang provinces.
From the above analysis, it can be inferred that the main users of English in Yan Kai are distributed in economically developed first-and second-tier cities, and most of them are young people with certain spending power and a certain English foundation.
Combined with product positioning, user types are mainly divided into: student groups and professionals.
2.2. User demand analysis
Based on KANO model, the following user demand analysis is carried out. According to the depth of demand level, user demand is divided into three levels, namely basic demand, expected demand and stimulated demand.
Among them, the basic demand is the basic requirement of users for products, and users will only feel satisfied and will not show good feelings; When the expected demand is met, the user satisfaction will be obviously improved, and when the performance is not good, the user satisfaction will be reduced; Excited demand, users will not have too many expectations, but if it can be met, users' goodwill will rise sharply, and even if it is not perfect, users will not show obvious dissatisfaction.
2.2. 1 student group:
( 1)? Basic needs: improve vocabulary, learn grammar, and pass the preparation target (CET-4 and CET-6, IELTS TOEFL);
(2)? Expectation demand: improve oral English communication ability and keep interest in English learning.
(3)? Excited demand: while learning English, you can learn more about current events and make friends who practice English together.
Professionals:
( 1)? Basic needs: improve vocabulary, learn grammar, maintain English foundation and use fragmented time to learn English.
(2)? Expectation and demand: improve oral English communication ability and apply it in work.
(3)? Stimulate demand: meet English lovers and expand social circle.
2.3. Portrait of users
2.3. 1 Portrait 1
Name: Iola.
Gender and age: female, 22 years old.
Occupation: College student.
Monthly income: 1000
Device: iPhone 8
Features: outgoing, good at making friends, fond of foreign literature, listening to English songs and liking coffee.
Commonly used apps: Tubing, Weibo, Bili Bili, Elevate, Station IELTS, Douban, WeChat, Alipay.
Scene: At 10 in the evening, Iola has just finished watching a live performance by an English band and is on the subway back to school. Iola wants to use the time on the road to learn IELTS English. There are not many people on the subway. She put on headphones, turned on the panda's plan to open English this week and studied a day's course. She got good grades after class, and Iola felt a little fulfilled.
Portrait 2
Name: Ma Hui.
Gender and age: male, 30 years old.
Occupation: software development engineer
Monthly income: 18000
Device: iPhone X
Features: I love traveling, exercise regularly, pursue quality of life, and have some foreign colleagues.
Commonly used app: Keep, Github, Instagram, Twitter, Youdao translation, evernote.
Situation: Ma Hui's next holiday plan is to travel to Europe. My girlfriend has been correcting my English pronunciation during my last trip abroad. On this day, he worked overtime until nine o'clock in the evening. On the taxi home, he received a class reminder from the giant panda to open English, so he entered the giant panda to open English and chose the pronunciation course. After punching in today, he shared it on his girlfriend's WeChat.
Three. product analysis
3. 1. Product overview
? Yan Kai English is an English learning app that designs personalized courses for users' English level and outputs lightweight quality courses. Focus on rich oral courses such as workplace, life and culture, and use practical situational dialogue English teaching to provide users with high-frequency, lightweight, practical and hot content.
Product slogan: You can enjoy learning English seriously! /English is authentic.
3.2. Product development trend
? Yan Kai English has been online since September 20th11and 20th18. From September, 20 18 to now, the monthly number of independent equipment fluctuates between 300,000 and 400,000. Its chain-on-chain amplitude showed a downward trend from 20 1 1 to 201February, and an upward trend from 201February to April.
According to related reports of 36Kr. Com, the number of English paying users in 20 17 reached 20,000, the repurchase rate was stable at about 30%, the monthly revenue was about100-120,000, and the annual revenue in 20 17 was expected to be180,000.
According to the Qian Fan index of Analysys, from 20 18 1 1, the ranking of Qian Fan index of the whole network, English-speaking fields and industries generally shows an upward trend; 20 19 in March and April, the growth rate was obvious in the last two months.
3.3. Iterative version of product history:
3.4. Iterative analysis of product history:
According to the above iteration version table of product history, Yan Kai English has continuously improved its function optimization and strengthened its operation, from optimizing its search function, taking course notes and learning to punch in, to online willpower challenge and adding new course forms. The frequency of post-update is basically kept at 2-4 times a month.
From the updated contents of the iterative version, it can be seen that the rating test module of Panda Kai English has been optimized and updated in all four versions, which shows that Panda Kai English continues to push personalized products based on the user's English ability classification.
3.9.0 version of "online willpower challenge" has disappeared in the latest version, but from the data performance from the end of March to the end of March corresponding to time 2019, it is speculated that this operation activity has promoted the growth of users.
4. Product functional structure &; Business process analysis
4. 1.？ Product functional structure
The functional structure of Yan Kai English app is mainly divided into four modules: ① study plan ② discovery ③ review ④ mine. The structure of the four modules is clear. Except ① the study plan reaches five levels, the depth of other modules does not exceed three levels, and the information is clear.
The functional structure diagram is as follows:
4.2 product function experience analysis and improvement suggestions
4.2. 1? English Proficiency Test (EPT)
Users enter Open English for the first time, and after a brief video introduction, they are guided to the English proficiency test to understand their English level. Even if the user chooses not to test first, he can enter the level test in the "My" module later, and the page shows three tests in a quarter. But users can test without logging in, so there is no limit to the number of tests.
Before entering the test, users should first define their English level. Users can choose from four options: primary, intermediate, advanced and not knowing their own level, and then enter the corresponding test.
The test forms include choosing words to fill in the blanks, recording questions and answering pronunciation questions, taking into account the user's vocabulary, grammar knowledge and spoken language. After the test, give the user's grade test results, analyze and promote the goal more objectively and concretely.
In addition, Yan Kai English not only recommends courses for users according to their English proficiency, but also customizes courses according to their occupations, which improves the pertinence and accuracy of course customization and is a highlight of optimizing user experience.
Suggestions for improvement
Suggestion 1: increase the form and interest of the examination. Especially for users who choose English as the primary level, the test interface can appropriately increase the picture prompts corresponding to the topics, reduce the difficulty, and avoid primary users being discouraged by full-screen English.
Recommendation 2: The interactive prompt of the wrong answer in the test is not obvious enough. The correct answer is highlighted in white on a green background, and the wrong answer is highlighted in green on a white background, which is difficult to distinguish. It is suggested that the wrong answer be displayed with a conspicuous yellow border, so that users can know their answers more clearly.
4.2.2 Core Function Module-Course Learning
Curriculum learning is the core functional module of Open English. Its course content is customized according to users' core needs, and it has excellent characteristics such as rich content, high update frequency, and stimulating users' interest points by combining current events.
Open the home page of the app-the learning plan page. The most conspicuous position in the middle school is this week's study plan, which is convenient for users to enter the study immediately. After entering this week's study plan, you can choose daily customized courses.
The steps of course learning need to be unlocked in turn. On the one hand, it is conducive to pushing users to complete learning according to the recommended steps, and achieve results and a sense of accomplishment. On the other hand, it may make users unable to carry out learning steps without pronunciation, such as extended learning steps, in some scenes where pronunciation is inconvenient. A/B test can be conducted for this purpose, and the function can be adjusted according to the course completion rate or membership conversion rate of the test results.
Suggestions for improvement:
According to the detailed steps of course learning, the following suggestions are put forward:
Suggestion 1: Optimize the classified collection of words and strengthen word memory. For the word learning of the necessary vocabulary module, if you encounter unfamiliar words, you can collect them. But the word book only provides an alphabetical list of words. Although you can write course notes, it is not convenient to operate in practice. It is suggested that the word list function divided by course or collection time be introduced into the word book, which is beneficial to users' associative memory of words and promotes users' word memory.
Recommendation 2: Optimization of note-taking function. After entering the course, note-taking is supported in the upper left corner of all learning pages of the three modules: course preview, course learning and extended learning. However, as stated in the recommendation 1, the note-taking function is not humanized enough and needs to be entered word by word. But it is difficult to ensure the clarity of notes by copying. In this case, users are more willing to choose direct screenshots or other notes other than app. It is suggested that each language knowledge point should be added with a function key and notes; And appropriately enrich the editing functions of notes, such as font color; Add comments export function. The above optimization of note-taking function can improve the utilization rate of note-taking function and increase user stickiness.
Recommendation 3: wrong question analysis and wrong question set. Consolidate the after-class exercises in the exercise module. Although there will be explanations after each exercise, the results page after the exercise only shows the results and the receipt of the class. It is suggested to add the analysis of wrong questions on the page, or introduce the function of wrong question set (which can be placed on the remarks page), so as to facilitate users to summarize wrong questions, review and learn new things, and improve the user experience.
Verb (abbreviation of verb) abstract
Now the whole people pay more and more attention to English learning, and the concept of knowledge payment is deeply rooted in people's hearts. English online education has a broad market. As a popular online learning tool for fragmented English, Yan Kai English is maturing with high-quality course content. This product has too many highlights worth learning and summarizing.
After all, the most important product of online English learning is the course content. I hope that English will not forget its initiative in the process of constantly improving and optimizing products, and continue to focus on launching courses that really serve users' English learning.