Foursquare产                             户   验设计                                       1Tuesday, November 23, 2010         ...
2Tuesday, November 23, 2010       2
3Tuesday, November 23, 2010       3
获   Series A    资                                                                                       长                 ...
1                     过   2         户       3签         户    认记录      发                                 POI                ...
户                  2010.10.18.                        400                     2亿                2                         ...
7       Foursquare                签                              为95                             签           户            ...
45% 页                                                 这                             29.77%   15.68%                       ...
iPhone vs. Android                                         2010   2     Foursquare 户                                      ...
Foursquare   户        长?                                              10Tuesday, November 23, 2010                        ...
1.                      户            uTest        300       测试      馈 认为                                                  ...
2.                    资                •               线        务                       Location        结   热             ...
Penn                签       3    “   ”   签   3   “历        场   ”    签   3   “ 产 ”                                         ...
BART                •             1   27    3    5      BART 运      统调     446   Foursquare                       户       ...
3.                • Foursquare             Twitter     Facebook 还                             API        发   进    应    务  ...
4.          战                             •    Starbucks,McD, Pepsi   LV, Jimmy Choo                             •    Amer...
遗                             Foursquare                             时Tuesday, November 23, 2010                17
18Tuesday, November 23, 2010        18
户                ……            ✓      轻            ✓            ✓对     产            ✓ 乐 尝鲜            ✓                   ...
达10%         4SQ 户           们 驱动                               20Tuesday, November 23, 2010          20
还   问题……Tuesday, November 23, 2010              21
YOU HAVE A PENDING                                                      FRIEND REQUST!                   ……        们      ...
60%对           们说                        们                             NO                                  Email?   23Tues...
户样                                             终结                                       •          户id——722               ...
Facebook绑         44.47%   54%                     Twitter                      绑          75.35%    59%                  ...
户                                  络图   头                             26Tuesday, November 23, 2010                     26
1000                                                 领         POI                             们                1485      ...
户历       签          统计                •      722       样    户   约   时间总                   户           历   签     n=722     ...
8                                户签         26.7%               签   73.3% 户8                          签                   ...
签                                            领     变                            变             0                           ...
对                                   户                •              签           户           为15.3%                       (...
隐                Shouting                             隐     [off the grid]签   535                             换     话说    ...
览                                                1%                                  7%                                   ...
桥             场                                              东     场                                                    To...
OK,   晕    总结   ...                                   35Tuesday, November 23, 2010                         35
户            • 户“             宽”            过      25        签         过60   (                时连续签            2-3         ...
……                             这   跃   户还         户                                      37Tuesday, November 23, 2010     ...
API                             户         •          API          1878       id         •              UID             拥  ...
样                •      10.49% 绑      Facebook 21.5%绑     Twitter                •      39.35%    户    传       义头         ...
0            1-10                                        样      63.21%                11-50        51-100                1...
则                             Foursquare签    热                                           41Tuesday, November 23, 2010     ...
签                                  •   24   时     (2010.11.22. )                                      56    户样       发    ...
样          总结                •            API输   样             户   说      现               跃                               ...
户访谈                •      问题                •            场     针对   户        习惯                •            动             ...
总结                •      动       (1) “这              ”——签                 户认为   时                  领                      ...
对                              长       动                                          签   场                             46Tues...
总结2                •      对      户   说         隐   签   隐     问题                •      Foursquare               /   SNS    ...
户    态                             48Tuesday, November 23, 2010            48
1                                      们                             49Tuesday, November 23, 2010                49
Technology Adoption Model                             50Tuesday, November 23, 2010                50
2                             实际                                  51Tuesday, November 23, 2010             51
总结3-                                            热                                                涨                        ...
让                                  3                             53Tuesday, November 23, 2010            53
Power User                                  这                Foursquare                                  Power User       ...
thats it~                             谢           龚   UED   们Tuesday, November 23, 2010                             55
Q&A                              56Tuesday, November 23, 2010         56
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Foursquare 产品研究

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Foursquare 产品研究

  1. 1. Foursquare产 户 验设计 1Tuesday, November 23, 2010 1
  2. 2. 2Tuesday, November 23, 2010 2
  3. 3. 3Tuesday, November 23, 2010 3
  4. 4. 获 Series A 资 长 创 运营 获 Series B 资 SxSW 连锁 业 户 签 2009.3. 2009.8 2010.6. Today 4Tuesday, November 23, 2010 4
  5. 5. 1 过 2 户 3签 户 认记录 发 POI 时 POI 签 过 Facebook Twitter 签 5Tuesday, November 23, 2010 5
  6. 6. 户 2010.10.18. 400 2亿 2 户 签 总 户 • 监 统Ad Planner foursquare.com UV为380 PV为5500 时间为5:30 UV 10 PV为20 6Tuesday, November 23, 2010 6
  7. 7. 7 Foursquare 签 为95 签 户 为2 1 经 发 签 时间 8 签 发 发 矶 Foursquare 户 7Tuesday, November 23, 2010 7
  8. 8. 45% 页 这 29.77% 15.68% 27.73% 13.57% 8Tuesday, November 23, 2010 8
  9. 9. iPhone vs. Android 2010 2 Foursquare 户 Android 13% Blackberry 11% WAP SMS 7% iPhone 1% Palm 67% 1% 9Tuesday, November 23, 2010 9
  10. 10. Foursquare 户 长? 10Tuesday, November 23, 2010 10
  11. 11. 1. 户 uTest 300 测试 馈 认为 Foursquare 5 LBS领 竞 对 • • 获 • 简单 逻辑——签 • 态显 • • 户 实 联 • 仅 SNS Gowalla 300 测试员认为Foursquare • 377 问题177 Gowalla为316 Brightkite为 11Tuesday, November 23, 2010 11
  12. 12. 2. 资 • 线 务 Location 结 热 #1 79175 MTV电视 丝 过 质 务 务 Bravo电视频 #2 78407 Zagat #3 73675 • 业 Foursquare 户 长过 为 bastard jeans 选择进驻 10 29 丝 9 (#5 56317) 为 样 Facebook 2% Twitter 0.16% 12Tuesday, November 23, 2010 12
  13. 13. Penn 签 3 “ ” 签 3 “历 场 ” 签 3 “ 产 ” 签 13Tuesday, November 23, 2010 13
  14. 14. BART • 1 27 3 5 BART 运 统调 446 Foursquare 户 70% 签 过BART车 34%频 35% 40% 说 经 过Foursquare 过BART 边 POI • 过50% 认为 Foursquare对 BART 14%认为 为 Foursquare BART 14Tuesday, November 23, 2010 14
  15. 15. 3. • Foursquare Twitter Facebook 还 API 发 进 应 务 发 • Kickball Weeplace Instagram 应 15Tuesday, November 23, 2010 15
  16. 16. 4. 战 • Starbucks,McD, Pepsi LV, Jimmy Choo • American Eagle Outfitters 现 纽约 华 时报 场 产 16Tuesday, November 23, 2010 16
  17. 17. 遗 Foursquare 时Tuesday, November 23, 2010 17
  18. 18. 18Tuesday, November 23, 2010 18
  19. 19. 户 …… ✓ 轻 ✓ ✓对 产 ✓ 乐 尝鲜 ✓ 户 ✓ iPhone ✓ 龄 ✓ 22-25这 龄 19Tuesday, November 23, 2010 19
  20. 20. 达10% 4SQ 户 们 驱动 20Tuesday, November 23, 2010 20
  21. 21. 还 问题……Tuesday, November 23, 2010 21
  22. 22. YOU HAVE A PENDING FRIEND REQUST! …… 们 “ ”帐户 请 们“ 见” 户 为 22Tuesday, November 23, 2010 22
  23. 23. 60%对 们说 们 NO Email? 23Tuesday, November 23, 2010 23
  24. 24. 户样 终结 • 户id——722 • 户id——763 户 80% uid 50000 显 绝 户 3 24Tuesday, November 23, 2010 24
  25. 25. Facebook绑 44.47% 54% Twitter 绑 75.35% 59% 78.8% 62% 头 传 96% 99.1% 25Tuesday, November 23, 2010 25
  26. 26. 户 络图 头 26Tuesday, November 23, 2010 26
  27. 27. 1000 领 POI 们 1485 户 14959 领 POI 750 4SQ TOP20 为“ ” 为 500 办 20 领 POI 45% 250 983 954 550 416 406 330 319 302 265 238 231 227 207 200 195 184 182 171 171 146 0 铁 馆 场 馆 办 /简 戏 亚 银 萨 - 综 - 购 27Tuesday, November 23, 2010 27
  28. 28. 户历 签 统计 • 722 样 户 约 时间总 户 历 签 n=722 签 16 226 11-50 • 2.5% 户 过 1-10 22.0% 9.6% 51-100 签 0 2.5% 17.6% • 户 过 过150 >151 101-150 9.3% 签 39.1% 28Tuesday, November 23, 2010 28
  29. 29. 8 户签 26.7% 签 73.3% 户8 签 Total(n=530) Mean Total Days Out 2177 4.1 4108 8 签 过 户 签 Check-in 9263 17.5 17477 组 (n=530) Badge 153 0.3 289 51-100 4% Mayorships +365 -125 0.7 689 11-50 Friends 2355 4.4 4443 32% 1-10 60% 29Tuesday, November 23, 2010 29
  30. 30. 签 领 变 变 0 193 <0 91 <0 4 1-10 320 11-50 169 0 316 0 436 51-100 22 1-5 325 101-150 7 1-5 176 >150 11 6-10 45 6-10 14 11-50 28 11-15 4 51-100 3 0 193 16-20 0 >100 1 1-10 359 11-50 170 >21 1 30Tuesday, November 23, 2010 30
  31. 31. 对 户 • 签 户 为15.3% (n=763) • (8 ) 4.6 25 签 户 4.1 17.5 签 须 • 0.9 • 14200 16 31Tuesday, November 23, 2010 31
  32. 32. 隐 Shouting 隐 [off the grid]签 535 换 话说 6 签 间 隐 Shouting 为107 4% 32Tuesday, November 23, 2010 32
  33. 33. 览 1% 7% 务 4% 11% 签 3% 发 446 签 POI 这446 签 发 饮场 26.7% 15% 发 铁 场 办 饮 为14.6 15% 签 27% 购 场 签 为11% 9.9% 闲 娱乐 KTV 电 购 签 2% 10% 娱乐 闲 6% 2% 办 15% 33Tuesday, November 23, 2010 33
  34. 34. 桥 场 东 场 Top3 汇 场 东 场 汇 34 桥 场Tuesday, November 23, 2010 34
  35. 35. OK, 晕 总结 ... 35Tuesday, November 23, 2010 35
  36. 36. 户 • 户“ 宽” 过 25 签 过60 ( 时连续签 2-3 POI), 拥 2-3 领 宽 签 历 20-25 • 3块领 领 馆 • 4 签 总 签 17 应该 5 馆 3 铁 2 2 办 2 TA 过飞 还 签 场 36Tuesday, November 23, 2010 36
  37. 37. …… 这 跃 户还 户 37Tuesday, November 23, 2010 37
  38. 38. API 户 • API 1878 id • UID 拥 Foursquare 户 较 汉 庆 API 询 38Tuesday, November 23, 2010 38
  39. 39. 样 • 10.49% 绑 Facebook 21.5%绑 Twitter • 39.35% 户 传 义头 40% 为37% • 22.63% 户 • 趋势 户 变 Facebook Twitter绑 39Tuesday, November 23, 2010 39
  40. 40. 0 1-10 样 63.21% 11-50 51-100 101-150 >150 过签 (n=1878) 签 过60 历 签 过 1-1030 1-10 签 23.27% 11-50 过150 签 签 7.61% 跃 户 11-50 签 2.72% 150 签 0 40Tuesday, November 23, 2010 40
  41. 41. 则 Foursquare签 热 41Tuesday, November 23, 2010 41
  42. 42. 签 • 24 时 (2010.11.22. ) 56 户样 发 签 为 样 3% • 们还 继续 42Tuesday, November 23, 2010 42
  43. 43. 样 总结 • API输 样 户 说 现 跃 过 签 户 63% • 们 150 签 进 跃 户 槛 过 这 槛 户为2.72% 43Tuesday, November 23, 2010 43
  44. 44. 户访谈 • 问题 • 场 针对 户 习惯 • 动 • 验 44Tuesday, November 23, 2010 44
  45. 45. 总结 • 动 (1) “这 ”——签 户认为 时 领 为 (2) “ 较 签 诉 ” • 签 场 (1) ——“ 时间 签 ” “ ” “觉 较 尝试 ” (2) “ ” “ 过 ” (3) 习惯 车 场“报 ”——“签 twitter ” 还 问 “哟 ” 这 觉 (4) 过 签 签 45Tuesday, November 23, 2010 45
  46. 46. 对 长 动 签 场 46Tuesday, November 23, 2010 46
  47. 47. 总结2 • 对 户 说 隐 签 隐 问题 • Foursquare / SNS • 验问题 POI POI 47Tuesday, November 23, 2010 47
  48. 48. 户 态 48Tuesday, November 23, 2010 48
  49. 49. 1 们 49Tuesday, November 23, 2010 49
  50. 50. Technology Adoption Model 50Tuesday, November 23, 2010 50
  51. 51. 2 实际 51Tuesday, November 23, 2010 51
  52. 52. 总结3- 热 涨 传 尝试签 续 签 归 52Tuesday, November 23, 2010 52
  53. 53. 让 3 53Tuesday, November 23, 2010 53
  54. 54. Power User 这 Foursquare Power User 业 语 联 Foursquare 700 Twitter 5500 丝 update “ ” 过 Foursquare签 传 54Tuesday, November 23, 2010 54
  55. 55. thats it~ 谢 龚 UED 们Tuesday, November 23, 2010 55
  56. 56. Q&A 56Tuesday, November 23, 2010 56
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