Pulse VS LinkedIn-analysis of core functions and user experience competing products

1. Analysis purpose

2. Experience environment

2.1 Mobile phone model

2.2 Mobile phone system

2.3 Mobile phone network

2.4 Experience time

3. Market analysis

3.1 Market size

3.2 Competition pattern

3. Product analysis

4.1 product positioning

4.2 target population

5, Product structure and functional experience

5.1 main structure

5.2 main process of novice registration

5.3 functional analysis

5.3.1 core functions

5.3.2 non-core functions

5.3.3 featured functions

6 comparative analysis of key points

6.1 design

3 Operation

7. Summary

7.1 Problems

7.2 Suggestions

With the continuous development of mobile Internet, social networks have gradually become one of the main tools for people to communicate with each other. As an important part of social network, workplace socialization has also attracted much attention. This paper selects two popular mobile apps in China's workplace social market-Pulse and LinkedIn, and mainly analyzes the main product functions and user experience of these two apps.

Redmi Note3

Android version: Android 5..2MIUI version: MIUI 9.5| stable version 9.5.1.(LHNCNFA)

mobile 4g&; WIFI

218/6

QuestMobile data shows that in 217, the scale of users in the mobile social industry was close to that of mobile netizens, with a penetration rate of 92.9%. By the end of 217, there were 3 million users in the China market of workplace social interaction, and it was still on the rise. Although the demographic dividend is gradually disappearing, as a new generation of Internet aborigines, Internet awareness has become a deep-rooted nerve in the mind after 9, or even 1 years. It is expected that there will still be great development prospects for workplace socialization in the future. Workplace recruitment and workplace contacts are the key points that every young and middle-aged job seeker and future job seeker need to pay attention to. Although the traditional comprehensive recruitment platform is still in the leading position in terms of user scale according to TalkingData- Insight Report on Recruitment APP Users, the use of emerging professional social apps is also rising.

? Pulse: domestic market only. According to the data of Analysys Qian Fan, in November 217, the number of active users increased by 41.32% month-on-month, and the monthly activity in December was 3,254,2, up by 2.37% month-on-month. In the whole year of 217, Pulse has been ranked first in the secondary field of business social applications, and in the two first-level fields of social and business office, the ranking has also steadily increased since the second half of 217. The official release of Pulse said: In 217, Pulse achieved a five-fold increase in revenue and monthly user life, with a total number of users of 3 million, and it is still accelerating.

changes in the scale of active users of Pulse APP in 217. According to iResearch data, as of March 218, the popularity of Pulse in a single month has nearly doubled compared with that in December 217. In April 218, the monthly number of independent equipment reached 9.87 million units, up 9% year-on-year, and the monthly total effective hours reached 5.6 million hours, down 1.8% year-on-year.

? LinkedIn: international layout. As of May 216, the number of LinkedIn users in China exceeded 2 million; As of May 218, LinkedIn had more than 562 million users worldwide. According to iResearch data, in April 218, the active penetration rate of LinkedIn was 2.91%, the average number of times of opening was 16.67, the number of independent devices per month was 2.27 million, down 6.7% year-on-year, and the total effective time per month was 3.3 million hours, down 9.6% year-on-year (only relevant data of China market are shown here).

? Pulse: Young and middle-aged professionals in major cities in China &; In the future, there is no obvious gender and geographical distinction. The gender ratio of users is approximately 55:45, users are mostly aged 25-35, and cities are mostly first-and second-tier cities. It can be seen that most of them are young people and high intellectuals who can keep up with the development trend of the times. The following is the population distribution of Pulse APP displayed by iResearch data in April 218:

? LinkedIn: In the international market, there is no obvious gender difference between middle and high-end professionals and people who care about the workplace in first-and second-tier cities in China market. The age distribution is mostly under 35 years old, and the gender ratio is also close to 54:46, which is mostly distributed in developed cities along the eastern coast. The following is the population distribution of LinkedIn APP in China according to iResearch data in April 218:

? According to the crowd distribution map of the above two apps, it can be seen that there is not much difference in the gender ratio between the two apps;

? In terms of age distribution, pulse users are relatively scattered, mainly between 31 and 35 years old, among which people over 36 also occupy a certain weight in the pulse population distribution, and LinkedIn users are mainly under 35 years old, which may be related to LinkedIn's international positioning, users are mostly high intellectuals, and it is easier to accept foreign cultures and the idea of continuous learning;

? In terms of regional distribution, they are all concentrated in the central and eastern regions of China, but the order is different. LinkedIn is mostly distributed in the southeast coastal areas, mostly concentrated in the more developed coastal cities and high-quality talent gathering areas in China; Pulse is relatively evenly distributed in other areas except Guangdong, Shandong and Jiangsu, and there is no obvious difference.

? Pulse: Brand positioning-China's leading workplace real-name social platform, "workplace social APP for finding work contacts". Both the mobile terminal and the PC terminal are developed, but the mobile terminal service is the main service, providing mobile workplace social services. Pulse is used to get through the five relationships of "colleagues, classmates, fellow villagers, friends of the same school and the same family", and to provide professionals with functions such as expanding their contacts, shaping their professional image, understanding everything in the workplace, applying for a job, and efficiently communicating with each other in order to eliminate barriers to business communication and enhance mutual trust in business.

? LinkedIn: brand positioning-a world-renowned workplace social and recruitment platform, mobile phone registration can get high-quality contacts with one click, "meet better yourself in LinkedIn". LinkedIn has more than 5 million global users, of which 32 million members are in China market. LinkedIn is used to connect with global professionals and provide users with more career opportunities at home and abroad, and it is more inclined to recruit high-end talents. LinkedIn was first developed as a PC and positioned as a global professional social networking site. On February 25th, 214, LinkedIn launched a Chinese beta website and launched the Chinese name "LinkedIn". With the development of mobile terminals and mobile networks, LinkedIn began to lay out mobile terminals. However, LinkedIn China Edition (December 215) was launched later than Pulse (launched in October 213). LinkedIn is committed to helping professionals around the world build their professional image, gain business insight, expand their professional contacts and find more career opportunities.

? Pulse: The middle and high-end professionals in China market and those about to enter the workplace, such as enterprise employees and college students, do not strictly distinguish between gender and geographical distribution. Pulse's future goal is to cover the white-collar workers in the workplace throughout the country. The target population is mostly concentrated in the first-and second-tier cities with relatively developed economy, numerous universities and talents in the central and eastern parts of China. Although the proportion of registered men and women tends to be similar, according to the data of Yiguan Qian Fan, the number of active men far exceeds that of women.

? LinkedIn: Middle and high-end professionals in the world. The main target groups of LinkedIn in China market are middle and high-end professionals in the workplace and college students, and there is no obvious gender difference. However, because LinkedIn originated from abroad, before entering the China market, most users in China were employees of foreign companies, returnees and executives of internationally renowned enterprises. At the same time, because of its profound western cultural atmosphere, LinkedIn was used as a social job-hunting platform for high-end workplaces, with a "high-ranking" style. Based on the characteristics of its international products, the target users in China market are mostly the economically developed cities in the eastern coastal areas, supplemented by the relatively developed cities in the central and eastern regions with numerous universities.

? As can be seen from the above figure, pulse has four main parts, LinkedIn has five main parts, but the main functions are concentrated in the first three or four parts. As can be seen from the above figure, the functional structure of LinkedIn is clearer and simpler, so that users can see it at a glance, while some functions of the pulse need users to explore and discover step by step.

pulse:

LinkedIn:

? As can be seen from the registration process of the above two apps, the registration process of the pulse is relatively simple and easy.

? From the aspects of account privacy and security, etc.:

(1) The personal address book must be uploaded, otherwise it can't be used, and it is easy for users to feel uncomfortable illegally obtaining user information. At the same time, Pulse will also send messages such as "xxx, you were rated as' XXX' by former colleagues ..." to unregistered users according to the mobile phone address book information of registered users, which will easily make users feel information leakage. Of course, different people have different feelings about the same message, but according to the evaluation of the app store, most of them are rated as negative comments, which requires careful consideration.

? On the other hand, it is relatively difficult to find the account cancellation function, but the user data can be deleted after applying for cancellation for three days, but the mobile phone user who registered and cancelled before can't register for the second time, which means that the user needs to change the mobile phone number registration if he wants to register again. In this regard, if the user doesn't have to use it, he may not buy a new mobile phone number to register again.

? (2) LinkedIn registration can only be used for work or student information, and the steps of importing email contacts and mobile phone address books can be skipped. LinkedIn originated in the United States, and privacy protection is very important in foreign countries. Therefore, LinkedIn will not easily use the user's name to send invitation information to unregistered users, which is better than the pulse. In addition, the cancellation account of LinkedIn is relatively easy to find, and the email phone number can be registered twice or even many times. However, one disadvantage is that after applying for cancellation, the user's information will remain on the LinkedIn platform for about two weeks before it will be cleared. I don't know why it takes two weeks to delete the user information data.

table showing the core functions of the two apps

? As can be seen from the above table:

? 1. The core function of pulse has three parts:

? 1) socializing:

? (1) Real-name socialization: Friends, discovery and job hunting are all within the scope of real-name socialization, and users can view and comment, post real-name topics, and communicate with friends.

? (2) Anonymous communication: it is its most personalized function. This function has advantages and disadvantages. On the one hand, it can let more people know about the culture and working environment of a company, and at the same time, it is a place for employees to release pressure and spit out dissatisfaction. However, it is easy to damage the company's image and adversely affect the company by spitting too much or even maliciously spreading bad information. This is a point that should be paid attention to in the future development of the pulse. We must avoid becoming a distribution center for gossip and losing the original orientation of expanding the workplace contacts.

2) networking:

? (1) network expansion: contacts in the address book are automatically added, and contacts that may be known in the same industry, the same region, alumni, etc. will also be recommended.

? (2) Job Recruitment: The platform will provide corresponding job recommendation according to the industry and personal information that users are concerned about. Users can also search for jobs and companies themselves, and the historical search of users will be recorded in the background, so as to make intelligent job recommendation and job invitation.

? (3) Pulse class: This function of Pulse puts online courses into it, and provides some job seekers with information such as job-seeking course recommendation and course discount. Users can purchase relevant courses directly on Pulse to fill in their knowledge.

? 3) Professional image: mainly the improvement of personal data. Through the improvement of data and related privacy settings, users can be easily searched by employers, thus gaining more opportunities for internal promotion.

? 2. The core functions of LinkedIn mainly include four parts:

? 1) social

? (1) Workplace news: When discovering the latest news in the workplace, users can also send photos, articles and other information by themselves, and view, comment and share the news of their friends.

? (2) Message notification: The original intention of LinkedIn is to establish a platform for people to communicate with each other through email contacts. With the development of the times, the platform is constantly optimizing its products. Contacts can be imported in many ways (email contacts and address books), not only for private message notification, but also for job recommendation and required reading recommendation, and its functions are more and more perfect.

? 2) occupation:

? (1) Job discovery: LinkedIn will display related jobs according to the industry and search history that users are concerned about.

? (2) Work experience: At the same time, there will be discussions on work experience similar to the anonymous communication function, but the real name discussion is the main topic, and anonymous topics are relatively few, which has a great relationship with LinkedIn's original thinking. Americans' concept is freedom of speech, so they can ignore other people's opinions, and most of them separate "personal grievances" from work.

? 3) network expansion:

? Guess what you know: LinkedIn can skip the import of email contacts and address books, so the platform will automatically push some people who are similar to some personal information of users, and users can also expand their contacts in this way.

? 4) Professional image: it is also the improvement of personal data and related privacy settings. By improving professional files, resumes can be submitted directly through job recommendation, thus improving users' competitive advantage in professional files.

? The functions of a product are non-core functions except core functions, such as:

? Pulse: non-core functions are member center and