WeFlex (China) - Mobile UX Strategy
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WeFlex is a Shanghai-based startup offering online fitness lessons through an online platform and WeChat POS. To improve the business, strategies are proposed to: 1) Diversify payment methods by developing a native mobile solution and adapting the backend accordingly. 2) Research suppliers to detect opportunities and improve service/revenue by better understanding vertical markets. 3) Prepare a framework to optimize scaling the backend service to new cities in China.
![Studio Size: medium
size studio, 5 coaches[ ]
[Product
]
Xue Fay | Flyoga](https://image.slidesharecdn.com/weflex-slideshare-01-171104162109/85/WeFlex-China-Mobile-UX-Strategy-22-320.jpg)
![[
[
Main challenges: membership
management, appointments, release
information about the courses, the
booking and cancelling process.
]
Management tools: Excel,
spreadsheets - San Ti Yun Dong ( 三体
云动), MindBody. ]](https://image.slidesharecdn.com/weflex-slideshare-01-171104162109/85/WeFlex-China-Mobile-UX-Strategy-23-320.jpg)
WeFlex (China) - Mobile UX Strategy
- 1. WE FLEX - MOBILE UX STRATEGY INTRO EMMANUEL FLORES ELIAS WeFlex - Mobile UX Strategy 2015
- 2. Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E WeFlex - Mobile UX Strategy 2015 From architecture to experience MOBILE UX FOR BACKENDS
- 3. A – UX BACKENDS Architecture-driven UX • Product ecosystem is becoming complex. • User-Centred vs Architecture-Centred? • Architecture emerges together with the UX, Marketing and Business requirements. WeFlex - Mobile UX Strategy 2015
- 4. Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E WeFlex - Mobile UX Strategy 2015 From architecture to experience MOBILE UX FOR BACKENDS
- 5. WeFlex • Shanghai-based startup. • Online fitness management. • Online Platform offering fitness lessons. • WeChat as POS. • Working as Product Strategy consultant. • October - December 2015. WeFlex - Mobile UX Strategy 2015B – WEFLEX
- 6. Suppliers Studios WeFlex Backend Users A B D C B – WEFLEX Service logic WeFlex - Mobile UX Strategy 2015
- 7. Service logic Suppliers Studios WeFlex Backend Users A B E C Consumer apps E B – WEFLEX Move to diversify payment methods WeFlex - Mobile UX Strategy 2015
- 8. Service logic Suppliers Studios WeFlex Backend Users A B D C Consumer apps E B – WEFLEX ! WeFlex - Mobile UX Strategy 2015
- 9. Service logic Suppliers Studios WeFlex Backend Users A B D C Consumer apps E ScaleSQL vs NoSQL B – WEFLEXWeFlex - Mobile UX Strategy 2015
- 10. From architecture to experience Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E MOBILE UX FOR BACKENDS WeFlex - Mobile UX Strategy 2015
- 11. C – A PAYMENT ECOSYSTEM Challenge: reach a broader audience by diversify the payment strategy. Action: develop a native mobile solution. Adapt your backend accordingly. WeFlex - Mobile UX Strategy 2015
- 12. A crocodile in the Yangtze: the Chinese revolution in payment platforms. C – A PAYMENT ECOSYSTEMWeFlex - Mobile UX Strategy 2015
- 13. C – A PAYMENT ECOSYSTEM Touchpoint analysis • Two mobile touchpoints, one backend. • AliPay, UnionPay, TenPay backend logic. • O2O. • Platform analysis: iOS vs Android vs others. • Avoid cannibalisation by segmenting of content and lessons on the backend. • Security architecture. WeFlex - Mobile UX Strategy 2015
- 14. C – A PAYMENT ECOSYSTEM Touchpoint analysis • I chat with the user. • I am social. • I use TenPay. • I am multiplatform. • I relay on Tencent. • I inspire the user. • I am personal. • I am a payment ecosystem. • What OS do you use? • I can host my own data-driven services Guys, what do you need? I will prepare it for you. I am secure and fast. WeFlex - Mobile UX Strategy 2015
- 15. UX Challenge: Fundamental UI and UX limitations. Advantages: - Platform with a strong social penetration. - It is a content marketing heaven. - Direct engagement with the users. - Good for CRM.
- 16. Impact in UX: - Integrate payment and social platforms. - Deliver inspirational material. - Native information architecture. - Make the app part of an organic ecosystem.
- 17. WeFlex becomes more accessible for our users. Segment DOC (data, offering, content) WeFlex - Mobile UX Strategy 2015C – A PAYMENT ECOSYSTEM
- 18. Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E WeFlex - Mobile UX Strategy 2015 From architecture to experience MOBILE UX FOR BACKENDS
- 19. Challenge: improve the offering by profiling better the lessons (type, hour, location). Action: research suppliers and detect opportunities. WeFlex - Mobile UX Strategy 2015D – TARGET THE VERTICALS
- 20. Suppliers Studios WeFlex Backend Users A B D C ! Verticals Questions: Do we really understand our verticals? Can we improve our service and revenue by understanding them better? WeFlex - Mobile UX Strategy 2015D – TARGET THE VERTICALS
- 21. • No dashboard but terminal. • Match purchases with the supply. • We encounter irregular patterns in the submission, scheduling and purchase of the lessons. Booking seemed to be fragmented. • CRM solution? Exploring our verticals WeFlex - Mobile UX Strategy 2015
- 22. Studio Size: medium size studio, 5 coaches[ ] [Product ] Xue Fay | Flyoga
- 23. [ [ Main challenges: membership management, appointments, release information about the courses, the booking and cancelling process. ] Management tools: Excel, spreadsheets - San Ti Yun Dong ( 三体 云动), MindBody. ]
- 24. Our conversation with the studios was a strategical and operational success. Studio owners loved the effort we made to understand their passions and challenges. They felt valued. WeFlex - Mobile UX Strategy 2015D – TARGET THE VERTICALS
- 25. Studios are willing to pay a CRM subscription and allow us to have an opinion on the profiling of the lessons. WeFlex - Mobile UX Strategy 2015D – TARGET THE VERTICALS
- 26. WeFlex - Mobile UX Strategy 2015
- 27. Knowing why, where and how to allocate the lessons into the market will have an important impact on the WeFlex brand awareness and business model. WeFlex - Mobile UX Strategy 2015D – TARGET THE VERTICALS
- 28. Studios become distributors, Point of Sale and clients at the same time. WeFlex acquires a new revenue channel. WeFlex - Mobile UX Strategy 2015D – TARGET THE VERTICALS
- 29. Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E UX Meet-up FEB 03 From architecture to experience MOBILE UX FOR BACKENDS
- 30. Challenge: prepare WeFlex to migrate their service offering to different cities. Action: Framework operations and optimise the backend. WeFlex - Mobile UX Strategy 2015E – UPSCALING
- 31. Expect growth • 1000 studios with 300,000 - 500,000 users. • Unveil opportunities in 2nd and 3rd tier cities. • China 13.5 governance. • Database strategy. WeFlex - Mobile UX Strategy 2015E – UPSCALING
- 32. Shanghai Go west! Strategy Chinese market is uneven. Structure your business, brand and experience models in order to optimise scaling and localisation. Generate a Framework (BPMN). WeFlex - Mobile UX Strategy 2015E – UPSCALING
- 33. Hong Kong Hangzhou Nanjing Tianjin Beijing Dalian Chongqing Chengdu Go west! Strategy Chinese market is uneven. Structure your business, brand and experience models in order to optimise scaling and localisation. Generate a Framework (BPMN). Guangzhou Shenzhen Hefei Xiamen Changchun Harbin Shanghai WeFlex - Mobile UX Strategy 2015E – UPSCALING
- 34. RESTful API Transaction API Authentication 3rd Party API API Wrapper Client logic Browser App Database (MongoDB/PostgreSQL) Persistency ClientServer Scalable backend • Prepare to handle the growth in users. • Timing fundamental for the UX. • Forecast new services by planning ahead. WeFlex - Mobile UX Strategy 2015E – UPSCALING
- 35. Migrate the WeFlex brand experience by understating your essentials and those of your market needs. WeFlex - Mobile UX Strategy 2015E – UPSCALING
- 36. Thank you. THANK YOU EMMANUEL FLORES ELIAS WeFlex - Mobile UX Strategy 2015