1. HAXZ
Market Research & Sizing
IXD-Creative Founder
Shicheng Huo || Eva Xu || Wen Zeng || Ronald Alunan
IXD Creative Founder F2019 HAXZ
2. Target User: Tom
- Socialize with friends
- A reliable resource for
deciding on restaurants
-Easy way to plan outings
Need/ Goals
Behaviors
- Sharing restaurants recommendations
- Looking up for new restaurants
- Organize dinner plans with friends
San Francisco
25 / Single / 90K
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IXD Creative Founder F2019 HAXZ
3. Business Concept: Molecule
Who like eating
out at restaurants
with friends.
Have a difficult time
to find a restaurant
Problem Solution
An App
People
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IXD Creative Founder F2019 HAXZ
4. 1. People who eat out in groups of 3+, often disagree
on selecting restaurants causing frustration when
they plan eating out.
2. People who like to eat out experience
disappointment between a restaurant's
recommendations and their expectations.
Business Concept: Hypothesis 3
IXD Creative Founder F2019 HAXZ
6. Interviews
Shawn Vivi Bob
Has negative feelings for him is waiting
for the response from his friend.
He think some of the review is fun and
is a guide for him to order.
She like check blog and Yelp to filter
restaurants
She wishes there are could be a feature
can show the review and rating about
dish in a specific restaurant.
He uses google map instead of yelp for
checking the distance
He wants simple, fast restaurant but
taste good
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IXD Creative Founder F2019 HAXZ
7. Zoe Nathan
Has a hard time to decide what to eat -
about location/food type
Look at yelp reviews/blogs to find a
specific type of food or dish.
Don’t wanna wait for friend’s recommendation,
“If they don’t text me back in 10 mins, i will
go by myself.”
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IXD Creative Founder F2019 HAXZ
8. Lauren
“I only use 10 mins to decide if I
should go with my friend or eat
alone”
“We don’t choose a busy restaurant
since we are really easy on choosing
a place”
Chris
Want to have recommendations on the
restaurants that 80% match his personal
preference
Wish they have a wish list of restaurant,
share it with friends to see if it matches
with them.
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IXD Creative Founder F2019 HAXZ
9.
10.
11. Eating out experience with co-workers
● Two participants mention about when they eating out with
co-worker they would like the dinning process be fast.
● The restaurant for team building is usually not decide by
the participants
● One participants mention about location is their
first considerations.
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IXD Creative Founder F2019 HAXZ
12. 2Synthesis
4 out of 7 participants feels waiting for response is a slow process
4 out of 7 participants look into reviews to filter restaurants
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IXD Creative Founder F2019 HAXZ
13. 1. People who eat out in groups of 3+, often disagree
on selecting restaurants causing frustration when
they plan eating out. (Invalid)
2. People who like to eat out experience
disappointment between a restaurant's
recommendations and their expectations.
(Invalid)
Result 11
IXD Creative Founder F2019 HAXZ
14. 2Synthesis
5 out of 7 participants do spend a long time to
check reviews for a better restaurant selection
6 out of 7 participants will use Yelp
4 out of 7 participants wish will have the
rating of dishes of a specific restaurants
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IXD Creative Founder F2019 HAXZ
15. Why they feel the process SLOW
Stage 1
Someone
propose
restaurants
Stage 2
Decide
which
restaurants
Stage 3
Decide
where
to eat
Stage 4
Decide
when
to eat
A: 10 mins later response
B: 1 hours later response
C: 4 hours later response
A: 20 mins later response
B: 2 hours later response
C: 1 hours later response
A: 2 mins later response
B: 1 hours later response
C: 1 hours later response
Insight
01
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IXD Creative Founder F2019 HAXZ
16. ● Where, When, What are they going to eat is the essential
information they need to get before eating out.
● In every stage of discussion, people need to
wait another round of waiting time.
Insight 14
IXD Creative Founder F2019 HAXZ
17. Insight Why they feel the process SLOW
Think about a
type of food to eat
Filter restaurants by
looking into the
reviews base on their
personal requirements
Switch software to
make sure gather all
the information
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IXD Creative Founder F2019 HAXZ
18. Insight
● People usually need to use at least two apps to associate
with all the information they need. For example, some
participants will look up the ratings and reviews on Yelp
and use Google to check the busy hour.
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IXD Creative Founder F2019 HAXZ
19. MVP Idea
An app can help you arrange
eating out with friends without
texting a single word
The app also can also
recommended restaurant base on
location/preference/waiting time
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IXD Creative Founder F2019 HAXZ
20. “As crowdsourced information
becomes increasingly prevalent,
so do concerns that the quality
of information.”
(Michael Luca, Georgios Zervas; 2016, pg 3412)
“Yelp alone contains more than
70 million reviews of
restaurants (etc)... and has a
market capitalization of
roughly $4 billion,.expected to
earn 900 million in revenue. ”
(Michael Luca, Georgios Zervas; 2016 pg 3412) Chevalier and
Mayzlin 2006; Luca 2011, 2015).
Fake It Till You Make It: Reputation, Competition,
and Yelp Review Fraud Michael Luca, Georgios Zervas
Market Research: Som, Sam & Tam
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IXD Creative Founder F2019 HAXZ
21. Som Market Research
“Overall, roughly 16%
of restaurant reviews
are filtered by Yelp.”
(Michael Luca, Georgios Zervas; 2016, pg 3412)
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IXD Creative Founder F2019 HAXZ
24. Tam Market Research
“If reviews on a platform
are all positive, people may
conclude that the system
can’t help them differentiate
the good from the bad.”
(Geoff Donaker, Hyunjin Kim, Michael Luca; Pg 127 NOV 2019)
Selection Bias
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IXD Creative Founder F2019 HAXZ
25. SOM:
People who are looking for a
more reliable review system
for restaurants.
Market Fit
SAM:
People who are like “Tom”
Who currently use the current
model for searching
TAM:
People who want reviews
For other services, such as
salons & other businesses reviews.
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IXD Creative Founder F2019 HAXZ
26. We learned this...
- Predicted increase of 22% from
2018-23 in restaurant business.
- Mapping Yelp’s business venues
with ratings provides a new way
to understand quality of
business.
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IXD Creative Founder F2019 HAXZ
28. MLA CITATIONS
Designing Better Online Review System
Geoff Donaker, Hyunjin Kim, Michael Luca “Designing Better Online Review
System. How to create ratings that buyers and sellers can trust” Harvard
Business Review Review, Nov-Dec 2019, pp. 124-129. EBSCOHost,
search.ebscohost.com/login.aspx?direct=true&db=f5h&AN=24093790&site=
ehost-live.
Fake It Till You Make It
Michael Luca, Georgios Zervas (2016) Fake It Till
You Make It: Reputation, Competition, and Yelp
Review Fraud. Management
Science 62(12):3412-3427.
https://doi.org/10.1287/mnsc.2015.2304
IXD Creative Founder F2019 HAXZ
Spatial analysis of users-generated ratings of yelp
venues
Yeran Sun* and Jorge David Gonzalez Paule
Sun and Paule Open Geospatial Data, Software and Standards (2017) 2:5
DOI 10.1186/s40965-017-0020-9
