2. 1
IXD Creative Founder F2019 HAXZ
Xinyao XuShicheng Huo
Time Management
System Thinking
We are Haxz!
Visual Design
Design Research
Ronald Alunan
Insight & Perspective
Collaborative Design
Wen Zeng
System Thinking
User Research
3. San Francisco
25 / Single / 90K
Target User
Prefer eating out in full-services restaurants with friends
Always use App / Social media as reference to find restaurant
Foodie who eat out 3+ times a week
Has a full time job
Need/ Goals
Socialize with friends
A reliable resource for deciding on restaurants
Easy way to plan outings
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IXD Creative Founder F2019 HAXZ
4. Business Concept
people aged 23-35 who works full-time
who likes to eat at restaurants with
friends 3+ times a week.
Having a complex process when
they planning out with friends.
Problem Solution
An app that helps arranging
eating outing easier.
People
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IXD Creative Founder F2019 HAXZ
12. Our mission is help users simplify their eating out
arranging process. We provide precise, personal
preference based information for users.
Why we are unique?
Connecting
Reliable
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IXD Creative Founder F2019 HAXZ
14. SOM
TAM, SAM, SOM 11
IXD Creative Founder F2019 HAXZ
Target Customers in San Francisco
Target User: 8K People
833,305
*58%
*20%
* 8.175%SOM
Population in San Francisco who ages between
24-35 does not have family and is a $100K earner.
Population in San Francisco
Single
Aged between 24-35
15. TAM, SAM, SOM 12
IXD Creative Founder F2019 HAXZ
Target User: 5M People
130,618 * 8 = 1,044,944
SAM
SOM
Target Customers in 8 states of US
130,618 is the average target users that populates each
state. (Base on the same calculate method of SOM)
The 8 largest states occupies the majority of full-service
restaurants in the US.
Target User: 8K People
883,305 * 58% * 20% * 8.175% = 8376
16. TAM, SAM, SOM 13
IXD Creative Founder F2019 HAXZ
Target User: 33M People
1,044,944 * 32 = 33,438,208
Yelp expanded their business in 32 countries
Target Customers in 32 countries
TAM
SAM
SOM
Target User: 5M People
130,618 * 8 = 1,044,944
Target User: 8K People
883,305 * 58% * 20% * 8.175% = 8376
17. TAM, SAM, SOM
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IXD Creative Founder F2019 HAXZ
Restaurants’ investment on social media ads
18. 15
IXD Creative Founder F2019 HAXZ
- There are 67% of restaurants are willing to invest social
media ads according to 2019 Restaurant success report.
- The average in-app advertisement is 0.24$ / Click in US
- The average click rate through in-app ads is 1% - 0.06%
IXD Creative Founder F2019 HAXZ
19. SOM
TAM, SAM, SOM 16
IXD Creative Founder F2019 HAXZ
Restaurant Advertising investment
SOM
Annual Income: $63K
( 6519 * 67%) * (0.24*(8376*0.06%))*12 = 63,217
Every target customers click through our product’s
in-app advertisement once per months.
23. BMC 20
IXD Creative Founder F2019 HAXZ
Users
Restaurants
Advertising
Agencies
Businesses
Social Events
Restaurant
Partnership
Social Events
International
Bloggers
Social Media
Quick Arrangement
Information Share
Multilingual
Reservations
Premium Features
Friend Network
Crowdsourced
Web Services
Bloggers
Social Events
Restaurants
Travel Agency
Userbase
Haxz Haxz 2019/10/31 3
Word Of Mouth
App Platform
Blogs
Social Media
Advertisements
Advertisements
User Clicks
Digital Data
Restaurants
Sponsorship
Databases & Servers
Foodies / U.G.C
Algorithms / Social M
Lawyers / Business
User Networks
Reviews / Photos
Restaurant Partnership
Product Maintenance
Development Team
Office Space / Offices
Technology Services
Customer Acquisition
Logistics / Kiosk
Marketing
User Acquisition
Relationship
Building
Social Engagement
Membership
Social Events
24. BMC 20
IXD Creative Founder F2019 HAXZ
3
Restaurant
Partnership
Events
International
Bloggers
Social Media
Quick Arrangement
Information Share
Multilingual
Reservations
Premium Features
Friend Network
Crowdsourced
Web Services
Bloggers
Social Events
Restaurants
Travel Agency
Userbase
Haxz Haxz 2019/10/31
Word Of Mouth
App Platform
Blogs
Social Media
Advertisements
Advertisements
User Clicks
Digital Data
Restaurants
Sponsorship
Databases & Servers
Foodies / U.G.C
Algorithms / Social M.
Lawyers / Business
User Networks
Reviews / Photos
Restaurant Partnership
Product Maintenance
Development Team
Office Space / Offices
Technology Services
Customer Acquisition
Logistics / Kiosk
Marketing
User Acquisition
Relationship
Building
Social Engagement
Membership
Social Events
Users
Restaurants
Businesses
Social Events
Advertising
Agencies
Product Maintenance
Web Services
User Generated
Content
Relationship
Building
Premium Features
International Reach
Word Of
Mouth
Social
Events
Membership
26. MVP Idea
People can create eating out plan
and share it with friends.
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IXD Creative Founder F2019 HAXZ
Personal requirements highlight
in the profile for friends to see.
User generated content based
27. 23
IXD Creative Founder F2019 HAXZ
Riskiest Assumption
People can arrange eating out without texting a single word
28. 24
IXD Creative Founder F2019 HAXZ
Step1: Collect participant’s preferences
Step2: Send the invitation card to friends without texting a single word
Step3: Take the screenshot of the first reaction
Step4: Post-experiment interview
Steps:
30. 26
IXD Creative Founder F2019 HAXZ
7 first reactions from 5 participants :
1. “What!”
2. “What’s this?”
3. “I can’t! I will be in chicago next weekend”
4. “Wow! What kind of app is it?!”
5. “Should we go to this restaurant on Friday?”
6. “I can go at this time! ”
7. “I might go eat Hubei food, they
also in San Mateo”
31. 27
IXD Creative Founder F2019 HAXZ
Results
5/7 responses associate it is an invitation from an app
Valid MVP experiment
4/7 responses give clear response to participants
32. 28
IXD Creative Founder F2019 HAXZ
“It provides a simple and efficient way for
me to arrange a meal with my friends”
33. 29
IXD Creative Founder F2019 HAXZ
Observation
- Users showed that they wanted to engage with the content.
- Participants start conversation around the content naturally.
- Participants get a clear response in a short conversation.
34. 30
IXD Creative Founder F2019 HAXZ
Insight
- 2/5 participants think the invitation card lacks casualness
Lack of
casualness
35. 31
IXD Creative Founder F2019 HAXZ
Insight
- 3/5 participants wish there can be more options for
restaurants and time for their friends. Based on
their personal experience, they need to negotiate
choices with their friends to make a final decision.
- 3/5 participants wish it can be a clickable to
see further information.
Multiple
Options
Further
Information
36. 32
IXD Creative Founder F2019 HAXZ
Insight
- 1 participant wish there can be a restaurants archive
list or wish list for her to track restaurants she has
been to or want to go.
- 1 participant feels that it will be great to have the
community with similar taste.
Customizable
Lists
Community
Building
38. 34
IXD Creative Founder F2019 HAXZ
SEPT OCT NOV
Customer Discovery Customer MVP TestingCustomer Validation
MVP CreationUser Research Problem Finding & User Testing
Feature Validation
User Finding
Identifying
Our Persona
in interviews
Product Sprint
Feature
Storyboard
Testing
Key Use Scenario
Behavioral
Storyboard
Testing
Journey Map
Identifying
problems
with process
Testing
Market Research
TOM
SOM
SAM
MVP Testing
Restaurant Card
Experiment Test
?
MVP Confirmed
Product Roadmap
Customer Acquisition
Validation
Acquisition
Prototyping
Building
39. 35
IXD Creative Founder F2019 HAXZ
What to do next:
- Landing Page
- Poster to see how is people’s reaction to our product
- Update Our MVP Features
40. Resources:
IXD Creative Founder F2019 HAXZ
36
Hale, Robert. “How to Write Your Restaurant Marketing Budget in 2019.” Toast POS,
Toast, Inc., 6 Sept. 2019, https://pos.toasttab.com/blog/restaurant-marketing-budget.
Brenner, Michael, et al. “Banner Ads Have 99 Problems And A Click Ain't One.”
Marketing Insider Group, 6 Sept. 2019,
https://marketinginsidergroup.com/content-marketing/banners-99-problems/.
“An Introduction to Yelp Metrics as of June 30, 2019.” Yelp,
https://www.yelp.com/factsheet.
“Census Profile: San Francisco, CA.” Census Reporter,
https://censusreporter.org/profiles/16000US0667000-san-francisco-ca/.
https://www.yelp.com
https://www.zagat.com
https://www.rottentomatoes.com
https://www.instagram.com
https://www.ubereats.com
Comparative Landscape
Single Location Full-Service Restaurants in the US. IBISWorld In dusry Report 72211b
Pk. “Income Percentile by Age Calculator [2019].” DQYDJ, 24 Oct. 2019,
https://dqydj.com/income-percentile-by-age-calculator/.
41. Thank you
BMC & Comparative landscape
IXD-Creative Founder
Shicheng Huo || Eva Xu || Wen Zeng || Ronald Alunan
IXD Creative Founder F2019 HAXZ
