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User journey event/ Target user On boarding Pain points Solutions/ Key Features Pros Cons Additional features Additional comments Apple store reviews action • Too much information on nearby screen • Reviewed category shifts from restaurant to shopping • I want a feature to sort photos and reviews by time/ highest, • Animation for loading • No direct access to the menu • “Review highlights” matters a lot, showing on the main page etc. Don’t show photos from 5 years old to me! • What to eat? • Find the newest and hottest restaurants in your area • “Review highlights” on the restaurant page • Friendly loading animation • Lost of food pictures without the food names of the restaurant • Not good to small business owner. Keep bad reviews on top Search restaurant - Select the restaurant • Where to eat? • Make reservations, order delivery or pickup—all from your • Pre-suggestion words in search field • Pre-suggestions under the search bar • Out-dated dish pictures, misleading viewers • Add quick access to social media platform from the app. and hide good reviews Restaurant lovers, Age 18-54 Local recommendation - Browser the food picture - Find menu • Where to find closed restaurant? phone • Clear/ obvious filter options and types of food Yelp • Clear/ obvious filter options and types of food on result screen • “Explore the Menu” section is not very discoverable (scenario: want to ask friend’s opinion on a restaurant I found • Not fair rating. Large business pay Yelp to get good rating picture • What should I order? • Filter restaurant search results by price, location, open now, • Categorize the pictures based on Menu, Food, Inside, Outside, • Showing picture categories after swipe 10 images • Hard to find traditional/ local food in the yelp page, just click a button, and jump to WeChat to • Inaccurate reviews between yelp and real situation • What’s others opinions on the food? and more All • “Not Recommended” review is hiding on the very last of the ask the friend) • “Not Recommended” review is hiding on the very last of the • Currency symbol changes based on different countries page • 餐馆信息最全的还是Yelp page • Menu is not associated with food images • Clean, easy to navigate information • Food images are not associated with reviews • Has full menu • Search function is not intuitive • Has full menu • “Browse by cuisine” feature can be rearranged based on • What to eat? • Filter restaurant search results by price, location, open now, • Making the feeling of eating has to go through reservation • “Join Waitlist” feature • Less restaurants connected to OpenTable Search restaurant - Select the restaurant • “Join Waitlist” feature current location (be helpful during travel) Who wants to make reservation before • Where to eat? and more • Overall review number is not easily discoverable due to light • “Near Me Now” feature • Communication false between OpenTable and restaurants N/A - Browser the food picture - Find menu • “Near Me Now” feature • Once you make a reservation, app will send a calendar/email OpenTable dinning • Where to find closed restaurant? • Make reservations color of font • “Browse by cuisine” feature ( reservation not available in OpenTable but available through picture - Make reservation • “Browse by cuisine” feature invite • How to make a reservation? • Less image from customer, more from restaurant itself • Customer review keywords, easy to read calling the restaurant) • Customer review keywords, easy to read • Add "saved preference” based on personal preferences • Limited restaurant listing, especially small restaurants which • “Popular dishes” section • “Popular dishes” section don’t require reservation • Swipe restaurants, pops out on the map • “Restaurants list” page, words are too crowded and clustered, • “#1 of xxx place to eat in Seattle” • #1 of xxx place to eat in Seattle hard to read • Showing actual estimated time and cost for transportation to • Latest review • Showing actual estimated time and cost for transportation to Travelers who want to plan and organize Search destination - Search restaurant - • It takes so much time to do travel planning • Travel plan all in one place • Some restaurant has menu (without price), some doesn’t the restaurant • Find nearest point of interest the restaurant • Reviews are no longer legitimate, a lot of paid advertising their trips easily, figure out the dining - Select the restaurant - Browser the • Don’t know where to eat, where to go • Explore/guide things (hotels, restaurants, flights, forum • Food image is limited • “Read reviews that mention:” is good for checking customer N/A TripAdvisor • Lowes price • “Read reviews that mention:” is good for checking customer • Bad experience on writing review places at their destination food picture • Don’t know where to get reviews and opinions • Gather travellers review together • From the home screen, it prompts you to search the overall review overall review destination first, then search restaurant • Review searching function • “Search review” is useful • The search function for restaurant is not very discoverable • Maybe a discussion board like forums • Download the cities, offline mode highly recommend airbnb experiences(from airbnb website’s • For Travelers • Airbnb experience, a service that allows users to find in-the- reviews) • For travelers • make the reservation only for some specific restaurants know locals who want to give users an in-depth look at their • learning by making also tasting • what and where to eat when traveling? (airbnb teamed up with Rest so users can skip the line and • Well edited advertise videos or photographs for each food and culture, which includes the exploration of great cuisine We not only got to learn about pasta and make our own, but • How to make a reservation before departure? reserve sought-after tables) drink experience • build the trust/when airbnb experiences launched, the we also got to taste our creation. • How could travelers have an unique food tour when • Users can search or share their stories about food on • a clear description of host’s profile, the activity, the location, company interviewed all guides and would help craft and • connect with new friends and locals traveling? “Stories” menu groups size, guest requirements related tips. • only a few restaurants could be reserved via Airbnb structure the tour. Great food and great conversation, excellent way to experience • the traveler, especially a food lover/an • How to make travelers explore unique and typical • Either guidebooks or Airbnb Experiences emphasize the idea • Airbnb Experiences provides diverse food and drink • notification for only a few spots left or how many people • it is difficult to find the general guidebook summarized by • The goal of Airbnb Experiences is to let people become the the variety of food and influence while talking to locals about the avid foodie, who is looking for an food cultures that they cannot typically find on their of “local” experiences for travelers, including the market visit, food review this experience this week Airbnb for each city on the mobile app. It is easier to find this explorers not just the tourist when traveling around the city unique experience for exploring local own? • focus on exploring unique local cultures and sharing N/A N/A tasting tour, day trip for a specific local cuisine, food or drink • being able to add any restaurants to itinerary and select a guidebook when browsing Airbnb Website. countries • fun, wonderful, interesting, amazing, incredible, fantastic, Airbnb cuisine • How to connect with locals who are chefs or experts experiences and stories, it is more like being a explorer rather as well as cooking class specific date (app) • not all hosts write their own guidebooks • Airbnb guidebooks: https://airbnb.design/food-for-thought/ excellent, informative experience • locals who want to share their hobbies, in a particular cuisine? than a traditional tourists (go to different attractions and • provides a general guidebook for travelers, which list the best • using the map and icon to present nearby restaurants to help • it is hard to find the address of restaurant, price, the name of • value individual knowledge and shared experience • share story while sharing the food we make skills or expertise • For hosts (locals) places other tourists usually go) food scenes from local Airbnb hosts users find restaurants when preparing for their trips dishes when reading food stories in the “stories”menu • It’s these invaluable pieces of personal knowledge that We all took turns to share our stories as well as we ate our • How could locals share their expertise or experience • each Airbnb host provide a guidebook for their city, including • customize the user’s travel plan by adding itinerary or signing Guidebooks aims to share, and that turn the experience of freshly made dumplings. with travelers? food and drink recommendations up for airbnb experiences eating with people into connecting with people. • not only know about a specific cuisine/how to cook a specific • How could locals whose passion for food want to • For hosts • change the “language” and “currency” • I think Airbnb website is more functional than its app. I dish, but also learn some history of a country’s customs/ design their experience for travelers to enjoy one • Airbnb helps hosts to design the experience step by step and assume that users are more likely to use laptop to plan for experience a different lifestyle. day food trip, cooking class or a typical market visit? provide a variety
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