Subway: iOS and Android App
As one of the world’s largest restaurant chains, Subway engaged with Fjord to increase their digital presence in a quickly changing, and extremely competitive landscape.
The Challenge
The initial plan was a large scale overhaul of both ordering via app and launching an updated Subway loyalty program. Because of the difficulty of incorporating the third-party loyalty program, the project was broken into two phases. The first being a custom ordering interface and the second phase to include the robust rewards .
My Role: Sr. Content/UX Designer
Menu content matrix
Responsibilities:
Audited and evaluated the current application.
Helped write film treatment for the vision video shown at the franchise owner conference.
Conducted stakeholder interviews to understand new functionality and digital roadmap.
Performed industry research to identify best-in-class customer loyalty and ordering features.
Defined user personas and validated through user interviews and early prototype testing.
Collaborated with the design team to develop user journeys and flows for the app experience.
Created wires and lo-fi prototypes.
Maintained annotated wires and content matrices
Participated in dev sprint planning to define task difficulty.
Reported development and design bugs.
Helped define the feature set for v2.
Strong solutions start with solid research
Survey results
Customer interviews (all participants signed a photo release)
It should be so simple
It goes without saying that ordering a sandwich in-person is dead simple. Ordering through the app needed to be as simple… and fun. Some of the content and UX issues that created complexity were:
The foundation: A blank slate can be intimidating, even when it comes to a sub. I worked with a Subway chef to determine recipes for every possible sandwich, which included regional specialties and limited-offer. The menu was maintained in an extensive content matrix that served as the foundation for the “customizer.’.
More or less: When ordering at the counter, a customer has some degree of control over the amount of their preferred items. The app also needed to allow for that same level of customization through language and visuals.
Focus on health: Subway has always positioned itself as the healthy choice in quick, casual dining. It was imperative to the organization that the nutritional value be accurately communicated in-app.