Subway – Get Fast Healthy Sandwich on the Go!

by Jing Chang

THE CURRENT MODEL

The Current Order Experience: https://drive.google.com/open?id=1irM7gqNDLSe5EamCa8PqELDvY7jpLzvT

THE REVAMPED MODEL

The Revamped Order Experience: https://xd.adobe.com/view/682fae6d-8301-43bf-45a6-395fc195491e-1e1e/?fullscreen

The User Journey Map Link: https://docs.google.com/spreadsheets/d/1IMXOkhabV3XFvEbMLNa6lVHwLGmEwsjb_-ITS7Kl6c0/edit?usp=sharing

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8 comments

Vivian Zhou February 19, 2020 - 5:40 pm

I loved your redesign of the app and think that it flows much better than the original! As was mentioned already in class, I really liked that when you’re choosing ingredients, they each show up, and when you have your completed sandwich, you are presented with a collage of everything together. I remember that one of the main problems with Subway you guys focused on was the fact that it’s not necessarily appealing as a physical place people can go to, and the food isn’t necessarily the best. I’m wondering how your modifications of the app would translate to solutions for these problems, and how you see the improvements made in the online ordering process transferring to the in-person experience?

YUNING ZHANG February 19, 2020 - 7:07 pm

Really appreciate the revamped order experience! I was not aware of subway’s mobile app before, and I guess part of the reason is they do not emphasize their online order enough – which can be a simple yet powerful solution to some current problems of in-store ordering. Your new application simplifies the order process, and has a great aesthetic taste. Also, I’m fine with the original app when they show large calorie numbers for each ingredient, but I’m sure that your mobile app would be less intimidating to most people. One thing I really expect mobile apps to do is to customize the amount of ingredients/toppings, and I’m sure it will offer more flexibility in subway’s “create your own” part.

Ying Zhang February 20, 2020 - 2:59 am

I like the idea of simplifying the whole ordering process and the coherence of your representation style in a “subway” way. The revised version seems easier to navigate. However, I still like the original version’s graphic visual representation of different layers of the sandwich all together. The UI design also reminds me of some other fast food apps ordering process such as McDonalds, etc, which means that the UI does not make the product distinct from other choices and appealing. Also, I remember you guys talked about the incorporation of recommendation menu from other people that could be shared on the app and I actually really like that idea. So, it would be fun to probably just make this ordering process a complete sharing platform.

Lucy Golub February 20, 2020 - 3:35 am

If I want a great high quality sandwich for lunch, I’ll go to Tatte or Cardullo’s. But sometimes, I find myself craving SUBWAY. I often don’t indulge this craving because waiting on line in the garage is slightly inconveniencing, and I occasionally feel judged by my specifications in my sandwich. I didn’t even know subway had mobile ordering, but if I could customize exactly the ingredients I want in a simple, user friendly app like you’ve created, I’d probably order subway a lot more. You could consider adding some rewards tiers to encourage users to spend more money or go more frequently. Additionally, like sweetgreen, seasonal ingredients could increase variety and make people want to try new sandwiches. I really love what you’ve done with this brand.

Adam Gordon February 20, 2020 - 4:29 am

As an avid user of online food ordering services, nothing angers me more than an interface that is hard to navigate. Subway is conveniently located near my classes and the athletic facilities, lending it an optimal dining hall substitute. This visceral redesign of the Subway interface was very necessary. One thing that I would love to see in the application moving forward is a way to save orders. I also understand the intent of hiding the price until the end of the ordering process, but I wonder if people who are consciously ordering due to monetary restrictions would agree that hiding the price until the end is the best decision. One of my favorite aspects of the project is the collage element. It’s a wonderful visceral element!

Margaret Sun February 20, 2020 - 4:49 am

I love the revamped, cleaned up interface! You definitely address a lot of the hesitation around eating in-store (as a person who has done this many a time). It might be helpful to look into the business model for China’s main competitor to Starbucks, Luckin Coffee–at least for the online ordering portion. Luckin Coffee is almost everywhere in China, with an ordering app so solid, their physical stores are often just pickup stations. Customers often order ahead of their commute, and pick up their items on the way to work (with no wait time). While Luckin Coffee lost profits because of its frequent discounts, it might be good, at least during the promotional period for Subway to borrow from this strategy. In the case that the in-store revamp may not be feasible for every single Subway store, you can still take advantage of the geographic positioning of Subways.

Tobias Haefele February 23, 2020 - 11:07 pm

I like this a lot and am surprised that Subway hasn’t taken some of these changes on board already. The idea of replacing drop down menus with images of ingredients (that could perhaps be tapped for “in” / “out”, seems very intuitive and self evident to me. Would help a lot making the order flow easier. I would love for the team to take these proposals to subway and see their responses. This is particularly the case, as I would love to see them being taken on board (or understand subways’ reasons for why they won’t). Rather than capturing attention, I think this design allows users to focus on the experience of their sandwich (similar to the “going to the barbershop” example), rather than the ordering process.

TH2020

Lauren Toman February 24, 2020 - 1:18 pm

Seeing how Subway’s online ordering was before your revamped app is shocking to me and I feel you should give Subway a call about your design. I loved how aesthetically pleasing the images were for the sandwich and how simple the process was to order. Also having a dietary restriction feature is really cool and often times overlooked but necessary for those who have allergies.

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