Subway Food
UX Enhancement
The purpose of this project was to obtain important insights on customer preferences, behaviors, and pain areas in order to improve the user experience at Subway Foods. User interviews were undertaken to collect qualitative data to inform design decisions for both digital and physical touchpoints.
My Role
UX Researcher & Designer, UI Designer
Methodologies
Competitive analysis, User Interviews, Journey Mapping
The Problem Space
The purchase path for Subway Foods refers to the series of steps and touchpoints that a customer goes through when deciding, ordering, and receiving their food from Subway.
The Solution
To improve Subway's competitive edge, we recommend optimizing the delivery process with a visual, vertical customization menu, integrating Apple Pay/PayPal, and enhancing homepage deals clarity. For pickup, implement kiosks, drive-thrus, or pickup stations to reduce wait times. Additionally, introduce a personalized loyalty program for better user engagement.
User Interviews
Prior to conducting user interviews, we conducted a screening process to identify and select suitable participants using a screener. The team conducted 10 interviews with a discussion guide and each member individually interviewed frequent online accommodation bookers to understand their experiences and needs. Participants sketched their ideal booking process, revealing overall satisfaction and specific pain points. New users faced the most challenges in the purchase path based on our primary finding.
Competitive Analysis
Our Hypothesis
Subway's purchase pathway lacked efficiency when compared to competitors, suggesting opportunities for improvement. By enhancing the purchase path, Subway could optimize the user experience, increase user satisfaction, and potentially gain a competitive edge in the market.
Ethics and Data
Interview sessions were recorded in audio/video format, transcribed into a secure document, and stored on a laptop. Personal information was kept confidential. Only project-relevant data was recorded. All raw data was erased after the project's completion, leaving no participant information.
Customers want Subway stores nearby so they can easily grab a meal, especially with more healthy options.
01
They're frustrated with app glitches and slow loading times when ordering, and they want the process to be smoother.
02
Subway needs to focus on accessibility, smooth ordering, quality assurance, and transparent delivery options to keep customers happy.
03
Implementing features like real-time delivery tracking and verification of delivery to enhance the delivery experience.
04
Expanding payment methods to include options like PayPal and Apple Pay for increased convenience.
05
Introducing personalized promotions and loyalty programs to incentivize repeat purchases and enhance customer engagement.