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Subway Food UX Enhancement
Conduct user interviews to gather insights on customer preferences and pain points, informing design improvements for both digital and physical touchpoints.
My Roles
UX Researcher & Designer, UI Designer
Methodologies
Usability Testing, Heuristic evaluation, Affinity Mapping
What did this signify for our team? An excellent chance to identify some Subway Food mistakes and brainstorm what Subway Food may look like while testing and sharpening design and having fun with the team.
Solution
Through various research methods, including competitive analysis, user interviews, and journey mapping, and the knowledge provided by professionals, we have become aware of the real problem.
Problem Statement
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.
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.
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.
User Interviews
Journey Map
Based on user interviews, we conducted journey mapping to understand the user experience, identify pain points, and uncover improvement opportunities.
Customers want Subway stores nearby so they can easily grab a meal, especially with more healthy options.
After getting their food, they prefer tipping the delivery driver and having a way to give feedback on the food quality.
Expanding payment methods to include options like PayPal and Apple Pay for increased convenience.
They're frustrated with app glitches and slow loading times when ordering, and they want the process to be smoother.
Subway needs to focus on accessibility, smooth ordering, quality assurance, and transparent delivery options to keep customers happy.
Introducing personalized promotions and loyalty programs to incentivize repeat purchases and enhance customer engagement.
When it comes to their food, they want to know it's fresh and they have the option to customize it just how they like.
Implementing features like real-time delivery tracking and verification of delivery to enhance the delivery experience.
Improving clarity in product information, including nutritional details, to empower customers to make informed choices.
Project Key Findings and Analysis
The core of the project