How might we create a digital ordering system that offers quick options as well as deep customization, in a fun, intuitive way, while removing the friction of payment?
We partnered with Subway to envision a next generation of stores/franchises- with the exploration of an updated app that could order from anywhere, as well as an in-store kiosk for ordering/payment.
Research - We interviewed both customers in store and at home, as well as employees in store who make the sandwiches.
Insights to Ideation - Based on the Empathy Mapping, the Ideation session narrowed our focus to several key areas, as well as a few unexpected but key areas to focus on (Health, Awareness, and Premium experiences)
Lo-Fi/Rapid Prototyping - Taking the leanings the team built a low fidelity prototype, and asked anyone in the office to try out the experience for us to further build from, before proceeding to higher fidelity work.
Storyboarding - Armed with the research, insights from the Ideation session and the low fidelity workstream, we presented an end to end Customer Journey for Subway to react to.
Design - Working closely with the dev team, we built a large touch screen kiosk, and a second team worked on the mobile app experience.
In store experience - a key component was to also re-imagine how a customer can experience a digital store, create excitement, and increase throughput with less margin for error/waste.
This experience was piloted in 5 stores initially, and from those learnings we worked in partnership with Subway to create an end user experience that constantly receives high ratings from their most loyal customers.
Additionally, customers who were hesitant to bother on a lunch break to go to a store, can how order from their desk with confidence their time will not be wasted waiting in line.
Outcome
Digital ordering is a hallmark of the newest app, and consistently scores high marks among users.
