Testing and iterating for a large customer facing client - The Subway App

The Context

Subway is an existing AND Digital client who wants to take their Order & Pay and Loyalty app for European markets to the next level.

I worked together with another Product Designer at AND Digital to drive forward the redesign of their app, fully backed by the Double Diamond approach.

Diagnostic

We’ve started by presenting our first impression of the current app to the client:

• Current home screen design not backed by real guest insights

• Home screen design is created by their Marketing team, independently from the main user journey

• Current design options are created with only competitors examples in mind - this blocks innovative ideas

• Design principles are not defined, leading to confusion around colour, typography, and information hierarchy

Based on this first analysis, we proposed a plan of action for the coming months, taking into consideration the client’s existing release plan.

User interviews

I ran qualitative interviews with 10 users including some very frequent (and incredibly passionate) Subway customers as well as very occasional ones to get the full spectrum of user.

Insights and opportunities

Together with the other designer we phrased the insights and opportunities into “Jobs to Be Done” which we presented to the client and organised a workshop to discuss and vote as a team.

Design

As a Design team we iterated multiple times on the design, ideated and constantly tested prototypes to decide on the main approach.

Once we had decided on a design, we did further testing to decide on component sizes, text sizes, colours and overall hierarchy, etc. This phase also included constant dialogue with the Subway Marketing team to ensure our design aligned with the new brand guidelines.

Fitting the design to all markets

Parallel to that, we maintained constant discussion with all European markets to make sure localisation wouldn’t break the new designs.

Final interface