UX/UI Designer
3 months
Lead UX/UI Designer
Product Delivery Lead
iOS Developer
Android Developer
Subway Series is a collection of 15 all-new signature chef-inspired Subs, SubMelt®s, Wraps and Salads alongside the well-known and familiar Create Your Own Experience. Before launching the new Subway Series menu in the UK & Ireland, we aimed to evaluate whether users could easily distinguish between Subway Series and Create Your Own, and to explore ways to better inform and educate them within the app.
Research
We ran tests on Usertesting.com with Subway guests, asking them to describe Subway Series products in their own words.
Key Insights:
Only 4 out of 8 participants clearly understood the difference.
Subway Series was often misunderstood as a “limited range,” “special edition,” “new flavors,” or a “promotion.”
Participants tended to ignore small descriptions and missed ingredient details, likely because they knew they weren’t actually ordering or eating the sub.
Final Solution
Following testing, we added clear descriptions under each category on the menu page and added logos. This improved user understanding, with 6 out of 8 users correctly identifying the two options. We also included copy from marketing to keep the messaging consistent and later included a learn more page.
Menu comparision
Learn more/onboarding feature
In addition to updating the menu page, we added a "Learn More" feature to educate users about the new Subway Series menu. An existing component on the app's homepage was repurposed to redirect users to the "Learn More" page, where detailed information about the new menu is provided. We also leveraged the app’s onboarding screens to introduce the Subway Series to users.
My goal was to create content that aligned seamlessly with the Subway brand while clearly delivering the intended message to customers. I incorporated key messaging from the Subway Series video marketing campaign and designed assets that could be easily adapted for different markets, including France and Germany.
The "Learn More" feature was highly praised by Business Leaders during the Subway Series launch in their respective markets and played a key role in supporting the prioritization of future feature rollouts.
Within three months of its launch, the Subway Series generated an additional £78k in revenue and became the second most purchased product in TUKI.
Design exploration for the Learn more screen
Design exploration for the Home screen compenent for TUKI and Europe
Subway Series learn more for France and Germany
Onboarding Exploration
