What improvements could Subway make to its mobile ordering app to streamline the customer experience?

Introduction

To improve Subway's mobile ordering app and streamline the customer experience, we need to take a comprehensive look at the current user journey, pain points, and potential solutions. I'll approach this by first clarifying our objectives, then analyzing user segments, identifying key pain points, generating solutions, and finally prioritizing our improvements. Let's dive in.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the primary use cases for Subway's mobile app. Could you help me understand what percentage of Subway's orders currently come through the mobile app versus in-store?

Why it matters: This helps us gauge the adoption rate and potential impact of app improvements. Expected answer: Around 30-40% of orders come through the mobile app. Impact on approach: If lower, we'd focus on driving adoption; if higher, we'd prioritize optimizing the existing experience.

• Considering user behavior, I'm curious about cross-platform usage patterns. Do we have data on what percentage of users start their order on one device (e.g., mobile) and complete it on another (e.g., desktop)?

Why it matters: This informs whether we need to focus on improving cross-device continuity. Expected answer: About 15% of users switch devices during the ordering process. Impact on approach: A higher percentage would prioritize seamless cross-device experiences.

• Thinking about Subway's position in the market, I'm wondering how our mobile app's features and user satisfaction compare to our main competitors like Jimmy John's or Panera?

Why it matters: Helps identify areas where we're lagging behind or leading the market. Expected answer: We're on par with basic features but lag in personalization and loyalty integration. Impact on approach: Would focus on areas where we can leapfrog competitors or close significant gaps.

• Considering company alignment, what are the key business metrics that this mobile app improvement initiative is expected to impact?

Why it matters: Ensures our solutions align with broader business objectives. Expected answer: Increase in average order value, customer retention, and order frequency. Impact on approach: Would tailor solutions to directly impact these specific metrics.