Subway Apps : Design Pick Up Feature to Reduce Long Queue

Subway is a fast-food restaurant that sells sandwiches as the main course and they just officially reopened their outlet in Cilandak Town Square, Jakarta in August 2021. As we can imagine, the re-opening of this outlet caused a crowd and long queue order.
Scope of Work
Research, UI Design, Prototyping, Usability Test
Figma, Maze. Gform, Zoom, Notion
Mobile Apps
Project Duration
4 Weeks



Subway is a fast-food restaurant that sells sandwiches as the main course and they just officially reopened their outlet in Cilandak Town Square, Jakarta in August 2021. As we can imagine, the re-opening of this outlet caused a crowd and long queue order.

From our observation, the subway brand reopening in Indonesia is a golden opportunity in developing business. Remembering that Indonesia is an emerging country market. However, also taking into consideration there are various fastfood competitors and the pandemic situation in Indonesia, how might we be able to increase customer experience in ordering subway?

Long queue caused by the hype of re-opening subway

Problem Statements

Based on the condition we determine the probelem statement of the problem is, “How might we reduce long line queue to improve subway customer experience when placing an order on the subway outlet?”


Build mobile apps to shorten the order process

  • Increase customer satisfaction by providing discounts that are only available on the subway app.
  • Reduce the chance of long queues by creating a pick-up feature.
  • Create a rating feedback feature to improve subway business performance.


Pros and Cons of Building New Mobile Apps

-Feature Flexibility — increase sales, retention rate, and cross-selling product.

-Own the Data — demographic user, favorite menu, time, and targeted audience.

-Scalability and fully Customized  Solutions -Since Indonesia costumer 4th biggest in the world and it still an emerging market, so it will great to Invest in the scalabilitysystem.


-It might be a costly and big investment to build mobile apps and maintain in the early stages of opening merchant

-There’s -xisting pick up feature on the delivery apps like Grab and Gojek.



Due to limited time, we followed the method that was divided into two sprints to Designing MVP Subway Mobile Apps in two weeks for each sprint process.

Design Process

Initial Research

Since we were developing a new product, we did initial research using questionaire surveys to find out user behavior, concerns, and experiences in using similar food ordering applications. and here are the results of a survey that was filled out by 41 participants.

User Persona & User Journey Mapping

Then, from the survey results we also create a user persona that describes the characteristics of the target user in general. We understand overview about the process go through when they want to buy groceries.

Deciding MVP Features

Prior to determining the Minimum Viable Product (MVP) for the application, we once again endeavored to align ourselves with both the users’ objectives and business goals.

We figured out what was really needed and what would be nice to have. From this, we chose three main features for the Subway Mobile App we wanted to make.



At this stage, we create a Sitemap and User Flow based on the PRD that has been created by the Product manager. Sitemap can give share understanding among team members and assist the UI design team in creating mockup and prototypes.

user flow to order food, enter promos, pay, and give rating feedback


We represented low fidelity designs using Wireframes, with each feature and layout referring to the user flow that have been created before. So this will be a guide for high fidelity design creation.

High Fidelity

“Next, we turn the wireframes into a high-quality design and build a prototype. The prototype is used for usability testing, which helps us check if our design works well for real users.”

High Fidelity after Testing

We test our design with 5 user using usability tests with two tasks: ordering and reviewing. We used the System Usability Scale (SUS) to measure the results. Here’s what we found:

  • Effectiveness : 5/5 respondents successfully completed the task
  • Efficiency : 5/5 respondents succeeded without problems with an average time per screen of 8.27 seconds
  • Goal: 4/5 respondents are satisfied with the design results of the application
  • The SUS score in first task (ordering food) showed a result of 86 points and the second task (feedback rating) showed a result of 90 points.
  • The average time completion on first task (ordering food) is 127.8 seconds and on second task giving (feedback rating) is 19.12 seconds.

During the usability testing, we discovered some interesting feedback from users that we hadn’t considered before. This feedback will help us enhance the app’s user experience. It made us realize that designers might not always fully understand the users, which is why we, as UI/UX designers, need to validate our designs.

Here’s what couple UI adjustment that we got:




  1. The Design Sprint is an iterative product development method to achieve better features, appearance, and products.
  2. In this case study, there is an increase in the value of user satisfaction with the application’s user interface. In the first sprint, 4/5 respondents were satisfied with the appearance of the application. Meanwhile, in the second sprint, 5/5 respondents were satisfied with the average satisfaction score of 9/10.
  3. An increase also occurred in the efficiency level of task execution by 80.53% from the first sprint to the second sprint.
  4. The respondent’s task completion time in the first sprint is 146.92 seconds and in the second sprint it is 28.6 seconds.

Learning & Takeaways

  1. Designing a Product is an Iterative Process
    This project taught me that designing a product is not a one-time task. It’s an ongoing process that involves making a design, testing it, getting feedback, and then refining the design.

  2. The Importance of Communication for Better Collaboration
    Another key takeaway from this project is the importance of communication. Good communication helps everyone in the team understand the goals of the project and their roles in achieving those goals. It also helps in sharing ideas, getting feedback, and solving problems together.

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