To accelerate app adoption, we migrated the Sink a Sub™ game from a siloed web experience into a native, frictionless feature that bridged the gap between purchase and prize.
Year:
2022
Category:
Product design / UI/UX design / Game design / Art direction
Client:
Subway AUNZ
My role:
Design Lead
What I did:
UI/UX design, Art direction, Game mechanics
One year post-launch, the Subway app needed a catalyst for growth. Our objective was to accelerate downloads, user retention, and conversion. With a strict six-week promotional window, we were tasked with driving a measurable increase in foot traffic, in-app orders, and third-party delivery volume.
The original Sink a Sub™ was a siloed web experience. We identified a major opportunity to eliminate friction by fully integrating the game into the native Subway app. This would create a unified ecosystem, bridging the gap between a physical purchase and a digital prize redemption.
We reimagined Sink a Sub™ as a seamless, app-first experience. By centering the UI on a "finger-flick" mechanic featuring the iconic Footlong, we prioritized intuitive replayability. Every touchpoint, from in-restaurant token collection to one-click prize redemption, was engineered to be frictionless, turning a simple promotion into a high-engagement loop. Because let’s be honest: slinging meatballs at a sub is a universal joy.
