Publix’s made-to-order subs are a customer favorite, but long wait times and a lack of digital convenience make the in-store experience frustrating. While an online ordering option exists, it lacks seamless customization, order tracking, and efficient pickup, leading customers to choose competitors with better digital experiences.
Publix customers struggle with a clunky online ordering process that lacks real-time order tracking and clear pickup coordination. This results in frustration, lower digital adoption, and a missed opportunity to increase deli efficiency and sales.
By designing a seamless online ordering experience with intuitive customization, live order tracking, and smart pickup coordination, we can reduce wait times, improve order accuracy, and boost customer satisfaction. This will drive higher digital adoption, increase repeat purchases, and optimize deli operations.

- Customer Interviews – I interviewed Publix shoppers to understand their experiences using the app.
- Usability Testing – I observed customers navigating the app to identify friction points in the ordering process.
Results: Interviews reveal that customers find it confusing to customize their sandwich order. They also mention that pickup instructions are unclear, leading to frustration when locating their order in-store.
- App Analytics (Drop-off Rate Analysis) – We tracked where users abandoned their orders
- A/B tested UI Changes – We tested different app interfaces
- Average Order Completion Time – We pulled data on how long customers take to complete an order.
Results: Publix’s app data reveals that 30% of users abandon their order at the customization stage and 25% of customers struggle with finding their pickup location inside the store.

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