Overview

7NOW is 7-Eleven’s on-demand delivery app, offering fast access to snacks, drinks, and everyday essentials. I led the product design for its digital relaunch, transforming the experience through thoughtful UX, feature innovation, and the creation of a fresh design system to scale consistently across screens and user journeys.

The Challenge

The legacy experience lacked intuitive navigation, personalized relevance, and modern visual cohesion. Users dropped off before checkout due to out-of-stock frustration and inefficient product browsing.

Our challenge:

• Personalize the experience without overwhelming the user

• Reduce friction in discovery and cart completion

• Establish a visual language that was distinctly 7NOW but flexible enough to grow with evolving needs
  

My Role

• Lead Product Designer

• Designed and documented a scalable design system

• Conducted research synthesis, interaction design, and UI

• Collaborated across product, engineering, and analytics teams

User Insights

Through user interviews and behavior analytics, we uncovered:

• Frequent pain with unavailable items and lack of substitutes

• Users wanted quick decisions—suggestions and shortcuts mattered

• High bounce rate during late-night hours, where personalization could reduce friction

Design Strategy

We introduced contextual enhancements and redesigned several core flows:

🧠 Smart Substitutions

• When an item is unavailable, real-time alternatives are offered in-cart.

• Resulted in a 12% drop in abandoned checkouts due to inventory issues.
  

🛍️ AI-Powered Suggestions

• Dynamic recommendations on the homepage and cart screens based on time, location, and past behavior.

• Led to a 9% increase in average basket size in the first 90 days.
  

✅ Streamlined Checkout

• Reduced taps to purchase by consolidating redundant steps and exposing delivery estimates earlier.

• Improved conversion rates by 18%, especially among first-time users.
  

🔄 Persistent Reorder Bar

• “Get it again” section with one-tap reordering based on past purchases.

• Drove repeat engagement up by 22% month-over-month.

The Foundation

To unify the user interface and make design scalable across iOS, Android, and web, I developed the Fresh Design System for 7NOW.

🎨 Visual Language

• Rounded cards, pill buttons, and soft shadows echoed the approachable tone of 7-Eleven

• Utilized bold brand colors and coordinated marketing illustrations for use throughout the app

📐 Components

• Built libraries of buttons, input fields, modals, icon sets, and promotional banners

• Included responsive guidelines and accessibility contrast checks

⚙️ Developer Alignment

• Partnered with engineering to document tokens and spacing in Storybook

• Ensured pixel parity across platforms via Zeplin and direct handoff sessions
  

Result: Rapid iteration and consistent experience across every release.

Key Features & Impact

Smart Substitutions

Suggested alternatives to unavailable items directly in-cart
→ 12% drop in cart abandonment

Personalized Suggestions

Used purchase history and time-based logic to surface relevant add-ons
→ 9% increase in basket size

Streamlined Checkout

Fewer steps, clearer delivery ETA, better tip visibility
→ 18% lift in conversion

“Get It Again” Reordering

One-tap reorder from prior history
→ 22% increase in retention

Reflection

Designing the Fresh Design System not only streamlined production—it helped express a clean, confident brand experience that could evolve. The success of 7NOW’s redesign came from balancing business needs, user behaviors, and scalable systems thinking.