The challenge:
Redesign the 7NOW app to solve major UX pain points—confusing navigation, low engagement, and poor retention—while positioning it to compete in the fast-moving on-demand delivery space.
My Role:
Lead visual design, design system creation/add-on; cross team coordinator
The Story
I was brought in to overhaul the UI and UX of the 7NOW Delivery app during its nationwide push. The goal: increase adoption and make ordering from 7‑Eleven as fast and intuitive as the delivery itself.
I redesigned the full experience—from item browse to real-time order tracking—resulting in a cleaner, faster flow that scaled across 200+ cities. The app went on to complete over 1 million deliveries, serve 30M+ households, and earn industry recognition post-launch.
7Now Delivery App Redesign & Launch
Outcome & Impact
Full UX overhaul launched nationwide, driving a smoother customer journey from browse to checkout
1M+ deliveries completed within the first year post-redesign
Expanded to 200+ cities, reaching over 30 million households
Average delivery time under 30 minutes, improving user satisfaction and retention
Recognized in industry coverage as a top-performing retail delivery experience
Original design; didn't foster trust or usage - negative decline in adoption
Design system: designed and implementd across app & web
User journey accompanied with user testing focused the redesign
The final & launch
Journey map created to align with in store and out of store experiences
The versions
Versions emphasizing fresh product photograpy and usability
What Came Next
As a Senior Visual Designer, I led the early UX/UI design efforts that laid the groundwork for what is now the unified 7-Eleven app—enabling users to shop in-store, order delivery, and purchase fuel from a single mobile experience. I created core mockups, user flows, and prototypes that merged previously siloed services into one seamless app. My work focused on simplifying complex transactions, designing for real-world retail scenarios, and aligning multiple business units under a cohesive, user-first interface. This foundational design direction helped shape the current “One App” product vision still in use today.