The "purple app" was just one of the signals of the issue with the app. Working with a researcher, we coordinated live user testing and asked the customers to open the app, select a category, add to basket and complete checkout. The friction was evident on initial engagement.

Users wanted less commitment, especially after not fully trusting the app.

7NOW is a delivery and pickup service offered by 7-Eleven, Inc.. It allows customers to order a variety of products from participating 7-Eleven stores for delivery or pickup

Team

UX/UI
Co-research
Cross‑functionalcollaboration
Prototyping
Mockups
DS

What I Discovered

My Role

Research
UX
Dev
PM/PO

Tools

Sketch
Adobe XD
Principle
Proto.IO

The Research

When I was brought in by 7-Eleven, the original ask was simple: refresh the UI of the 7NOW delivery app. The app had already launched but was underperforming, and the goal was to modernize the visual layer to improve perception and usability.

But early in the process, I conducted guerrilla research inside stores and evaluated real user sessions. I quickly realized that the challenges weren’t just visual — they were deeply UX-rooted. Users were confused by service modes (delivery vs. pickup), stuck in overly complicated checkout flows, and unsure about inventory availability. This wasn’t a surface problem. It was a structural one.

"Why did my basket cost increase so much?!"

"Why do I have to sign in to browse?"

The research was enough to convince stakeholders that an overhaul was necessary to relaunch this app. The foundation was accessible and by providing the necessary ux tweaks, the overhaul wouldn't carry as much cost as starting from net-0 from a dev point of view. By pushing an agenda of delivery in 30 min or less from the very start, we could build trust quickly. Here are a few steps that I implemented that I evangelized that led to incredible results as we launched.

• Designed Smart Substitutions: real-time alternative suggestions in-cart, resulting in a 12% drop in checkout abandonment

• Developed AI-powered suggestions: personalized, dynamic recommendations—basket size +9% in the first 90 days

• Simplified the checkout process: reduced steps, highlighted delivery estimates—drove +18% conversion rate improvement

• Introduced a persistent reorder bar (“Get it Again”) to support repeat purchases—repeat engagement grew +22% MoM

• Created a unified “Fresh Design System” across iOS, Android, and web—streamlined development for consistent experiences

To further understand the pain point, I convinced the stakeholders that data would reveal the correct path to take as far as UI, but I knew that it would also reveal real user experience issues. Using a user journey along with the research feedback and store visits, I was able to map highs and lows throughout the experience.

Results showed that users valued convenience. Being able to reorder and quickly browse and shop were huge. The existing app also didn't alert users to when exactly their order would arrive or if it was even picked up. Transparency was also missing as far as fees. Basket fees contributed to abandoned carts and drop off. Users also mentioned the photos of the items didn't look fresh and were worried their orders would be underwhelming.

Getting to work

To further hone in on the problem and get the buy in needed to redesign this app from the ground up, I had to validate the complete experience. I aligned with each customer segment to get an idea of how we could better help Luke, the customer. I created an order timeline to reveal where Luke's pains and gains align. When deliveries were quick and correct, Luke was happy to review and tell others. More often than not, Luke had to wait abnormally long and desired to cancel his order, except canceling was hidden and further exacerbated his frustration.

My feedback from store operators revealed that stores got busy and so clerks would grab the closest thing to what they guest requested if the item was out of stock-which led to wrong orders. Operators mentioned that if their side revealed a substitution they could quickly fulfill the order and get the orders prepped for the drivers decreasing time.

What I Did + Innovations

Color testing with users also revealed that alignment with the brand colors were most wanted. By collaborating with marketing, I was able to work in icons that were being utilized in store marketing to further drive a unified brand voice.

Creating a delightful experience was also something I wanted to implement. I repurposed a Slurpee character and used him as messaging pacing throughout the app to add necessary friction at purchase points (buying tobacco, etc) to keep users engaged and in the funnel. A carousel of categories allowed users to interact and the haptic response kept users in the app longer.

UX changes were fully implemented and shipped in 2019.

467% increase in new users week over week
183% increase in payment methods added
770% increase in search conversion
214% increase in overall conversion

TL; DR

Originally brought on for a visual UI refresh, I uncovered deep UX issues that were limiting adoption and retention. Through research and redesign, I overhauled the 7NOW app experience—improving ordering, delivery, and in-store pickup flows. I also introduced AI-enhanced product discovery and worked on future-facing concepts like voice commerce (Alexa) and autonomous vehicle delivery UX. My work directly informed what later became the 7 Eleven App, now used by millions.

Impact