My Role

  • Product Design Lead (7NOW Delivery)

  • Design Team Manager (7NOW Delivery)

  • Design System Contributor

My Team

  • 3 Product Designers

  • 6 Developers

  • 1 Project Manager

  • 2 UX Researchers

Tools

  • Figma

  • Miro & FigJam

  • UserZoom & Maze

  • Dscout

  • JIRA

Project Background

When I began this project, 7-Eleven's consumer mobile services were outdated and siloed within 4 separate app experiences (7NOW Delivery, Rewards, Mobile Checkout, and Fuel). All 4 primary apps also suffered from:

  • Poor user experience including multiple navigation, discoverability, interaction, and accessibility problems Inconsistent design, components, and style libraries across apps

  • All apps were visually outdated and had reached the end of aesthetic lifecycle

  • Lack of interoperability negated the potential for seamless cross-consumer adoption and promotions across services

High-Level Objectives

  • Design a seamless, single-app experience for the 4 primary 7-Eleven digital services (7NOW Delivery, Mobile Checkout, Rewards, Fuel). My team was in charge of the 7NOW Delivery Experience.

  • Leveraging the huge scope of this design project, our team was tasked with contributing to collaboratinve construction of a new 7-Eleven consumer-facing design system to ensure implementation consistency and efficiency across all teams and products.

Phase 1: Project Foundation

7-Eleven's 4 siloed B2C mobile apps (Delivery, Rewards, Mobile Checkout, and Fuel) suffered from:

  • Competitor Analysis

  • Current Services Audit (7NOW, Mobile Checkout, Rewards, Fuel)

  • MVP Strategy (Scope & Implementation)

Phase 2: MVP Mapping & Sprint Strategy

Leveraging the MVP scope as a foundation, I collaborated with the design team and product managers to:

  • Map UX and Information Architecture

  • Sprint strategy alignment

  • Developer team collaboration and hand off strategy

Phase 2: Brand & Visual Concept

After mapping primary user flows for the delivery experience, I collaborated with the design team for Rewards, Mobile Checkout, and Fuel. Through multiple iterations we gathered feedback from customers and stakeholders to define the overall visual concept for the new single app experience. I also worked in parallel with an external design team and 7-Eleven's design system manager to refine foundational components and styles to lay the ground work for a new design system.


Phase 3: Prototyping & Testing

I created Figma prototypes and worked with the research team to plan and execute validation testing with multiple user cohorts.

Gold Pass Subscription

Prior to the this project, I worked with company stakeholders on 7-Eleven's Gold Pass subscription, which offers free delivery on every order along with additional member benefits. This project was the perfect opportunity to refresh the Gold Pass branding design, so I collaborated with company stakeholders and the marketing team to define requirements and review design options for the new visual approach. I incorporated the company logo using iconography and color that stood out from the rest of the app and created visual impact across multiple mediums, including cross-channel digital promotions and in-store signage.


Refinement Prioritization & Sprint Planning

After synthesizing prototype testing results and documenting necessary refinements, I collaborated with our product manager to create JIRA tickets prioritized for the MVP and sized with the iOS and Android dev teams (see example JIRA screenshot below).

To define each sprint, I created and assigned tickets based on the strengths and bandwidth of each design team member. Figma integrates well with JIRA, which allowed us to link each ticket to the appropriate section within the associated Figma design file. This approach allows all team members (including product managers and developers) to easily reference the correct designs.


7-Eleven Design System:

Components and Documentation Samples