7NOW is 7-Eleven's consumer-facing food and convenience delivery platform, with 3M+ app users. Customers can order food, drinks, groceries, and other products from 7-Eleven and partner merchants for on-demand delivery.
As 7NOW continued to grow, there was an opportunity to strengthen the experiences closest to conversion and retention. Existing flows introduced friction around checkout, payment, promotions, and cashback, while rewards and incentives were not always easy for users to understand or access.
The business needed scalable experiences that could:
My work primarily focused on these bottom-funnel experiences, where small improvements could have a meaningful impact on the customer journey.
7-Eleven Cash was a relatively new rewards experience that allowed users to earn cashback based on their purchases. While cashback incentives already existed, there was no centralized destination where users could easily understand what they had earned, how the program worked, or what they could earn next.
I led UX design efforts for 7-Eleven Cash Hub, a centralized destination where users can view their earning rate, subscribe to 7-Eleven Gold Pass™ for additional benefits, track cashback earnings, monitor reward progress, and learn more about the program.
Working closely with Product Managers and stakeholders, I created high-fidelity mockups and prototypes that focused on simplifying reward visibility and explored how users could:
While working on the Bottom Funnel team, I worked on several initiatives to reduce friction during checkout. The checkout experience presented opportunities to reduce friction around payments and reward redemption, and encouraged future purchases by rewarding users with cashback. Users needed clearer visibility into their available 7-Eleven Cash balance and more flexibility when completing transactions across different payment methods.
Split Tender introduced the ability for users to combine their 7-Eleven Wallet balance with another payment method during checkout.
I designed the experience around giving users greater control over how much of their Wallet balance they wanted to apply toward an order, while keeping the payment experience simple and understandable.
I designed experiences that surfaced both the customer’s available 7-Eleven Cash balance for the current order and their overall cashback balance, helping users better understand and apply rewards during checkout.
I also contributed to:
These efforts helped create a more cohesive end-to-end customer journey across conversion and retention touchpoints.
To better understand how users interacted with 7-Eleven Cash, I collaborated with the UX Research team to conduct qualitative research focused on cashback visibility and understanding. Research findings revealed confusion between 7-Eleven Cash, 7-Eleven Wallet, and 7Rewards, as well as difficulty understanding when cashback was available and how it could be applied.
Users preferred clear visual cues over text-heavy explanations and expected cashback balances, terms, and availability to be easily accessible within existing flows. These findings informed opportunities to improve cashback visibility, education, and overall usability throughout the 7NOW experience.
Working across multiple 7NOW teams gave me the opportunity to see how different parts of the product connect: from discovery and promotions to checkout, payments, and post-purchase rewards.
Because I moved between teams and initiatives, I had to quickly adapt to different product goals, stakeholders, and constraints while maintaining a consistent focus on the customer experience. It also meant that not every idea made it to the final design. Iterating through concepts, challenging assumptions, and sometimes stepping back from an initial direction became an important part of the process.
The biggest takeaway from this project was the importance of designing beyond individual screens. Cashback, payments, promotions, and checkout may exist as separate features, but users experience them as one continuous journey.
If you like what you see and want to work together, get in touch!
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