7NOW
Design
Enhancements
Optimizing 7NOW to improve usability, reduce friction, and enable seamless, intuitive user interactions.
About this Project
While attending a major design conference in Grapevine, TX, I encountered a 7-Eleven stand promoting their 7NOW app. Inspired by the opportunity to gain hands-on experience in user research and application improvement, I explored the app to identify areas for enhancement.
The goal of the project was to evaluate the user experience, uncover pain points, and propose design solutions to make the app more intuitive and efficient. This experience allowed me to apply my UX expertise, contribute fresh ideas, and explore how thoughtful design improvements can enhance usability and drive meaningful user interactions.
Mobile Design, Optimization
May 2025
7NOW: App Vision & Strategy
Purpose
In today’s crowded convenience - delivery market, brands can only stand out by creating loyalty through personalization, ease of use, and meaningful user engagement. My proposed 7NOW enhancements focus on elevating the app experience through tailored recommendations, smoother task flows, and interactive features that keep users connected and coming back. By prioritizing convenience and personalization, these improvements aim to strengthen user trust, drive repeat usage, and position 7NOW as the go-to choice for quick, reliable convenience delivery.
Approach
I studied leading competitors like DoorDash and Uber Eats to understand their strengths and user expectations. Through this analysis, I identified key gaps within the 7NOW experience and used those insights to design targeted enhancements that improve usability, reduce friction, and elevate overall customer satisfaction.
Goals
My enhancements focused on three core areas:
Boosting retention through loyalty programs and personalized experiences
Increasing conversion with streamlined navigation and strategic promotions
Elevating user satisfaction by improving real-time transparency and overall accessibility
Competitive Analysis
What DoorDash Does Well
Curated Lists & Quick Filters: “Under 30 Minutes,” “Top Picks,” cuisine-specific tabs.
Loyalty Gamification: DashPass offers fee reductions & perks.
Navigation Efficiency: Persistent category tabs, expandable restaurant previews.
What Uber Eats Does Well
Real-Time Order Tracking: Live GPS, accurate ETAs.
AI-Driven Recommendations: Suggestions based on time, weather, and past orders.
Advanced Features: Group ordering, scheduled deliveries, AI menu enhancements.
What 7NOW Needs
Live order tracking
More personalization
More navigation shortcuts
Strong loyalty engagement
A ratings/reviews area to build trust
Strengths & Opportunities
Strengths
Speed: Ultra fast delivery, often under 30 minutes
Simplicity: Straightforward interface, easy ordering.
Brand Trust: Backed by 7-Eleven’s national presence
Opportunities
Lack of Transparency: No live delivery tracking
Limited Filters: No quick sort of delivery time, price, or dietary preference.
Generic Promotions: No context-aware offers.
Weak Loyalty Hooks: Gold Pass lacks gamification.
No Social Proof: No ratings/reviews for confidence building
Future UX Enhancements
Smart
Recommendations
Tailored suggestions based on past order, time of day, weather, and location. Example: “Hot day? Cool off with a Slurpee.”
Live ETA & Delivery
Transparency
Show real-time tracking of orders on wearables, including driver location and estimated arrival. Reduces uncertainty and builds trust.
Accessibility &
Inclusivity
Voice Search and navigation for hands-free ordering. Adjustable text sizes high contrast, and alt text for images.
Persistent
Navigation
Category tabs and the “What are you craving?” search bar remain visible while scrolling. Users can switch categories or search instantly without backtracking.
Quick Reorder &
One-Tap Checkout
Reorder favorites or recent items with a single tap. Streamlined checkout reduces drop-offs.
Gamification &
Loyalty
Visual progress bars for Gold Pass rewards, milestones, and mini-challenges. Increases repeat orders and engagement.
Personalized Navigation
7NOW Enhancements: Improving Usability, Engagement, and Personalization
The 7NOW enhancements focus on creating a personalized, context-aware, and engaging experience for users while improving overall usability:
Personalization Recommendations: Tailored suggestions based on past orders, time of day, and local trends help users quickly find relevant items.
Intuitive Navigation: Sticky category tabs, quick filters, and an always-visible search bar allow smooth browsing and reduce decision fatigue.
Interactive Features: Voice search, gamified elements like loyalty trackers, and daily picks make the app more enjoyable and habit-forming.
Clear Visual Hierarchy: Well-structured layouts highlight key information, making the interface visually organized and easy to use.
Seamless Checkout Flow: Enhancements guide users effortlessly from browsing to purchase, creating a smoother, more efficient shopping experience.
The improvements combine effortless navigation, personalization, and engaging interactions to make the 7NOW app intuitive, enjoyable, and user-centered
Smart, Context -Aware Interactions
Enhancements: Personalized and Engaging Dining Experience
The enhancements focus on creating a personalized, intuitive, and engaging user journey through a combination of AI-driven suggestions, behavioral nudges, and improved navigation:
Personalization Recommendations:
Users can mark favorite cuisines or preferences.
Receive context-based suggestions like “Late-night eats” or “Under 30 mins.”
Enhanced Navigation:
Intuitive navigation guides uses seamlessly through the app.
Interactive Restaurant Cards:
Swipe-to-rate, mini reviews, and recently viewed history increase engagement and encourage repeat exploration.
Behavioral Nudges:
Subtle prompts encourage users to explore new dishes and revisit favorite restaurants.
Turns casual browsing into consistent and satisfying interactions.
These enhancements combine personalization, usability, and engagement to make browsing and ordering food effortless, enjoyable, and habit-forming.
Intelligent Design & Discovery
Offering Card Enhancements
Creating a seamless, personalized, and engaging experience for users.
Consistent Layout: Reduces cognitive loads and makes the interface easier to scan.
Visual Tags: Labels like “Expiring Soon” help users prioritize offers.
Expandable Cards: Allow users to access more details without leaving the page.
Category Filters & Smart Recommendations: Making discovering relevant deals quick and effortless.
Location-Aware & Time-Based Nudges: Ensure users see the most relevant offers at the right time.
These enhancements combine usability, personalization, and smart navigation to make interacting with offers intuitive and engaging.
Future UX Enhancements
Prioritize
Enhancements
Align recommend features with business goals and user needs. Score enhancements based on impact, effort, and urgency
1
Stakeholder
Alignment
Present enhancement roadmap to product, design, and engineering. Validate feasibility, timelines, and dependencies.
2
Accessibility & UX
Audit
Conduct deeper WCAG compliance checks on proposed changes. Refine UI components for inclusive, intuitive experiences.
3
Prototype & Test
Build interactive prototypes for high-impact enhancements. Run usability tests to validate design clarity and engagement.
4
Implementation
Planning
Define sprint cycles and resource allocation. Set milestones for phased rollout and performance tracking.
5
Feedback Loop
Establish metrics for success (ex: task completion rate, NPS). Gather user feedback post-launch inform future iterations.
6
Why clients love my work