New behavior
Define an experience for discovering, selecting and ordering food for delivery.
7-ELEVEN • CONSUMER RETAIL • NEW VENTURE
Food Delivery Venture
Leading the design of a new food-delivery experience as 7-Eleven expanded into a category dominated by established delivery platforms.
THE OPPORTUNITY
Extend 7-Eleven from convenience retail into delivery.
7-Eleven wanted to create a new food-delivery experience and compete in a market shaped by services such as Uber Eats and DoorDash. The challenge was to introduce a new behavior while still feeling like part of the existing 7-Eleven product ecosystem.
Competitive expectations
Meet interaction expectations already established by leading delivery products.
Brand fit
Extend the 7-Eleven brand into delivery without losing the convenience customers already associate with it.
CORE EXPERIENCE
Make the path from intent to order feel fast and familiar.
The case study can focus on the moments that mattered most: entry into delivery, browsing and selection, cart and fulfillment choices, checkout, and order status.
MY ROLE
Leading a new consumer product experience.
As design lead for the feature, I helped shape the experience from product direction through interaction and UI design, balancing a new business opportunity with familiar consumer patterns.
DESIGN TAKEAWAY
Designing a new venture inside an established product.
The work demonstrates consumer product leadership: introducing a new capability, learning from established market conventions, and integrating it into an existing brand and app experience.
DELIVERY LOGISTICS
Designing the driver experience for multi-stop pickup.
The customer journey was only one side of the new delivery venture. We also explored how the driver experience could make delivery more efficient by allowing a driver to pick up two customer orders from two different locations when those locations fell within an acceptable radius of each other. The design problem was to make a more efficient route possible without creating confusion about pickup order, timing, or which items belonged to which customer.
Radius-based pairing
Identify when two pickup locations are close enough to make a combined route practical.
Clear stop sequence
Make the order of pickups and deliveries easy for the driver to understand at a glance.
Order separation
Keep each customer’s items, status and handoff clearly differentiated throughout the route.
