About This Project

As the UX manager for the 7-11 in-store design team, I lead a team of 30+ UX researchers, architects, designers and prototypers over the following product journeys:

7Rewards

Mobile Checkout

Fuel Rewards

Digital Wallet

Unity App redesign

7-11 Website

Enterprise Systems – One Promo and Retail Price Manager

In my tenure I have instituted the following design practices for my teams;

• An Agile / Lean design work process with defined design sprints

• Daily design stand ups

• UXR, UXD, UXA & Product discipline practice groups

• Bi-weekly UX reviews

• UX cross pod & product group reviews for In-Store experience

• Strategic team rotation based on skill need

• Deployed a searchable UX research repository

• Deployed a Design sprint and allocation tracking system + Jira Integration

• Team building events and offsite UX community events

• Continuous Learning and training regime using UDEMY

• Enhanced & evolved our design system and employed best practice atomic design philosophy

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The App Design – v1.5 – 2.0

My team redesigned the main 7-11 Rewards app from the ground up. Our mission was to take into account user research, quant data, and business goals to create a new, flexible, scalable and modular app that would help 48 million users get more out of their 7-11 experience. I lead this overall effort across 4 creative teams and 12 product managers. This was a large, multistage effort over 18 months. It was a success and 7-11 is still taking in iterating on this modular and scalable framework.

For this project I instituted the following with my teams ;

• Design thinking sessions with product partners

• Upfront qualitative and market research

• Daily design stand ups

• Bi-weekly UX reviews

• UX cross pod & product group reviews

• UX brainstorming and design hackathons

• UX project plan to clarify, estimate and define the effort

• UX research plan to test, learn and validate designs in an Agile workflow during the project

Wins:

• For V1.5 we did an A/B test against the previous design and the new design lead to an increases of 5.8 million dollars in incremental spend, a 23% lift in scan rate, 18% lift in redemption rate, 302k more incremental redemptions, 887k more punches earned on punch cards all within 30 days.

• For V2.0 we did an A/B test against the previous v1.5  design and the new design lead to an additional increases of 1.8 million dollars in incremental spend, a 19% lift in retention rate, and a 65% increase in engagement across the board with mobile checkout, digital wallet and fuel reward

• For V2.5 we took the previous test learnings and incorporated them into the design. We then did another A/B test and the new design lead to an increases of 5.8 million dollars in incremental spend, a 23% lift in scan rate, 18% lift in redemption rate, 302k more incremental redemptions, 887k more punches earned on punch cards all within the 30 day test period.

• We deployed mobile checkout experience to the wider NYC metropolitan area in v1.5 then expanded to 5 other cities with v2.0

• We deployed Fuel Rewards in Pilot Mode in v1.5 then launched nationally with v2.0

• We piloted Digital Wallet Experience with cash, credit, debit, Apple Pay & Google Pay funding options then deployed nationally with v2.0

• We grew the 7rewards program to 25 Million in less than half the time it took Starbuck to get to 10 million

• Saved 60k per year in Research costs by leveraging a more cost effective platform

• Design and Deployed over 30 high engagement Augmented Reality Experiences with our brand partners

• We won 8 Awards from retail industry, design, marketing, and media organizations during my tenure

AR EXPERIENCES

7-11 MOBILE CHECKOUT

7REWARDS APP OVER VIEW