Andy Gingerich

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My Work

About

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My Work

About

Connect

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Streamlining 7-Eleven's In-Store Order Fulfillment

Role

Sole Designer

TIMELINE

SEP 2024 -MAR 2025

Domain

Store Operations

Streamlining 7-Eleven's In-Store Order Fulfillment

Role

Sole Designer

TIMELINE

SEP 2024 -MAR 2025

Domain

Store Operations

// Summary

7Eleven's Store App is a proprietary order aggregation tool receiving 1.6 orders every second from Doordash, UberEats, 7Now, and other partners.

At this scale, every second fulfilling orders has an exponential impact to revenue. I helped bring fulfillment time down by 22%

7Eleven's Store App is a proprietary order aggregation tool receiving 1.6 orders every second from Doordash, UberEats, 7Now, and other partners.

At this scale, every second fulfilling orders has an exponential impact to revenue. I helped bring fulfillment time down by 22%

// Outcome

230s

230s

180s

180s

Avg time to complete per order

// Scale

100k

orders per day

100k orders per day

30k

weekly active users

30k weekly active users

$800M

annual delivery sales

$800M annual delivery sales

// Problem Statement

Store associates manage far more than online orders. When fulfilling orders slows you down, it pulls their attention away from in store customers, drivers leave without orders, and the business loses out on sales

Store associates manage far more than online orders. When fulfilling orders slows you down, it pulls their attention away from in store customers, drivers leave without orders, and the business loses out on sales

// Hypothesis

If we cut fulfillment time for online orders, associates will have them ready before drivers arrive instead of after. Drivers leave faster, and associates stay focused on the customers in front of them.

If we cut fulfillment time for online orders, associates will have them ready before drivers arrive instead of after. Drivers leave faster, and associates stay focused on the customers in front of them.

// Insight 1: Usage Analytics

// Insight 1: Usage Analytics

30% of time fulfilling orders was looking for details

30% of time fulfilling orders was looking for details

Usage analytics told us that associates were spending a lot of time clicking into the detail screens of products—which included a much larger image, balance on hand data, and shelf location

Previous Experience

Previous

// Insight 2: User Observation

// Insight 2: User Observation

Associates don't read or care about instructions

Associates don't read or care about instructions

While shadowing store associates, a majority stated the instructions and additional steps are distracting and useless. They only care about the item details

Previous Experience

Previous

// Insight 3: Usage Analytics + Observation

// Insight 3: Usage Analytics + Observation

On average, if an incorrect item was scanned, the associate would scan it 4 times before realizing it was incorrect

On average, if an incorrect item was scanned, the associate would scan it 4 times before realizing it was incorrect

The system was failing to communicating when something was wrong. The associate didn't realize it and it took them even longer to fix the issue

Previous Experience

Previous

// Opportunity

How might we streamline order fulfillment so that associates spend less time picking orders and more time on store upkeep and in-store customers?

How might we streamline order fulfillment so that associates spend less time picking orders and more time on store upkeep and in-store customers?

// Solution Mapping

Collaborating closely with key stakeholders and the leading product manager on the project, we mapped out a backlog of key improvements to each step of the fulfillment journey

Collaborating closely with key stakeholders and the leading product manager on the project, we mapped out a backlog of key improvements to each step of the fulfillment journey

// UX Strategy

Design for power users, not first timers

Design for power users, not first timers

1

Only show what matters

Only show what matters

Review every unit of content, identify opportunities to remove, replace, or revise to align with the new direction

Review every unit of content, identify opportunities to remove, replace, or revise to align with the new direction

2

Accelerate the flow

Accelerate the flow

Remove hesitations and close gaps between fulfilling one item and starting the next

Remove hesitations and close gaps between fulfilling one item and starting the next

3

Guided error recovery

Guided error recovery

Turn unhelpful error messages into guided actions

Turn unhelpful error messages into guided actions

// Solution

The redesigned experience treats every second intentionally. One item at a time, all details upfront, no decisions required.

Associates open an order, see the item, locate it, and move on. No grid to parse, no detail screens, no instructions to scroll past. The flow feels familiar because it was designed to — built around the same single-action pattern associates already use in consumer apps.

The redesigned experience treats every second intentionally. One item at a time, all details upfront, no decisions required.

Associates open an order, see the item, locate it, and move on. No grid to parse, no detail screens, no instructions to scroll past. The flow feels familiar because it was designed to — built around the same single-action pattern associates already use in consumer apps.

// Decision 1

// Decision 1

Less thinking, more action

Less thinking, more action

The redesigned experience automates the fulfillment flow and give associates the details they need up front without looking for them

  1. Automate which items to fulfill first without having to stop and think about where to start

  2. Larger images and item details on main view instead of behind an extra click

// Decision 2

// Decision 2

Amplify the signal, remove the noise

Amplify the signal, remove the noise

Every bit of content on this screen competes for attention, so removing redundant and invaluable content helps focus on the details that matter

  1. Unhelpful iconography

  2. Redundant steps and instructions

  3. Even the device status bar

// Decision 3

// Decision 3

Show the problem, not just the error.

Show the problem, not just the error.

Instead of "Incorrect Item," the redesigned state shows exactly what's wrong so associates don't have to figure it out.

  1. Different product

  2. Different flavor

  3. Different size

// Results

Over the course of a few weeks, we recorded positive results for two leading metrics on the project

Over the course of a few weeks, we recorded positive results for two leading metrics on the project

// Avg Time to Fulfill Order

230s

230s

180s

180s

// Avg Number of Consecutive Incorrect Item Scans

4

4

2

2

// Associate feedback

"Most items like Reeses look the same, so the bigger images really help . It also it reminds me of Instacart when I am shopping—it just feels intuitive and easy to get to what I am looking for"

"Most items like Reeses look the same, so the bigger images really help . It also it reminds me of Instacart when I am shopping—it just feels intuitive and easy to get to what I am looking for"

// Retro

This project sharpened how I think about the balance of efficiency versus ease of use. For a product responsible for $800M in annual revenue, every decision about what to show, hide, or trust the associate's intuition carried real risk

This project sharpened how I think about the balance of efficiency versus ease of use. For a product responsible for $800M in annual revenue, every decision about what to show, hide, or trust the associate's intuition carried real risk

© Andy Gingerich 2026