Andy Gingerich

My Work

About

Connect

My Work

About

Connect

Streamlining 7-Eleven's In-Store Order Fulfillment

Role

Sole Product Designer

TIMELINE

SEP 2024 -MAR 2025

Domain

Store Operations

// Overview

7Eleven's Store App is a proprietary order aggregation tool receiving 1.6 orders every second from , , , and other partners. At this scale, every second fulfilling orders has an exponential impact to revenue. I redesigned the order fulfillment experience so associates can get more orders out the door in less time.

↓23%
Avg time to fulfill order

↓50%
Incorrect items scanned

// 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

// Challenge

Store associates manage far more than online orders. When fulfillment slows, drivers leave without orders and associates lose time they owe the customers in front of them. Our hypothesis was that if we cut fulfillment time down, orders can be staged before drivers arrive and associates can get back to the customers in the store.

Store associates manage far more than online orders. When fulfillment slows, drivers leave without orders and associates lose time they owe the customers in front of them. Our hypothesis was that if we cut fulfillment time down, orders can be staged before drivers arrive and associates can get back to the customers in the store.

// Insights

To identify what slowed down associates during order fulfillment, we combined product analytics with direct user observations.

// Insight 1: Usage Analytics

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 order fulfillment and item details screen.

// Insight 2: User Observation

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

The previous design was overcomplicated with steps, instructions, and "How To-" that made important details such as the ordered items hard to focus on.

// Insight 3: Usage Analytics + Observation

On average, an associate would scan an incorrect item 4 times before scanning the correct item

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

The previous design only told you the issue, but not why. A lot of items like candy bars looked exactly the same, except different sizes

// 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?

// 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

2

Accelerate the flow

Accelerate the flow

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

// 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 that would align with our core strategy.

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 that would align with our core strategy.

// 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

Less thinking, more action

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

Automate which items to fulfill first without having to stop and think about where to start
Larger images and item details on main view instead of behind an extra click

// Decision 2

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

Unhelpful iconography
Redundant steps and instructions
Even the device status bar

// Decision 3

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.

Different product
Different flavor
Different size

// Results

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

↓23%

Reduction in average time to complete per order

↓50%

Reduction of incorrect items scanned

// 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"

// 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

// find me on

Medium

// take with you

Download Resume

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built in

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// Connect

Open a channel

// find me on

Medium

// take with you

Download Resume

Designed with

built in

acclerated by

// Connect

Open a channel

// find me on

Medium

// take with you

Download Resume

Designed with

built in

acclerated by

// Connect

Andy Gingerich

Streamlining 7-Eleven's In-Store Order Fulfillment

Streamlining 7-Eleven's In-Store Order Fulfillment

↓23% Avg time to fulfill order

↓50% Incorrect items scanned

100k

orders per day

30k

weekly active users

$800M

annual delivery sales

To identify what slowed down associates during order fulfillment, we combined product analytics with direct user observations.

30% of time fulfilling orders was looking for details

Associates don't read or care about instructions

On average, an associate would scan an incorrect item 4 times before scanning the correct item

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

Design for power users, not first timers

1

Only show what matters

2

Accelerate the flow

3

Guided error recovery

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 that would align with our core strategy.

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.

Less thinking, more action

Amplify the signal, remove the noise

Show the problem, not just the error.

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

↓23%

↓50%

"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"

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

Open a channel

Open a channel

Open a channel

↓23%
Avg time to fulfill order

↓50%
Incorrect items scanned