7-Eleven Home Screen Redesign

The problem

Bold promos and seasonal campaigns took the prime real estate. Customers scrolled through marketing to reach the tools they came for. The bottom navigation was worse. Location-specific features wasted permanent slots. Critical features were buried in banners that users had trained themselves to ignore.

Workshop

We ran a workshop to set priorities. Two themes emerged: let customers customize the screen, and surface the features nobody could find.

Competitive analysis

We looked at how other apps handled it. The pattern was consistent: modular sections that can be rearranged, content that changes by location or habit, and a clear visual hierarchy between primary actions and secondary content.

The modular solution

The home screen became a set of modules. Each module is self-contained: fuel prices, food ordering, rewards. Modules can be added, removed, or rearranged. New services plug in without a redesign.

Personalization

The top of the screen holds one primary action. It changes with context: fueling at the pump, ordering food nearby, checking in at a store. The screen adapts to the situation instead of showing everyone the same billboard.

Results

Usability tests came back positive. The modular approach changed how the team thought about the app beyond one screen.