7-Eleven App
7-Eleven Thailand recognized the need to modernize the login and registration experience in its mobile app, especially as the popularity grew among international tourists, expats, and non-Thai residents. The goal was to reduce friction for first-time users, where many of whom struggled with the Thai-only interface, and to introduce the ALL Member program in a way that felt natural and welcoming rather than forced.
This project was part of my work at Appsynth, where I focused on revamping the registration and login flow for the 7-Eleven Thailand mobile application.
ROLES
UX/UI Designer
TIMELINE
Sep – Oct 2024
PROBLEM
Limited options and forced cross-selling caused users to feel interrupted and left
The original screens contained minimal registration options, which relied heavily on social logins like Facebook and Google, with limited support for international users and no clear explanation of the ALL Member. This caused users to skip, resulting in a major drop-off in this process.
Solution
Designing a Quick-Win Version for Diverse Users
The 7-Eleven app team was looking for a fast, high-impact update that could be implemented with minimal engineering effort. This challenged the team to come up with the "Quick-Win" solution for the onboarding flow to make it a more intuitive, inclusive, and friction-free experience while keeping it development-friendly and easy to develop in a limited time constraint.
Requirement Gatherings
Clarifying Flow for Locals and Foreigners Alike
To deliver a fast and focused solution, we worked closely with the product and development teams to clarify what changes were possible within the current system. The key requirements included:
Minimizing backend changes and screen additions
Supporting a bilingual experience from the first screen
Making ALL Member registration optional, not mandatory
Introducing alternative login methods like phone number for broader accessibility
Executions
Iterate fast and design a clear, frictionless log-in and less forced ALL member registration.
We redesigned the flow to make onboarding clearer, quicker, and more inclusive for both local and international users.
Login Page
The revised screen introduces a minimalist structure with a single input field for phone numbers, labeled in both Thai and English. A clear call-to-action (“ตกลง / Confirm”) is placed above optional login methods (Facebook, Google, Apple, Email), supporting familiar login patterns.
OTP Verification Page
This screen required careful design to reduce anxiety and increase user clarity. We explored different timing indicators, resend flows, and error message placements.
ALL-Member Invitation Page
Post-Login Prompt: Seamlessly Introducing the Benefits of ALL Member
To align with 7-Eleven’s business goal of increasing ALL Member sign-ups, we introduced an invitation screen immediately after login/registration to softly promote membership. This screen is designed to appear only once, ensuring the experience feels like a value-added step and not an interruption.
To support both Thai and non-Thai users, the page includes bilingual labels and provides two clear CTAs:
A bold button for Thai users: “สมัครสมาชิก / เข้าสู่ระบบ” (Register/Login)
A dedicated secondary button for foreigners: “Register/Login for foreigner”
The screen structure ensures clarity and inclusivity, while the opt-in model gives users freedom of choice. This simple prompt makes the program benefits feel helpful rather than pushy, improving conversion potential without creating friction.
ALL Member Page: Persistent, Passive Invitation Through Dedicated Paths
To support users who skipped the initial post-login prompt, we introduced a dedicated entry point within the “ALL Member” menu tab. This page acts as a passive invitation for users to register anytime at their convenience while still fulfilling the business goal of promoting ALL Member benefits.
To ensure both Thai and non-Thai users had a smooth and relevant experience, we explored three different layout options for this menu page:
After reviewing all three, the client selected Option B for its clarity, inclusiveness, and ease of development. Based on client feedback, we also adjusted the button label for the non-Thai section to better reflect their terminology preferences, changing it from “Register/Login for Foreigner” to a more neutral label.
This solution provides a persistent, low-friction invitation to register without pressure; while ensuring that both Thai and international users feel guided and welcomed.
Results
Streamlined Onboarding That Supports Inclusivity and Business Goals
The final delivery included three redesigned, developer-ready screens: the Log In page, OTP verification page, and ALL Member invitation flows. Each screen was crafted to balance usability, inclusiveness, and performance. Key outcomes from the final solution include:
Unified Log In page with bilingual support and clear segmentation between login methods
Improved OTP screen with a countdown timer, reference code, and focused layout to reduce user error
Post-login ALL Member invitation designed with a benefit-first message, opt-in model, and visible dual CTAs
ALL Member menu page implemented using a segmented layout, providing separate entry points for Thai and non-Thai users, with button labels tailored to client requirements
Together, these changes support a smoother onboarding experience for millions of users, while gently encouraging deeper engagement with the brand’s loyalty ecosystem.
IMPACT
Small Design Decisions That Scale Across Millions
The redesigned flow led to a smoother onboarding experience and increased engagement from both Thai and international users.
These improvements helped users feel more in control, especially during their first interaction with the app. With the introduction of bilingual support, clearer login options, and a non-intrusive ALL member invitation, and feedback showed notable positive shifts:
Drop-off rate among international users decreased by 40% after introducing bilingual support and clearer login options.
ALL Member registrations increased by 30%, driven by more transparent, non-intrusive prompts.
Users responded positively to the flow, with comments noting it felt “more approachable” and “less stressful.”
