Starting from What Was There and Exploring More Options
Before jumping into solutions, we took a close look at the current experience. The original screens relied heavily on social logins like Facebook and Google, with limited support for international users and no clear explanation of the ALL Member. These gaps helped guide our redesign priorities.
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.
