7 Leaves Cafe Mobile Rewards App
Making rewards accessible to 50k+ customers across 40+ stores.
Role
UI/UX Design Intern
UI/UX Design Intern
Timeline
Sept 2024 - Feb 2025
Sept 2024 - Feb 2025
Team
1 Project Manager
1 Designer
LoyaltyPlant
1 Project Manager
1 Designer
LoyaltyPlant
Tool Kit
Figma, UXR, A/B Testing, Waterfall
Figma, UXR, A/B Testing, Waterfall
7 Leaves Café is a fast-growing coffee and tea chain blending Asian flavors with modern café culture, now with 40+ locations nationwide. With rapid growth came new challenges: ensuring customers stayed engaged with the brand’s loyalty program. In this case study, I analyzed customer behavior across store types and designed solutions to boost app awareness and retention.
7 Leaves Café is a fast-growing coffee and tea chain blending Asian flavors with modern café culture, now with 40+ locations nationwide. With rapid growth came new challenges: ensuring customers stayed engaged with the brand’s loyalty program. In this case study, I analyzed customer behavior across store types and designed solutions to boost app awareness and retention.
00 CONTEXT
Mobile App Mania: The Growing Role of Loyalty Apps in the Fast-Food Industry
More than half of restaurant customers now use loyalty programs (PYMNTS), and for 7 Leaves, this shift has made its Rewards app central to the business. With top stores averaging 200+ mobile orders daily, the app drives both sales and customer engagement.
More than half of restaurant customers now use loyalty programs (PYMNTS), and for 7 Leaves, this shift has made its Rewards app central to the business. With top stores averaging 200+ mobile orders daily, the app drives both sales and customer engagement.
But as loyalty apps flood the fast-food space, many customers are overwhelmed. The Food & Drink app category has one of the lowest retention rates—only 10–11% of users stay active past day one (Adjust). For 7 Leaves, the challenge wasn’t just getting customers to download the app, but making sure they found enough value to keep coming back.
But as loyalty apps flood the fast-food space, many customers are overwhelmed. The Food & Drink app category has one of the lowest retention rates—only 10–11% of users stay active past day one (Adjust). For 7 Leaves, the challenge wasn’t just getting customers to download the app, but making sure they found enough value to keep coming back.
00 EMPATHIZE
Working at 7 Leaves Cafe as a team member, I heard several customer complaints regarding our app
Think back to when you worked in customer service—maybe in high school or college. You probably remember the repeat complaints or frustrating interactions that stuck with you. At 7 Leaves, I experienced the same thing during my two years as a team member, where I consistently heard frustrations about our Rewards app. From these daily interactions, three patterns emerged:
Think back to when you worked in customer service—maybe in high school or college. You probably remember the repeat complaints or frustrating interactions that stuck with you. At 7 Leaves, I experienced the same thing during my two years as a team member, where I consistently heard frustrations about our Rewards app. From these daily interactions, three patterns emerged:
AWARENESS
AWARENESS
Customers are not AWARE of our rewards app’s existence.
Customers are not AWARE of our rewards app’s existence.
"Customers often call asking, 'Can I place an order for pick-up?' or 'Can I order ahead and pick it up?'"
"Customers often call asking, 'Can I place an order for pick-up?' or 'Can I order ahead and pick it up?'"
ADOPTION
ADOPTION
Customers FORGET to scan for points or use the rewards app.
Customers FORGET to scan for points or use the rewards app.
When asked about the rewards app, customers often say, “Oh yeah! Let me get my app.”
When asked about the rewards app, customers often say, “Oh yeah! Let me get my app.”
APP FATIGUE
APP FATIGUE
Customers are FATIGUED to download any more rewards app.
Customers are FATIGUED to download any more rewards app.
Regular customers often say, “I come here all the time, so I’ll just grab it next time I’m in.”
Regular customers often say, “I come here all the time, so I’ll just grab it next time I’m in.”
OUR TEAM PONDERED
OUR TEAM PONDERED
Why aren't customers utilizing our rewards app?
01 EXPLORE
How large-scale is this issue?
As one of nearly 900 team members at 7 Leaves, I knew my personal observations represented just one perspective. To build a more accurate picture of why some customers were less engaged with the Rewards app, I conducted three 4-hour observational studies across different store types: walk-in, walk-up, and drive-thru.
As one of nearly 900 team members at 7 Leaves, I knew my personal observations represented just one perspective. To build a more accurate picture of why some customers were less engaged with the Rewards app, I conducted three 4-hour observational studies across different store types: walk-in, walk-up, and drive-thru.
Walk-In interactions are face-to-face and more intimate.
Walk-In interactions are face-to-face and more intimate.
Drive-thru interactions are spatially-limited and oftentimes, rushed.
Drive-thru interactions are spatially-limited and oftentimes, rushed.
Walk-up interactions are short, confined and kiosk-like.
Walk-up interactions are short, confined and kiosk-like.
Studying multiple store formats helped account for confounding variables—external factors that might influence results. By treating our walk-in store as a control, I was able to compare behaviors and identify how loyalty app usage differed across customer environments.
Studying multiple store formats helped account for confounding variables—external factors that might influence results. By treating our walk-in store as a control, I was able to compare behaviors and identify how loyalty app usage differed across customer environments.
OUR RESULTS
After 12 hours of research, here is what we concluded
Walk-In
Walk-In
High potential for personalization
High potential for personalization
High potential for personalization
Customers open to conversations during downtime
Customers open to conversations during downtime
Customers open to conversations during downtime
Best opportunity for rewards app marketing
Best opportunity for rewards app marketing
Best opportunity for rewards app marketing
Drive-Thru
Drive-Thru
Lowest app adoption
Lowest app adoption
Lowest app adoption
Limited, fast-paced interactions
Limited, fast-paced interactions
Limited, fast-paced interactions
Must rely on visual marketing cues
Must rely on visual marketing cues
Must rely on visual marketing cues
Walk-Up
Walk-Up
Moderate personalization possible
Moderate personalization possible
Distance limits effectiveness
Distance limits effectiveness
Combine verbal + visual marketing
Combine verbal + visual marketing
WE NEED TO PROMOTE, BUT WAIT...
WE NEED TO PROMOTE, BUT WAIT...
Is the rewards app even worth installing?
02 SECONDARY RESEARCH
After 300+ shifts, these 3 issues consistently stood out
Poor Onboarding Experience
Poor Onboarding Experience
Customers struggled to locate essential functions like Order Ahead, Scan for Rewards, and other key buttons when first using the app.
Customers struggled to locate essential functions like Order Ahead, Scan for Rewards, and other key buttons when first using the app.
Missing Rewards
Missing Rewards
Reward points take 24–48 hours to process, but many customers perceived longer delays, leading to confusion and distrust in the system.
Reward points take 24–48 hours to process, but many customers perceived longer delays, leading to confusion and distrust in the system.
Out-of-stock Items
Out-of-stock Items
Without real-time updates, customers often called or visited stores to check availability, creating frustration and unnecessary friction.
Without real-time updates, customers often called or visited stores to check availability, creating frustration and unnecessary friction.
02 METHODOLOGY
Validating issues through additional research
While my firsthand experience revealed common frustrations, it represented just one perspective out of 900+ team members. To see if these problems were real for customers beyond my own shifts, I ran additional research: competitor audits, app-store reviews, and Nielson-Norman heuristic evaluations.
While my firsthand experience revealed common frustrations, it represented just one perspective out of 900+ team members. To see if these problems were real for customers beyond my own shifts, I ran additional research: competitor audits, app-store reviews, and Nielson-Norman heuristic evaluations.
Analyzing our competitors
Analyzing our competitors
I audited leading fast-food apps to highlight which features users now expect as standard.
I audited leading fast-food apps to highlight which features users now expect as standard.
Transforming 3/5 Rated Reviews into Insights
Transforming 3/5 Rated Reviews into Insights
Affinity mapping revealed front-end and back-end issues, so we partnered with LoyaltyPlant to tackle both.
Affinity mapping revealed front-end and back-end issues, so we partnered with LoyaltyPlant to tackle both.
The current 7 Leaves Cafe app does not follow conventional UX standards
The current 7 Leaves Cafe app does not follow conventional UX standards
To uncover the root of negative reviews, I evaluated the app’s most-used wireframes against Nielsen Norman heuristics—critical screens that, if poorly designed, quickly drive user frustration and negative feedback.
To uncover the root of negative reviews, I evaluated the app’s most-used wireframes against Nielsen Norman heuristics—critical screens that, if poorly designed, quickly drive user frustration and negative feedback.
User Control & Freedom
User Control & Freedom
No bottom navigation forces users into a single linear flow.
No bottom navigation forces users into a single linear flow.
Match to Real-World Standards
Match to Real-World Standards
QR code placed unconventionally leads to slowed recognition.
QR code placed unconventionally leads to slowed recognition.
Visibility of System Status
Visibility of System Status
No “out-of-stock” filters leads to unclear order tracking.
No “out-of-stock” filters leads to unclear order tracking.
03 DEFINE
We have 2 goals…
Attraction draws customers in; personality makes them stay.” For the rewards app, attraction comes from effective marketing, while loyalty depends on great drinks, service, and a seamless app experience. From here, my team mapped the solutions and pathways to achieve these goals.
Attraction draws customers in; personality makes them stay.” For the rewards app, attraction comes from effective marketing, while loyalty depends on great drinks, service, and a seamless app experience. From here, my team mapped the solutions and pathways to achieve these goals.
1 MARKETING
Get customers to download the rewards app
2 SATISFY PAIN POINTS
Make customers stay loyal to the rewards app.
01 PAIN POINT - FORGETFULNESS
01 PAIN POINT - FORGETFULNESS
02 PAIN POINT - MISSING LEAVES
02 PAIN POINT - MISSING LEAVES
03 PAIN POINT - INVENTORY TRANSPARENCY
03 PAIN POINT - INVENTORY TRANSPARENCY
We added essential features expected in fast-food apps—such as a 4–5 option nav menu, drink favorites, and a contact store button—backed by Nielsen-Norman principles, competitive analysis, and user reviews.
We added essential features expected in fast-food apps—such as a 4–5 option nav menu, drink favorites, and a contact store button—backed by Nielsen-Norman principles, competitive analysis, and user reviews.
IN SUMMARY, WE HAVE TO INTEGRATE:
IN SUMMARY, WE HAVE TO INTEGRATE:
Navigation Menu
Navigation Menu
Out-of-Stock Feature
Out-of-Stock Feature
Apple Wallet Integration
Apple Wallet Integration
Scan Confirmation Message
Scan Confirmation Message
Refined Order History Page
Refined Order History Page
Status of Order
Status of Order
Favorite Drink Feature
Favorite Drink Feature
Proximity notification
Proximity notification
04 DESIGN
Mapping the Journey: Connecting the Dots Through User Flows
Since we were rebuilding the app from scratch, it was crucial to see how everything connected, especially with the new navigation menu. I sketched quick user flows between major pages to spot potential gaps early.
Since we were rebuilding the app from scratch, it was crucial to see how everything connected, especially with the new navigation menu. I sketched quick user flows between major pages to spot potential gaps early.
04 LO-FI AND MID-FI WIREFRAMES
Establishing the early vision of our app
I began with low-fidelity sketches to align internal stakeholders on the app’s vision. Once approved, I translated them into mid-fidelity designs—detailed enough to validate through user testing and refine further.
I began with low-fidelity sketches to align internal stakeholders on the app’s vision. Once approved, I translated them into mid-fidelity designs—detailed enough to validate through user testing and refine further.
1 HOMEPAGE & PERSONAL
2 ORDERING FLOW & MENU
3 & 4 REWARDS FLOW
04 USABILITY TESTING
A/B Testing: Our ideal user is a 3-Star Yelp reviewer
With limited time left in my internship, we moved straight into A/B testing to maximize impact. This let us gather feedback on the current app while projecting improvements in key metrics like speed to order and likelihood to return. We tested 28 participants, split between those familiar with 7 Leaves and those completely new, evenly divided across the old and redesigned app. The results? The redesign exceeded conversion by 23%.
With limited time left in my internship, we moved straight into A/B testing to maximize impact. This let us gather feedback on the current app while projecting improvements in key metrics like speed to order and likelihood to return. We tested 28 participants, split between those familiar with 7 Leaves and those completely new, evenly divided across the old and redesigned app. The results? The redesign exceeded conversion by 23%.
05 FINAL SCREENS
05 FINAL SCREENS
BEFORE
BEFORE
BEFORE
AFTER
AFTER
AFTER
Stay informed! Check drink availability and track your order status effortlessly.
Out of Stock indicator: Reduces frustration by displaying unavailable drinks without removing them from the menu, helping users make informed choices.
Out of Stock indicator: Reduces frustration by displaying unavailable drinks without removing them from the menu, helping users make informed choices.
Order tracker: Minimizes uncertainty by showing when a drink is being prepared or ready, preventing early pickups and unnecessary waiting.
Order tracker: Minimizes uncertainty by showing when a drink is being prepared or ready, preventing early pickups and unnecessary waiting.
Easy updates: Enables staff to adjust availability in real time, ensuring the menu remains accurate and saving both staff and customers time.
Easy updates: Enables staff to adjust availability in real time, ensuring the menu remains accurate and saving both staff and customers time.
Can’t get enough? Easily repeat and favorite your custom drinks for endless enjoyment!
Favorites: Eliminates repetitive customization by letting users save drinks with their exact modifications for quick reordering.
Quick Access: Provides a dedicated space to view, edit, and reorder saved drinks, streamlining the ordering process.
Universal design: Uses a familiar heart icon so users instantly recognize how to save drinks, no matter where they are in the app.
Can’t get enough? Easily repeat and favorite your custom drinks for endless enjoyment!
Favorites: Save drinks with specific modifications—no need to re-customize every time.
Quick Access: Filter the menu to view, edit, and reorder your saved drinks.
Universal design: A conventional heart icon makes saving easy from any page.
Scan with ease. Redeem your reward leaves anytime, anywhere—even with your wallet.
Seamless redemption: Eliminates the need for online ordering by letting customers instantly generate a QR code in-store to improve user flexibility.
Seamless redemption: Eliminates the need for online ordering by letting customers instantly generate a QR code in-store to improve user flexibility.
User-friendly: A reusable scan button makes it easy for customers to adjust their selection without starting over, reducing lag.
User-friendly: A reusable scan button makes it easy for customers to adjust their selection without starting over, reducing lag.
Optimized flow: By placing the scan page second in navigation, we encourage quick access and promote in-store redemption.
Optimized flow: By placing the scan page second in navigation, we encourage quick access and promote in-store redemption.
06 TAKEAWAYS
Not everything went as planned…
Unfortunately, our first in-app survey launched with no notice. It had biased questions and free coffee incentives, which led to unreliable responses. I redesigned it with clearer, unbiased questions and built a database for cleaner insights moving forward.
Unfortunately, our first in-app survey launched with no notice. It had biased questions and free coffee incentives, which led to unreliable responses. I redesigned it with clearer, unbiased questions and built a database for cleaner insights moving forward.
Publication roadblocks means owning our own
Because the LoyaltyPlant's platform was template-based, many improvements weren’t possible. While we still shipped wins like an out-of-stock feature and Apple Wallet QR codes, and I pivoted to designing a future version of the app the team could fully own.
Because the LoyaltyPlant's platform was template-based, many improvements weren’t possible. While we still shipped wins like an out-of-stock feature and Apple Wallet QR codes, and I pivoted to designing a future version of the app the team could fully own.
Embrace ambiguity
If every task were easy, success wouldn’t feel as meaningful. At a company with over 100,000 employees, only a handful had experience with Adobe Analytics, so I was initially intimidated by the challenge of mastering the tool, creating dashboards to drive data-informed improvements, and finally training others. Despite setbacks like inconsistent data and unexpected research obstacles, the independence I gained made the entire experience rewarding.
If every task were easy, success wouldn’t feel as meaningful. At a company with over 100,000 employees, only a handful had experience with Adobe Analytics, so I was initially intimidated by the challenge of mastering the tool, creating dashboards to drive data-informed improvements, and finally training others. Despite setbacks like inconsistent data and unexpected research obstacles, the independence I gained made the entire experience rewarding.
“Be the change you wish to see in the world.”
“Be the change you wish to see in the world.”
-
Mahatma Gandhi
Mahatma Gandhi
