7-Eleven Oklahoma has a unique challenge. A simple handshake deal early in company history solidified its unusual standing as a independent, non-franchised entity. As such, it had the freedom to create its own website unbound from its corporate namesake.
With a crawl-walk-run philosophy in mind, the process required going back to the basics. The site was designed from scratch using wonderful UX as the gold standard, then filtered through simple, measurable goals. The solution was a first-generation site that not only killed its competitors but served its customers.