Johnny’s Deli Kiosk
Johnny’s Deli offered premium, made-to-order sandwiches inside selected 7-Eleven stores.
The food proposition was strong, but the ordering process created confusion. Customers relied on an app experience that was not always reliable, while the physical store gave them few clues about where or how to order.
The proposed kiosk created a clear, independent ordering path for customers.
When the app-based ordering process failed, customers naturally approached the deli counter.
However, the counter was intended for collection rather than ordering. Staff had to interrupt food preparation to help, while queues could form elsewhere in the store. The experience created frustration for customers and operational pressure for team members.
I interviewed stakeholders to understand the business and operational constraints, then observed customers and staff inside stores. The research identified where confusion occurred, how staff compensated and what customers expected when entering the deli area.
Customers needed an obvious place to begin their order without relying on the app or asking for assistance. The kiosk also needed to support a broader shopping journey by allowing customers to add selected 7-Eleven products to their deli order.
I designed the complete kiosk experience, from the attract screen and menu browsing through to customisation, additional store items and order confirmation. The interface prioritised clear navigation, appealing food imagery and a straightforward ordering sequence. The design was developed into an approved concept ready for production.
The kiosk concept was approved, but Johnny’s Deli was discontinued before the experience could launch. While it did not reach stores, the work resolved the key issues identified through research and demonstrated how a dedicated ordering point could reduce ambiguity for customers and pressure on staff.
