→ Qualitative user interviews
→ Unpacking frameworks
→ Creative brainstorming
→ User testing
The research phase took place over five days and was broken down into four parts: observation, emersion, employee interviews and customer interviews. We sent four researchers out into the field to validate the project team’s assumptions and conduct qualitative research with customers at various Brezelkönig outlets across Zürich. Our researchers even got behind the counter to gain fresh customer insights and empathise with customer facing employees.
During the analysis we debriefed and unpacked the data so that it could be used to generate insights. We concluded that Brezelkönig had six customer archetypes including a “speedy commuter” and “simply hungry”.
With these archetypes in mind, we presented several digital concepts and features for a pre-ordering app that was truly aligned with the customers’ needs and not solely driven by advances in technology.
We developed six user archetypes and provided recommendations on how the app could leverage each specific archetype. Additionally, we suggested additional findings to improve the product, brand and internal processes. These new insights served as guidelines to develop new digital concepts and features for Brezelkönig’s customers.