Understanding on-the-go Brezelkönig customers
Retail & Consumer Goods
Insights & Concepts
Applied Methods

→ Qualitative user interviews
→ Observations
→ Immersion
→ Unpacking frameworks
→ Archetype
→ Creative brainstorming
→ Wireframing
→ User testing

Digital tools

2 weeks

Brezelkönig wanted to gain a better understanding of its customers and their underlying needs, as well as explore if new digital channels, such as a pre-ordering app, could meet the diverse needs of its customers.
Qualitative research

Qualitative research

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.




employee interviews


customer interviews


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.

Project Lead
Linda Armbruster
Director Collaborative Innovation
Linda holds an M.A. in Strategic Design from the design akademie berlin. As a trained Design Thinker from the Potsdam and Stanford d.school, co-founder of Spark Works and lecturer at the ETHZ, she builds and leads research and training programs in the private and public sector, blending methods grounded in Human-Centred Design to inform and inspire insight-driven innovation.
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