Kundensegmentierung UX Research Anwendung


Customer Segmentation and UX Research at B2B apps


9Cookies offers an application that manages orders at delivery services and restaurants, and optimizes their processes. Since many restaurants do not use professionalized processes, gaps between developers, designers and users exist.


A customer survey was carried out to obtain a comprehensive picture of customer segments. Based on these segments observations and interviews were conducted in restaurants, to find out the actual use, and to develop ideas for optimization in functionality and UX.


There are 4 customer segments working in restaurants, with characteristically different ideas from restaurant processes and requirements for a B2B application. Based on that, most useful use cases have been identified and optimized to create higher acceptance and use.

4 customer segments bades on 250 personal profiles
21 hours of observations in stressful, real situations