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Haufe suchte daher nach einem erfahrenen Partner, um Silos aufzubrechen, isolierte Maßnahmen in eine konsistente Customer-Centricity-Strategie zu überführen und eine nachhaltige, nutzerzentrierte Unternehmenskultur zu etablieren.",{"type":1069,"attrs":1095,"content":1096},{"level":1071},[1097],{"text":1098,"type":513},"Die Lösung: Customer Centricity als strategisches Werkzeug im Marketing",{"type":42,"content":1100},[1101],{"text":1102,"type":513},"Um ein tiefgehendes Verständnis für die Bedürfnisse der Kund:innen entlang der Customer Journey zu entwickeln, setzten wir auf einen praxiserprobten Methodenmix aus Behavioral Design und User Research. 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Das Ergebnis: Marketing und angrenzende Teams konnten ein gemeinsames Zielgruppenverständnis aufbauen und auf dieser Grundlage konkrete Maßnahmen und Testideen entwickeln. 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Deshalb führten wir einen umfassenden Persona-Workshop durch, in dem das Wissen verschiedener Haufe-Mitarbeiter:innen zusammengeführt und mit tiefgehenden ",[1265],{"type":929,"attrs":1266},{"color":1120},{"text":1268,"type":513,"marks":1269},"Jobs-to-be-Done-Interviews",[1270,1272,1273],{"type":929,"attrs":1271},{"color":1120},{"type":1087},{"type":1274,"attrs":1275},"link",{"href":1276,"uuid":1277,"anchor":118,"target":1278,"linktype":31,"story":1279},"/de/ux-research/jobs-to-be-done","da69ec03-8de5-4210-89b1-c000219f6a40","_self",{"name":1280,"id":1281,"uuid":1277,"slug":1282,"url":1283,"full_slug":1283,"_stopResolving":81},"Jobs to be Done: Warum Kunden dein Produkt wirklich kaufen",101808502145522,"jobs-to-be-done","de/ux-research/jobs-to-be-done",{"text":1285,"type":513,"marks":1286}," ergänzt wurde. Das Ergebnis? 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Nun war es an der Zeit für den nächsten Schritt: ",[1311],{"type":929,"attrs":1312},{"color":1120},{"text":1314,"type":513,"marks":1315},"Differenziertes Testing auf Basis von User Research",[1316,1318],{"type":929,"attrs":1317},{"color":1120},{"type":1087},{"text":1320,"type":513,"marks":1321},".",[1322],{"type":929,"attrs":1323},{"color":1120},{"type":42,"content":1325},[1326],{"text":1327,"type":513,"marks":1328},"Durch gezielte Interviews mit echten Haufe-Nutzer:innen und einer Status-quo-Analyse der Landingpages für die HR Lösungsangebote von Haufe, konnten wir datenbasierte Testhypothesen entwickeln. Ein begleitender Workshop lieferte innovative Testideen, um die Customer Journey nicht nur plattformunabhängig, sondern auch maximal relevant für die Zielgruppen zu gestalten.",[1329],{"type":929,"attrs":1330},{"color":1120},{"type":1069,"attrs":1332,"content":1333},{"level":1161},[1334,1335,1337,1342],{"type":1254},{"text":1336,"type":513},"3. 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In einem weiteren Projekt entwickelten wir Personas für einen innovativen und wachsenden Geschäftsbereich von Haufe, um bislang unklare Zielgruppen besser zu verstehen und Haufes Marktpositionierung zu stärken.",[1348],{"type":929,"attrs":1349},{"color":1120},[],{"_uid":1352,"head":1353,"cards":1365,"theme":124,"alignment":1061,"component":667,"cards_per_row":1406,"icon_position":30,"action_buttons":1407,"bordered_cards":81},"17e92498-d671-4486-9d6e-356bd0dc5643",[1354],{"_uid":1355,"kicker":30,"headline":1356,"component":514,"subheadline":1362,"show_top_line":81},"581df84e-6c27-4b3e-8a14-ce21b7b222c5",{"type":39,"content":1357},[1358],{"type":42,"content":1359},[1360],{"text":1361,"type":513},"Projekterfolge im 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umgesetzt:","section-cta-2",[],{"_uid":1507,"head":1508,"theme":124,"alignment":1061,"component":1062,"richtext_body":1521,"action_buttons":1547},"799b9dea-f543-48a0-b2ef-6be5ae103a80",[1509],{"_uid":1510,"kicker":1511,"headline":1512,"component":514,"subheadline":1518,"show_top_line":81},"307437ae-caa0-40b8-af76-ecd38cdeb055","Fazit",{"type":39,"content":1513},[1514],{"type":42,"content":1515},[1516],{"text":1517,"type":513},"Customer Centricity als Erfolgsfaktor für die Zukunft",{"type":39,"content":1519},[1520],{"type":42},[1522],{"_uid":1523,"text":1524,"component":1103},"dcebd0dd-597f-4d2f-81ce-acf0dafc8750",{"type":39,"content":1525},[1526,1533,1540],{"type":42,"content":1527},[1528],{"text":1529,"type":513,"marks":1530},"Haufe hat eindrucksvoll bewiesen, dass Customer Centricity weit mehr als nur ein Schlagwort ist; vielmehr ist sie eine nachhaltige Wachstumsstrategie, die nicht nur den Umsatz steigert, sondern auch die Kundenbindung stärkt und Innovationen fördert. Dank der engen Verzahnung von Behavioral Design, User Research und datengetriebenem Testing konnte konversionsKRAFT diesen Wandel entscheidend mitgestalten.",[1531],{"type":929,"attrs":1532},{"color":1120},{"type":42,"content":1534},[1535],{"text":1536,"type":513,"marks":1537},"Dabei zeigt sich: Customer Centricity ist nicht nur eine strategische Entscheidung, sondern vor allem eine Frage der Haltung. Was einst im HR-Bereich begann, hat sich mittlerweile in viele weitere Unternehmensbereiche ausgeweitet. Immer mehr Fachabteilungen arbeiten mit Personas, um noch gezielter auf Kundenbedürfnisse einzugehen – ein klarer Beweis dafür, dass sich der Ansatz im gesamten Unternehmen etabliert hat.",[1538],{"type":929,"attrs":1539},{"color":1120},{"type":42,"content":1541},[1542],{"text":1543,"type":513,"marks":1544},"Haufe hat es vorgemacht. Wer zieht nach?",[1545],{"type":929,"attrs":1546},{"color":1120},[],{"_uid":1549,"head":1550,"theme":1060,"title":1565,"height":1566,"source":1567,"alignment":44,"component":1568,"height_mobile":1569},"45702757-f5cf-4f65-9c9b-b398cfaa5384",[1551],{"_uid":1552,"kicker":71,"headline":1553,"component":514,"subheadline":1559,"show_top_line":81},"fb3d0757-1cb3-4129-9391-eafa73e06d6a",{"type":39,"content":1554},[1555],{"type":42,"content":1556},[1557],{"text":1558,"type":513},"Mehr Infos zur Case Study oder Customer Centricity?",{"type":39,"content":1560},[1561],{"type":42,"content":1562},[1563],{"text":1564,"type":513},"Schicke uns eine unverbindliche Anfrage und beschreibe uns, wie wir dich bei deiner Mission unterstützen können. Wir melden uns innerhalb von 48 Stunden bei dir. ","Kontaktformular, um Anfrage zu senden","650","https://konversionskraft.activehosted.com/f/6","section-widget-1","850",{"_uid":1571,"head":1572,"theme":940,"members":1585,"alignment":44,"component":1610,"cards_per_row":1611,"action_buttons":1612},"949b7ee7-2435-490b-865e-b0dc1542e802",[1573],{"_uid":1574,"kicker":30,"headline":1575,"component":514,"subheadline":1582,"show_top_line":81},"52303e23-dfa1-46c7-83bc-3cb8270de680",{"type":39,"content":1576},[1577,1581],{"type":42,"content":1578},[1579],{"text":1580,"type":513},"Du interessierst dich für ein Beratungsgespräch oder weitere Referenzen?",{"type":42},{"type":39,"content":1583},[1584],{"type":42},[1586],{"bio":30,"_uid":1587,"name":1588,"image":1589,"button":1594,"position":1608,"component":1609},"0db6909f-72bd-4d69-836b-58dcf3959f6f","Gabriel Beck",{"id":1590,"alt":1591,"name":30,"focus":30,"title":1591,"source":30,"filename":1592,"copyright":30,"fieldtype":49,"meta_data":1593,"is_external_url":51},23161402,"Gabriel Beck, Vorstand","https://a.storyblok.com/f/328018/600x600/e3f4f66cbe/gabriel-beck.png",{"alt":1591,"title":1591,"source":30,"copyright":30},[1595,1602],{"_uid":1596,"icon":1597,"link":1598,"text":1600,"component":1601},"99d2b7f7-f357-45e0-9324-84b469388456","phone",{"id":30,"url":1599,"linktype":136,"fieldtype":32,"cached_url":1599},"tel: +49 40 60 94 32 660"," +49 40 60 94 32 660","util-link-icon",{"_uid":1603,"icon":1604,"link":1605,"text":1606,"component":1601},"878adb62-caaf-40a0-9d9d-547116bb53ba","envelope",{"id":30,"url":1606,"email":1606,"linktype":1607,"fieldtype":32,"cached_url":1606},"gabriel.beck@konversionskraft.de","email","Vorstand","section-team__member","section-team-1","1",[],{"_uid":1614,"component":1615,"global_component":1616},"e48f9ff9-04d4-4be6-9627-d693df7e3c27","section-global-component",{"name":1617,"created_at":1618,"published_at":1619,"updated_at":1620,"id":1621,"uuid":1622,"content":1623,"slug":1826,"full_slug":1827,"sort_by_date":118,"position":1828,"tag_list":1829,"is_startpage":51,"parent_id":1830,"meta_data":118,"group_id":1831,"first_published_at":1832,"release_id":118,"lang":124,"path":118,"alternates":1833,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"Case Studies","2025-12-10T10:20:02.270Z","2026-10-08T15:09:56.321Z","2026-10-08T15:09:56.336Z",121538159724935,"33cc11c0-c43c-4a30-abee-6e5a2f642144",{"_uid":1624,"body":1625,"component":1825},"e3694e79-bb51-4ebf-b91f-52671210e331",[1626],{"_uid":1627,"head":1628,"cards":1643,"limit":30,"theme":124,"component":1823,"action_buttons":1824,"filter_service":30},"1a22a053-6104-4367-8006-f4659894aea6",[1629],{"_uid":1630,"kicker":30,"headline":1631,"component":514,"subheadline":1640,"show_top_line":81},"c4c0a97b-4654-4816-b70e-becb398971a5",{"type":39,"content":1632},[1633],{"type":1069,"attrs":1634,"content":1635},{"level":1241,"textAlign":118},[1636],{"text":1637,"type":513,"marks":1638},"Weitere Case Studies aus verschiedenen Branchen",[1639],{"type":1087},{"type":39,"content":1641},[1642],{"type":42},[1644,1661,1675,1687,1699,1712,1723,1737,1754,1768,1781,1796,1807],{"_uid":1645,"link":1646,"logo":1649,"text":1654,"client":1651,"service":1655,"headline":1656,"industry":291,"component":1657,"kpi_label":1658,"kpi_value":1659,"reading_time":1660},"e5a8c0d4-6f1b-4a5e-9c7d-9b2e4f0a1c05",{"id":1647,"url":30,"linktype":31,"fieldtype":32,"cached_url":1648},"6469f148-a1ca-45b5-8f2f-be493f68b6a0","de/case-studies/case-study-the-female-company",{"id":1650,"alt":1651,"name":30,"focus":30,"title":1651,"source":30,"filename":1652,"copyright":30,"fieldtype":49,"meta_data":1653,"is_external_url":51},218898263137364,"The Female Company","https://a.storyblok.com/f/328018/400x300/0334e7c1af/tfc.png",{},"KI liefert Kundenverständnis und Tests in Tagen statt Wochen. 59 % der Experimente gewinnen, der Benchmark liegt bei 20 bis 30 %.","Rapid Growth Engine","Drei Experimente pro Woche, das erste nach 13 Tagen.","item-case-teaser","Conversion Rate in drei Monaten","+54 %","6",{"_uid":1662,"link":1663,"logo":1664,"text":1669,"client":1666,"service":65,"headline":1670,"industry":1671,"component":1657,"kpi_label":1672,"kpi_value":1673,"reading_time":1674},"5e76ffbb-54ae-4f3e-b046-caccea0e0652",{"id":216,"url":30,"linktype":31,"fieldtype":32,"cached_url":217},{"id":1665,"alt":1666,"name":30,"focus":30,"title":1666,"source":30,"filename":1667,"copyright":30,"fieldtype":49,"meta_data":1668,"is_external_url":51},23160171,"computeruniverse","https://a.storyblok.com/f/328018/255x128/87f15ed90f/computeruniverse.png",{},"Aus 200 Datenpunkten entsteht in Echtzeit ein Profil für jeden Besucher. Die Ansprache passt sich an, lange bevor der Checkout beginnt.","Kundentypen erkennen, bevor sich jemand einloggt.","Elektronik","mehr Umsatz","+18,2 %","4",{"_uid":1676,"link":1677,"text":1680,"client":1681,"service":58,"headline":1682,"industry":1683,"component":1657,"kpi_label":1684,"kpi_value":1685,"anonymized":81,"reading_time":1686},"a1c4e6f0-2b7d-4c1a-9e3f-5d8a0b6c7e01",{"id":1678,"url":30,"linktype":31,"fieldtype":32,"cached_url":1679},"04d326fc-8771-4dd1-ac1d-881eca6496b5","de/case-studies/case-study-modemarke-testing-programm","Ein Motivation Lab zeigte, warum Kunden im Shop zögern. Daraus wuchs ein Programm mit 50 bis 60 Experimenten im Jahr.","Bekannte deutsche Modemarke","Kunden kauften lieber in der Filiale. Daraus wurde ein Test.","Fashion","Nettoumsatz in drei Jahren","+44,88 Mio. €","5",{"_uid":1688,"link":1689,"logo":1690,"text":1695,"client":1692,"service":58,"headline":1696,"industry":273,"component":1657,"kpi_label":1697,"kpi_value":1698,"reading_time":1674},"238e85bd-6a47-4370-ba96-7dbf85ba93c3",{"id":205,"url":30,"linktype":31,"fieldtype":32,"cached_url":206},{"id":1691,"alt":1692,"name":30,"focus":30,"title":1692,"source":30,"filename":1693,"copyright":30,"fieldtype":49,"meta_data":1694,"is_external_url":51},23160144,"freenet","https://a.storyblok.com/f/328018/255x128/f1adafe85a/freenet.png",{},"Ein Proof of Concept mit vorab vereinbarten Uplift-Zielen hat den Wert von Experimentation belegt. Heute steuert freenet das Programm selbst.","Zwei Drittel aller Tests erfolgreich, mit Erfolgsgarantie.","mehr Bestellungen, kumuliert","+30 %",{"_uid":1700,"link":1701,"logo":1702,"text":1706,"client":1084,"service":1707,"headline":1708,"industry":1709,"component":1657,"kpi_label":1710,"kpi_value":1711,"reading_time":1660},"19f3becd-60dc-4fcc-bb3c-7aac1d8cd990",{"id":228,"url":30,"linktype":31,"fieldtype":32,"cached_url":229},{"id":1703,"alt":1084,"name":30,"focus":30,"title":1084,"source":30,"filename":1704,"copyright":30,"fieldtype":49,"meta_data":1705,"is_external_url":51},23160152,"https://a.storyblok.com/f/328018/255x128/c9cc2e33d8/haufe.png",{},"Aus Personas und Jobs to be done entstanden 33 Tests mit 52 % Erfolgsquote. Kundenzentrierung wurde so Teil der täglichen Arbeit.","Kundenzentrierung","Personas, die im Alltag genutzt werden statt im Ordner zu liegen.","B2B-Software","Umsatz","+5,2 Mio. €",{"_uid":1713,"link":1714,"text":1717,"client":1718,"service":58,"headline":1719,"industry":1720,"component":1657,"kpi_label":1721,"kpi_value":1722,"anonymized":81,"reading_time":668},"b2d5f7a1-3c8e-4d2b-8f4a-6e9b1c7d8f02",{"id":1715,"url":30,"linktype":31,"fieldtype":32,"cached_url":1716},"683b77f5-8372-4123-ae6a-ed8bb27982ed","de/case-studies/case-study-fashion-d2c-marke","Unsere Expertinnen und Experten haben das interne Team ergänzt. Heute wird jede wichtige Entscheidung vorher getestet.","Mittelständische Fashion-D2C-Marke","Wachstum im gesättigten Markt, ohne mehr Werbebudget.","Fashion D2C","Wertbeitrag pro Jahr","+22,8 Mio. €",{"_uid":1724,"link":1725,"logo":1726,"text":1731,"client":1728,"service":1732,"headline":1733,"industry":1734,"component":1657,"kpi_label":1735,"kpi_value":1736,"reading_time":1686},"5dfd9302-708d-49d6-a85f-b88a18e57cb0",{"id":222,"url":30,"linktype":31,"fieldtype":32,"cached_url":223},{"id":1727,"alt":1728,"name":30,"focus":30,"title":1728,"source":30,"filename":1729,"copyright":30,"fieldtype":49,"meta_data":1730,"is_external_url":51},23160153,"Görtz","https://a.storyblok.com/f/328018/255x128/f45d82f484/goertz.png",{},"Jede große Änderung wurde vor dem Livegang im A/B-Test geprüft. So wurde aus dem Risiko eines Relaunchs ein messbarer Gewinn.","Relaunch-Absicherung","Ein Redesign, das Umsatz bringt statt kostet.","Schuhe","Uplift nach dem Redesign","+16,2 %",{"_uid":1738,"link":1739,"logo":1742,"text":1748,"client":1749,"service":1655,"headline":1750,"industry":1751,"component":1657,"kpi_label":1752,"kpi_value":1753,"anonymized":51,"reading_time":1674},"c3e6a8b2-4d9f-4e3c-9a5b-7f0c2d8e9a03",{"id":1740,"url":30,"linktype":31,"fieldtype":32,"cached_url":1741},"3228590d-2d9d-4823-afad-31dcef063880","de/case-studies/case-study-familienunternehmen-sport-freizeit",{"id":1743,"alt":1744,"name":30,"focus":30,"title":1745,"source":30,"filename":1746,"copyright":30,"fieldtype":49,"meta_data":1747,"is_external_url":51},23160181,"Kundenlogo Pferdesporthaus Loesdau","Loesdau","https://a.storyblok.com/f/328018/255x128/c05ea07246/loesdau.png",{},"Als externes Growth Team haben wir Tempo und Trefferquote der Tests gesteigert. Daraus entstand unser Modell für schnelles Testen im D2C.","Pferdesporthaus Loesdau","Viermal so viele Tests, weil kleine Sprints schneller lernen.","Reitsport","ROI in zwei Jahren","1.493 %",{"_uid":1755,"link":1756,"logo":1757,"text":1762,"client":1759,"service":1763,"headline":1764,"industry":1765,"component":1657,"kpi_label":1766,"kpi_value":1767,"reading_time":1660},"5dc62546-51ea-44bd-b43e-70626d59c50b",{"id":199,"url":30,"linktype":31,"fieldtype":32,"cached_url":200},{"id":1758,"alt":1759,"name":30,"focus":30,"title":1759,"source":30,"filename":1760,"copyright":30,"fieldtype":49,"meta_data":1761,"is_external_url":51},23160123,"Betzold","https://a.storyblok.com/f/328018/255x128/a7d0516bd0/betzold.png",{},"Konzept und Shop-Modul entstanden in je einer Woche. Nach fünf Wochen Erprobung war der Nutzen der neuen Personalisierung belegt.","Personalisierung & MVP","Ein MVP in zwei Wochen statt eines Großprojekts.","Schulbedarf","höhere Conversion Rate","+32 %",{"_uid":1769,"link":1770,"logo":1771,"text":1776,"client":1773,"service":65,"headline":1777,"industry":1778,"component":1657,"kpi_label":1779,"kpi_value":1780,"reading_time":1686},"849c59ca-28e6-42dc-8b8d-1623a0535718",{"id":234,"url":30,"linktype":31,"fieldtype":32,"cached_url":235},{"id":1772,"alt":1773,"name":30,"focus":30,"title":1773,"source":30,"filename":1774,"copyright":30,"fieldtype":49,"meta_data":1775,"is_external_url":51},23160151,"ALDI SÜD","https://a.storyblok.com/f/328018/299x150/c54d5ba064/aldi-sued.svg",{},"Jeder Kanal bekam eine eigene Roadmap mit priorisierten Use Cases. Abhängigkeiten zwischen den Kanälen sind jetzt sichtbar und planbar.","Personalisierung über alle Kanäle mit einem gemeinsamen Plan.","Lebensmittelhandel","pro Kanal als Startpunkt","3 Segmente",{"_uid":1782,"link":1783,"logo":1786,"text":1791,"client":1788,"service":65,"headline":1792,"industry":1793,"component":1657,"kpi_label":1794,"kpi_value":1795,"reading_time":1686},"7e0b3c5a-9d2f-4b8e-a1c6-e04f5d2b8a91",{"id":1784,"url":30,"linktype":31,"fieldtype":32,"cached_url":1785},"32656445-665d-4357-9ac8-dcd736831473","de/case-studies/case-study-eon-personalisierung",{"id":1787,"alt":1788,"name":30,"focus":30,"title":1788,"source":30,"filename":1789,"copyright":30,"fieldtype":49,"meta_data":1790,"is_external_url":51},23160222,"E.ON","https://a.storyblok.com/f/328018/255x128/eb2f094070/e-on.png",{},"Ein Assessment über neun Handlungsfelder und eine Bewertung von vier Journey-Streams zeigten, wo sich Personalisierung lohnt. 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