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Manche Kunden kaufen, obwohl sie noch gar nicht überzeugt sind. Nach ein paar Wochen kommt der Realitätscheck. Wer dann nur die Neuheit gekauft hat, kommt selten wieder. Viele Vorteile des Produkts hatten die Kunden schlicht übersehen.",{"type":42,"content":1113},[1114],{"text":1115,"type":513},"Die sieben Jobs zeigten, dass es den meisten um deutlich mehr ging als um Geschmack. Gesundheit und neue Gewohnheiten spielten eine große Rolle. Dazu kamen praktische und finanzielle Gründe, Nachhaltigkeit und der Wunsch, etwas Neues früh zu entdecken und mit anderen zu teilen.",{"type":42,"content":1117},[1118],{"text":1119,"type":513},"Der wichtigste Satz aus der Analyse: Weitere Jobs müssen früher in der Journey freigeschaltet werden, damit aus Einmalkäufern Stammkunden werden. Wer schon vor dem Kauf mehrere Gründe für das Produkt kennt, ist danach zufriedener und kauft eher nach.",[],{"_uid":1122,"head":1123,"theme":1046,"alignment":948,"component":1012,"richtext_body":1139,"action_buttons":1156},"a1b2c3d4-0060-4a00-8a00-airup0000060",[1124],{"_uid":1125,"kicker":1126,"headline":1127,"component":514,"subheadline":1136,"show_top_line":81},"a1b2c3d4-0061-4a00-8a00-airup0000061","Was daraus wurde",{"type":39,"content":1128},[1129],{"type":928,"attrs":1130,"content":1131},{"level":1003},[1132],{"text":1133,"type":513,"marks":1134},"Fünf Handlungsfelder, die über den Shop hinausgehen",[1135],{"type":936},{"type":39,"content":1137},[1138],{"type":42},[1140],{"_uid":1141,"text":1142,"component":1026},"a1b2c3d4-0062-4a00-8a00-airup0000062",{"type":39,"content":1143},[1144,1148,1152],{"type":42,"content":1145},[1146],{"text":1147,"type":513},"Aus den Jobs entstanden rund 60 Ideen. Wir haben sie zu fünf Handlungsfeldern verdichtet und nach Wirkung und Aufwand priorisiert. Sie betrafen die Kommunikation vor dem Kauf, die Produktinformation und den Weg zum Wiederkauf. Für jedes Handlungsfeld gab es testbare Hypothesen.",{"type":42,"content":1149},[1150],{"text":1151,"type":513},"Ein Teil der Empfehlungen betraf gar nicht den Shop. Sie reichten bis in Marketing, Service und Verpackung.",{"type":42,"content":1153},[1154],{"text":1155,"type":513},"air up hat die Ideen in die eigene Roadmap übernommen und selbst umgesetzt. A/B-Tests waren nicht Teil des Auftrags. Die Ergebnisse gingen ans Produktteam, an den Customer Service und in die ganze Firma. Sie sind auch ins Portfolio und in die Verpackung eingeflossen.",[],{"_uid":1158,"head":1159,"theme":124,"alignment":30,"component":1169,"testimonials":1170,"action_buttons":1181},"a1b2c3d4-0070-4a00-8a00-airup0000070",[1160],{"_uid":1161,"kicker":1162,"headline":1163,"component":514,"subheadline":1166,"show_top_line":81},"a1b2c3d4-0071-4a00-8a00-airup0000071","Kundenstimme",{"type":39,"content":1164},[1165],{"type":42},{"type":39,"content":1167},[1168],{"type":42},"section-testimonial-2",[1171],{"_uid":1172,"logo":1173,"text":1177,"component":1178,"author_name":1179,"author_position":1180},"a1b2c3d4-0072-4a00-8a00-airup0000072",{"id":1174,"alt":1175,"filename":1176,"fieldtype":49,"is_external_url":51},218899964771970,"Logo air up","https://a.storyblok.com/f/328018/255x143/d670305cc4/airup.png","Wir wollten anfangs schnelle Quick Fixes für den Shop. Bekommen haben wir ein klares Bild davon, warum unsere Kunden kaufen und was sie zum Wiederkauf bringt. Die Ergebnisse sind ans Produktteam, an den Customer Service und bis in die Verpackung gegangen. Heute würde ich wieder genau so anfangen: erst die Jobs der Kunden verstehen, dann optimieren.","section-testimonial__item","Christian Hauth","damals CEO, air up",[],{"_uid":1183,"head":1184,"cards":1200,"theme":1046,"alignment":948,"component":667,"cards_per_row":668,"icon_position":669,"action_buttons":1231,"bordered_cards":81},"a1b2c3d4-0080-4a00-8a00-airup0000080",[1185],{"_uid":1186,"kicker":1187,"headline":1188,"component":514,"subheadline":1197,"show_top_line":81},"a1b2c3d4-0081-4a00-8a00-airup0000081","Was wir gelernt haben",{"type":39,"content":1189},[1190],{"type":928,"attrs":1191,"content":1192},{"level":1003},[1193],{"text":1194,"type":513,"marks":1195},"Kundenverständnis wirkt, wenn alle es teilen.",[1196],{"type":936},{"type":39,"content":1198},[1199],{"type":42},[1201,1211,1221],{"tag":1202,"_uid":1203,"text":1204,"headline":1210,"component":548},"01","a1b2c3d4-0082-4a00-8a00-airup0000082",{"type":39,"content":1205},[1206],{"type":42,"content":1207},[1208],{"text":1209,"type":513},"Shop, Produkt und Service sprechen danach dieselbe Sprache über ihre Kunden.","Sieben Jobs sind leichter weiterzugeben als ein Stapel Studien.",{"tag":1212,"_uid":1213,"text":1214,"headline":1220,"component":548},"02","a1b2c3d4-0083-4a00-8a00-airup0000083",{"type":39,"content":1215},[1216],{"type":42,"content":1217},[1218],{"text":1219,"type":513},"Bei air up erreichten sie Produktteam, Customer Service und Verpackung.","Gute Erkenntnisse wirken über den Shop hinaus.",{"tag":1222,"_uid":1223,"text":1224,"headline":1230,"component":548},"03","a1b2c3d4-0084-4a00-8a00-airup0000084",{"type":39,"content":1225},[1226],{"type":42,"content":1227},[1228],{"text":1229,"type":513},"Den größten Hebel hat, wer die Hypothesen danach konsequent testet.","Die Analyse ist der Anfang.",[],{"_uid":1233,"component":1234,"global_component":1235},"a1b2c3d4-0090-4a00-8a00-airup0000090","section-global-component",{"name":1236,"created_at":1237,"published_at":1238,"updated_at":1239,"id":1240,"uuid":1241,"content":1242,"slug":1446,"full_slug":1447,"sort_by_date":118,"position":1448,"tag_list":1449,"is_startpage":51,"parent_id":1450,"meta_data":118,"group_id":1451,"first_published_at":1452,"release_id":118,"lang":124,"path":118,"alternates":1453,"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":1243,"body":1244,"component":1445},"e3694e79-bb51-4ebf-b91f-52671210e331",[1245],{"_uid":1246,"head":1247,"cards":1262,"limit":30,"theme":124,"component":1443,"action_buttons":1444,"filter_service":30},"1a22a053-6104-4367-8006-f4659894aea6",[1248],{"_uid":1249,"kicker":30,"headline":1250,"component":514,"subheadline":1259,"show_top_line":81},"c4c0a97b-4654-4816-b70e-becb398971a5",{"type":39,"content":1251},[1252],{"type":928,"attrs":1253,"content":1254},{"level":1003,"textAlign":118},[1255],{"text":1256,"type":513,"marks":1257},"Weitere Case Studies aus verschiedenen Branchen",[1258],{"type":936},{"type":39,"content":1260},[1261],{"type":42},[1263,1280,1294,1306,1318,1332,1343,1357,1374,1388,1401,1416,1427],{"_uid":1264,"link":1265,"logo":1268,"text":1273,"client":1270,"service":1274,"headline":1275,"industry":291,"component":1276,"kpi_label":1277,"kpi_value":1278,"reading_time":1279},"e5a8c0d4-6f1b-4a5e-9c7d-9b2e4f0a1c05",{"id":1266,"url":30,"linktype":31,"fieldtype":32,"cached_url":1267},"6469f148-a1ca-45b5-8f2f-be493f68b6a0","de/case-studies/case-study-the-female-company",{"id":1269,"alt":1270,"name":30,"focus":30,"title":1270,"source":30,"filename":1271,"copyright":30,"fieldtype":49,"meta_data":1272,"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":1281,"link":1282,"logo":1283,"text":1288,"client":1285,"service":65,"headline":1289,"industry":1290,"component":1276,"kpi_label":1291,"kpi_value":1292,"reading_time":1293},"5e76ffbb-54ae-4f3e-b046-caccea0e0652",{"id":216,"url":30,"linktype":31,"fieldtype":32,"cached_url":217},{"id":1284,"alt":1285,"name":30,"focus":30,"title":1285,"source":30,"filename":1286,"copyright":30,"fieldtype":49,"meta_data":1287,"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":1295,"link":1296,"text":1299,"client":1300,"service":58,"headline":1301,"industry":1302,"component":1276,"kpi_label":1303,"kpi_value":1304,"anonymized":81,"reading_time":1305},"a1c4e6f0-2b7d-4c1a-9e3f-5d8a0b6c7e01",{"id":1297,"url":30,"linktype":31,"fieldtype":32,"cached_url":1298},"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":1307,"link":1308,"logo":1309,"text":1314,"client":1311,"service":58,"headline":1315,"industry":273,"component":1276,"kpi_label":1316,"kpi_value":1317,"reading_time":1293},"238e85bd-6a47-4370-ba96-7dbf85ba93c3",{"id":205,"url":30,"linktype":31,"fieldtype":32,"cached_url":206},{"id":1310,"alt":1311,"name":30,"focus":30,"title":1311,"source":30,"filename":1312,"copyright":30,"fieldtype":49,"meta_data":1313,"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":1319,"link":1320,"logo":1321,"text":1326,"client":1323,"service":1327,"headline":1328,"industry":1329,"component":1276,"kpi_label":1330,"kpi_value":1331,"reading_time":1279},"19f3becd-60dc-4fcc-bb3c-7aac1d8cd990",{"id":228,"url":30,"linktype":31,"fieldtype":32,"cached_url":229},{"id":1322,"alt":1323,"name":30,"focus":30,"title":1323,"source":30,"filename":1324,"copyright":30,"fieldtype":49,"meta_data":1325,"is_external_url":51},23160152,"Haufe","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":1333,"link":1334,"text":1337,"client":1338,"service":58,"headline":1339,"industry":1340,"component":1276,"kpi_label":1341,"kpi_value":1342,"anonymized":81,"reading_time":668},"b2d5f7a1-3c8e-4d2b-8f4a-6e9b1c7d8f02",{"id":1335,"url":30,"linktype":31,"fieldtype":32,"cached_url":1336},"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":1344,"link":1345,"logo":1346,"text":1351,"client":1348,"service":1352,"headline":1353,"industry":1354,"component":1276,"kpi_label":1355,"kpi_value":1356,"reading_time":1305},"5dfd9302-708d-49d6-a85f-b88a18e57cb0",{"id":222,"url":30,"linktype":31,"fieldtype":32,"cached_url":223},{"id":1347,"alt":1348,"name":30,"focus":30,"title":1348,"source":30,"filename":1349,"copyright":30,"fieldtype":49,"meta_data":1350,"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":1358,"link":1359,"logo":1362,"text":1368,"client":1369,"service":1274,"headline":1370,"industry":1371,"component":1276,"kpi_label":1372,"kpi_value":1373,"anonymized":51,"reading_time":1293},"c3e6a8b2-4d9f-4e3c-9a5b-7f0c2d8e9a03",{"id":1360,"url":30,"linktype":31,"fieldtype":32,"cached_url":1361},"3228590d-2d9d-4823-afad-31dcef063880","de/case-studies/case-study-familienunternehmen-sport-freizeit",{"id":1363,"alt":1364,"name":30,"focus":30,"title":1365,"source":30,"filename":1366,"copyright":30,"fieldtype":49,"meta_data":1367,"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":1375,"link":1376,"logo":1377,"text":1382,"client":1379,"service":1383,"headline":1384,"industry":1385,"component":1276,"kpi_label":1386,"kpi_value":1387,"reading_time":1279},"5dc62546-51ea-44bd-b43e-70626d59c50b",{"id":199,"url":30,"linktype":31,"fieldtype":32,"cached_url":200},{"id":1378,"alt":1379,"name":30,"focus":30,"title":1379,"source":30,"filename":1380,"copyright":30,"fieldtype":49,"meta_data":1381,"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":1389,"link":1390,"logo":1391,"text":1396,"client":1393,"service":65,"headline":1397,"industry":1398,"component":1276,"kpi_label":1399,"kpi_value":1400,"reading_time":1305},"849c59ca-28e6-42dc-8b8d-1623a0535718",{"id":234,"url":30,"linktype":31,"fieldtype":32,"cached_url":235},{"id":1392,"alt":1393,"name":30,"focus":30,"title":1393,"source":30,"filename":1394,"copyright":30,"fieldtype":49,"meta_data":1395,"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":1402,"link":1403,"logo":1406,"text":1411,"client":1408,"service":65,"headline":1412,"industry":1413,"component":1276,"kpi_label":1414,"kpi_value":1415,"reading_time":1305},"7e0b3c5a-9d2f-4b8e-a1c6-e04f5d2b8a91",{"id":1404,"url":30,"linktype":31,"fieldtype":32,"cached_url":1405},"32656445-665d-4357-9ac8-dcd736831473","de/case-studies/case-study-eon-personalisierung",{"id":1407,"alt":1408,"name":30,"focus":30,"title":1408,"source":30,"filename":1409,"copyright":30,"fieldtype":49,"meta_data":1410,"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. Daraus entstand eine Roadmap in fünf Phasen.","Strom ist nicht einfach Strom.","Energie","statt einer Ansprache für alle","3 Kundentypen",{"_uid":1417,"link":1418,"text":1421,"client":1422,"service":1423,"headline":1424,"industry":1290,"component":1276,"kpi_label":1425,"kpi_value":1426,"anonymized":81,"reading_time":668},"d4f7b9c3-5e0a-4f4d-8b6c-8a1d3e9f0b04",{"id":1419,"url":30,"linktype":31,"fieldtype":32,"cached_url":1420},"9a609991-c24e-4d0c-9cde-2e33954180a4","de/case-studies/case-study-kampagnen-pretest","Motive und Botschaften einer großen Imagekampagne wurden vorab mit der Zielgruppe verglichen, auch zwischen Märkten.","Online-Händler für Technik","Online-Marketing","Erst im Panel testen, dann die Kampagne ausspielen.","Kaufinteresse durch das stärkere Motiv","+6,7 %",{"_uid":1428,"link":1429,"logo":1432,"text":1437,"client":1434,"service":1438,"headline":1439,"industry":273,"component":1276,"kpi_label":1440,"kpi_value":1441,"reading_time":1442},"62600d35-7c45-4074-be6b-f1479f6d96b0",{"id":1430,"url":30,"linktype":31,"fieldtype":32,"cached_url":1431},"c8945c95-2e71-4646-9aa0-6e7a2e874bda","de/innovation-management/design-sprints",{"id":1433,"alt":1434,"name":30,"focus":30,"title":1434,"source":30,"filename":1435,"copyright":30,"fieldtype":49,"meta_data":1436,"is_external_url":51},23160180,"O2 Telefónica","https://a.storyblok.com/f/328018/255x128/31196989ae/telefonica-o2.png",{},"Alignment, Lösungsideen, Prototyp und User Lab in einem Sprint. 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