(Ethnographic User Experiences At Cosmetic Chain Shops: Exciting, I Find What I Am Looking For, And Just Stopped By)

Abstract

Purpose – This article demonstrates the importance of emotional, social, and cognitive user experience in the ethnographic interview and cosmetic industry. Understanding the stories, expectations and disappointments of the users deeply will enable cosmetic shops changes from the product of the store to the aisle layout, from human resources to colors in design-customer relations-experiential environment. Design/methodology/approach – The ethnographic interview is research done through user’s experiences. Particular efforts are made to capture emotional and cognitive experiences. A case on this process has been demonstrated through cosmetic chain brand stores in Turkey. Participants in the ethnographic interview have previously shopped with all three groups of brands. Findings – Among the chain shops, there are three categories in terms of user experience: exciting, where I find what I am looking for, and just stopped by. In the exciting experience, the chain shop offers plenty of discounts for women on special days such as anniversaries or with occasional surprises. The perception of product quality and care for the user is magnificent. When I find what I am looking for, it provides the quality and service that I expect for my daily cosmetic needs with a good standard. In just stopped by, the user enters the shop with the thought of checking here. The perception of product and service quality is low. There is no encouraging environment to take. Discussion – From the women’ point of view, being cared and feeling comfortable in the cosmetics industry are important emotions in communication with the brand.