Ürün, Müşteri ve Kullanıcı Deneyimi Odaklı Yaklaşımların Hizalanması

Year 2020, Volume: 7 Issue: 2, 12 - 27, 28.12.2020

Mustafa Şeref Akın

Abstract

Bu makalede ürün, müşteri, kullanıcı odaklılığın aynı organizasyonda olması gerektiği vurgulanmaktadır. Saç ve yüz bakım sektöründe etnografik ve netnografik çalışmalar gerçekleştirilmiştir. Piyasada ürün ve marka çeşitliliğine rağmen kullanıcıların beklentilerini karşılamaktan uzaktırlar. Öte taraftan, kullanıcı deneyimi açısından Japon menşeli Platinum Vuvu istisnai kullanıcı deneyimi sunmaktadır. Kullanıcının sadece kepeklenme, yağlanma gibi saç sorunlarını çözmekle kalmamakta aynı zamanda günün yorgunluğunu ve stresini de almaktadır. Fakat gereken ürün ve müşteri hizmet desteği olmaksızın Türkiye pazarına tam giremedikleri görülmektedir. Kullanıcı deneyiminin sadece tek başına yeterli olmadığı arkasında güçlü bir organizasyon (ürün) ve marka (müşteri) desteğine ihtiyaç hissedilmektedir.

Keywords

Ürün, müşteri, kullanıcı deneyimi, saç bakımı, etnografi, hizalama

Alignment Product, Customer and User Experience Approaches

Abstract

In this article, it is emphasized that product, customer, and user orientation should be aligned in the organization. The ethnographic and netnographic studies conducted in the hair and face care industry reveal that given the richness product and brands which are far from satisfying the users’ expectations. On the other hand, the Japanese origin Platinum Vuvu carries an excellent user experience. It not only helps the hair problems such as dandruff or grease but also relieves the weariness and stress of the day. On the other hand, without product and brand support, they cannot enter into a crowded Turkish market. There is a strong need for a strong organization (product) and brand (customer) support behind the user experience alone.

Keywords

product, customer, user experience, shampoo, ethnography, alignment

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