Why Are Users Hiding This Feature?
The clash between brand identity and product experience.
1Introduction: Brand Identity and User Perception
MISSHA emerged as one of Korea's first affordable beauty brands in the 2000s. However, there was a mismatch between the brand's identity and how users perceived themselves. While users loved the product's color payoff, they did not embrace the image the brand projected. This led to products being hidden and a decline in brand loyalty.
2User Feedback
During research, users expressed discomfort when using MISSHA products. One participant even stated,
3Brand Identity and Product Experience
Despite MISSHA's products excelling in technical specifications, the brand's identity did not align with how users saw themselves. This mismatch caused products to be hidden and brand loyalty to drop. Users loved the color payoff but rejected the image the brand projected.
4Identity Clash
MISSHA's products were technically excellent, but the brand's identity clashed with users' self-perception. This led to products being hidden and a decline in brand loyalty. Users appreciated the color payoff but did not embrace the brand's image.
5Brand Identity and Product Experience
MISSHA's products were technically excellent, but the brand's identity clashed with users' self-perception. This led to products being hidden and a decline in brand loyalty. Users appreciated the color payoff but did not embrace the brand's image.
6Identity Clash
MISSHA's products were technically excellent, but the brand's identity clashed with users' self-perception. This led to products being hidden and a decline in brand loyalty. Users appreciated the color payoff but did not embrace the brand's image.
7Brand Identity and Product Experience
MISSHA's products were technically excellent, but the brand's identity clashed with users' self-perception. This led to products being hidden and a decline in brand loyalty. Users appreciated the color payoff but did not embrace the brand's image.
8Conclusion: Balancing Identity and Function
MISSHA's story highlights the importance of balancing brand identity and product functionality. Even when users love a product's technical features, they may hide it if the brand's image does not align with their self-perception. This underscores the need to consider the identity axis in product development processes.
Original article: UX Collective - Medium — Kullanıcılar Neden Bu Özelliği Gizliyor?