A Case Study of SPA Brand Websites in the Context of User Experience Factors and Culture Codes
Choi, A. Y., Paek, J. E. (2020). A Case Study of SPA Brand Websites in the Context of User Experience Factors and Culture Code. Journal of Brand Design Research, 18-3, 255-266.
Brand Design Association of Korea (BDAK)
Abstract
The SPA brand market has experienced extraordinary growth in Korea, attracting attention from both global giants and successful local brands. This study presents a key methodology for classifying and enhancing e-commerce websites for fashion brands. By integrating User Experience (UX) principles with insights from Culture Codes, we established a comprehensive framework based on a thorough review of existing literature and an in-depth analysis of the websites of leading SPA brands in Korea.
Our research focuses on six key case studies featuring renowned global brands such as H&M, ZARA, and Uniqlo and successful domestic brands like 8 Seconds, SPAO, and TOPTEN. Our findings identify significant patterns: global brands effectively leverage Active Culture Codes, integrating emotional and functional design elements. A consistent theme across all brands is their commitment to General Culture Codes, prioritizing visually appealing product experiences and well-organized information. We categorize e-commerce websites as either ‘Product-oriented’ or ‘Image-oriented.’
The analytical tools developed in this study for evaluating user experience factors and culture codes serve as valuable resources for refining and classifying e-commerce websites. This research also emphasizes the need for further studies to understand user experiences better. Ultimately, this study establishes a foundational platform for future research on e-commerce websites, providing critical analytical insights for industry stakeholders.
Keywords: User Experience Factor, Culture Code, SPA Brand Website
