This study aimed to explore Gen Z customers’ experiences (CX) at first-store design concept through personas based on brand personality using Service Design (SD) approach in Beijing, China. By adapting an ethnographic research design, this study analyses the CX dimensions of first-store, and provides insight into the entire journey service of first-store. First-store's CX exploration is based on the following models: Aaker's brand personality theory (already verified for China), CX dimensions for traditional stores, Customer Journey Map (CJM) stage distribution (pre, during and post-visit), and the model of S-O-R (Stimulus, Organism, and Response). Using the brand personality test, the study identified five ideal personas (Sincerity, Ruggedness, Excitement, Sophistication, and Competence), and from 109 respondents, the top scorer was selected for each type of persona as the participant. The data from five personas were collected through three phases (pre, during, and post-.....

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