0
1945
The first IKEA advertisements
appear in local newspapers. When
Ingvar Kamprad outgrew his
ability to make individual s...
1974
SKOPA chair is designed by Olle
Gjerlöv-Knudsen and
Torben Lind. Modern plastics give
designers lots of new ways
to c...
IKEAIKEA Analysis
Product Categories Product Selection Product Details Location Finder Store Information Services
Store Ex...
IKEA Research Overview Competitor Website Target
Homepage
Homepage
Product Selection
Product Selection
Michael Graves Desi...
IKEAIKEA
Products
Quality & Care
Bedroom Selection
My Account
Beds Selection
Finance Options
Product Detail
My Shopping Ca...
IKEAIKEA Research Overview Competitor Website Design Within Reach
Homepage
Product Categories
Search
Product Selection
Fre...
IKEAIKEA Research Overview Competitor Website Levitz, Eurway, Funiture.com
Homepage Homepage Collection Selection
ANALYSIS...
IKEAIKEA
LIFESTYLETOM TAYLOR
AGE: 20
OCCUPATION: Student
INCOME: $5,000.00
EDUCATION: Community college
LOCATION: Palo Alt...
AGE: 35
OCCUPATION: Housewife
INCOME: $0.00
EDUCATION: High school level
LOCATION: Schaumburg, Illinois
MARRIAGE: Married
...
IKEAIKEA
LIFESTYLE
AGE: 30
OCCUPATION: Civil engineer
INCOME: $87,000.00
EDUCATION: University level
LOCATION: Plainview, ...
AGE: 37
OCCUPATION: Guitarist
INCOME: $1,800,000.00
EDUCATION: College level
LOCATION: Hollywood, California
MARRIAGE: Sin...
Fun
Britany Spears
Volkswagen
Marie Claire
Bagel
Detroit
Gap
Koala Bear
Budweiser
Charlie Brown
Star Wars_____
Decaf
Plexi...
IKEAIKEA Analysis Creative Brief
KEY USER TYPES & INTENTIONS
Type I
NAME: Theresa Randall
AGE: 35
OCCUPATION: Housewife
IN...
“To make home furnishing fun and exciting by providing the best value, variety, and freshness
with easy access and dependa...
Coming up with a new function: With the new brand identity, key words
were picked out to extrapolate users' potential ques...
size
character
variety
availability
add to cart
search
info
check out
assemble
instruction
homepage
product solution store...
IKEAIKEA Analysis Customer Path Tom Taylor
homepage
product store search info
kitchen
bedroom
living room
bathroom
office
...
NAME: Theresa Randall
AGE: 35
OCCUPATION: Housewife
INCOME: $0.00
EDUCATION: High school
LOCATION: Schaumburg, Illinois
SH...
IKEAIKEA Analysis Customer Path Eric Neal
size
character
variety
availability
add to cart
search
info
check out
assemble
i...
Products & Solutions Overlapping Factors of Needs Target
Page of Book Floor Plan Supermarket
Propose IKEA-USA.com’s Missio...
Product
Image
Homepage
Product Details
Store Location
Solution
Logo
location
hours
direction
contact
facility
layout
purch...
Website HomepageIKEAIKEA Design
store location: CA MD NJ NY PA TX VAIL WA
privacy?policy
IKEA near you enter zip...IKEA ne...
WebsiteIKEAIKEA Design
Search
Searchproducts solutions sign in shopping cart customer service about IKEA Searchproducts so...
WebsiteIKEAIKEA Design
Search
Searchproducts solutions sign in shopping cart customer service about IKEA Searchproducts so...
IKEA
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  1. 1. 1945 The first IKEA advertisements appear in local newspapers. When Ingvar Kamprad outgrew his ability to make individual sales calls, he began advertising in local newspapers and operating a make-shift mail order catalog. He distributed his products via the county milk van, which delivered them to the nearby train station. 1953 The furniture showroom is opened in Älmhult. The IKEA range focused to home furnishing products in the early 1950s. The opening of the showroom was an important moment in the development of the IKEA concept. For the first time customers could see and touch our furnishings before ordering. This came about as a solution to a problem.IKEA found itself in a price war with its main competitor. As both companies lowered prices, quality came at risk. By opening the showroom, IKEA could in three dimensions present its products with function, quality and low price. And people did just what IKEA had hoped: they wisely chose the products with the best value for the money. 1955 IKEA begins designing its own furniture. There were several reasons for IKEA to start designing its own furniture. But what actually led to this–possibly our best move ever–was quite ironic. Pressure from our competitors caused suppliers to boycott IKEA. This reaction to our early success required us to begin designing our own furniture, and became the basis for future growth. Ultimately, this would lead to innovative design and improved function at lower prices. Then, by lucky inspiration, one early IKEA employee decided to remove a table’s legs so it would fit into a car, and to avoid transport damage. From that point on, we began to think in terms of design for flat packaging. Which led to even further reductions in price for our customers. A pattern had begun to establish itself at IKEA. Turning problems into opportunities. 1965 The IKEA store in Stockholm is opened. Thousands of people queued for the opening of our flagship store. The 45,800 square meter store has a circular design, inspired by New York’s Guggenheim Museum. The success created huge capacity problems in serving the customers. By opening the warehouse and letting people serve themselves, an important part of the IKEA’s basic concept was born. 1963 Marian Grabinski, consul and architect, designs the MTP book-case. It was a contemporary classic, and spawned numerous imitators over the years. In build- ing this and other wood products, IKEA forged good relations with Polish suppliers in the 50s and 60s. These relationships still provide the basis for many of our efforts to maintain prices at levels which the majority of people can afford. 1973 The first store outside Scandinavia is opened outside Zurich, Switzerland. Its success paved the way for a quick expansion in Germany, which is the largest IKEA market today. Historical Timeline 1940’s – 1970’sIKEAIKEA Research Overview 1943 IKEA is founded by Ingvar Kamprad. In 1943, when Ingvar was seventeen, his father gave him a gift for succeeding in his studies. The gift was used to establish his own business.The name IKEA was formed from the founder’s initials (I.K.) plus the first letters of Elmtaryd and Agunnaryd, the farm and village where he grew up. IKEA originally sold pens, wallets, picture frames, table runners, watches, jewellery and nylon stockings – whatever Ingvar found a need for that he could fill with a product at a reduced price.
  2. 2. 1974 SKOPA chair is designed by Olle Gjerlöv-Knudsen and Torben Lind. Modern plastics give designers lots of new ways to construct good furnishings. But choosing the right production method becomes an important question in the design process. When it came to choosing a manufacturer for our SKOPA chair, the answer was wonderfully simple, even if it did cause a few raised eyebrows. After months of fruitless searching, we took another long look at the shape of the chair and hit upon the idea of asking a manufacturer of plastic bowls and buckets to lend us a hand. Neither form nor function were compromised by this unorthodox solution. On the contrary, the final lines were even cleaner. 1985 The first IKEA store opens in the USA. At first, we weren’t sure the USA needed IKEA. After all, what could we bring to the country that has everything? But we discovered there is a need everywhere for useful, attractive home furnishings at prices for every wallet. 1985 MOMENT sofa is designed by Niels Gammelgaard. When we were looking for a suitable manufact- urer for this sofa, we went to a supermarket trolley factory o make use of all they knew about strength and stability. We took that as a starting point, and created a stylish, comfortable and low-priced sofa with a modern look. When we designed the matching table in 1987, it won the Excellent Swedish Design prize–something few supermarket trolleys can boast of. 1994 KUBIST storage units appear. This was one of the first IKEA products built with board-on-frame construction. We used a technique for door manufacturing to create inexpensive, sturdy and lightweight storage units.To make beautiful, functional and affordable products for the majority of people, IKEA designers try to carry out product development on the shop floor. Working with existing manufacturers of board-on-frame doors, IKEA saves money. In this case, old factories in Poland were retooled to make parts for KUBIST and other IKEA products. 1997 IKEA introduces Children’s IKEA. IKEA has always provided furnishings for the entire family. But since kids are the most important people in the world, IKEA decided to put them in the spotlight. We worked with two groups of experts to develop products. Child psychologists and professors in playing helped us develop things that are good for kids’ motor skills, social development and creativity. Then the other experts, kids, helped us choose the winners. Play areas, children’s room settings, baby areas, special meals in the restaurant and still more play areas make IKEA a place kids love to visit. Historical Timeline 1970’s – 1990’s Notes: Source of this information is from IKEA’s web site at http://www.ikea-usa.com/about_ikea/timeline/splash.asp IKEAIKEA Research Overview
  3. 3. IKEAIKEA Analysis Product Categories Product Selection Product Details Location Finder Store Information Services Store Experience Advice Purchase Information Site Map Company Information Customer Service IKEA’s Current Web Site Helvetica Geneva Arial Futura SPACE ALLOCATION Color Pallet DESIGN ELEMENTS Fonts Layout Graphic Elements Rollovers homehome homehome ANALYSIS Feel: The site is very clean set in a highly structured grid. It have lots of white empty space with limited color pallet. The image treatment are a combined photography and illustration. The photography are clean, sign image without out shadow or background set ups. The illustrations are single line outline drawings without modeling or color. The images are cleanly isolated and laid on top of a white background. Colors are mainly primary and secondary colors of a very limited palette. The layout set are carried out consistently throughout the pages. The only exception to this is the home page, which has it own set of layout and color pallet. Design element: Comprise lots of open white space with many dots of various pacing, rounded-corner squares, pixel arrows, over-lapping circles, and dashes and solid color geometric areas. Interaction: Simple color changes and box appears on rollover and very few pop-ups and control use of animation in areas when a demonstration is needed. Content: There are ample of information on the products: designer, size, material, assemble requirement, care instruction and color. What is lacking is if the product is available in stock. Other feature in the menu bar include: store experience, direction, store hours and location, job, solutions, product recall, company history, site index, related product, customer service, catalog request and product advertise-ment. However, in has a very clumsy internet order form and no search feature. Navigation: The navigation is easy to use and intuitive. There are many entry points and the main menu always consist of three items: IKEA near you, customer service, and about IKEA with two ways of finding products. There is also a list of page that trace where you have been so you can always back- track without using the backward button . LOGO NAVIGATION BODY
  4. 4. IKEA Research Overview Competitor Website Target Homepage Homepage Product Selection Product Selection Michael Graves Design Product Details Children Furniture Non-Funiture New Products ABOUT TARGET We repeatedly show our guests that we can anticipate their lifestyle needs by interpreting current season fashions and presenting them in tightly-edited assortments that are easy to understand. Through careful development of owned brands including Xhilaration, Restore & Restyle and Archer Farms — and through partnerships with renowned designers such as Michael Graves, Mossimo Giannulli, Sonia Kashuk, and Stephen Sprouse, we are able to offer our guests exclusive product designs and sophisticated style at exceptional value. Within the discount industry, this approach is unique to Target Stores, and it helps to reinforce our distinct brand character and fuel our continued growth. http://media.corporateir.net/media_files/NYS/tgt/targetar01 /letter/index.htm ANALYSIS Feel: The site has the feel of Amazon.com’s website. Not surprisingly it is operated in co-operation with Amazon.com. There is lots of banner, boxes, categories and equally variety of colors and text. Overall having a chaotic layout and busy format, but it does provide lots of information. Design element: Strong red bar used to head category markers with thin gray lines to compartmentalize products. White as being the background color. Interaction: No rollover but does have buttons show blue outline when selected. Content: Here is a simple, basic content on just about the products that are being sold. Navigation: The navigation clear with entry point on top of the screen and bottom and on the left hand side. IKEAIKEAIKEAIKEA
  5. 5. IKEAIKEA Products Quality & Care Bedroom Selection My Account Beds Selection Finance Options Product Detail My Shopping Cart ABOUT ETHAN ALLEN At Ethan Allen, we’re dedicated to providing you superior quality home furnishings at a good, honest value. We support our innovative Classic and Casual indoor and outdoor furnishings with a commitment to service that goes beyond the expected. These principles, set over 67 years ago, remain at the forefront of everything we do and that’s why today “everyone’s at home with Ethan Allen.” Since 1932, Ethan Allen has been dedicated to helping millions of consumers create beautiful, comfortable homes. As a total home furnishings resource, we offer everything you need to furnish your home from floor to ceiling and wall to wall. Over the past decade, we’ve anticipated changing lifestyles by expanding our product lines across two basic style categories: Casual, appealing to today’s more relaxed lifestyles, and Classic, for people who want contemporary interpretations of traditional furnishings. But it’s not just stylish furniture that has built our brand and our reputation. Our combined focus on quality, style, service and value has sparked an innovative approach to manufacturing and retailing. http://www.ethanallen.com/ea/com.ethanallen.ecom.Frame DirectorServlet?top=7&body=6 ANALYSIS Feel: The site is very clean with very control use of color blue that compliments the circular logo. The images are beautifully photographed with white lighting. Design element: Very minimal design elements, mainly bars and lines. Interaction: No rollover but does have buttons show blue outline when selected. Content: Here is a simple, basic content on just about the products that are being sold. Navigation: The navigation clear with entry point on top of the screen and bottom and on the left hand side. Research Overview Competitor Website Ethan Allen Homepage
  6. 6. IKEAIKEA Research Overview Competitor Website Design Within Reach Homepage Product Categories Search Product Selection Frequently Asked Questions Sign In Designer Biographies Newsletter Sign Up Small Space ABOUT DWR Design Within Reach provides easy access to well-designed furniture frequently found only in designer showrooms. This San Francisco based company is a one-stop resource for some of the most exciting furniture designers internationally. Founder Rob Forbes, a professional designer himself, sums it up this way: “The desire to deliver great products to a broader group of people and to elevate the interest in legitimate design, has been here since the Bauhaus. Our goal is simply to accelerate the way that design gets to the public and to take advantage of the most current technology in this process. In Europe, furniture design is taken more seriously and the public has greater access to well-designed products. We expect to emulate that.” The furniture available includes classic designs by Ray and Charles Eames, Mies van der Rohe, Alvar Aalto, George Nelson, Marcel Breuer and many others. Also featured are designs by young designers including Phillipe Starck, Ron Arad, Jorge Pensi, Enrico Franzolini .... http://www.dwr.com/aboutdwr.cfm ANALYSIS Feel: The site has a very modernist style. The is a very structured layout with lots of white space. Picture and type are contained in box grid. Along with the grid there are san serif type and red, black and white color usage. The image treatment of products are shot on a clean white background. The page through out the website have a very consistent look with the logo and menu bar placed in the same location. Design element: Comprise lots of open white space with lines. Interaction: Rollover turns black type to red and when selecting a button there appears a blue outline. Content: The features unique to DWR are the biographies of designers that have furnitures listed. There are the usual features of products, search, catalog, and collection. Navigation: The navigation clear with entry point on top of the screen and bottom and on the left hand side.
  7. 7. IKEAIKEA Research Overview Competitor Website Levitz, Eurway, Funiture.com Homepage Homepage Collection Selection ANALYSIS Feel: This site is very disorganized both in terms of visual hierarchy and content. Design element: Strong usage of red, it being the identity to Levitz. There are a repeated use of shadow being behind picture and arrows. There is a point of over doing it. Other than these there are no strong design elements. Interaction: Rollover becomes a gradation of white to grey, which make it similar to the background color of the site. Not a good choice. Content: Too simple to the point that the site do not offer picture of products or any ways to order items through their site. Navigation: The navigation is very basic. ANALYSIS Feel: Eurway has not a strongly formulated grid thus the elements seems to float throughout the site. Design element: A very stylized usage of a purple shadow. Many times it have a very un-natural feel. Interaction: A red underline appear when items are selected. Also there is a simple animation of the tag line. Content: Here is a simple, basic content on just about the products that are being sold. Navigation: The navigation clear with all the needed selections to make purchase and finding products easy. ANALYSIS Feel: Very chaotic and messy. Design element: There are two conflicting grid: one being left justified and the other being centered. Overall the elements work against each other. Interaction: No rollover but does have a drop down selection. Content: Confusing that this company sells many of their pieces together in collections and no clear way to indicate this. Navigation: The navigation is confusing because there is no consistent set location for secondary selections of items.
  8. 8. IKEAIKEA LIFESTYLETOM TAYLOR AGE: 20 OCCUPATION: Student INCOME: $5,000.00 EDUCATION: Community college LOCATION: Palo Alto, California MARRIAGE: Single SHOPPING EXPERIENCE: I use IKEA as a one-stop shopping center for all funiture. ITEMS FROM IKEA: My computer desk, shelves, coffee table, lamps, and dinner table and next will be a sofa. WHAT LIKE / DISLIKE OF IKEA: The price is great and the style is fun and hip COMPUTER EXPERIENCE: 8 years with extensive usage both for school and personal INTERNET EXPERIENCE: 6 years with daily usage INTENTIONS FOR USING THE SITE: Use the site to see what items are need for the new apartment when I move off campus. Use the site to get idea for small space arrangements. Use the site to find the location, hours, and phone number. Would like to use the site more to purchase orders. NEEDS: To find items for kitchen, computer desk, and bedroom. To find more storage space. Find items easily and fast. Have an easier way to order on line. SOLUTIONS: To have website that arrange items according to rooms a building. To provide a suggestion column. A overall sitemap and a reference list of other similar users purchase products. Have a direct link of product to the shopping basket. IKEAIKEA Research Overview User Profile Tom Taylor
  9. 9. AGE: 35 OCCUPATION: Housewife INCOME: $0.00 EDUCATION: High school level LOCATION: Schaumburg, Illinois MARRIAGE: Married SHOPPING EXPERIENCE: I enjoy the wide variety of things on display. I usually don’t buy the things I was really want, but some other things. ITEMS FROM IKEA: I have two clocks, two lamps, and some garden furniture and its all been very good. WHAT LIKE / DISLIKE OF IKEA: It has good quality furniture and good prices. COMPUTER EXPERIENCE: 3 years with limited usage at home INTERNET EXPERIENCE: 2 years with 3-4 times weekly IKEAIKEA Research Overview User Profile Theresa Randall LIFESTYLETHERESA RANDALL INTENTIONS FOR USING THE SITE: Use the site mainly to browse for new items. May not ever buy things from the internet because of fear of credit card fraud Like to look at article and feature that gives suggestions on ways to decorate. NEEDS: SOLUTIONS: Friendly and easy navigation. Sense of security that no credit card fraud. To have experts and specialists to provide home decoration ideas. Sign up for weekly sales and newsletters so she don’t even need to look up IKEA’s site. To provide a third party security system or an at home credit card verifier. Provide many sections that offer solutions and suggestions.
  10. 10. IKEAIKEA LIFESTYLE AGE: 30 OCCUPATION: Civil engineer INCOME: $87,000.00 EDUCATION: University level LOCATION: Plainview, New York MARRIAGE: Married SHOPPING EXPERIENCE: You have to walk through a lot of floors before you can get to what you want. At first I did not mind, I could use the browsing to find some interesting things, but now it becomes a hassle. Then again for the price it does well. ITEMS FROM IKEA: Just about everything from one time or another. WHAT LIKE / DISLIKE OF IKEA: The quality and service need to be improved, but I could still get away with an apartment full of furniture at a reasonable price. COMPUTER EXPERIENCE: 7 years with limited usage to work. INTERNET EXPERIENCE: 7 years with almost daily usage IKEAIKEA Research Overview User Profile Eric Neal ERIC NEAL INTENTIONS FOR USING THE SITE: Use the site to find out what furniture are available and in what colors. Use the site to find the location, hours, and phone number. Would like to use the site more to purchase orders. NEEDS: Find items easily and fast. To find the it quick and without going though many layers Have an easier way to order on line. SOLUTIONS: A overall sitemap and a reference list of other similar users purchase products. To have many ways to find an IKEA store on the homepage Have a direct link of product to the shopping basket.
  11. 11. AGE: 37 OCCUPATION: Guitarist INCOME: $1,800,000.00 EDUCATION: College level LOCATION: Hollywood, California MARRIAGE: Single SHOPPING EXPERIENCE: I hate the forced path with no sales person to get assistance and it all end up in a big huge warehouse. ITEMS FROM IKEA: An broken desk lamp in the garage now as a tool lamp. WHAT LIKE / DISLIKE OF IKEA: The place sucks. Nothing worthy of buying. COMPUTER EXPERIENCE: 11 years with extensive usage both for business and personal INTERNET EXPERIENCE: 4 years with almost daily usage IKEAIKEA Research Overview Non-User Profile Mark Foster LIFESTYLEMARK FOSTER NEEDS: SOLUTIONS:INTENTIONS FOR USING THE SITE: Maybe will use the site to help a friend find direction or telephone or hours. Never buy things from IKEA because don't like the generic knock off feel of the products. SOLUTIONS:NEEDS: N / A N / A N / A N / A
  12. 12. Fun Britany Spears Volkswagen Marie Claire Bagel Detroit Gap Koala Bear Budweiser Charlie Brown Star Wars_____ Decaf Plexiglass Friends _____ Brad Pitt Urban animal magazine car celebrity tv show cartoon character musician city food cocktail clothing label SQUID WIRED MAGAZINE HONDA CIVIC CATHERINE ZETA JONES FRIENDS JOHNNY BRAVO PHISH SAN FRANCISCO PAD THAI MARGARITA GAP PROJECTION TECHNIQUES BRAND PERSONALITY VISUAL GUIDE IKEAIKEA Analysis Brand Attribute & Visual Guide MarilynManson Porsche Vogue Croissant Paris Prada Rattle Snake Heineken The Grinch Blade Runner Espresso Crystal ER Kevin Spacey Rural Britany Spears Volkswagen Marie Claire Bagel Detroit Gap Koala Bear Budweiserr Charlie Brown Star Wars_____ Decaf Plexiglass Friends _____ Brad Pitt Urban BRAND PERSONALITY MarilynManson Porsche Vogue Croissant Paris Prada Rattle Snake Heineken The Grinch Blade Runner Espresso Crystal ER Kevin Spacey Rural Transparent Many Speed Individual Units
  13. 13. IKEAIKEA Analysis Creative Brief KEY USER TYPES & INTENTIONS Type I NAME: Theresa Randall AGE: 35 OCCUPATION: Housewife INCOME: $0.00 EDUCATION: High school LOCATION: Schaumburg, Illinois SHOPPING EXPERIENCE: I enjoy the wide variety of things on display. I usually don’t buy the things I was really want, but some other things. ITEMS FROM IKEA: I have two clocks, two lamps, and some garden furniture and its all been very good. WHAT LIKE/DISLIKE OF IKEA: It has good quality furniture and good prices. INTENTIONS ° May not ever buy things from the internet because of fear of credit card fraud ° Like to look at article and feature that gives suggestions on ways to decorate. Type II NAME: Eric Neal AGE: 30 OCCUPATION: Civil engineer INCOME: $87,000.00 EDUCATION: University LOCATION: Plainview, New York SHOPPING EXPERIENCE: You have to walk through a lot of floors before you can get to what you want. At first I did not mind, I could use the browsing and maybe find some interesting things, but now it becomes a hassle. Then again for the price it does well. ITEMS FROM IKEA: Just about everything from one time or another. WHAT LIKE/DISLIKE OF IKEA: The quality and service is let to be improved, but I could still get away with an apartment full of furniture at a reasonable price tag. INTENTIONS ° Use the site to find out what furnitures are available and in what colors. ° Use the site to find the location, hours, and phone number. ° Would like to use the site more to purchase orders. Type III NAME: Tom Taylor AGE: 19 OCCUPATION: Community college student INCOME: $5,000.00 EDUCATION: College LOCATION: Palo Alto, California SHOPPING EXPERIENCE: I like it. I get most of my apartment furnishing at IKEA. It has pretty much all that I need for my place: the light bulbs, bed sheets, sofa. ITEMS FROM IKEA: Almost everything, except the chest it was from grandma. WHAT LIKE/DISLIKE OF IKEA: I like IKEA because I basically got everything there. But there are times when things are not quite right. Where things are missing or wrong screws. INTENTIONS ° Find out the location. ° Want to find out pricing to either bring the check book or credit cards. COMPETITION ° www.ethanallan.com ° www.target.com ° www.crateandbarrel.com ° www.dwr.com ° www.levitz.com ° www.jenniferfurniture.com ° www.pier1.com ° www.costplus.com ° www.officedepot.com ° www.officemax.com ° www.staples.com ° www.costco.com ° www.furniture-cheap.com ° www.hermanmiller.com ° www.wickesfurniture.com ° www.kmart.com ° www.furniture.com ° www.lazboy.com ° www.ashleyfurniture.com ° www.sealy.com ° www.amazon.com ° www.ebay.com ° www.leons.ca ° www.homedepot.com ° www.walmart.com ° www1.jcpenney.com ° www.williams-sonoma.com ° www.fredmeyer.com ° www.potterybarn.com ° www.restorationhardware.com ° www.bedbathandbeyond.com ° www.lnt.com ° www.marthastewart.com COMPETITION ° www.ethanallan.com ° www.target.com ° www.crateandbarrel.com ° www.dwr.com ° www.levitz.com ° www.jenniferfurniture.com ° www.pier1.com ° www.costplus.com ° www.officedepot.com ° www.officemax.com ° www.staples.com ° www.costco.com ° www.furniture-cheap.com ° www.hermanmiller.com ° www.wickesfurniture.com ° www.kmart.com ° www.furniture.com ° www.lazboy.com ° www.ashleyfurniture.com ° www.sealy.com ° www.amazon.com ° www.ebay.com ° www.leons.ca ° www.homedepot.com ° www.walmart.com ° www1.jcpenney.com ° www.williams-sonoma.com ° www.fredmeyer.com ° www.potterybarn.com ° www.restorationhardware.com ° www.bedbathandbeyond.com ° www.lnt.com ° www.marthastewart.com
  14. 14. “To make home furnishing fun and exciting by providing the best value, variety, and freshness with easy access and dependability.” New Brand Identity Coming up with a new brand identity: With five key categories, Benefit, Culture, Personality, and Value, attributes were brain stormed; and from each category two most important attributes were selected. From these selected word a new brand identity is created. IKEAIKEA Concept BENEFIT cost effective cheap big variety shopping experience enjoyable pleasing window shopping see design furniture see possibilities value stylish affordable CULTURE efficient populous equality fun youth freshness choice heritage PERSONALITY youth environmental people company economical conscience sympathetic in tuned leader trendy non threatening friendly fun enjoyable relaxed big VALUE cheap price convenient time saving accessible safe dependable central well known European heritage NEW BRAND IDENTITY
  15. 15. Coming up with a new function: With the new brand identity, key words were picked out to extrapolate users' potential question and possible solutions. beginner value variety trendy Q I have no preference. How should I even begin? I don’t know what I need. How should I start? I just got to learn how to balance my check book. How am I know how much to spend on furniture? Q I have a certain furniture but also want to see similar ones of same price? What are on sale? Q I always find it wonderful to have so many choices, but what can I do to see everything? How could I see all the possible colors of an item that is offered? I there a better way to show size of a product? Q I am always seeing new items, but what is really cool? With all the choice, I would like to know which ones are selling the most? A Provide emails that update growing trends in the fashion world and music and provide items from IKEA that parallel them. A Provide a small thumb nail version of all the items in a category and also provide a streaming flow of items that constantly passes across the screen. A Provide a choice of listing items by price and also have items listed that was purchased by other fellow buyers. A Provide a general style guide or show items that was purchased by other people of similar back- ground. Provide a “to what is needed list” similar to what the post office offer in its “list of things to do “x” day before moving.” Provide a general worksheet with charts and formulas of household income, saving, expenses, potential earning, debt etc. Provide as banners constantly undated and also send individual emails to customers on up and coming sales. Provide a swatch on the bottom of the page. Provide a relative body or body part next to the item. Also provide a measure tool that allows the customer to measure there own places. Provide a list of the fastest selling items, the most items sold, and the longest selling item. Also provide a list that other people bought along with the item that you have purchased. New FunctionsIKEAIKEA Concept “To make home furnishing fun and exciting by providing the best value, variety, and freshness with easy access and dependability.”
  16. 16. size character variety availability add to cart search info check out assemble instruction homepage product solution store search info kitchen bedroom living room bathroom office garden children accessory cookery cabinet chair table lights add to cart pan type1 pan type2 pan type3 knife type1 knife type2 knife type3 rack type1 rack type2 rack type3 more product layouts budget new couples single children house apartment location hours direction contact facility layout purchase experience policy employment history to the community policy employment catalog investors stores input list categories alphabetical mission time table president message returns equal employment guarantee annual report goals media president messageamount payment address accept revise sign in bulletin new stores sale recall promo kitchen bedroom living room bathroom office garden children accessory solution1 solution2 solution3 solution4 solution5 IKEAIKEA Analysis Site Map Primary Secondary Tertiary
  17. 17. IKEAIKEA Analysis Customer Path Tom Taylor homepage product store search info kitchen bedroom living room bathroom office garden children accessory more product layouts budget new couples single children house apartment location hours direction contact facility layout purchase experience policy employment input list sign in bulletin new stores sale recall promo history to the community policy employment catalog investors stores 1 2 3 4 5 kitchen bedroom living room bathroom office garden children accessory 6 solution1 solution2 solution3 solution4 solution5 8 7 9 solution NAME: Tom Taylor AGE: 19 OCCUPATION: Student INCOME: $5,000.00 EDUCATION: Community college LOCATION: Palo Alto, California SHOPPING EXPERIENCE: I use IKEA as a one-stop shopping center for all furnitures. ITEMS FROM IKEA: My computer desk, shelves, coffee table, lamps, and dinner table and next will be a sofa. WHAT LIKE / DISLIKE OF IKEA: The price is great and the style is new.
  18. 18. NAME: Theresa Randall AGE: 35 OCCUPATION: Housewife INCOME: $0.00 EDUCATION: High school LOCATION: Schaumburg, Illinois SHOPPING EXPERIENCE: I enjoy the wide variety of things on display. I usually don't buy the things I was really want, but some other things. ITEMS FROM IKEA: I have two clocks, two lamps, and some garden furniture and its all been very good. WHAT LIKE/DISLIKE OF IKEA: It has good quality furniture and good prices. IKEAIKEA Analysis Customer Path Theresa Randall homepage product solution store search info kitchen bedroom living room bathroom office garden children accessory more product layouts budget new couples single children house apartment location hours direction contact facility layout purchase experience policy employment history to the community policy employment catalog investors stores input list sign in bulletin new stores sale recall promo kitchen bedroom living room bathroom office garden children accessory 1 2 3 4 5 solution1 solution2 solution3 solution4 solution5 9 6 10 8 7 11 12 13 16 15 14 chairs sofas tables footstool side table sofa beds add to cart 17 size character variety availability add to cart search info check out assemble instruction sofas1 sofas2 sofas3 sofas4 sofas5 sofas6 sofas7 20 19 21 22 18 23
  19. 19. IKEAIKEA Analysis Customer Path Eric Neal size character variety availability add to cart search info check out assemble instruction homepage product solution store search info kitchen bedroom living room bathroom office garden children accessory cookery cabinet chair table lights add to cart pan type1 pan type2 pan type3 knife type1 knife type2 knife type3 rack type1 rack type2 rack type3 more product layouts budget new couples single children house apartment location hours direction contact facility layout purchase experience policy employment history to the community policy employment catalog investors stores input list amount payment address accept revise sign in bulletin new stores sale recall promo NAME: Eric Neal AGE: 30 OCCUPATION: Civil engineer INCOME: $87,000.00 EDUCATION: University LOCATION: Plainview, New York SHOPPING EXPERIENCE: You have to walk through a lot of floors before you can get to what you want. At first I did not mind, I could use the browsing and maybe find some interesting things, but now it becomes a hassle. Then again for the price it does well. ITEMS FROM IKEA: Just about everything from one time or another. WHAT LIKE/DISLIKE OF IKEA: The quality and service is let to be improved, but I could still get away with an apartment full of furniture at a reasonable price tag. 1 3 2 4 5 6 7 8 9 11 10 13 12
  20. 20. Products & Solutions Overlapping Factors of Needs Target Page of Book Floor Plan Supermarket Propose IKEA-USA.com’s Mission ° Idea that IKEA is able to offer you solution and products to the solutions. ° Keep a clean look for a modernistic feel ° There is little use of color in the text.This is to place emphasis on the color photography of the products ° No buttons will be used because of the added visual complexity to a simplistic feel Propose IKEA-USA.com’s Mission ° To have shade of relevance to what the user is searching ° The circles are factors or products that the user is looking for. Instead of offering a list of solutions in equal value, this method shows the degrees and areas of shared characteristics ° To have a fun and playful mood Propose IKEA-USA.com’s Mission ° To have a metaphor that IKEA is the one stop for all your needs ° The concentric circle could be used as different virtual floors to a showroom of products or it could be classifications to different lines of products or it could be navigation buttons ° The simplistic nature of a circle is similar to IKEA's core values and brand Propose IKEA-USA.com’s Mission ° To be able to see the location of where you are in the site ° To offer a visual reference to where things are in the site ° Able to sequence item as a logical path to take in order to purchase an item or to return an item ° The ease of the book can not be overstated, even in this technological advanced stage of your world. To have the web site have the ease of a physical book Propose IKEA-USA.com’s Mission ° Having a quick visual reference that deals with house furnishing and interior decoration ° To suggest the level of sophication of a architectural blue print to IKEA's product ° Having a navigation device that is intuitive to locating products that would be place in a home setting Propose IKEA-USA.com’s Mission ° Metaphor to IKEA's vast array of products ° To stress size and volume at an IKEA store ° The open, clean page is to counter the complexity of showing many products at one time ° The two point perspective is to have an endless feel MOMENT computer desk Tempered glass is stronger and more durable than ordinary glass. If tempered glass is damaged, the edges rarely become sharp. Easy to assemble; no tools required. Easy to move. Castors are included and all are lockable. design: Niels product description Design: metal glass Height: 28 3/8" products solutions store Web Site LayoutIKEAIKEA Concept
  21. 21. Product Image Homepage Product Details Store Location Solution Logo location hours direction contact facility layout purchase experience policy employment Store Location Bulletin new stores recall sales promo new stores Product Solution Store Location Privacy Policy IKEAIKEA Analysis Proposal Schematics Structure SearchAbout IKEACustomer ServiceShopping CartSign In Product Image tt Product Image Product Image Product Image Logo Bulletin new stores recall sales promo new stores Product Solution Store Location Privacy Policy SearchAbout IKEACustomer ServiceShopping CartSign In Product Image Product Image Product Image Product Image Product Image Product Image Product Image Product Image living room kitchen dining room bed room bath room garden office children room accessory sale small Product medium Product large Product young couples apartments lofts t Logo Bulletin new stores recall sales promo new stores Product Solution Store Location Privacy Policy SearchAbout IKEACustomer ServiceShopping CartSign In Product Image Product Image Product Image Product Image Product Image Product Image Product Image Product Image Product Image living room kitchen dining room bed room bath room garden office children room accessory sale small Product medium Product large Product young couples apartments lofts area rugs bed frames bedside tables bunkbeds drawers lamps mattresses mirrors wardrobes t Logo Bulletin new stores recall sales promo new stores Product Solution Product Suggestion Store Location Privacy Policy SearchAbout IKEACustomer ServiceShopping CartSign In Product Image Product Image Product Image Product Image Product Image Product Image Solution Image Product Image Product Image living room kitchen dining room bed room bath room garden office children room accessory sale small Product medium Product large Product young couples apartments lofts map mattresses pillows sheets side table lamps drawers
  22. 22. Website HomepageIKEAIKEA Design store location: CA MD NJ NY PA TX VAIL WA privacy?policy IKEA near you enter zip...IKEA near you Search Searchproducts solutions sign in shopping cart customer service about IKEA store location: CA MD NJ NY PA TX VAIL WA privacy?policy enter zip...IKEA near you Searchproducts solutions sign in shopping cart customer service about IKEA store location: bathroom lighting If your home could use a bit more space, try this experiment. Lie flat on your back and look up. What do you see? Lots of beautiful, unused space. Now get up and look behind doors, up walls, under beds. More space! Starting with the next few pages, IKEA shows you how to Think Cubic. That means using the entire width, depth and height of your home leaving Solutions CA MD NJ NY PA TX VAIL WA solutions products privacy?policy Product information: Length: 81 " Width: 55 3/4" Mattress width: 53 1/8 " Mattress length: 74 3/8 " Headboard height: 35 3/8 EKEBERG $349.00 bed enter zip...IKEA near you Buy it Now ! more>> more>> newest for this season . . . more in the same room . . . more of the same topic . . . most frequently viewed . . . more selection . . . same material . . . same color. . . items in this room . . . beds mattresses cushions wardrobes chest dressing table mirrows chairs shelves living room kitchen dining room bed room bath room garden office children room accessory sale young couples small space medium space large space dormitory loft home new items s es rs ves
  23. 23. WebsiteIKEAIKEA Design Search Searchproducts solutions sign in shopping cart customer service about IKEA Searchproducts solutions sign in shopping cart customer service about IKEA living room kitchen dining room bed room bath room garden office children room accessory sale Search & Cross Sales Buy it Now ! more>> store location: CA MD NJ NY PA TX VAIL WA privacy policy HJÄLTÖN sofa ALUNIT halogen lamp RISLEV long pile rug PASTILL screen EKSJÖ coffee table GRANAT cushion Plenty of Room for 4 Two kids and two working parents can live comfortably in a 1,200 sq. ft. home, but it takes planning. When you make good use of walls, ceilings, space inside cabinets and under beds, you have penty of room left for living. The best way to keep cleaning at a minimum is not to make a mess. This is Product information: Key features Handwoven; each piece of furniture is unique. Plastic feet; protect the furniture if in contact with a moist surface. MASO/$69.99 chair 1 2 3 4 5 chair cushion pillows sheets accessorize IKEA near you throws lamps tables area rug enter zip...IKEA near you closesection product suggestion more>> closesection newest for this season . . . more in the same room . . . more of the same topic . . . most frequently viewed . . . solutions products living room kitchen dining room bed room bath room garden office children room accessory sale young couples small space medium space large space dormitory loft home more selection . . . same material . . . same color. . . this catagory only all items items in this room . . . new items m in t m in thh
  24. 24. WebsiteIKEAIKEA Design Search Searchproducts solutions sign in shopping cart customer service about IKEA Searchproducts solutions sign in shopping cart customer service about IKEA Expanded Solutions Section store location: CA MD NJ NY PA TX VAIL WA privacy policy plenty of room for 4 Two kids and two working parents can live comfortably in a 1,200 sq. ft. home, but it takes planning. When you make good use of walls, ceilings, space inside cabinets and under beds, you have penty of room left for living. The best way to keep cleaning at a minimum is not to make a mess. This is personalize your storage Mail and newspapers can cause a lot of clutter. Buy a tiered box or rack to put in your hallway. Sort mail and slip it into the slots. Newspapers should be placed in magazine racks. Use tin canisters to store small toys such as toy cars and action figures. Let your living room for the kids Large toy boxes look nice but it is impossible to keep them organized. Toss them out and replace them with shelves. IKEA near you enter zip...IKEA near you closesection product suggestion more>> more>> more>> newest for this season . . . more in the same room . . . more of the same topic . . . most frequently viewed . . . solutions products living room kitchen dining room bed room bath room garden office young couples small space medium space large space dormitory loft home new items HJÄLTÖN sofa ALUNIT halogen lamp RISLEV long pile rug PASTILL screen EKSJÖ coffee table GRANAT cushion Billy bookcase BONDE storage units MAGILER storage units IVAR storage units TV-UNIT media accessories MASO chair FELICIA throw KULLEN chest
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