IKEA User Experience - Proposed Enhancement UX Medium Link: https://medium.com/@jams-n/ux-case-study-improving-furniture-shopping-experience-216e3689be5c

1. App Revamp
James, Kar Ling & Syazana

2. 2
Agenda ▫ The Journey through IKEA
▫ The New Experience
▫ How We Design the New Experience
▫ Summary & Future Plans

3. The Journey
through IKEA
The Current State
3

4. “

5. IKEA Founder Ingvar Kamprad
What is good for our
customers is also, in
the long run, good for us.
“
”
5

6. “
6
Carl the Cautious
Late 30s, married
I’m going to IKEA with one thing in mind:
I want to get a table for my study room.

7. Carl’s Old Journey
7
Enter store
Take shopping list to
note down products
Browse item of interest online or
take photo of item of interest
Look around, identify the
product he is looking for
Plan list
1A
1B
2 3

8. 8
Take a photo of the product Note down the item to
check with staff
Approach staff for clarification
Carl’s Old Journey
5 6
4

9. 9
Return to store, approach staff
for additional assistance and
obtain invoice
Carl’s Old Journey
8
Return home to confirm the fit
7 Queue to purchase items at
the Checkout
9

10. 10
Queue at Delivery counter
to arrange for delivery of
bulky items
Queue for item collection at
Merchandise Pick-up point
Carl’s Old Journey
11
10

11. 11
SEE
HEAR
● So many people
● People are blocking my path
● Confused by the signages
● Selecting items base on budget and design
● Where is the Item on my list.
● I need to find staff for assistance.
● Unsure if the Furniture Fits?
● Staff’s advises
● Family’s input of the furniture
● Shopper’s discussing.
● Noisy children
● “Where are the staffs at the counter?”
● searching for the items on the list
● Looks for the customer service staffs to clarify
● “Okay I am getting this item”
THINK & FEEL
SAY & DO
● When I cannot find help
for the item/
information
● When the queue is long
● More than one queue to
wait for
PAIN
● I get to feel the furniture
in consideration
● Can clarify with staff if I
have questions
GAIN

12. “
12
IKEA Store App is under-utilised
Staff Assistance Use of Phone Camera
Most customers take photo on their mobile
phones and approach Staff for assistance.
● Paper: manual relaying of item code
● App: unable to transfer information to
Staff for Assistance.

13. State of
the Apps
13
App 1 App 2 App 3

14. “
14
I need my shopping list to be saved

15. “
15
I want my Membership card at my fingertips

16. Affecting IKEA’s Brand
16
● App is not aligned with customer’s needs & goals
● Other useful app features are under-utilised
Overall, bad customer experience.

17. Solution
A mobile app that enhances the in-store
shopping experience by bridging the gap
between shopping & buying.
17

18. The New
Experience
The New User Journey
18

19. “
19
IKEA Store 2.0 Prototype

20. 20
Browse item of interest on the
IKEA store app or take photo of
item of interest at
surrounding
Carl narrows down to one item
based on recommendations
given by the app and takes
note of the sizing
Add item on IKEA store app
checklist
1 2 3
Carl’s New Journey

21. 21
Looks for the product to
touch and feel before
committing
Enter store
Scan Product Code for Purchase Digital Queue Number
Generated for Collection
4 5 6
Carl’s New Journey

22. 22
Experience Touch points
Experience
Ratings
IKEA Customers Experience Journey

23. How We Design
the New
Experience
The Research
23

24. Heuristic Evaluation
In-Store
24
● IKEA store app was built
as alternative to the
paper shopping list
● Not all of the item tags
have scannable barcode
● No evident usage of the
app from the customers

25. Heuristic Evaluation
In-Store
25
● Staff fill the gap in
information that
customers seek
● However, they are not
always available
● Require staffs to key in
barcode for each items to
generate invoice for
payment (bulky items)

26. 26
Customer Interview
Insights
7/7
Didn’t know existence of IKEA Store App
4/7
Needs to double check on product measurements
3/7
Wants stock availability information, before heading down to IKEA
3/7
Dislike long checkout Queues

27. 27
Key Insights
4/7
Seek staff assistance
4/7
Shopping with
product in mind
2/7
Prefer Self-service
3/7
Go IKEA store
to seek Inspiration
Vs
Vs

28. Carl the Cautious
Late 30s, married
28
Demographics
- Need new furnitures for his new house
- IKEA Family Member & loyal to them,
sees them as value for money
- Mid level tech-savviness
Behaviours
- Checks IKEA website for item availability before
making a trip to the store to look and feel
- Careful buyer who will check on the specifications of
the items
- Has a checklist of the items he wants to buy
- Clarifies with the staff counter
- Makes multiple visits to the store before deciding on
his purchase for bulky items
- Has a budget for his purchases but wants to make sure
that his purchases will suit the interior design of his
house
User Goals
- To buy the products at the best (lowest) price possible
- To measure the products and see if it fits his home
space
- To shop in the least amount of time
Carl’s Needs
To make effective decisions on
size, colour, design fit of
furniture with his living space

29. Cassie the Casual Shopper,
26, young professional
29
Demographics
- Very tech-savvy
- Knows IKEA as the go-to furniture brand
Behaviours
- Love browsing the store for possible purchases;
does not go online to look for furnitures
- Prefer not have any contact with the staffs and
likes the sense of freedom in exploring the store
- Relies heavily on the information available on the
tags
- Takes pictures of the items she may be interested
for inspiration
- Finds the signage confusing but does not mind
getting lost
User Goals
- To get interior design inspiration for her room
- To buy products that are aesthetically pleasing
and affordable
Cassie’s Needs
To get details on items
of interest easily

30. 30
SEE
HEAR
● Enjoy the sight of all products
● Cool showroom, need to make a mental note.
● Nice display, maybe i should buy the item.
● I feel relaxed while walking around.
● Not deciding to buy anything specific.
● Maybe i should grab some food
● Love peace and quite “ME” time.
● Other people’s conversations, light music &
subtle background sounds.
● Not too noisy, peaceful
● Touch and feel of different store items.
● Take photos of tags
● “Wah that looks cute, matches my wall colour”
● I should probably bring a trolley “just in case”
THINK & FEEL
SAY & DO
● Talking to the staff is
painful for me
● I don’t like crowds so I
avoid weekends if I
have the choice
PAIN
● I like looking at the
showrooms, it gives me
ideas on designing my
room
GAIN

31. 31
IKEA Store IKEA
Catalogue
IKEA Place ZARA
Home
LAZADA HipVan
Competitors
IKEA
Website

32. 32
1. Categorising of Products
Insights
ZARA
Home
HipVan
IKEA Store LAZADA
IKEA Website
Inconsistent across
touchpoints

33. 33
Insights
ZARA
Home
HipVan
2. Product Inspirations
IKEA
Catalogue
IKEA Place

34. 34
Insights
HipVan
3. Search capabilities
IKEA Store IKEA Place

35. 35
Insights
HipVan
4. Ability to transfer data
IKEA Store In-Store IKEA Website

36. 36
▫ Integrate 3 existing apps into 1
▫ Provide meaningful product recommendation
▫ Improve access to IKEA’s interior inspiration
▫ Compliment staff’s service
Key Areas for
Improvement

37. In-store Prototype
Testing & Iteration
37
Prototype Test findings
● Feature labels
● Content enhancement
● Button positions

38. Version 1 Version 3
Version 2
38
Home/Explore
● Improve the
Content tailoring

39. 39
Camera Search
Version 0.5 Version 2
Version 1
● Clear Feature
Instructions

40. 40
Product Detail
Version 1 Version 2.5
Version 2
● Call-to-action
improvements

41. Goals accomplished
through App Revamp
41
● Fulfill customer’s needs by bridging the
experience from home to store checkout
● Through fulfilling and satisfying our customers
needs we have successfully bring forward a
better IKEA experience.
● We also achieve stronger IKEA brand identity
amongst our customers.

42. Future Plans
▫ Online ordering capabilities
▫ Online In-store purchase infrastructure
▫ Improve in-store Checkout process
▫ AR Camera measuring tool
▫ Integrated IKEA Family Network for IKEA members -
comment, shared shopping list & share measurement / design
notes.
▫ In-depth research on Couples & Family IKEA experiences
▫ Product feedback (social endorsement)- get immediate
feedback on products, to faster address product problems.
▫ Book and track delivery feature
42

43. 43
Thanks!
Any questions?

44. IKEA Founder Ingvar Kamprad
Waste of resources is a
mortal sin at IKEA.
“
”