I created this survey to evaluate the first impressions and experience of users while browsing the site in search of a dining room table on the IKEA website. This is a remote, unmoderated study that takes 20 minutes to complete.

1. IKEA Website
User Survey
Kaili Martin
IKEA Remote Unmoderated Study
April 2021

2. Objectives
The purpose of this study is to understand user perception and first impressions when visiting
their local IKEA homepage and browsing for furniture. Participants will visit the IKEA
homepage, share their first impressions, and then browse the site in search for a dining room
table while sharing their experience and feedback. This is a remote, unmoderated study that will
take 20 minutes to complete.
Survey Questions
Start of Block: Block 1 Introduction
Q1 Welcome to the IKEA study!
What to expect:
You will be asked to visit your local IKEA website and answer survey questions.
Please:
 Read the instructions carefully
 Provide honest feedback with as much detail as possible
 Write in full sentences
 Use proper spelling and grammar
End of Block: Block 1 Introduction

3. Start of Block: Block 2 Intro Questions
Q2 What is your gender?
oMale
oFemale
oPrefer to self-describe as: ________________________________________________
oPrefer not to answer
Q3 What is your age?
oUnder 16 years old
o16 - 24 years old
o25 - 30 years old
o31 - 40 years old
o40+ years old
Q4 What city, state/province (if applicable), and country are you in?
________________________________________________________________
End of Block: Block 2 Intro Questions

4. Start of Block: Block 3 Tasks and Follow up Questions
Q5 1. Visit the IKEA website (www.ikea.com) on your desktop computer.
2. Select your localized version of the IKEA website using the drop down menu on the
homepage.
3. View the homepage for 5 seconds but don't click off the page.
Page Break
Q6 What is your first impression of the homepage?
oVery positive
oPositive
oNeutral
oNegative
oVery negative
Display This Question:
If What is your first impression of the homepage? = Negative
And What is your first impression of the homepage? = Very negative
Q6.2 Please explain your answer.
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Page Break

5. Q7 Rate following statements:
Strongly
disagree
Somewhat
disagree
Neither agree
nor disagree
Somewhat
agree
Strongly
agree
The
homepage is
visually
interesting.
o o o o o
The design
appears
inspiring. o o o o o
The colours
are attractive. o o o o o
The layout is
modern. o o o o o
The layout is
unique. o o o o o
The design is
uninteresting. o o o o o
Information
on the
homepage is
useful to
answer my
questions.
o o o o o
When reading
the headlines
I know
immediately
which content
is offered on
that page.
o o o o o
End of Block: Block 3 Tasks and Follow up Questions

6. Start of Block: Block 4 Homepage scrolling impressions
Q8 Take some time to scroll up and down the homepage but don’t click away from the page.
What are your thoughts on the design (images, colors, etc.)?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Q9 What are your thoughts on the layout?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
End of Block: Block 4 Homepage Scrolling Questions

7. Start of Block: Block 5 Use and Content Questions
Q10 After scrolling through the IKEA homepage, rate the following questions from strongly
agree to strongly disagree.
Strongly
disagree
Somewhat
disagree
Neither agree
nor disagree
Somewhat
agree
Strongly
agree
The
homepage
looks easy to
use.
o o o o o
Important
products and
topics can be
selected
directly at the
homepage.
o o o o o
Navigation
items, such as
text areas, are
distinct from
other website
elements.
o o o o o
I know
exactly what
content I will
get by the
name of the
links.
o o o o o
Contact
information
on the
website
makes it easy
to get in touch
with the
company.
o o o o o
Page Break

8. Q11 Is there anything in particular that you like about the homepage?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Q12 Is there anything in particular that you dislike about the homepage?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
End of Block: Block 5 Use and Content Questions

9. Start of Block: Block 6 Task 2 Dining Room Table
Q13 Browse through the website to find a dining room table.
When you’ve found a dining room table stop before adding it to the bag or proceeding to the
checkout.
Proceed to the next question.
Page Break
Q14 Rate how quickly or slowly you were able to find your searched information?
oVery quickly
oSomewhat quickly
oNeither quickly nor slowly
oSlowly
oVery slowly
Q15.1 Rate how easy or difficult it was to find a dining room table?
oVery easy
oEasy
oNeither easy nor difficult
oDifficult
oVery difficult

10. Display This Question:
If Rate how easy or difficult it was to find a dining room table? = Difficult
And Rate how easy or difficult it was to find a dining room table? = Very difficult
Q15.2 Please explain what you found difficult.
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

11. Q16 Rate the following questions based on your experience of finding a dining room table.
Strongly
agree
Somewhat
agree
Neither agree
nor disagree
Somewhat
disagree
Strongly
disagree
I can find important
information using only a
few clicks. o o o o o
The search-engine gives
helpful results. o o o o o
Links, buttons, and
other functional
elements are placed
where I expect them to
be.
o o o o o
The layout is
aesthetically pleasing. o o o o o
The layout appears well
structured. o o o o o
I enjoy using the
website. o o o o o
I would print or save
contents of the website. o o o o o
Corresponding content
such as pictures or
products fit well with
the layout.
o o o o o
I can find the price of
IKEA’s products easily. o o o o o
My questions are
answered easily using
the information
provided on the
website.
o o o o o
The text provides
information in a concise
manner. o o o o o
End of Block: Block 6 Task 2 Dining Room Table
Start of Block: Block 7 NPS

12. Q17 On a scale from 0-10, how likely are you to recommend this website to a friend or
colleague?
o1
o2
o3
o4
o5
o6
o7
o8
o9
o10
End of Block: Block 7 NPS
Start of Block: Block 8 Final Thoughts
Q18 If there are any further thoughts or feedback about the website you would like to share,
please write them in the space below.
________________________________________________________________
________________________________________________________________
End of Block: Block 8 Final Thoughts