UX DESIGN | IKEA CASE STUDY
Client: Ikea is the Swedish multinational and world's largest furniture retailer. They design and sell ready-to-assemble furniture, kitchen appliances and home accessories
Brief: Design an online E-Commerce store for Ikea Australia
Goal:
10% Increase in revenue by 2020 through online e-commerce channel
Provide online shoppers identical product selections, promotional offerings and superior customer experience as in Ikea store
Convey Ikea's vision and value : "To create a better everyday life for the many people”
My Role:
Research, User Interviews, Contextual Enquiry, Affinity Mapping, Ideation, Design Solution, Wire framing, Testing
THE PROCESS: DISCOVERY > IDEATION > Design
DISCOVERY: Research Methods
Competitor Analysis, Stakeholders Interviews, User Interviews, Contextual Enquiry
Identified and researched major online furniture and homeware retailers in Australia and their web stores for key features and functions.
USER INTERVIEWS and contextual Enquiry:
KEY INSIGHTS
Impulse Buying - People tend to buy more things then Intended when visiting the store
Brand perception - Ikea items are perceived as Affordable, value for money, well designed and Functional
People love to visit the store to browse, often for inspirations and Ideas
Use Ikea store visit as social bonding time (friends, family, colleagues)
“Ikea Experience”- Kids play area, Café and Food store - $1 Ice cream & $2 Hot Dog !!
Customer likes their flat pack DIY furniture kits for ease of transport and installation
Property investor loves Ikea products for their investment property, especially with growing trend of short term renting (AirBnB)
There are whole lot of people who are forced to visit the store to buy things as no online option is available.
IDEATION: AFFINITY MAPPING
Based on our Competitive Analysis, Stakeholder and User Interviews, we synthesised data to find pattern and themes. Made Personas and identified major pain points.
Persona: Meet HAMISH, 36yrs
Pain point : Inability to buy Ikea products apart from through in-store, which isn't an option for everyone.
Persona: Meet JOSH AND JENNA, 50-45yrs
Pain points: Being unable to order online, inflexible returns policy and delivery prices and top of it Ikea doesn’t even deliver to their area.
Persona: Meet CHANTEL, 24yrs, Receptionist
Pain point: Inability to create repeating or bulk orders with discounts
Why Hamish?
Hamish likes Ikea products but doesn't like going in the shop. He is an easy target users.
By providing him with an online option, we can keep him engaged with Ikea.
Design Solution : Flow chart
OUTCOME:
Hamish goes online on Ikea’s website and quickly buys a sofa bed so he can attend his meeting which is scheduled to start in about 15 minutes.
He doesn’t have to worry about picking it up as it will be delivered in 4-5 days, well before his mother in-law arrives.
And most importantly, he ordered it at his own time and place !!
Recommendations:
Make online buying process simple and intuitive
Establish a logistics backbone - partner with AusPost, private courier and delivery companies to offer variety of shipping and delivery and assembly options (one day express service to standard delivery options)
Offer fast, efficient and reasonably priced delivery or click & collect options by setting up distribution centers.
Integrate AR for immersive in-store customer experience
Offer range of payment options, including installment plans