(RE)THINKING THE IKEA SHOPPING EXPERIENCE  

 

The Problem

IKEA is known for providing its customers with great design at affordable prices. However the overall shopping experience comes at a cost to the user. Long lines, forgotten tags, and confusing carts can be a challenge for even the savviest of shoppers. 

The Solution

A pop-up retail experience for the urban shopper, that includes a mobile app and smart tag system that allows for easy mobile checkout and delivery. 

 

Role: Interaction Designer with Matt Mitchell & Sarah Ludwig

Timeline: 5 weeks

Skills: UX / UI, User Research, Ideation, Journey Mapping, physical prototyping, mobile prototyping

 

 
 

UNDERSTANDING THE CONTEXT

To get a better sense of what exists in the IKEA ecosystem, we mapped out...

  • Competitors
  • External enablers
  • People
  • Environments
  • Touch points
  • Devices
 
 

IDENTIFYING OPPORTINITIES

What it like to shop at IKEA?  

 

CHECKOUT PAINS

We found that...

1. Customers struggled to move bulky carts. 

2. Customers had to unpack dozens of items they wanted to purchase.

Carts are frustrating

 
 
 

HOW MIGHT WE

Eliminate carts from the shopping experience?

 

IDEATION

What if you could touch items and checkout with your phone?

 

How can we invite touch?

 

IKEA TAG PROTOTYPE

tag_v1.png
 

How could the tags be experienced? 

 

TESTING IN A SHOWROOM

What we did

We created a showroom and observed people try out the tag system.

What we learned

The user was unsure, that touched items were added to their phone. There needed to be stronger feedback between the tag and the user. 

 
 

TAG ITERATIONS / Moving from touch to tap.

USER NEED

The user wants to understand how they could use their phone with the tag system. 

RESPONSE 

we designed a tag to include iconography as well as text that invited the user to tap their phone to the tag. 

 
 

MOBILE APP ITERATION

With the tap interaction in mind, I sketched out a flow and translated them into higher fidelity screens for the prototype.

 
 
 

FINAL APP CONCEPT

 
 

PROMPT AND FEEDBACK

USER NEED

The user wants to know how to add items and be notified once the item is added. 

RESPONSE

Intro animation that signifies to the user to tap the same icon displayed on the tags. Once tapped, sound and the appearance of the item signifies that it has been added. 

 
 
 

SHIPPING AND CHECKOUT

USER NEED

Because the user is adding items with their phone, they expect to be able to checkout with their phone as well. 

RESPONSE

Shipping and pickup feature is added, as well as mobile payment. 

 
 

SERVICE STORY BOARD

 
 

TESTING ON A COLLEGE CAMPUS