Starting in the latter half of 2022, I joined the IKEA Family Rewards team, collaborating closely with the Personalisation team within the Customer Engagement division. As the Product UX Designer, I have been responsible for developing and executing our vision, scaling existing initiatives, and spearheading new projects. My primary focus has been on defining our mission, ensuring its scalability, and transforming the program from a Minimum Viable Product (MVP) to a Minimum Lovable Product (MLP).
Deliverables
• High-fidelity interactive prototypes
•Refined designs prepared for launch.
• User surveys
• Personas
• User journeys and task flows
• Low-fidelity wireframes
• High-fidelity mockups and prototypes
Tools
• Figma
• Miro
• UserZoom
• Contentsquare
• Origami Studios
Situation
IKEA recognized the need to enhance customer engagement and loyalty to remain competitive and meet evolving customer expectations. They decided to develop a robust rewards program, the IKEA Family Rewards, aimed at creating more meaningful interactions with their customers. This initiative was intended to incentivize repeat business, foster brand loyalty, and provide customers with tangible benefits such as discounts, exclusive offers, and other rewards. The goal was to transform casual shoppers into dedicated IKEA enthusiasts by delivering a more personalized and rewarding shopping experience.
Customer experience
Our current customer relationship is predominantly transactional, with a majority of customers swiping their card in the ‘hope’ of securing a discount.
Task
My primary task was to help elevate the IKEA Family Rewards program from its initial Minimum Viable Product (MVP) stage to a fully realized Minimum Lovable Product (MLP). This involved a comprehensive redesign focusing on enhancing user engagement and streamlining the reward redemption process.
Action
My focus was on outlining and implemented several key features for the IKEA Family Rewards program. This included designing a robust system for tracking rewards, offering various incentives like free meals, discounts, and free delivery to enhance the appeal of our rewards program, and creating tools that enabled coworkers to assist customers more effectively. I identified crucial events where we could show the benefits of rewards, such as when making purchases, creating accounts, and attending planning appointments.
Result
The redesigned rewards program aimed to increase user engagement and satisfaction, leading to higher participation and retention rates wihtin the markets we’re currently active.
