IKEA Case
Creating an omnichannel experience for the many
Roles
My roles in team Personalisation:
• User Experience (UX) Designer
• Interaction (IxD) Designer
• User Interface (UI) Designer
• Visual Designer
Deliverables
Interaction Design:
• High-fidelity interactive prototypes.
UX/UI Design:
• Competitive analysis
• User surveys
• Personas
• User journeys and task flows
• Low-fidelity wireframes
• High-fidelity mockups and prototypes
• Research and findings
Specifications
Duration:
• One year.
Tools:
• Figma
• Miro
• Userzoom
• Contentsquare
• Origami Studios
• Adobe After Effects
Starting point
Personalisation
Being part of the Personalisation pillar my mission was to define and drive it forward on a UX front. Customers on our platform interact with various touch points across IKEA, be it online or offline. Customers have high expectations and different needs. We as a team need to deliver on these expectations and create a cohesive experience.
Initial discovery
Research
So what is personalisation? And how can we define our mission within the team? Initial desk research was concluded on how we can move forwards more focussed. The discovery started by deep-diving into peer-reviewed articles and trying to find commonalities.
Research methodologies used:
• Observations
• Surveys
• Case studies
• Correlational research
• Experimental research
Our mission
Whenever a customer is identified at any touchpoint, we will enable relevant content so that the overall IKEA experience moves the customer forward on their journey.
Expanding
The mission
Our mission, and focus can be summed up as followed: Creating the best next-best action so that a customer moves forward on their journey. We want to show relevant content to our customers based on different data points.
The data points
Findings
Some key data points that are relevant in understand the situation.
• A high amount of returning customers.
• A high amount of returning customers view products from previous sessions.
• A high amount of visits before a purchase is made.
• A high intent to buy, but lower conversion.
Define
Touch points and impact
We noticed that the starting point of the classic IKEA journey mostly started with the homepage. We can ask ourselves the question: How can we welcome our new and returning customers?
Another thing the data tells us we have a high amount of returning customers, that view the same products as the previous session. Is there a way we can combine these findings?
To put it more romantically we can ask ourselves: How can we restart the conversation with our customers?
Concept validation
Personalised Hej!
Having a personalised greeting on the home page is a strong touch point, which encourages our repeat customers to shorten the purchase journey and new or not logged-in users to do so.
This prototype was running as an A/B test in 14 markets, and the results gave us positive results that pushed this concept of “restarting the conversation” further.
Iteration
Re-imagining the concept
With feedback in hand, from customers and the local markets, we went back and redefined our vision. New customers, on the IKEA homepage, will see a campaign banner encased within a Personalised UI component.
Features
• Personalised messages to build the relationship with customers
• Join the IKEA family call-to-action
• Campaign banner
• Personalised tab system
• Recently-viewed products so that users can pick up from where they left off.
The next-best action
New journeys
How can we make sure the campaign message will be the right one for the right customer? By segmentation, we hope to narrow that gap and show the right content at the right time, for the right customer.
Research showed us multiple ways to achieve this segmentation model. The data points shown here on the right are our initial starting points.
This will help us to create a customer model that can segment our current customer base. More in-depth research has been concluded by myself, and the team, that shows how this will look in practice.
Expanding journeys
Kitchen Journey
One of these first customer models is based on a kitchen journey. We mean a customer who is interested in purchasing a kitchen at IKEA.
For customers, on the IKEA homepage, who are in this kitchen journey, we show relevant content. based on their needs and wishes. This relevant content, or next-best action, is targeted and personalised so that the customer moves to the next stage of their journey.
Personalised journeys
The future
New milestones, new questions.
• Content order – What content should be placed?
• Customer segmentation – choosing the next-best campaign to recommend the customer.
• Multiple journeys – Expanding into other major journeys e.g. Bathroom, Bedroom, Storage, etc.
• Personalised language – based on who is our customer, how can we target our communication style to fit their preferences?
• Logged in. vs. non-logged in – providing more value to logged in customers. What value do customers want from logging in?
Metrics
Customer
By engaging a customer with the correct next-best-action content, based on where they are in their journey, we will:
• Increase the click-through rate (engagement) on the next-best-action content
• Improve sales conversion per unique customer
• (Long term): move a customer forward along their journey
Metrics
Product
By creating a scalable end-to-end solution that caters to market interests and customer relevancy, we will increase ROI on global capabilities by releasing new journeys at a staggered rate.
