IKEA Family Rewards
Transitioning from an MVP to an MLP
My role
Starting from the latter half of 2022, I’ve been a member of the IKEA Family Rewards, next to the Personalisation team within the Customer Engagement division. In my role as the Product UX Designer, I’ve taken on the responsibilities of crafting and actualizing our vision while scaling both existing initiatives and forthcoming projects.
My primary objective has revolved around shaping our mission, ensuring its scalability, and transitioning from an MVP to a more comprehensive MLP (Minimum Lovable Product). .
Deliverables
Interaction Design:
• Refined designs prepared for launch.
UI / UX Design:
• Competitive analysis
• User surveys
• Personas
• User journeys and task flows
• Low-fidelity wireframes
• High-fidelity mockups and prototypes
• Research and findings
Specifications
Duration:
• On going
Tools:
• Figma
• Miro
• UserZoom
• Contentsquare
• Google Analytics
• Origami Studios
• Adobe After Effects
Background
Our mission within Loyalty
Provide a convenient, personalised and rewarding experience across channels, with the smart and ethical use of customer data, leading to an engaging and long-lasting relationship with the many.
Context
IKEA Family
Being an IKEA Family member already comes with some fantastic advantages:
• Member discounts
• A free hot drink
• Just-in-case protection
• Give-back projects
• Events and workshops
• Thank-you surprises
However, we believe that expanding on these advantages can enhance the overall experience by introducing reward keys.
IKEA Family Rewards
Value proposition
IKEA Family should be a community open to all, dedicated to enhancing your home life. It grants you access to exciting rewards and benefits that link you to relevant IKEA products, services, and experiences. Together, we transform ideas into reality.
Customer experience
Our current customer relationship is predominantly transactional, with a majority of customers swiping their card in the ‘hope’ of securing a discount.
Our long term goal
Mission
Foster a sense of belonging for all. We establish enduring and reliable connections with IKEA Family members by providing omnichannel experiences that address a wider range of their home-life challenges.
Measuring impact and success
Qualitative
Get a more detailed understanding of customers and co-workers pain points and identify future iterations
• Feedback loop on web
• Panel interview
• Ambassadors’ feedback
Measuring impact and success
Quantitative
Measure engagement with the program from the start (keys collected, redemptions…) and identify opportunities of improvements
• PowerBl dashboard
• Google analytics tracking
