IKEA

Smarter Contextual Journeys for IKEA Family Customers

COMPANY
M&C SAATCHI

YEAR / DURATION
2017 / 4 months

ROLE
Head of Experience Design

TYPE OF WORK
Service Design, Ethnographic research, IA, Visual and Interaction design, Motion Design and User Testing

— THE PROBLEM SPACE

We analysed the data that Sky was gathering for their customers, and we did a User Safari to understand their client’s behaviours better. 

We quickly realised that users had very different needs in different moments during their journey:

01 When customers first entered the store, they just
wanted to see their account and offers
02 While walking inside the store, they were
looking for contextual information
03 After paying, they just wanted to redeem their gifts

— PRINCIPLES AND DESIGNS

After the research phase, we came up with design principles we used to guide us in the design phase from UX to IA to UI and prototyping.

We validated all the designs with IKEA SMEs and an external developer team during fortnightly co-creation workshops. 

We also run a few user testing sessions to gather feedback and iterate on the designs during the prototyping phase. 

— IKEA ALMHULT