IKEA

IKEA

Increasing IKEA Family's digital attraction

Increasing IKEA Family's digital attraction

Increasing IKEA Family's digital attraction

Counting over four million members, IKEA Family is the biggest loyalty program in the Netherlands. Unfortunately, a large number of IKEA’s members is inactive. Time to activate these Family members! We got straight to work and created a plan that covered the in-store experience, the UX lab, observations, journey mapping, and usability tests. All with a 4-week deadline.

Counting over four million members, IKEA Family is the biggest loyalty program in the Netherlands. Unfortunately, a large number of IKEA’s members is inactive. Time to activate these Family members! We got straight to work and created a plan that covered the in-store experience, the UX lab, observations, journey mapping, and usability tests. All with a 4-week deadline.

Counting over four million members, IKEA Family is the biggest loyalty program in the Netherlands. Unfortunately, a large number of IKEA’s members is inactive. Time to activate these Family members! We got straight to work and created a plan that covered the in-store experience, the UX lab, observations, journey mapping, and usability tests. All with a 4-week deadline.

Development
2019

Methods used
Journey mapping
Guerilla interviews
In-store experiment
Usability testing

Uitvoering
2019

Methodes
Journey mapping
Guerilla interviews
In-store experiment
Usability testing

Uitvoering
2019

Methodes
Journey mapping
Guerilla interviews
In-store experiment
Usability testing

Uitvoering
2019

Methodes
Journey mapping
Guerilla interviews
In-store experiment
Usability testing

Uitvoering
2019

Methodes
Journey mapping
Guerilla interviews
In-store experiment
Usability testing

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Exploring the store

Exploring the store

Exploring the store

To understand how customers currently use and experience the IKEA Family membership, we visited the store. We also interviewed customers and staff, and took these new insights to challenge stakeholders and create new opportunities. Everything was brought together in a journey mapping workshop.

To understand how customers currently use and experience the IKEA Family membership, we visited the store. We also interviewed customers and staff, and took these new insights to challenge stakeholders and create new opportunities. Everything was brought together in a journey mapping workshop.

To understand how customers currently use and experience the IKEA Family membership, we visited the store. We also interviewed customers and staff, and took these new insights to challenge stakeholders and create new opportunities. Everything was brought together in a journey mapping workshop.

case_Ikea_family_1

Backing up gut feelings with data

Backing up gut feelings with data

Backing up gut feelings with data

Gut alone isn't enough to start the design process: we want to make data-driven decisions. 2 Milkshake colleagues spent an entire day interviewing IKEA customers at checkout - in the spirit of true guerrilla research. We asked customers whether they had scanned their IKEA Family card on checkout. If so, how? And if not, why not?

Gut alone isn't enough to start the design process: we want to make data-driven decisions. 2 Milkshake colleagues spent an entire day interviewing IKEA customers at checkout - in the spirit of true guerrilla research. We asked customers whether they had scanned their IKEA Family card on checkout. If so, how? And if not, why not?

Gut alone isn't enough to start the design process: we want to make data-driven decisions. 2 Milkshake colleagues spent an entire day interviewing IKEA customers at checkout - in the spirit of true guerrilla research. We asked customers whether they had scanned their IKEA Family card on checkout. If so, how? And if not, why not?

Card vs app

Card vs app

Card vs app

We processed all responses in a survey tool. We quickly discovered that the card was most scanned in the restaurant, and least used at the self-checkout. We also noticed a lot of customers still use their plastic membership cards, rather than the IKEA app. On top of that, we learned that a lot of customers used a separate app on their phone to hold all their digital membership cards. Now that's information we can work with.

We processed all responses in a survey tool. We quickly discovered that the card was most scanned in the restaurant, and least used at the self-checkout. We also noticed a lot of customers still use their plastic membership cards, rather than the IKEA app. On top of that, we learned that a lot of customers used a separate app on their phone to hold all their digital membership cards. Now that's information we can work with.

We processed all responses in a survey tool. We quickly discovered that the card was most scanned in the restaurant, and least used at the self-checkout. We also noticed a lot of customers still use their plastic membership cards, rather than the IKEA app. On top of that, we learned that a lot of customers used a separate app on their phone to hold all their digital membership cards. Now that's information we can work with.

Validating the customer journey in the store

Validating the customer journey in the store

Validating the customer journey in the store

Based on these insights, our designers developed a new online and offline customer journey. And, of course, we put the new journey to the test. We briefed the checkout staff and installed a clickable prototype on the IKEA Family pillar. Even the checkout dividers were revamped for our test. 

We invited 8 IKEA customers to the shop and asked them to think out loud as they went through the full shopping experience. During the process, we filmed them - not too obviously, but not secretively either, of course. This is how we learned that the most stressful moment during checkout is when a customer is asked to scan a Family Card - and they don't have one on them. The easiest solution? Borrowing a card from someone else in the queue. 

Based on these insights, our designers developed a new online and offline customer journey. And, of course, we put the new journey to the test. We briefed the checkout staff and installed a clickable prototype on the IKEA Family pillar. Even the checkout dividers were revamped for our test. 

We invited 8 IKEA customers to the shop and asked them to think out loud as they went through the full shopping experience. During the process, we filmed them - not too obviously, but not secretively either, of course. This is how we learned that the most stressful moment during checkout is when a customer is asked to scan a Family Card - and they don't have one on them. The easiest solution? Borrowing a card from someone else in the queue. 

Based on these insights, our designers developed a new online and offline customer journey. And, of course, we put the new journey to the test. We briefed the checkout staff and installed a clickable prototype on the IKEA Family pillar. Even the checkout dividers were revamped for our test. 

We invited 8 IKEA customers to the shop and asked them to think out loud as they went through the full shopping experience. During the process, we filmed them - not too obviously, but not secretively either, of course. This is how we learned that the most stressful moment during checkout is when a customer is asked to scan a Family Card - and they don't have one on them. The easiest solution? Borrowing a card from someone else in the queue. 

case_Ikea_family_3

Finetuning in the UX lab

Finetuning in the UX lab

Finetuning in the UX lab

Having validated the shopping experience, we wanted to further optimise the online IKEA Family experience. That was the perfect opportunity to include some state-of-the-art UX writing from our Mr Koreander colleagues. We spent a day at our UX lab with different IKEA customers. We saw customers click on non-clickable USPs, spotted others who stopped scrolling when there was loads more to explore, and we also noticed some were hesitant to sign up for the newsletter. We generated a range of new insights which we immediately applied to improve design and copy. Agile is our middle name!

Having validated the shopping experience, we wanted to further optimise the online IKEA Family experience. That was the perfect opportunity to include some state-of-the-art UX writing from our Mr Koreander colleagues. We spent a day at our UX lab with different IKEA customers. We saw customers click on non-clickable USPs, spotted others who stopped scrolling when there was loads more to explore, and we also noticed some were hesitant to sign up for the newsletter. We generated a range of new insights which we immediately applied to improve design and copy. Agile is our middle name!

Having validated the shopping experience, we wanted to further optimise the online IKEA Family experience. That was the perfect opportunity to include some state-of-the-art UX writing from our Mr Koreander colleagues. We spent a day at our UX lab with different IKEA customers. We saw customers click on non-clickable USPs, spotted others who stopped scrolling when there was loads more to explore, and we also noticed some were hesitant to sign up for the newsletter. We generated a range of new insights which we immediately applied to improve design and copy. Agile is our middle name!

case_Ikea_family_4

One happy Family

One happy Family

One happy Family

Teaming up with Soda, Resoluut, and Mr Koreander allowed us to make incredible improvements to all IKEA Family touchpoints in just 4 weeks' time. By pragmatic guerrilla research, an efficient in-store experiment, and a detailed user test in our lab, the user remained at the center of the entire design process. Happy Family, happy IKEA, happy Milkshake!

Teaming up with Soda, Resoluut, and Mr Koreander allowed us to make incredible improvements to all IKEA Family touchpoints in just 4 weeks' time. By pragmatic guerrilla research, an efficient in-store experiment, and a detailed user test in our lab, the user remained at the center of the entire design process. Happy Family, happy IKEA, happy Milkshake!

Teaming up with Soda, Resoluut, and Mr Koreander allowed us to make incredible improvements to all IKEA Family touchpoints in just 4 weeks' time. By pragmatic guerrilla research, an efficient in-store experiment, and a detailed user test in our lab, the user remained at the center of the entire design process. Happy Family, happy IKEA, happy Milkshake!

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+316 15667604
nadia@milkshake-research.nl

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1073 EE Amsterdam
06 - 15 667 604
nadia@milkshake-research.nl

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