{"id":44461,"date":"2018-02-21T04:49:21","date_gmt":"2018-02-21T11:49:21","guid":{"rendered":"http:\/\/www.taterboy.com\/blog\/2018\/02\/case-study-digitising-ikea\/"},"modified":"2018-02-21T04:49:21","modified_gmt":"2018-02-21T11:49:21","slug":"case-study-digitising-ikea","status":"publish","type":"post","link":"https:\/\/www.taterboy.com\/blog\/2018\/02\/case-study-digitising-ikea\/","title":{"rendered":"Case Study: Digitising IKEA"},"content":{"rendered":"<h4>The e-commerce experience<\/h4>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12AX-K_-HsWAlhRjewlZhe4Jg.jpeg?w=900\"><\/figure>\n<h3><strong>The challenge<\/strong><\/h3>\n<p>Bring e-commerce functionality to the Australian Ikea website, while upholding the Ikea brand identity and addressing user needs and\u00a0values.<\/p>\n<h3><strong>IKEA: Brand and\u00a0concept.<\/strong><\/h3>\n<p>IKEA is driven by its business idea \u201cto offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford\u00a0them\u201d.<\/p>\n<h3><strong>My role<\/strong><\/h3>\n<p>In this project, I participated in every phase of the\u00a0project.<\/p>\n<p>I collaborated with 4 other team members throughout the design\u00a0process.<\/p>\n<p>I came up with the idea of having an instructional video to assist users in assembling their purchased products.<\/p>\n<p>In prototype stage, I created the digital wireframes for Product Page that was scalable to over 100 product\u00a0items.<\/p>\n<h3><strong>Process<\/strong><\/h3>\n<h4><strong>Looking for the\u00a0answers<\/strong><\/h4>\n<p>The first phase was empathising with the users, we went through the IKEA\u2019s current website to experience the user journeys using different scenarios. By doing so, it allowed us to identify the basics of e-commerce that we can bring to the IKEA\u2019s\u00a0website.<\/p>\n<p>Following that, we did contextual analysis on IKEA customers at their Richmond store. Then, we interviewed a 4 IKEA customers and 2 IKEA\u00a0staff.<\/p>\n<p><strong>Our key insights\u00a0were:<\/strong><\/p>\n<ul>\n<li>Customers research online before visiting the store. They also seek advice from\u00a0friends<\/li>\n<li>Customers enjoy the products combinations showrooms that IKEA creates\u00a0in-store<\/li>\n<li>IKEA in-store experience offer inspiration and peace of mind. As customers are able to imagine how the products will fit in their\u00a0rooms<\/li>\n<li>Many customers have difficulty locating\u00a0products<\/li>\n<li>Didn\u2019t want to walk through the whole store to get to where they want to go For eg) getting a specific product and\u00a0checkout<\/li>\n<li>Uncertainty of in-store stock availability<\/li>\n<li>Cost and efficiency of delivery service and\u00a0assembly<\/li>\n<\/ul>\n<h4><strong>Defining insights and their importance to\u00a0users<\/strong><\/h4>\n<p>From our analysis, we decided to tackle the problems below as they were mentioned more times than the rest. Then, we ranked them by importance to the\u00a0users.<\/p>\n<ul>\n<li>online research experience?\u2014?people find value in viewing products (they also mentioned clickable products and dimensional views) online before visiting IKEA store and consulting other people for opinions.<\/li>\n<li>instructions for assembly (available but could not locate and not as comprehensible)<\/li>\n<li>difficulty locating products (lengthy\/complicated route and arrangement of products on the floor affect customers ability to locate a specific products)<\/li>\n<li>lower delivery cost or free delivery?\u2014?some customers will receive more value if free delivery is being\u00a0offered.<\/li>\n<\/ul>\n<h4><strong>Brainstorming for ideas and feasibility analysis<\/strong><\/h4>\n<p>While we were doing ideation, we kept many of the existing website features because we went with the motto \u201cif it is not broken, don\u2019t fix it\u201d. However, we added additional features to exemplify an e-commerce website that was aimed to solve the 4 key focus areas discovered in our findings. Below are the additional features:<\/p>\n<ul>\n<li>Airtasker function<\/li>\n<li>Smooth payment\u00a0process<\/li>\n<li>Instructional video on\u00a0assembly<\/li>\n<li>Frihet membership options<\/li>\n<li>Wishlist<\/li>\n<li>Sending notifications to users when desired items are close\u00a0by.<\/li>\n<\/ul>\n<h4><strong>Prototyping<\/strong><\/h4>\n<p>In the prototyping phase, I was responsible for Product Page design. I designed it by abiding with our core concept which is \u201ckeeping layout and information simple and\u00a0clean\u201d.<\/p>\n<p><strong>Below are two examples of wireframes from the Product\u00a0Page:<\/strong><\/p>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12AsDmBddMFsuEsF4qMlSfSlA.png?w=900\"><\/figure>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12AmblSw210Mdi6_Nfth0RQpw.png?w=900\"><figcaption>Product Page?\u2014?Information and Product Page?\u2014?Instructional Video<\/figcaption><\/figure>\n<h3><strong>The Future<\/strong><\/h3>\n<p>Although we have very powerful solutions to resolve the pain points of the users, we still need further testing and iteration to perfect the online experience of the\u00a0users.<\/p>\n<p><strong>We set out to-dos as\u00a0follows:<\/strong><\/p>\n<ul>\n<li>dive into more development of IKEA application to support finding items in the physical\u00a0store<\/li>\n<li>beta testing on member benefits and price, taking into account the impact of these benefits on the cost of the\u00a0business<\/li>\n<li>better integration with Airtasker in terms of delivery and\u00a0assembly<\/li>\n<li>1-click purchase<\/li>\n<li>roll out pop-up stores to bring IKEA products to users\u2019 proximity<\/li>\n<\/ul>\n<h3><strong>Reflections<\/strong><\/h3>\n<p>In this project, I have learnt that users testing play a crucial role in perfecting the prototype to the most user-friendly level. During users testing, it is important to keep in mind that we should not be leading the users through the process but rather giving the users some tasks to complete and observe their journey in completing the tasks. By doing so, we will be able to understand their thought process better and how they make decisions based on the prototype.<\/p>\n<p>Having this awareness is vital as a UX Designer because by understanding the users\u2019 decision-making process based on a prototype can tell us a lot about how other people make their decision\u00a0too.<\/p>\n<p>Knowing that, we will be able to iterate more accurately on our prototype to reflect users\u00a0needs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/medium.com\/_\/stat?event=post.clientViewed&#038;referrerSource=full_rss&#038;postId=75d35577576d\" width=\"1\" height=\"1\"><\/p>\n<p class=\"wpematico_credit\"><small>Powered by <a href=\"http:\/\/www.wpematico.com\" target=\"_blank\">WPeMatico<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The e-commerce experience The challenge Bring e-commerce functionality to the Australian Ikea website, while upholding the Ikea brand identity and addressing user needs and\u00a0values. IKEA: Brand and\u00a0concept. IKEA is driven by its business idea \u201cto offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible&#8230;<a class=\"moretag\" href=\"https:\/\/www.taterboy.com\/blog\/2018\/02\/case-study-digitising-ikea\/\"> Read the full article&#8230;<\/a><\/p>\n","protected":false},"author":4,"featured_media":44462,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[15],"tags":[],"class_list":["post-44461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-info"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta 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