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Web EcommerceSmart
Home Demonstrator
Roles
UX Designer
UX Researcher
WS Facilitator
Usability Tester
Tools
Miro + Teams
Lookback.io
Figma
Overview
I collaborated with a select team from IKEA (IPEX) to conceive and deliver an inspirational and highly interactive e-commerce shopping experience for IKEA's latest range of smart home products. This encompassed the development of a comprehensive desktop and mobile web experience, seamlessly integrated into IKEA's primary online shopping platform, Ikea.com.
The project entailed orchestrating product design workshops involving diverse stakeholders and meticulously mapping the customer journey. Furthermore, we conducted extensive research on behavioral models, analyzing both in-store and web-based behaviors specific to IKEA and its customer base. Leveraging these models and personas, I crafted multiple prototypes, thoroughly validated with end users, culminating in the successful launch of a pilot version tailored for the European market.
Challenges
In our pursuit of understanding the customer experience and overcoming barriers to purchasing IKEA's Home smart product offering, we identified three key obstacles:
1. Barrier: "I need to experience it to understand and believe that there is something in it for me."
2. Barrier: "I want to feel smart, not stupid, when I try something new..."
3. Barrier: "I need to have more evidence that IKEA is credible in this space."
As a UX designer, my responsibility was to convey the significance of storytelling and the power of experiential interactions to help customers grasp the potential of connected products for enhancing their lives. We aimed to create delightful interactions that would foster customer engagement, encourage experimentation, and facilitate transformative experiences.
To address these challenges, I had to simulate a realistic smart home environment with minimal user interactions. The interface needed to impress customers while also educating them about the product range and inspiring their imagination for integrating smart home solutions into their own living spaces. Moreover, I faced the unexpected challenge of creating lifelike room settings that accurately depicted light reflections, alongside carefully selecting music to complement different experience sets. Additionally, I strived to ensure the interaction cards and elements within the room setup maintained a natural and uncluttered appearance.
Goals
Goals:
1. Remove customer purchasing barriers for home smart products.
2. Provide a user-friendly tool that caters to individuals with varying levels of digital knowledge.
3. Educate customers about the ecosystem and its components, highlighting how it improves Life@Home.
4. Drive sales by enhancing conversion rates.
5. Develop an innovative e-commerce solution for IKEA.com that supports the buying process, satisfying specific customer needs, and minimizing sales errors.
Through the successful execution of these goals, we aimed to transform the customer journey, empower informed decision-making, and establish IKEA as a trusted and leading player in the smart home product market.
Research
and Analysis
This product underwent a focused B2C research approach. We engaged diverse users from various countries and demographics, conducting interviews to gain insights into their current experiences with IKEA's web platform and Smart Home products. Our aim was to understand the prevailing market perceptions of the products and identify users' genuine needs.
As a result of this research, after thoroughly familiarizing myself with the team and their respective roles, we delved into comprehending the organizational structure and product interactions across different teams. Collaborating with the Product Owner, Agile coach, and lead developer, I devised an action plan and agile methodology. This plan encompassed regular evaluations involving end users and internal stakeholders.
To further refine our understanding, we organized internal workshops to create User Personas and Customer Journey maps. These tools enabled us to pinpoint specific pain points and identify features that could address those challenges experienced by users.
User personas
Ikea Smart Home Demonstrator User Personas
Workshops
We adapted Ikea’s massive user persona database to fit our needs for the project. We did a simple User persona workshop with the Product Owner, Agile Coach, Ikea’s Market Responsible stakeholder for EU and the UI Designer on the project. We used these to create a plan for a customer journey workshop to populate 4 different personas we chose to focus on.
I designed and facilitated a series of workshops to hone in on the product concept. I had already been a part of various discovery and customer journey workshops with some IKEA stakeholders on another project that was running in parallel so I was quite comfortable running workshops with this team.
The goals of these workshops was to:
1. Outline the design process phases and methodologies to be used throughout the project.
2. Decide on a customer journey and which pains/features to focus on for an MVP version.
3. Create a plan for designers and developers to scope out and develop a first version of the prototype which could be tested with real end users before finalising the MVP.
Wireframes Lofi Prototyping
We created various wireaframes to visualise rooms that matched the smart products. We were tasked with imagining the rooms as well as the products placed around the room in a pleasant way.
For this task we had to wireframe from a limited pool of rooms. Choosing the rooms was a big process, as once we chose a room, we had to work on figuring out a process to create different states, with multiple products active at once as well as entire scenes specifically for a bedroom or a kitchen or a living room setup.
All initial sketches were desktop first but we soon realised that in order to fit the functionality on mobile/ipads/responsive screens, we would have to prioritise smaller interfaces.
Wireframes were immediately turned into lofi prototypes for product demos as well as detail oriented discussions with various stakeholders and developers.
Interface Design
The biggest challenge was to create a room setup with the right sense of space, with smart products and modal interfaces placed, artificially.
All of this was 3D modelled with artifical light and sound reactions in real time that would respond to interactions in the web interface.
The interface design focused on replicating the look and feel of smart home product controls within the real Home Smart application. We developed a mini-design system by adapting IKEA's SKAPA design system to ensure consistency with their existing web UX/UI Brand Design guidelines.
Regular reviews with IKEA's SKAPA team guaranteed a perfect fit for our interface designs.
The interface design focused on replicating the look and feel of smart home product controls within the real Home Smart application. We developed a mini-design system by adapting IKEA's SKAPA design system to ensure consistency with their existing web UX/UI Brand Design guidelines.
Regular reviews with IKEA's SKAPA team guaranteed a perfect fit for our interface designs.
Visit IKEA.com to explore the complete interface, navigate through different rooms and products, and experience the full potential.
DESIGN
SYSTEMS
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Usability Testing
Throughout the UI creation process and just prior to product launch, we seamlessly integrated user tests with IKEA's dedicated user testing department. These tests allowed us to gather invaluable validation and feedback from users, focusing on specific elements such as the interface design and platform copy.By actively involving users, we gained insights that helped shape and refine the product.
The feedback we received served as a catalyst for regular iterations, fostering discussions with product owners and stakeholders to drive meaningful changes. This iterative approach ensured that the final product resonated with user expectations and delivered an exceptional user experience.
By incorporating user validation into our design process, we established a strong foundation for user-centric decision-making and continuous improvement, ultimately leading to a more refined and successful product launch.
Accessibility testingand WCAG Compliance
In our pursuit of achieving WCAG compliance, we conducted a thorough assessment of all accessibility aspects, including color blindness and contrast standards for both the UI design and interface images. To ensure comprehensive testing, we engaged with users who faced accessibility challenges, along with internal team evaluations, to obtain valuable feedback for the final design review.
To assess link accessibility and optimize overall accessibility and performance, we utilized Google Accessibility Lighthouse tests. These tests were conducted before the product's launch in the Swedish market. By identifying and addressing any issues related to embedded links in the interface, we enhanced accessibility and ensured a seamless user experience.
Our commitment to WCAG compliance enabled us to create an inclusive design that caters to diverse user needs, enhancing usability and ensuring that the product is accessible to all individuals.
Conclusion
and
Reflections
This project presented a significant growth opportunity for me as a lead designer, working alongside exceptional problem solvers. Leading a diverse team of designers, I had the privilege of collaborating with internal functions and senior design directors at IKEA. The collective effort of these brilliant individuals fuelled our success in delivering a remarkable user experience.
The Home Smart Demonstrator, launched in September 2021, garnered immense traction, with over 100,000 page-views within the initial two weeks. As we progressed, the project witnessed substantial growth, closing Jira tickets for tasks exceeding 1000. Our product reached more than 40 markets, making a tangible impact on IKEA's sales within this sector.
The success of this endeavour is a testament to the collaborative spirit among designers, developers, and business stakeholders. It highlights the transformative power of user-centred design in driving business outcomes and meeting the evolving needs of consumers.
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