IKEA is a furniture powerhouse that meticulously designs in-store experiences in a way that welcomes them into their home.
But their digital world, they could use some Spring cleaning. With the popularity of e-commerce expanding companies need to have a well defined digital experience to remain competitive in their industries.
We defined a six-phase process to follow for this particular project, focusing the majority of our efforts on the Learn, Define and Test phases.
Below are the three criteria, or heuristics, we used to assess the positive and negative aspects of the existing IKEA.com navigation.
After defining our heuristics, we picked apart the current IKEA website to identify what they are doing well and where we can improve on their current system.
Best in Class
After identifying where there’s room to grow, we sought out 15 other companies that have already implemented features that could be viable solutions for IKEA.com. These are two of the companies that we consider the Best-In-Class.
We externalized our findings so we could easily see our quantitative and qualitative data from a holistic view.
When we headed over to social media to hear what real customers had to say about the IKEA website, there was a stark comparison between the positive in-store experience and shopping on-line. The majority of the comments mimicked the sentiment of the quote below. The products are desirable but the ease of access for finding the products, the purchase funnel and the on-line customer service experiences often overwhelm or frustrate users.
Below is one of the defined personas that represents a potential IKEA customer. We started the persona process by creating a Lean UX persona with Post-it Notes and then created a hi-fidelity version and expanded on her traits to create a full picture of the customer.
Add to Cart Flow
Below is a user flow, or click-by-click representation, of the actions that a user and the system take in order to successfully add a product to the shopping cart.
With the knowledge that we compiled during the Research and Define phases of our framework, we put sharpie to paper and explored ways to redefine the navigation by finding solutions for the pain points of customers that we discovered.
Low Handing Fruit
Add icon titles to all icons
Change “Buy Online” CTA to “Add to Cart”
Develop and utilize system patterns for all links, buttons, headers and subheaders
Use IP address to identify potential customer’s location or only ask fo location once
Define unclear terminology
Reorganization of the navigation model
More interactive product detail page (PDP)
Minimize written content and maximize visual content
Redesign “add to cart” flow
Rethink information architecture. Prioritize.