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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.



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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.


UX Audit

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.

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UX Audit of IKEA “add to cart” Flow

UX Audit of IKEA “add to cart” Flow

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.

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Desk Research

We externalized our findings so we could easily see our quantitative and qualitative data from a holistic view.


Social Listening

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.


1:1 Interviews



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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.

Hi-fidelity persona

Hi-fidelity persona

Lean UX lo-fidelity persona

Lean UX lo-fidelity persona

User Journey

Main takeaways from the user journey

Main takeaways from the user journey

Existing Sitemap

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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.

User flow representing how a customer adds a product to the shopping cart.

User flow representing how a customer adds a product to the shopping cart.


Screen Sketches

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.



Wireframes Version 1.5

Wireframes Version 1.5


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C4 Brief #1 Case Study Template_Lauren_FINAL.png



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Next Steps

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

Phasing In

  • 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.