IKEA Mobile App Concept
Project Brief
The goal of the project is to revamp an existing mobile app to better serve the business and user needs. Based on our research, we came up with a solution that addressed a core problem. The project spanned across two weeks, ending with a client presentation.
Why Revamp IKEA's Apps?
Our research with local shoppers revealed distinct behaviours when they shop in IKEA. One group enter with a purpose of buying quickly and decisively, while another group browse more leisurely to seek inspiration for their homes.
We found out that almost all our interviewees did not know IKEA had an app that can help them keep track of their shopping list in-store. They also found out there wasn't a way for the list in the app to transfer to the checkout, which they were expecting. A consistent pain point include the many long queues they have to stand in– for purchase, collection and delivery.
User Research Process
User Interviews
Contextual Inquiry
User Personas
Customer Journey Map
Competitors Analysis
Wireframing
Rapid Prototyping
Usability Test
Challenges
We discovered early on that IKEA had three separate apps with overlapping features. We decided based on research findings to focus on the in-store app as it would help shoppers keep track of their potential purchases.
Shopper Observations
Trend-spotting
We then worked together to identify patterns of behaviour across all our user interview insights.
A customer journey map with IKEA, of the existing experience and the proposed journey
Round 1: Testing Out of Store
We tested our first prototype on the first few users away from the store, mainly to see if the content in the screens are enough to accomplish the task of shortlisting products before they visit the store to purchase it.
Round 2:
In-Store Testing
With the improvements made on the prototype, we tested it in-store to see what can be further improved.
Learnings
We learned to utilise a customer journey map to identify points of opportunities in creating a better shopping experience for our users. It also highlighted the potential to unify the brand's service with service design thinking.