I replaced the pop-up with a subtler slide-over box, which appears after a user has been on the site for at least one minute.

The sign up option does not interfere with the rest of the site, and it offers instant savings if the user chooses to join the mailing list. As IKEA shoppers tend to be cost-conscious, I’ve found this gentler approach with an added offer to be much more effective.

Step 2: Declutter the Homepage.

Next, the homepage was too cluttered with information and options.

The site looked busy, and no particular section immediately drew the eye, creating an experience that felt overwhelming.

I chose to drastically reduce the content on the homepage, focusing primarily on a large image slider, which featured images of different room types.

I also made the images more representative of IKEA’s actual customer base.

The old site showcased big rooms in unattainable homes. The thing is: Most Americans today are renters.

Younger generations are putting off marrying, having kids, and buying homes.

So I replaced the pristine photos, used on the homepage and category landing pages, with images that reflect a much broader variety of living arrangements and personal styles.

Our photos feature kitchen layout examples, cooking layouts (like the one above) and other examples related to people being active around a specific category — mostly in apartments and smaller living spaces.

Step 3: Overhaul IKEA’s Search.

Remember that ill-fated “bookshelf” search?

It wasn’t an isolated incident.

For example, searching on the old site for “couch” returned no product matches at all. On the other hand, searching for “sofa” yielded 1,095 results. That’s no good.

So my next step was a total overhaul of IKEA’s search feature, utilizing the latest advances in natural language processing and semantic search using wit.ai’s API.

The goal was to empower users to be able to find whatever they were looking for as quickly as possible without having to navigate through the complex room hierarchies employed by the current IKEA site.

Step 4: Redesign the Mobile Experience.

Today, 68% of Americans and more than 85% of Millennials own smartphones, and 87% of smartphone users report never separating from their mobile devices. Needless to say, a stellar mobile platform is an absolute must for any business.

IKEA’s mobile site was essentially a pared-down version of its full website — not intuitive and not mobile friendly.

The first step was integrating our improved search features into the mobile site, making it easier for users to get to the product of their choice.

I also integrated a barcode scanning tool so that people shopping in IKEA stores could look up more detailed product information and reviews before buying.

Fifty-seven percent of mobile shoppers compare prices and products while in stores, so this addition was vital.

Then I made serious upgrades to the IKEA app.

Changes I made included making reviews easier to access, the shopping list feature, and offering weekly design tips.

Stepping Out of the Box and Into the Future

IKEA’s out-of-date online presence was a deterrent to younger consumers, but the changes that I incorporated have appeal across every demographic.

By giving the company’s entire online presence a more intuitive, forward-thinking design, I enabled IKEA to stay true to its brand while creating a better experience for all of its 1.6 billion users.

What problems have you had in the past with IKEA’s digital experience? And how would you suggest improving it?

You can view the full presentation of the design here.

Note: this is a concept design case study, IKEA didn’t implement any of these designs.

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