UX Case Study
Independent UX Project
IKEA's current e-commerce website offers customers poor navigation and tedious shopping flow.
I conceptualized and designed an "IKEA Showroom" feature to help improve customers’ online shopping experience. This feature allows users to find room inspiration, buy items and shop for a whole room all within a few clicks.
Enable users to instantly put their favorite items to cart without clicking around.
Allow users to check for availability and delivery quote before check-out to avoid disappointment.
All photos owned by IKEA
Invite users to explore curated showrooms content with an immersive design.
Curious about how people think of IKEA’s online shopping experience, I started by investigating the current experience of the IKEA website and identified the pain points, then created a design to solve the problem.
First, I was curious to find out what people think of IKEA’s online shopping experience.
I conducted 7 in-depth interviews to find out about:
People’s experience with IKEA, both in store and online.
People’s experience with shopping furniture online.
User Insight 1: People like the IKEA in-store experience.
All of my users have been to IKEA at least once over the past year. Overall, users liked the store layout and found the in-store experience smooth and enjoyable, although sometimes a trip could take too long and become tiring.
User Insight 2: The website is unappealing and hard to use.
When asking about what they think of IKEA’s website, people often bring up Amazon as comparison. Compared to IKEA’s website, Amazon's has more customer reviews, and a more personalized recommendation for related items, which IKEA does not have. Also, multiple people bring up the pain point that issues such as only learning that the items can't be delivered to their address when already checking out have led them to either going into a store or abandoning their shopping carts.
Current IKEA Home Page (May 2019)
User Insight 3: People can’t find the things they want through navigation or search.
Some users also had negative experience with the website’s navigation and search. “I never know what they put an item under,” said one of the users. She said that it took her way too much time to find just one product that the experience was disappointing.
IKEA Website Global Navigation Dropdown (May 2019)
IKEA website "All Product" page (May 2019)
Since most people think of the in-store experience when they think of IKEA, I asked myself:
How might we make IKEA’s online shopping experience just as good as an in-person one?
Inspired by the user interview insights, I decided to resemble what people like the most about IKEA — it’s Showrooms experience, and bring it online.
This concept would be successful if users find the experience of online shopping for their new house more smooth and enjoyable.
I designed an undisrupted experience from finding inspiration to making purchase decisions.
* The yellow-highlighted portion of the user flow all take place on a single web page.
I conducted two rounds of user testing to iterate on this wireframe. Some feedback include:
Adding progress bar on top to indicate where the user is
It will be helpful to be able to click on products in the picture and get to product details directly.
Some action language need to more clear.
“Purchase all items” is a feature of less priority because people don’t tend to buy everything from a showroom.
Simplify navigations to help users find what they need faster.
Redesigned global navigation with hover state to enable users to save at least on click when finding products.
IKEA website global navigation (May 2019)
Users will be able to access IKEA Showroom Feature from the Home
Get user inspired with immersive showroom experience.
Showroom content is curated and listed in the same order as IKEA's store arrangement. The progress bar on top allows users to track where they are and jump around.
IKEA Canton Store Map
Show all the items in a showroom in a clear, grid format.
User can click on a product in the picture or browse the items in a comprehensive list down below.
Enable users to add to cart and check out instantly when they find the products they like.
When user click on an item on the page, a pop-up window will show up. This page will have detailed information about that item. User can then add to shopping cart directly from here.
Allow users to get the shipping information and quote before check-out.
User can input their zip code and check the quote and the estimated delivery time. They can also choose the pick-up option and check in-store availability. Then, they can decide if they want to check out.
A major pain point I found in my research is that a user won't know if the item can be delivered to their address before they are already checking out. This has caused people to abandon their shopping cart last minute. This feature addresses this problem.
All photos owned by IKEA
Concept with both creativity and feasibility.
My design targets and solves the major pain points from my research and was designed with feasibility in mind. The style and experience is consistent with the current IKEA website so that it wouldn't feel intrusive to integrate this feature to the homepage directly.
Next, I'm curious to find out how this feature is going to save time and efforts for new home owners when they are shopping and whether this immersive design is helping or limiting the sales of IKEA products online.