Design research
Service design
Interaction design
Designing an omnichannel gift service for IKEA during the holiday season.
Project info
Fabrique
Client - IKEA
Duration - 10 weeks
Fabrique
Client - IKEA
Duration - 10 weeks
Role
Responsible for design research, service and UX design
Working in a team with visual designers and developers
Responsible for design research, service and UX design
Working in a team with visual designers and developers
Methods
Empathy mapping
Customer Journey mapping
Conceptualisation
Wireframing
Prototyping
Working agile
Empathy mapping
Customer Journey mapping
Conceptualisation
Wireframing
Prototyping
Working agile
Recognition
Silver Dutch Interactive Award 2018
Silver Dutch Interactive Award 2018
Date
2017
2017
Challenge
IKEA is well known for the simple and smart interior solutions, designed for 'the many'. But next to interior solutions, IKEA also offers accessories perfectly suited to give as a present during the holiday season. IKEA asked Fabrique to increase the brand association of IKEA as a gift shop, and to design a new omnichannel service proposition.
Approach
Design research
The project started with two weeks of design research and concept development. We started off with a segmentation of the consumer market and created 3 personas to be able to truly empathize with the target groups. The different persona's represented different needs, from buying gifts quickly and effective to buying original and sharable gifts together with friends. Based on these insights, we created three customer journeys which resulted in multiple opportunities for gifting service improvements.
The project started with two weeks of design research and concept development. We started off with a segmentation of the consumer market and created 3 personas to be able to truly empathize with the target groups. The different persona's represented different needs, from buying gifts quickly and effective to buying original and sharable gifts together with friends. Based on these insights, we created three customer journeys which resulted in multiple opportunities for gifting service improvements.
Market research
Next to the user research, we evaluated competitors in the gifts and interior accessories market and identified inspiring trends and developments across industries. Based on all the valuable insights, we envisioned the positioning of the IKEA Gift Shop.
Concept development
We concluded that IKEA should emphasise on the nice gesture of giving the present, instead of the present itself. By encouraging people to give a special moment together with a present, or to personalise the gift with a video message or DIY wrapping, people will be more sure of their choice of present and will look forward to give the present to their friends or family members. Even the smallest gesture can have a big impact.
This concept was leading in defining the tone of voice of the campaign, the Gift Shop's product offering, the online Gift Shop and the set-up of the pop-up store.
Next to the user research, we evaluated competitors in the gifts and interior accessories market and identified inspiring trends and developments across industries. Based on all the valuable insights, we envisioned the positioning of the IKEA Gift Shop.
Concept development
We concluded that IKEA should emphasise on the nice gesture of giving the present, instead of the present itself. By encouraging people to give a special moment together with a present, or to personalise the gift with a video message or DIY wrapping, people will be more sure of their choice of present and will look forward to give the present to their friends or family members. Even the smallest gesture can have a big impact.
This concept was leading in defining the tone of voice of the campaign, the Gift Shop's product offering, the online Gift Shop and the set-up of the pop-up store.
Interaction design of the online giftshop
The online gift shop is designed and developed in 5 sprints, working closely with the visual designers and developers. I was co-responsible for translating the insights from design research into wireframes, as shown below. In every step of the user flow, we aimed to encourage the visitor to create a nice gesture, providing inspiring gift sets and wrapping tutorials. The online giftshop is developed by an external development agency, working at Fabrique during this project.
The online gift shop is designed and developed in 5 sprints, working closely with the visual designers and developers. I was co-responsible for translating the insights from design research into wireframes, as shown below. In every step of the user flow, we aimed to encourage the visitor to create a nice gesture, providing inspiring gift sets and wrapping tutorials. The online giftshop is developed by an external development agency, working at Fabrique during this project.
Experience design of the pop-up store
Next to the online Gift Shop, we briefed the design of the pop-up store and designed several in-store interactives. Due to the outcomes of my graduation research on digital innovation in retail, I stimulated the team to create interactives in line with visitors needs and wishes and truly blended in with the interior and service provided in the pop-up store. I found this important to avoid unused and unnecessary retail interactives.
We introduced an IKEA-like do-it-yourself wrapping corner with wrapping paper, accessories and wrapping tutorials available, instead of store employees wrapping gifts. As part of the wrapping corner, visitors were able to create personal video messages which could be given together with the present making use of a stickers with a personal QR code. This corner was inline with our concept emphasizing on the gesture instead of the gift itself.
To extend the service provided by the in-store employees, interactives inside and outside the store were designed displaying the online giftshop. Since the complete assortment was not available in the pop-up store due to limited space, store employees were able to help visitors in their search for a specific present. For IKEA, this was also a way to promote their new online channel. Through a text message, visitors were able to receive their wish-list of presents on their phone, to be able to do their purchase on the online gift shop privately.
Next to the online Gift Shop, we briefed the design of the pop-up store and designed several in-store interactives. Due to the outcomes of my graduation research on digital innovation in retail, I stimulated the team to create interactives in line with visitors needs and wishes and truly blended in with the interior and service provided in the pop-up store. I found this important to avoid unused and unnecessary retail interactives.
We introduced an IKEA-like do-it-yourself wrapping corner with wrapping paper, accessories and wrapping tutorials available, instead of store employees wrapping gifts. As part of the wrapping corner, visitors were able to create personal video messages which could be given together with the present making use of a stickers with a personal QR code. This corner was inline with our concept emphasizing on the gesture instead of the gift itself.
To extend the service provided by the in-store employees, interactives inside and outside the store were designed displaying the online giftshop. Since the complete assortment was not available in the pop-up store due to limited space, store employees were able to help visitors in their search for a specific present. For IKEA, this was also a way to promote their new online channel. Through a text message, visitors were able to receive their wish-list of presents on their phone, to be able to do their purchase on the online gift shop privately.
Result
The online Gift shop campaign was proven to be successful for IKEA, as their numbers of awareness, traffic and sales were significantly higher during the holiday season then the year before. Consequently, IKEA uses this project internally as a good example of a digital service and integrated marketing campaign. Additionally, the online gift shop is used for other campaigns, e.g. during valentine to help people who are looking for gifts for their loved ones.
In May 2018, the IKEA Gift Shop was rewarded with a Silver Dutch Interactive Award, second prize for best digital campaign of the Netherlands in the past year.
In May 2018, the IKEA Gift Shop was rewarded with a Silver Dutch Interactive Award, second prize for best digital campaign of the Netherlands in the past year.
Personal learnings
Even 'quick-and-dirty' design research is better than nothing.
The time pressure was high, and the budgets were relatively low. Still we pushed for a design research phase of two weeks instead of jumping into design a development directly. Payed off well.
The time pressure was high, and the budgets were relatively low. Still we pushed for a design research phase of two weeks instead of jumping into design a development directly. Payed off well.
From before to after, front-end to back-end.
To design a strong service proposition, every touchpoint should be deliberately designed in line with the overall concept. From product offering to how the product is packed and shipped.
To design a strong service proposition, every touchpoint should be deliberately designed in line with the overall concept. From product offering to how the product is packed and shipped.
Interactives in-store should be flawless integrated into the shopping journey.
To be frank, digital interactives in-store are often still on the thin line of creating true user value for the store visitor versus being there only as a nice gimmick showing of the brand's digital capabilities. I do believe that digital interactives are more valued if they are flawless integrated with services provided by the store employees.
To be frank, digital interactives in-store are often still on the thin line of creating true user value for the store visitor versus being there only as a nice gimmick showing of the brand's digital capabilities. I do believe that digital interactives are more valued if they are flawless integrated with services provided by the store employees.