IKEA

Improving IKEA’s digital and In-Person Kitchen Design Service

TIMELINE

12 Weeks

Sept - Dec 23

DELIVERABLES

UX Digital & Physical solutions (Sketches)

ROLE

UX Researcher, UX Designer 

METHODS

User Interviews (5), Task Analysis, Usability Test & Ethnography Visits

CONTEXT

IKEA is a global home furnishing brand known for its modern, minimalist designs, affordable prices, and ready-to-assemble furniture. This project explores IKEA’s Kitchen Design Service to identify key problems and opportunities that can improve the experience for users and the business.

PROBLEM

Customers struggle to independently navigate IKEA’s kitchen design process - overwhelmed by product options, gated behind costly appointments, and left without clear information on services or next steps.

INSIGHTS

Users want control and clarity - the ability to explore, compare, and purchase on their own terms. The current experience forces reliance on staff and appointments, creating friction that undermines IKEA’s promise of accessible, affordable design.

CHALLENGE

How might we improve the kitchen design service by prioritizing user control, awareness, and accessibility?

THE SOLUTION

A redesigned kitchen services experience with clear policy coverage, specialized packages, and a browsable gallery of ready-made installations - giving users the ability to explore, compare, customise on their own terms.

SUMMARY

Overview of Research Findings

Ethnographic Visit

  • Customers interactions involved too much time stationary and on screens

  • Product samples don’t reflect quality

  • Appointments are costly ($30 for 30 minutes )

User Interviews

  • User prioritize seamless experiences where they can track actions and history

  • Wants to purchase everything in one place

  • Wants clear information on sales, installations services, and precautions

Task Analysis

  • Participants were unable to start the kitchen design process

  • No clear user path for kitchen services

  • Users are forced to book an appointment

  • Overwhelming product offerings

Phase 1: User Interviews & Task Analysis

Understanding the Users

By conducting user interviews, the aim is to reveal users actions, emotions and behaviours towards the kitchen design services strength and pain points. By doing so, we can make the necessary changes to improve the existing service offerings.

Method Outcomes & Benefits

  • Gaining insights into users and their needs

  • Identifying constraints and frustrations with the design

  • Flexibility, can adapt to participants responses

  • Able to analyze common themes and patterns

Research Questions

  • How do users distinguish kitchen features?

  • Do users feel overwhelmed by the number of options?

  • How does too many options affect UX?

  • Do users feel their time is used effectively?

  • Does choice overload affect commitment?

Interview Logistics

  • 5 participants recruited through a screener

  • Conducted Via Teams & Discord

  • Sessions ranged 30 to 45 minutes

  • Data stored confidentially on researcher cloud

  • Warm up questions, main interview & usability test

Meet Rudolf

A user persona was created to assign a person from the target audience. This helps us keep in mind who we’re designing for.

Rudolf’s Journey

A journey map was created as a combination of all 5 participants experiences during the usability testing. This allows us to determine where the pain points are in the ordering process

Phase 2: Ethnography Visits

Analyzing the In-Person Kitchen Service

By conducting an observational ethnography visit, paired with interviewing an IKEA kitchen representative, I was able to gain deeper insights into the in-person kitchen design experience.

This approach was ideal for studying IKEA’s kitchen remodelling services as it allowed me to identify improvements from the user’s perspective, fostering emotions throughout the process

Method Outcomes & Benefits

  • Gain an empathetic understanding of users context

  • Identify user’s unmet needs and goals

  • Gain authentic un-bias emotions about service

  • Able to observe and role-play Kitchen Design Service

Research Questions

  • How does IKEA kitchen staff experience influence customer commitment?

  • Does limited material customization reduce customer satisfaction?

  • How does IKEA’s self assembly requirement impact time and cost?

  • Do complex assembly components reduce installer efficiency and user satisfaction?

Ethnography Logistics

  • Visited Queensway IKEA & spoke with a Kitchen Specialist

  • 45-minute session

  • Task-analysis walkthrough with Q&A

  • Captured kitchen selection and department

  • Data stored securely on researcher cloud

In-Person Kitchen Experience

Experiencing and examining the Kitchen Design Service

Conclusion From Site Visit

THE DELIVERABLES

The new kitchen design service

Solution: Policy Section

Policy Coverage page that outlines renovation coverages under IKEA’s kitchen services.

Solution: Renovation Packaged Services

Renovation packaged services that allows customers to select kitchen preparation and installation services.

Solution: Predesigned Kitchen models

Digital & Realistic readymade kitchens where customers can customize to their desired preferences. Such as countertops, handles and cabinets. 

Business Impact

This reduces friction in complex kitchen planning decisions by improving clarity and supporting greater customer confidence

TAKEWAYS

As my first project, I enjoyed this experience. I realized major brands aren’t perfect and room for improvement always exist. As a designer it’s important to consider business growth while prioritizing a user-centred approach.