IKEA Switzerland

A NEW HOME FOR BILLY

Tired of your home decor? Then let IKEA feed you with plenty of inspiration and why not have one of the most famous hot dogs in the world along the way.

Well we can't offer a digital hot dog yet, however, we can offer a new online shopping experience that's on par with an on-site visit. Or even goes beyond it. No matter where you are, you can easily flow from one decoration idea to the next. But be warned: There is plenty to discover that you might end up with more items than expected. 

Challenge

Inspiration at your fingertips

IKEA Switzerland aimed to become the digital go-to place for inspiring decoration ideas. The problem: IKEA's refreshing and outstanding content was not easy to find or navigate through. Users perceived it as “fragmented”, "distracting" and "irrelevant".

Our challenge was to intelligently organize this distributed content and integrate it seamlessly into the store. The fact that there were two different versions for desktop and mobile made things more complex. Creating a smooth omnichannel experience for both devices was a task we took head on.

Solution

Easy guiding and inspiration triggers

We designed patterns to inspire and stimulate the desire to shop. An optimized page structure and user guidance make it much more easy to find either shopping ideas or products quickly. And finally, thanks to a mobile first approach, users can now sit in their favorite armchair while easily finding what they are missing or get inspired by new interior trends.

"With interactive 360-degree imagery, we create an immersive shopping experience and bring users into an endless flow of inspiration."

Katharina Herzog , Designer at Ginetta
Sparking shopping desire

The design motivates users to explore the online store and inspires them with new ideas for their homes. We achieved this with our visual language and purposeful patterns:

  • Seeing the piece of furniture in context
  • Generous design dimensions
  • Good quality images
  • Interactive 360 degree images
  • Seeing different styles/moods with the same furniture
  • Infinite exploration through “more like this” suggestions
Mobile first approach to design elements

The main source of traffic to the site is via the smartphone, so we optimized all elements such as images and cards for mobile. With these elements we created an intriguing, mobile-friendly, and visual story. Furthermore, we optimized the 360 degree images for mobile so you can explore a room simply by moving your smartphone.

An inspirational content hub

All content pages were clustered into one single spot: the content hub. Landing pages with sources of inspiration are the central entry point. The content is sorted into three categories: ideas, shop the look, and stories. Every category has an overview page where the respective articles can again be filtered and sorted. Quick links and related articles keep you in an infinite flow of inspiration.

Conclusion

Beyond buying furniture

The new website brought the magic of IKEA on the screen... and many BILLYS to a new home.

The new showroom prepares IKEA for the digital future. It doesn't fill bellies with their famous hotdogs, but it does fill the heads and hearts of today's demanding customers who are hungry for inspiration. Customers  want an authentic shopping experience anywhere anytime and they want to create their own unique homes. It is no longer about single pieces of furniture but about showing people a new way to live.

Facts & figures

Client

IKEA Switzerland · B2B · Retail

Time

2 Sprints Concept Design · 3 Sprints Interface Design · 2 Sprints Visual Design

Scope

Vision · Landing Page · Content Hub

Go live

2019 Landing Page · 2020 Content Hub

Project team

Simone

Product

Katharina

Product

Myvienne

Research

Photo of Marvin

Marvin-Sebastian

Business

Alessandra

Product

Corina

Design

Alan

Design

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