IKEA Curtain

THE CHALLENGE

Digitalize Our Curtain Customization Service

To complete the KPI for our next financial year, we concentrated on our popular product curtain and expanded its target users by offering customization services online. IKEA has no experience with curtain design tools, therefore we must figure it out from zero.

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The IKEA Curtain Design Tool is the fifth DIY Design Tool issued on the IKEA App.

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BACKGROUND

According to the business department, IKEA Curtain Digitalization is a promising concept. Our offline service today earns 300 million CNY per year; they anticipate that if it is digitalized, the revenue will increase by 260 million CNY, meeting our next year's KPI.

SCHEDULE

PRIMARY RESEARCH

RESEARCH GOAL

Revalue and Redefine the Service

PRIMARY EXPLORATION

The Best Way to Learn about a Service is to Pretend to be a Customer.

COWORKERS INTERVIEW

IKEA Offline Stores, Xuhui District, Shanghai

COMPETITIVE EXPERIENCE

Offline and internet retailers

WEAK POINTS & OPPORTUNITIES

SERVICE COMPARISON

SERVICE INSIGHTS

PERSONA & USER JOURNEY

USER RESEARCH INSIGHTS

Users found it most challenging to match and pick components

USER FLOW

Curtain Customization is More Than Just Selecting a Fabric.

DESIGN STRATEGY

To decrease the learning difficulty, we need to:
1. Low Efficiency - Eliminate complex and unnecessary choices (eg. technical components)
2. Difficult Learning - Give instructions and recommendations

HOW TO IMPROVE THE EFFICIENCY OF THE "MATCH YOUR HOME" FUNCTION AND MAKE IT EASY TO USE?

ENTRANCE

Set portal on the existing fabric page with a highlight

1. Based on users intuitive first selection of fabric
2. Use the rainbow color to highlight the button, but still maintain lower level than the purchase button
3. Use the script of "Match your Rod" instead of refine or customize your curtain selection.

SELECTIONS

The More Decisive, The Earlier In The Process.

1. Choose the hanging style, width, gauze curtain and rod color according to users' habit and priority

Give instructions and recommendations to help users select

1. Use real photos to clarify certain terms, which not only vividly illustrate, but also saves the cost of rendering.
2. Explain the explanations and advice for each option to ensure that it meets the needs of every user.
3. Use the "Hot" tag to make suggestions based on the most popular options among users.

Automatically pack unimportant components in the detail list

1. Include fixed and complex items like screws, brackets, hooks and so on
2. Leave the burden to the backend instead of users themselves
3. Notice users about this package

Display the least flexible things in the last confirmation

1. display names (according to the IKEA pattern) and their functions
2. Estimated price can be changed according to different items selected.

DESIGN VERSION 1

USABILITY ANALYSIS

Set Priority among insights for our one-week iteration

A/B TESTING

ITERATIONS

PROBLEM

Users forgot about the package list notice when making the final payment, casting doubt on the components.

ITERATION

- Notice them the package list when they see the package details
- Strong reminding when they delete the necessary items

PROBLEM

Some people comprehend the distinction between the three categories but are unsure whether one best fits their needs.

ITERATION

- Add "Which one fits my need?" button on the left side
- Display instructions with vivid pictures.

USABILITY TEST

USABILITY TESTING

I used Think-Aloud to conduct three online usability tests to evaluate the prototypes' clarity, completion, and comprehension.

ER SUMMARY

MY LEARNING

Setting priorities and having a clear goal makes teamwork more efficient and motivating

IKEA's openness to opinions has always been accompanied by an abundance of concerns from various jobs such as researchers, designers, and product managers. To avoid becoming stuck on one issue without going deeper, identifying priorities and sticking to the goal are essential to keep the discussion on the right track.

Insufficient quantitative data to support broader perspectives and credibility

IKEA conducted a lot of qualitative, person-focused UX research, which could result in sticking between individual cases due to the user researchers' subjective judgment. More quantitative data should be gathered and analyzed to get a more comprehensive understanding of the trend and user behaviors.

OTHER LEADING WORKS

ISSUE

First Issue In China In Feb. 2023