Methods
User Research
A/B Testing
My Role
User Designer
Teamwork
User Researcher *2
Product Manager *1
UX/UI Designer *2
Developer *1
Areas
App Design
Impact
Final Design
THE CHALLENGE
Online curtain selling is much worse than offline selling. Design an online DIY tool for curtain!
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.
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
Should we provide users with online curtain customization?
PRIMARY EXPLORATION
COWORKERS INTERVIEW
IKEA Offline Stores, Xuhui District, Shanghai
COMPETITIVE EXPERIENCE
Offline and internet retailers
WEAK POINTS & OPPORTUNITIES
IKEA curtain service is cheap and simple, but lacks detailed customization online.
USER RESEACH
USER INTERVIEW
How much DIY and customization do users want for their curtains?
ANALYSIS
IKEA customers emphasize efficiency and are stuck mainly in matching and picking components
They don't need to customize from scratch!
PERSONA & USER JOURNEY
PRODUCT DEFINITION
PRODUCT REQUIREMENTS
SCOPE
Adjust from "Customize from Scratch" to "Match your Curtain Rod" with the existing fabrics style
How To Improve The Flexibility Of Online Curtain Selection With The "Match Your Curtain Rod" Function?
DESIGN STRATEGY
To decrease the learning difficulty, we need to:
1. To improve efficiency, eliminate complex and unnecessary choices
2. To make learning easier, give instructions and recommendations

ENTRANCE
Set portal on the existing fabric page
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

CHECKLIST
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
USABILITY TEST
USABILITY TESTING
I used Think-Aloud to conduct three online usability tests to evaluate the prototypes' clarity, completion, and comprehension.
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.
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 Feb. 2023
Next
Microsoft AI Assistant