IKEA family shopping experience mobile app

This project is a solution to keep all family members interconnected in their journey of buying things and keeping the kids entertained..

Client: IKEA

Timeframe: 2 weeks

Team members: Inyoung, jake, Mehmet, Natalie

My role

I worked on Topic Mapping, Interview Questions, User Interviews, Research Evaluation, Persona Development, User Journeys, Ideation, Storyboard, Sketching and Wireframing.

Design Journey

  1. Topic Mapping
  2. User Interviews
  3. Competitor Analysis
  4. Heuristic Evaluation
  5. Persona Development
  6. User Journeys
  7. Research Pivot with 2nd comparative analysis
  8. Solution Ideation
  9. Storyboard
  10. Solution Wireframing
  11. Prototyping

User Interviews

Combination of guerilla interview, face-to-face interview and phone interview

5 groups out of 4 people, all scattered to write interview questions and went to IKEA store and other furniture shops to conduct guerilla interview. We came back and each group worked on affinity mapping next day. Once we finished synthesising, all of us gathered in front of the massively sized blackboard and categorised the customers to various different mindsets. We narrowed down to strong and convincing mindsets and decided interview more focused on the family case. My team chose the case to other mindsets.

Statistics of the interview with families
Number conducted: 6
Number of participants: 8
Age range: early 30s – late 70s

Customer mindsets

Persona Development

Chloe and Bjorn are a happy couple who have three children. Bjorn works during the weekdays and Chloe has taken time out of work due to pregnancy. While some of the domestic tasks are delegated, they are a team in the sense of decision making and sense of responsibility. They like making informed decisions about their product purchases and they are budget conscious. There are times, however, when convenience trumps over price.

IKEA persona


  • Early 40’s
  • 3 kids aged under 10, 1 in the oven
  • Chloe is on the work break, Bjorn works full time
  • Cost-conscious


  • Routine – 1 trip a month, their life is also in a routine
  • Pre-checked stock (know what they want before arriving)
  • Work together to plan purchases
  • Mutual agreement over tasks, roles, & responsibilities
  • Impulse buys based on specials/sales
  • Split roles in-store, ie dad takes the kids to have fun,
  • Prefer convenience over cost


  • Kids love visiting
  • Within budget
  • Combined family activity – kids get to see their dad
  • One stop shop with a clever visual arrangement
  • Great facilities
  • Kids are distracted


  • Shared responsibility
  • Shared purchase decision making
  • Make an informed purchase decision following inspiration browsing
  • Ease of in-store navigation

Pain Points:

  • Cellular coverage (limited in-store)
  • Losing the kids
  • No e-commerce facilities
  • No quick exit
  • Crowded on weekends
  • The naming of the products – foreign characters and product nomenclature

Core Needs:

  • Facilities – has something to accommodate family needs
  • Information gathering –
  • Ease of in-store navigation


  • Time spent in-store: 2-3 hours per visit
  • Tech-savvy

User Journeys

We defined the main user journey and pinpointed potential pain points in an end-to-end IKEA family excursion experience. Through a study of the complete user journey, we identified these pain points.

Child Management

  • Time and meeting place planning
  • Travel time to get to the store
  • Prepping kids for the journey
  • Online cannot emulate bricks and mortar


  • Cross-store purchase communication
  • Membership and loyalty
  • Organisation
  • Returns
  • Follow-up
  • Delivery & Logistics


  • Accessibility to facilities
  • In-store locator

Ease of Purchase

  • Long queues

Through analysing our users’ goals and pain-points, we also realised the focus was not on trying to replicate the in-store experience online, but rather to help our loyal customers maximise the value and enjoyment of their in-store experience at Ikea. Thus, our focus transforms our market competitors into experiential competitors – What other offerings compete with Ikea’s in-store experience?

Focusing question:

“How to to keep all family members interconnected in their journey of buying things and keeping the kids entertained.”

Framing statement :

“Provide families an enabling mechanism to aid communication, navigation and time management during their IKEA shopping experience.”

Research Pivot with comparative analysis

“What offerings enable Chloe & Bjorn to achieve their goal of a functional but fun family outing?”

Shopping centres such as Westfield house. Ikea’s competitors such as Big W, K-mart, & Target as well as including the facilities that make Ikea attractive as a family outing – eateries, playgrounds, child-minding facilities, special events. Westfield also has other experiential attractions to make their in-store experience enjoyable for everyone. For example – Barbieland, rollercoaster rides for kids, free makeup and fashion consultations for mum,  and other free events to draw customers to the centre.

comparative analysis chart

Solution Ideation

We now had some highly focused areas to concentrate on during the ideation stage.

Ideation focus on customer experience Ikea missing


IKEA Storyboard

Solution Wireframing

ikea wireframe


This is the flow of the dynamic shopping list:

This one has two components, one is wishlist created by a partner and the other is the shopping cart. The approval also is done as a pop-up request.

Version 0.1 https://invis.io/2DDMTPXXP

Below version has the approval system change from a pop up to in cart. The shopping list is separated into suggestions and approved items, rather than having separate wishlist and cart.

Version 0.2 https://invis.io/RCDMVHAQB

hi-fi wireframes