PROJECT BRIEF
IKEA is one of the world’s most recognizable home furnishing brands, known for its affordable, well-designed products, reporting ₹1.88 billion in sales in FY24. While it attracts a large number of visitors, many customers drop off at different stages of their shopping journey.
Using service design methods and primary research, I explored the mindset of IKEA shoppers to uncover their needs, pain points, and the opportunities to create a more seamless customer experience.
Project Type
Service Design & User Experience
Team
Individual
Timeline
1 Week
PROJECT AT A GLANCE
Identifying Target Segments of IKEA + User Interviews + Personas + Customer Journey Mapping
Despite Footfall, some customers do not make till the purchase stage. Through a Customer Experience research study, I aim to find why certain users do not purchase at IKEA
The Problem & Aim
The Customer Experience Study
Research Synthesis & Findings
IKEA
25%
CUSTOM-MADE
75%
Customers adore and value IKEA as a brand but get disconnected from purchasing because of Furniture’s predetermined size, which does not work for the Indian Market because houses are not standardised. 3/4 prefer custom-made furniture over purchasing at IKEA
Identifying Target Audience:
Families with Kids & Empty Nesters
People who own their own houses
Age Group: 18+/Adults
Students/Working Individuals who live alone
People who live in rented houses
Interior Design Enthusiasts
Preparing Sample Space:
Anil Ganeswaram
Age: 53
Gender: Male
Job: Project Manager
Rajyalaxmi Ganeswaram
Age: 45
Gender: Female
Job: Homemaker
Satya Devata
Age: 53
Gender: Male
Job: COO at Clarnet
Rajeev Kesena
Age: 42
Gender: Male
Job: Digital Innovator
This was the chosen group of interviewees, whose values and needs align with the value proposition of IKEA. All four participants consented to the interview.
CuSTOMER PROFILES
(Hover over the profiles to take a closer look)
Legend:
Prefers Custom Manufacturers
Prefers to Purchase from IKEA
Insight:
Prefers to get Custom made BY local manufacturers because
Local Manufacturing = LOW PRICE + DESIRED DESIGN
Insight:
Willing to go over budget for favourite furniture
Would buy from IKEA, or a branded furniture retailer.
Insight:
Prefers to get Custom made by local manufacturers because
Can choose size tailored to his room
Insight:
Prefers to get Custom made by local manufacturers because
Hard to gauge size of furniture. Finds it frustrating to measure room
CuSTOMER Personas
(Hover over the profiles to take a closer look)
Insight:
Prefers to get custom made
Can’t imagine size of furniture to fit room And Cheaper
Insight:
Prefers buying in-store because they prioritise aesthetics
Sirisha Meka (SM)
Insight:
- Will go over the budget for the right furniture
- Thoroughly explore all available options
- Prefers Purchasing In-store
Ravi Narayan (RN)
Insight:
Prefers to get it custom-made because:
- Cheaper & More accurate to the size of the house
- Takes Picture of the furniture model
I mapped the journeys of the two personas to understand the contrast between them and the disconnection points from IKEA
(Hover to zoom)
CuSTOMER Journey Map
Budget
Better Quality = More Investment
Measurement
Must Measure the Space Before Buying
Customization
IKEA Customization services costs extra money
External custom manufacturing effects material grade
In Foreign Countries, customers are expected to transport the furniture themselves.
Material
Transportation
Difficult to find good quality furniture within the budget that fits the aesthetic of the house
Aesthetic
PAIN POINTS
These are common frustrations expressed by users during semi-structured interviews
Indians have this pre-concieved notion about IKEA, that since it is an international brand, it is not accessible to Indians in terms of Price and Design.
Foreign Stereotype
People tend to be more forgiving with their budget as furniture is a one-time long-term investment.
Flexible Pockets for Furniture
fACTORS WHICH AFFECT PURCHASE DECISION FOR INDIAN AUDIENCE
For Indians, an important decision influencer was Vasthu (The study of how to live in harmony with nature).
Vasthu
IKEA
25%
CUSTOM-MADE
75%
Customers adore and value IKEA as a brand but get disconnected from purchasing because of furniture’s predetermined size
3/4 Prefer Custom Made Furniture
FINAL INSIGHT DERIVED FROM RESEARCH
Unlike Europe, where IKEA hails from, Indian houses vary in sizes hence it is difficult to find be-fitting furniture, and measuring the rooms is a tedious task.
Therefore it is cheaper to get locally manufactured, where user can get desired design + within the dimensions of the room
conclusion
WHAT I LEARNT AS A DESIGNER
This was my first service design project, where I learned the fundamentals of user research—from building rapport and conducting interviews to creating personas and journey maps.
This project taught me to challenge my assumptions and to go in depth to understand why users respond a certain way