Redesign of IKEA page for CZ/HU/SK region
My role in this project:
Welcome to project
Content strategy
Project leader
UX&UI design
Implementation
Performance analysis
About the project
It’s a complex project on which five different teams have been working for six months. The final result was presented at a global level as a great example.
Old page with outdated components, content and complicated navigation. Data from GA and heat maps shown: low visitation, click rate and exposure rate. Here we couldn’t convert visitor to customer.
Our goal was to understand customer behavior, give them solutions for their needs and update the design. Business goal was to increase visitation, interaction with content and products, and increase sales.
We discovered customer needs in storage solutions, such as: solutions for small space living, how to organize big houses and use space wisely. Additionally, customers prefer to purchase storage by color, size, space, style, or room.
Main challenge of this project was to give solution for as many customers as possible based on their needs and behavior, we know from research. It required a lot of time work to create solution from limited amount of components.
What has been done?
Page has been divided on 3 inspirational parts with unusual solutions for customers and their needs (such as small space living, outdoor storage, etc).
Each inspiration part activates and leads customers to different products.
Each inspiration part activates and leads customers to different products.
Contextual navigation
Structural navigation
Furniture planners are more visible and easy to navigate. Better SEO texts in planners answered several customer’s questions such as: if planner is for free, is this furniture strong enough, can I use this in other rooms than kitchen, etc.
Popular storage categories in one place — to activate customers, achieve business goal, increase sale and make customer journey easier. Anchors on the top of the page for easier navigation on the page.
New page is a bit longer. But the content is more inspirational for customers, attractive and helpful.
Before and after
After one month a follow-up was conducted, and the results were impressive. In all metrics we see positive changes, here are some of them.
*Forward progression is conversion metric. It means how many customers were interested to visit categories and products.
**Immersive progression is conversion metric. It means how many customers were interested to visit inspiration or planners.
Increased by ............ After 5 month it was already ................
Decreased by ............ After 5 month it was already ...........
Increased by ........... After 5 month it was already .............
Increased by ........... After 5 month it was already ..........
Results
Visitation
Bounce rate
Forward progression*
Immersive progression**
30%
44,5%
51%
121%
37%
81%
50%
53%
Conclusion
With this UX/UI design project we understood customer needs and behavior. We worked together with different teams and created best solution for customers and for business.
The positive results of this project demonstrate the importance of user research and providing innovative solutions that meet the needs.
The positive results of this project demonstrate the importance of user research and providing innovative solutions that meet the needs.
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