How might we sustain a community of creators within our shoppers that will inspire each other, drive sales and engage with the app all while shopping in store?
IKEA IDEAS
Introducing IKEA IDEAS - a platform available within the existing IKEA app that allows its users to peruse and create content about their IKEA purchases. The goal is to inspire shoppers, drive sales and reward the creators.
Key shopping jobs to be done
Shoppers come to IKEA because of the variety. There are few furniture stores that parallel the selection. However a key drawback to the volume is being overwhelmed. Shoppers report they often need support in the form of ideas and inspiration so they just aren’t “buying pieces”. Many shoppers are also interested in DIY home projects and IKEA hacks but need a platform to learn about transforming IKEA products into works of art. We are solving the problem of shoppers needing inspiration by how to create a community around sales and creativity.
While browsing in store, re-purpose existing warehouse codes or product names to search creator content for specific products.
Display aggregated content in the app based on user searches, warehouse codes, product names and also creator uploads.
Leverage the existing app by creating areas for creators to upload and share their content.
Auto apply coupon codes and discounts into creator accounts and carts.
What are we solving?
Why people come to IKEA?
Shoppers come to IKEA because of the variety. There are few furniture stores that parallel the selection. However a key drawback to the volume is being overwhelmed. Shoppers report they often need support in the form of ideas and inspiration so they just aren’t “buying pieces”. Many shoppers are also interested in DIY home projects and IKEA hacks but need a platform to learn about transforming IKEA products into works of art. We are solving the problem of shoppers needing inspiration by how to create a community around sales and creativity.
Persona
Micheal B.
Michael is a 24yr old artist and graphic designer who has just moved into his own apartment.
During art school Michael always had roommates and is excited to finally live alone, decorate and express his creativity on his own terms in his new place. He has found success as a creative and proud he followed his dream of leaving Iowa for New York. He’s graduating from SVA and wants to show off his new place and his eclectic style.
Growing up in Iowa on a farm he often built things and gets excited about DIY projects. His art, design and home decor choices are a symbol of his creativity and bravery.
Michael is seeking some storage for his living room. He has already shopped on the IKEA app and has identified BESTA as the unit he’s most interested in. However, he would like to see it in person.
From the home screen he selects the BESTA thumbnail which takes him to the product details page for the unit. Michael reads the specs and notices the IKEA IDEAS banner underneath. He clicks it because he is curious and in need of ideas and inspiration.
The banner leads Michael into the IKEA IDEAS aggregate page where he can see the latest uploads from the creator community.
Michael can also utilize the search field to filter content as it accepts the current warehouse code for the location he is currently in or the location he selects as nearest to his home.
He can also filter by categories and see some of the popular creators on the app.
Lastly on the IKEA IDEAS page he is presented with the opportunity to Join the community of creators by either signing up or logging in.
From the previous latest uploads section Michael finds creator content for the BESTA storage unit he is interested in.
Further down the page Michael finds more BESTA inspiration and realizes there is a large variety of creator content for the storage unit. He is able to browse and become inspired by the wealth of creative ideas, styling and hacks for this storage unit.
Michael is completely convinced BESTA is the right choice for him, in addition to purchasing the storage unit he will buy the lamp and plant used in one of the creators BESTA content.
Michael experienced such a positive shopping experience which exceeded his expectation of simply buying furniture.
The content from the creators is really inspiring to him and he continued to browse the community for additional inspiration for the rest of his apartment. Michael decides he would also like to Join the fun creating and uploading content so he signs up.
Michael is now settled with his new BESTA storage unit. He logs in to IKEA IDEAS because he has some content of his own to upload to the creator community.
He doesn’t remember his warehouse code but luckily there’s a few other ways to tag the product. He just types in the first 3 letters of his BESTA unit and it begins to auto populate to help ensure content is properly tagged.
After Michael completes his upload he shares his content and begins to follow other creators. During his next purchase he is rewarded with his first of many coupon codes for his contribution to the creator community.
