Assembly Required – Evaluating and improving IKEA.com’s user journey
Evaluating the shopping experience and usability of IKEA's online platform
Project Overview
client
IKEA
Role
UX Researcher
focus
Website Evaluation, Usability Testing
scope
Product Browsing, Store Locator, Search Experience
Research Process
Heuristic Evaluation
Conducted detailed heuristic evaluation to identify usability issues and pain points
Usability Testing
Conducted user testing with target audience using think-aloud protocol
Data Analysis
Analyzed user feedback and behavior to identify patterns and insights
Key Findings
Identified Pain Points
- Inconsistent user experience across different paths
- Ambiguous terminology and product descriptions
- Confusing product naming schemes with similar base names
- Missing or hard to find key information
- Vague product information and specifications
Study Focus Areas
- Evaluating browse, search, and site navigation experience
- Assessing user satisfaction with search results relevance
- Evaluating how well IKEA.com represents brand values
- Comparing online and in-store experience alignment
Testing Methodology
- Online screening questionnaire for participant selection
- Pre-study questionnaire for shopping habits and brand impression
- 4 task-based tests with think-aloud protocol
- Post-task ratings and feedback collection
- Post-test questionnaire for overall satisfaction
Target Audience
Participant Profile
- Adults (working professionals and students) who are budget-conscious and looking to furnish a new residence
- Live within driving distance of an IKEA retail store
Participant Demographics
-
6 participants
• 3 working professionals
• 3 students
- 2 male, 4 female in the Age range 18-35
Data Collected
Outcome
We presented the results of the study and a written report that summarizes the findings. The report included the key usability issues, their severity which were discovered from the test, what worked well for participants and what did not, and participant comments. The report also suggested high-level recommendations and next steps to consider.