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ikea taste

project

global landing page for ikea food

tags

product design
web design
research

timeline

'23 — '24

readme.txt

Food representes approximately 6% of the company's revenue and almost 40% of the store transactions. However, there is a gap between the in-store experience and the online one. In addition, each country has their own site and the entry points have basically no discoverability at all.

the challenge

Create a 'one size fits all' global ecosystem for IKEA Food, that can be tailored to the needs of each country while maintaining a consistent narrative. The goal is to enhance the discoverability of our content to make it easier for visitors to navigate and engage with our products.

interviews with countries

interviews with countries

Based on site traffic data, we decided to dive deeper into Japan, Germany and Poland's websites, to understand how they manage their content, identify their expectations and detect possible limitations.

Based on site traffic data, we decided to dive deeper into Japan, Germany and Poland's websites, to understand how they manage their content, identify their expectations and detect possible limitations.

first draft & co-worker exploration

first draft & co-worker exploration

With those findings we created a first draft of the page to use as stimuli during a workshop with 120 co-workers from 31 countries.

With those findings we created a first draft of the page to use as stimuli during a workshop with 120 co-workers from 31 countries.

user exploration

user exploration

Along with that input we launched online user tests to receive general feedback about the first draft.

Along with that input we launched online user tests to receive general feedback about the first draft.

roadmap workshop

roadmap workshop

We set up a co-creation workshop with the multidisciplinary teams to discuss our findings and decide on how to shape the landing page, how each section would add value, and how it could scale over time.

We set up a co-creation workshop with the multidisciplinary teams to discuss our findings and decide on how to shape the landing page, how each section would add value, and how it could scale over time.

the pilot

At this point we had enough initial research to design an iteration of the first draft. This pilot version would then be used to engage in conversations with some markets to discuss deployment and adoption.

user testing

We launched another test with users from 2 countries with the pilot to validate the structure of the page, test basic usability and measure the engagement with the content.

co-creation sessions

To understand the perception users have about IKEA Food, and how people approach recipes (a related upcoming project), we carried out two co-creation sessions in Amsterdam and Madrid.

user testing

We launched another test with users from 2 countries with the pilot to validate the structure of the page, test basic usability and measure the engagement with the content.

co-creation workshops with pilot countries

co-creation workshops with pilot countries

As a final step we aligned with the pilot countries and other relevant stakeholders to define static and dynamic content, do some minor look & feel tweaks, adjust copy and most importantly, make sure all parties were on the same page before launching.

As a final step we aligned with the pilot countries and other relevant stakeholders to define static and dynamic content, do some minor look & feel tweaks, adjust copy and most importantly, make sure all parties were on the same page before launching.

official launch

On the 27th of February 2024 IKEA Taste landing page finally launched in two countries, after a little more than a year in the making. This project involved a lot of research, alignment with many stakeholders, trips, and iterations in all phases, so naturally it was very rewarding to see it become a reality.


From there on, it was time to wait until we had the first metrics to measure success.

global rollout phase

Currently deploying to 5 more markets, and expected to be live in all 25 IKEA countries by 2025!

view it live (austria)

impact

Numbers from the Austrian website, compared to the previous solution.

+0.0%

+0.0%

total unique sessions

+0%

+0%

total page views

+0.0%

+0.0%

session duration

-0%

-0%

bounce rate

Smaklig måltid!*

*Enjoy your meal!