Client
ikea
tasks
UX DESIGN, digital service, innovation
contributors
simon giraudon
How does augmented reality make it easier to orient customers in the store?
Bob-e
The companion who guides you during your purchases
what is ikea ?
Ikea is a Swedish company created in 1943 specializing in the design and retail sale of furniture and decorative items ready to install or assemble in kits. Today, it has become one of the best-known home furnishing brands in the world with hundreds of stores around the world.
the challenge
The challenge was to imagine and create a new digital service for IKEA stores. Bob-e is an application that support and helps you throughout your journey in IKEA stores.
01.
RESEARCH & Methodology
Analyses, first tests and methodology
Research methods
Interviews
Analyses
Prototype
Personae
Map Experience
Tree
Interviews
During the interviews, we preferred to choose two ways:
The micro-pavement, a technique which consists of directly interviewing people on the street by asking them questions about their habits at IKEA.
An online and telephone form, which allowed us to support our research and learn more about their needs.
What are you doing at ikea ?
Have you ever had a positive / negative experience?
Do you use IKEA apps ? and how ?
Why do you choose ikea over another?
Customer needs
Find what works for me
With a multitude of different products and customer profiles, it becomes difficult to find what you are looking for easily.
Personalization is an important feature for users with specific style and size needs.
I need help
Some of the main frustrations of the customer are felt during their store experiences, depending on the layout of the stores good circulation through it is complicated especially on busy days. It is therefore complicated to see all the articles available.
It should be easy for users to find and access information and articles.
Save time
The customer must walk the entire store to go to the checkout or exit the store. Passing thus all the articles, which interests it or not.
Guidance on the location of the products that the customer is looking for in the store could save them time.
The product is essential
Whether you are exploring new products or looking for something specific, product navigation is the key objective of any shopping experience and as such, it must be well thought out and intuitive to use.
It is important that an application can meet these essential customer needs.
02.
SERVICE OFFERED & Creation
Selection of the digital service, design of the prototype
Augmented reality inside an application
After carrying out an analysis of users habits, experiences and opinions, we focused on the pain points that came up most often: the longevity of the journey, the complications in finding a desired item, the orientation through the store and the long queue at the cash desks.
We decided to develop an application by integrating augmented reality on mobile and tablet. The application allows you to search for products and offer users a route to follow which will lead them to the selected products through the store. The particularity of this itinerary is that it is made in a fun and playful way thanks to a 3D character who represents the role of virtual guide. It also allows you to see the current product promotions as well as similar product proposals to those selected.
Touch pads will be available to customers at the store entrances. The shopping carts will be revisited so that the tablet can be clipped onto it and connected to a camera located on the front of the shopping cart in order to optimize the user of augmented reality.
To continue improving the customer experience, we could consider improving the service by setting up cases specially dedicated to people who use tablets. This will reduce the waiting time at the checkout. Customers will be able to scan their items with the tablet and pay more easily and quickly at the checkout.
IKEA
colour
takeover
Blue
#25374B
Orange
#E78B26
Grey
#282828
Let's Do This.