IKEA meeting the customer online user study

Meeting the customer is very different online than in a regular store. In a study for IKEA I was invited to share insights from users that entered The IKEA site with the intent of browsing online and planning a trip to the brick and mortar store. Here is a few clips from the experience of two of the users in the study.

Jan, is looking for red sofas and did not notice the color buttons in the product filter this becomes tricky when he tries to find a workaround. Further more, when he tries to add a product to the shopping list, he did not find how to get to the list added another product to the list and accessed the list through the popup that opened up when clicking on the add button.

Sofia, had added some products in the shopping cart and some in the shopping list. Unfortunately the number of items in stock is not available from the shopping cart so she had to move al long list of products to the shopping list to be able to plan her trip to the store.

Thanks to IKEA Communication AB