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IKEA Family
Rethink the experience and evolve the design system.
I collaborated with the team to set the creative vision, guided a group of product designers, and coordinated day-to-day design activities to deliver a cohesive web and app solution. I also worked closely with stakeholders to ensure the design strategy aligned with business goals and customer needs.
The IKEA Family program had become stagnant and disconnected from the overall customer journey. Members viewed it as a way to get discounts rather than a valuable part of the IKEA experience. It lacked personalisation, relevance, and a sense of community.
Grounded in reality.
Focus on engagement.
Beyond home furnishing.
Our goal was to develop actionable, near and incremental steps to increase the relevance of the IKEA Family and drive the mission and ambitions of customer experience forward.
Grounded in reality.
Focus on engagement.
Beyond home furnishing.
We identified four key focus areas to reshape the customer journey and enhance IKEA Family’s relevance:
Reward Keys and Membership
Create a more adaptive and convenient reward experience that encourages active engagement and membership growth.
Workspace for Ideas
Enable customers to dream, plan, and execute home projects through a rewarding and easy-to-use digital experience.
Omni-channel Integration
Position IKEA Family as the key element that enhances both in-store and online experiences, providing value before, during, and after store visits.
Reward Keys and Membership
Create a more adaptive and convenient reward experience that encourages active engagement and membership growth.Connector of Services
Transform IKEA Family into a single, cohesive reward experience that connects customers to a growing ecosystem of IKEA and third-party services.Workspace for Ideas
Enable customers to dream, plan, and execute home projects through a rewarding and easy-to-use digital experience.Omni-channel Integration
Position IKEA Family as the key element that enhances both in-store and online experiences, providing value before, during, and after store visits.
We delivered a redesigned IKEA Family Hub that serves as a personalised home for each member’s interactions. The Hub dynamically adapts to reflect user activity, making it easy to retrieve saved items, discover new tools, and access exclusive benefits. By leading with recognisable rewards and perks, we created a sense of value from the first interaction.
The revamped IKEA Family experience spans the web, app, and in-store interactions, bringing the new vision to life. This holistic approach empowers customers to see IKEA Family as more than just a discount program—it’s a space to engage, explore, and be inspired.