Starting point
The marketing team needed a new module for the website. Appearing only in the "Kitchens" page, it had to inform clients of the different surface materials IKEA offers, and help them understand the price levels.
With the IKEA store experience and the IKEA Kitchen catalogue as a reference, we needed to reproduce the information the users were given, but in a digital environment.
My role
Working closely with the content coordinator and copywriter from the marketing team, I conceptualized and designed this interactive module. When all requisites were accomplished, I presented the final design to the marketing team lead to get the final approval.
The IKEA Kitchens catalogue
Challenges
1 - Translating the catalogue and physical experiences into a digital format.
2 - Showcasing the different style options in a reduced space.
3 - Communicating clearly the different available styles and how they affect the final price.
4 - Allow the user to easily start kitchen purchasing flow
The solution
1 - Designing an element that the user could interact with, to discover options at their own pace.
2- Making it a compact module that shows the variety of kitchen styles in one sight.
3 - Working with a base kitchen image, so that the difference in price is directly associated to the only change the user makes: selecting the material of the doors.
4 - Adding a CTA that leads the user to book an appointment to fully design and purchase their final kitchen.
The final design presented to the marketing team
Final design in desktop and mobile version (CTA given by the marketing team)
Highlight
This element was highlighted by Inter IKEA in the 2023 concept review.
Inter is IKEA's master franchise, who establishes the communication of the brand both in digital and physical customer touchpoints. They preiodicaly review stores and websites of their franchises to ensure the brand is homogeneous across the globe, correcting mistakes and highlighting good practices such as this module.
