IKEA
A redesign to increase IKEA Family loyalty sign ups.
We redesigned the IKEA Family experience on IKEA Australia’s website, so customers could find the right information, understand the value of membership, and sign up or log in with ease.
37%
more IKEA Family sign-ups in the first two weeks
23,000
new IKEA Family members
18%
increase in add to cart
The situation.
IKEA wanted more customers to understand the value of IKEA Family and join. Customers were browsing, but finding the right information, seeing why membership was worth it and getting through sign up or log in all took more effort than it should. Many weren’t taking the next step.
The objective.
To increase sign-ups from non-members, lift engagement from existing members, and make the value of IKEA Family clear at every touchpoint.
The process.
Analytics and customer insights showed where people were dropping off between the public IKEA Family pages and the members’ hub, what they were looking for and what was stopping them from joining. We turned those insights into clear design actions.
From there we designed the IKEA Family journey mobile-first, around three things customers needed to do: find the right information, understand the value, and sign up or log in.
That meant a UX redesign focused on conversion: clearer benefits and simpler, more human language on the landing pages, more visible paths to join or log in, IKEA Family in a more prominent place in the website menu, and product pages that make it easier to choose and add to cart.
The result.
More customers found IKEA Family, understood its value and joined. Sign-ups rose 37% in the first two weeks, adding 23,000 new members, and add to cart rose 18%.
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