CHALLENGE
Most customers didn’t fully understand what this membership can do
IKEA FAMILY is a club that provides discounts and rewards to its members. IKEA Japan had two big problems with this membership. First, it had less members compared to the other countries, and second, less than 30% of the members were active.
Our mission was to get more people to sign up for the membership and clearly show what exactly IKEA FAMILY is and what benefits you can get as a member. We redesigned the whole webpage section of IKEA FAMILY, including the registration form and the member‘s dashboard. After the renewal, the traffic of the website increased more than 300%.
RESEARCH
Existing website had many problems that lead to a drop in motivation
Based on analytics the bounce rate for all the pages were quite high. Also a high percentage of people didn’t complete the sign up process after visiting the sign up page.
To get deep into the problems we did user tests for the existing website using different scenarios.
To get deep into the problems we did user tests for the existing website using different scenarios.
SCENARIO 1
You found the information about IKEA FAMILY at the store and tried to sign up there.
User's voice
・too many items I have to fill, I don’t have the motivation for it now.
・the form shows an error but I cannot see what the problem is
・too many items I have to fill, I don’t have the motivation for it now.
・the form shows an error but I cannot see what the problem is
SCENARIO 2
You already have a membership and want to check the website if there are any special offers for members.
User's voice
・I have to look carefully to find the link. So many information that I don’t feel have any connection to me…
・I didn’t know this membership had such a benefit!
・I have to look carefully to find the link. So many information that I don’t feel have any connection to me…
・I didn’t know this membership had such a benefit!
SOLUTION
Improving user experience by enhancing the comprehensiveness and operability of information
1. Simplify the index page
The index page was a mess with an overload of information. We kept it very simple, just showing the concept of IKEA FAMILY and very limited links to the other pages. We also created an unique header for all the IKEA FAMILY pages.
2. From Photo-based design to Icon-based design
IKEA being a huge company, it has clear regulations regarding their design. They usually recommend to use photos instead of graphics but sometimes this makes it confusing for the viewer. We designed icons for all the different benefits IKEA FAMILY has and used them not only on the website, but on all communication platforms such as store signboards and print material.
3. Divide application form into several pages
The registration form for the membership was super long which demotivated people to fill out everything.
We divided the form into several steps and implemented real time validation to optimize the registration process. Also we optimized the way of input for each item and added real time validation for the filled information.
GUIDLINE
Maintaining the design for the long term
The pages are updated by both us (agency) as well as the client. To ensure staying within the IKEA FAMILY brand, we created additional guidlines for the design.
