IKEA Family

Waking up the IKEA Family

With a staggering 4 million members, IKEA Family stands as the Netherlands' largest loyalty program. This makes it all the more unfortunate to see that a significant portion of these 4 million members are dormant, failing to reap the benefits of their membership. We were asked to shake them from their slumber.

A walk in the the park

A walk in the the park

For prospective members, we set out to simplify the process. Joining IKEA Family had to be fully digital and effortless. Thus, we embarked on revamping the sign-up flow. Oh, and we had a tight deadline of just 4 weeks to accomplish all this.

Ask first, shoot later

Ask first, shoot later

Before diving headfirst, we wanted complete assurance that our design aligned with user expectations. That's why we kicked off the project with thorough research. We conducted a series of interviews with both IKEA customers and existing Family members. We also engaged in a journey mapping exercise and even conducted a guerrilla test at the store. The outcome? An extensive list of improvements that we were eager to implement.

No bumps in the road

No bumps in the road

To ensure a user-friendly and intuitive experience, it's crucial to eliminate any obstacles along the way. We began by streamlining the registration form, significantly reducing its length. Now, customers only need to fill in the essential fields. Once they become members, a warm welcome email awaits them, complete with an optimised design created by yours truly.

An inviting landing

We didn't stop there—we went the extra mile to ensure the landing page was smooth and inviting. Our focus was on eliminating any bumps and enhancing user-friendliness. We gave it a fresh redesign, incorporating the new IKEA brand style. The result? A delightful landing page that users can appreciate.

A familiar touch in stores

A familiar touch in stores

Within the stores, our attention turned to the Family kiosk. This had always been the go-to spot for all things related to IKEA Family. We improved the sign-up flow and revamped the lost card process. With this new and improved kiosk, IKEA can automatically send your digital Family card via email or SMS. Never again will you miss out on your Ikea Family discounts. Convenient, isn't it?

The power of teamwork

The power of teamwork

This project thrived on collaboration with our colleagues from Milkshake, Resoluut, and Mr. Koreander. Together, we made choices in terms of copy and design, driven by insights gained from interviews and surveys. One noteworthy example is the communication hook we employed at the IKEA Family kiosk. We drew attention to what people know IKEA Family best for: free coffee and tea. Aspiring IKEA Family members find it hard to resist such an enticing offer.