Challenge
Approach
Final solution
Gift cards are big business at IKEA. Physical gift cards are available in stores worldwide and, in some markets, digital gift cards can be purchased online. However, digital gift cards are offered through a myriad of third-party solutions which differ per market, resulting in an inconsistent user experience and incurring additional costs for IKEA.
Building an in-house solution would contribute to IKEA’s mission to remain affordable for its customers, ensure consistency across markets and pave the way towards phasing out physical gift cards altogether.
- Designs that meet and exceed accessibility requirements.
- Defined product strategy for MVP and beyond.
- Improved the findability of the page.
- Enhanced key metrics (OKRs) such as time taken to checkout and ease of use.
- Successfully launched the pilot in Germany, with positive sales data and reception.
Based on the successful pilot, our in-house solution is being rolled out in more markets in 2025, starting with Japan. Post-MVP improvements will be made available later in the year.
As the sole Product/UX Designer in the product team, I was responsible for refining and finalising the designs ready for a pilot launch in Germany (10.24), as well as post-MVP improvements. The activities I carried out included:
- Continuous discovery: identifying risks and assumptions, testing hypotheses, accessibility testing, iterating on designs.
- Design and deliver: creating prototypes, conducting user testing, producing high-fidelity UI designs, performing UX QA, making accessibility recommendations.
