IKEA Sell-back/As-is Program Rebrand (48 hr hackathon)
Role
UX designer/researcher
Type of work
UX design, consumer research, brand research
Timeline
Jan 2024
Problem Statement
Expand IKEA's sell-back program by redesigning the current online store. As a product designer at IKEA, you are tasked with adding new features for customers to easily browse, list, see the missing parts and purchase second-hand furniture online (without visiting a local store). The goal is to streamline the process of giving furniture a second life, ensuring scalability and user-friendliness.
Segmentation, targeting and positioning
Bachelors
Single people not living at home
Newly married couple
No children families
Students
Target audience
Product positioning
Mono-segment positioning
Adaptive positioning
Aesthetic positioning
Degree of loyalty
Hard core loyals
Soft-core loyals
Switchers
Benefit sought
Functionality
Cost functionality
Behavioural
Age
18 and older
Density
Urban
Geographic
Social class
Lower class
Middle class
Working class
Lifestyle
Resigned
Struggler
Mainstreamer
Explorer
Psychographic
Goals
1) Increase buy-back program exposure
2) Streamline the process
It currently takes three steps (IKEA side menu>As-is>Sell Back) to get to the Sell Back page. We reduced it to one.
3) Reduce customer labour
Ikea offers no delivery options to customers with Buy-Back items, forcing customers to go through the labor intensive process of dropping off and picking up heavy furniture on their own time. We wanted to give customers more options so they’re more likely to go through with the buy-back process.
