PROJECT OVERVIEW
ROLES
UX Research
Interaction Design
Service Design
TEAM
Isha Deosthali
Vedika Awad
Isha Kulkarni
Studying social influence and cognition through user perception, IKEA’s motto, "Creating a better everyday life for many people," exemplifies balancing affordability and quality. They ensure user satisfaction and business success through efficient value chains and scalable production.
SOCIAL COGNITION
SCHEMAS
Mental
Frameworks
Schemas are mental frameworks that shape how we perceive and interact with the world, and at IKEA, they play a significant role.
For instance, object schemas come into play when you build a bookcase without using the manual, relying on prior knowledge of how objects function. Self schemas involve evaluating your own abilities, such as deciding whether you can assemble furniture based on past experiences. Lastly, event schemas guide your planning for a store visit, including anticipating what to buy, preparing questions, estimating costs, and envisioning the overall experience.
HEURISTICS
Mental
Shortcuts
COGNITIVE BIASES
Mental Errors
Heuristics refer to mental shortcuts that allow users to make judgments quickly and efficiently. Within IKEA, we identify Representative, Affect and Peak-End Heuristics.
For example, IKEA setting up room displays aids the user’s imagination by showing how the furniture might look at their house would be considered as Affect Heuristic. Furthermore, by comparing the information of the furniture in front of us with what we have previously known or heard would be Representative Heuristic. And by setting up a food counter which provides cheap grab-and-go items like hot dogs or ice cream during the check-out helps alleviate any negative experiences users had during their visit is an example of Peak-End Heuristic.
A cognitive bias is a systematic error in thinking that occurs when people are processing and interpreting information in the world around them and affects the decisions and judgments that they make.
People tend to value an object more if they make (or assemble) it themselves. This happens because of the psychological idea of effort justification. We tend to place more value on the goal we were working towards and that we did it for a good reason.
Ikea Effect
When we’ve put our blood, sweat, and tears into a project, factors like effort justification, the fear of feeling inept, and our rosy self-concepts can all blind us to issues or places where there’s room for improvement leading to optimistic bias.
Optimistic Bias
Halo Effect
IKEA’s products are simple, minimal yet aesthetic. They look good, they feel good, and eventually we think that they are good in quality as well.
USER
INFORMATION
Customers of IKEA are the working class people who are looking for value for money home furnishing solutions. These are majorly in the age group of 20-50 years. These are the consumers who have an inclination towards the stylish & modern home furnishing solutions.
Through our Social Media Accounts we asked users what comes to their mind when they hear / see IKEA . We further conducted interviews with almost 18 to 20 people of various demographic to understand their experience.
PERCEPTION OF IKEA
Dipstick survey of about 50 participants.
EMPATHY MAPPING
- Cannot find help
- Queue is too long. Too much crowd
- Website is not that efficient
PAIN
GAIN
- See the furniture and get to decide to see how it looks
- Understand the material
- Can buy in bulk
- Cafeteria
PROBLEM STATEMENT
We identified issues surrounding crowd management, navigation and poor web user experience for IKEA India’s users. To combat and improve the identified flaws, we recommended design interventions for the same. We also recommend marketing strategies to help IKEA India further engage Indian users.
DESIGN
RECOMMENDATIONS
Way-finding Maps
Improving tangible way-finding in store along with having an in-app navigational system that can help users move around confidently the store. This would also be beneficial in locating store personnel. Something users found difficult to find. Furthermore to better manage crowds and avoid crowding in certain areas, a management system was designed as well.
Crowds can be traced and managed using an RFID management system with RFID tags attached on the shopping trolleys. During the initial entry point at the main entrance of the store where the customer’s temperature is checked, this RFID card will be swiped to activate it and the number of members of that group will be updated. This number will be calculated as the number of people in that area. Time slots could also be increased from 30 mins to 45 mins.
IKEA Kiosk Pit-Stop
IKEA can enhance its marketing in India by introducing VR experience kiosks that offer an immersive journey through its stores. Users can explore aspirational display rooms, interact with products in different colors, and virtually test functionalities like opening cupboards. These kiosks would also feature IKEA furniture, inviting tired passersby to sit and experience comfort firsthand. Additionally, customers can access product reviews and statistics, leveraging the wisdom of the crowd to build trust and familiarity with the brand. This interactive approach strengthens customer engagement and reinforces IKEA’s value proposition in the Indian market.
Website UI & Flow Changes
IKEA can enhance its online experience with a 360° virtual walkthrough, inspired by Google Street View, allowing users to explore room settings and furniture from home—especially beneficial for cities without an IKEA store. Additionally, optimizing the website by reducing scrolling, refining sections, and streamlining the user flow will improve navigation and make furniture shopping more efficient.
CONCLUSION
Psychology in
IKEA's Success
IKEA’s success lies in its quality, affordability, DIY assembly, and immersive shopping experience, appealing to a diverse customer base. The store’s smart layout uses cognitive shortcuts to subtly guide customers through a seamless journey, encouraging exploration and spending. Even at checkout, where shopping stress often peaks, IKEA eases tension with the comforting scent of warm treats, ensuring a positive, satisfying experience. This thoughtful approach leaves customers feeling their time and money were well spent, reinforcing loyalty to the brand.
IKEA’s entry into India focused on offering comfort and familiarity while maintaining the joy of discovery. By researching Indian home structures, IKEA aims to become a leader with a pan-India presence. The launch faced challenges due to the dominance of the unorganized sector and competitors like Pepperfry and UrbanLadder. By analyzing customer behavior, we identified key challenges and developed recommendations to enhance IKEA’s online presence and advertising for expansion into rural areas, all aimed at shortening the distance between IKEA and its customers.
FINAL NOTE
Understanding Social Psychology in UX Design
This project highlighted the importance of integrating social psychology with user experience design to create engaging and meaningful experiences. By analyzing schemas, heuristics, and cognitive biases, we learned how to design and market in a way that resonates with users.
IKEA in India
Exploring IKEA’s Psychological Impact
We delved into how IKEA leverages user psychology, from their experience centers to online platforms, ensuring users leave with something in hand. This deepened our understanding of how psychological principles can drive customer behavior and enhance brand loyalty.
Designing for User Engagement and Navigation
Through interactions with IKEA users, we identified key challenges in communication and navigation. Our recommendations aim to help IKEA better engage users and simplify their store navigation, ultimately improving the overall customer experience.
