Retail & Consumer

Ikea - innovation, strategy and digital transformation

Ikea wanted to understand how they could improve and extend their current digital capabilities and engage their customers across the customer journey from the to print and in-store.

We worked with Ikea for over two years helping them build a strategic vision for their digital properties, then brought that vision to life with a new front-end experience for and an innovation workstream that delivered one of the first and most successful early implementations of AR. We also helped them on their digital transformation journey, setting up new teams and ways of working.

Building The Vision

We worked with Ikea to build a digital vision, strategy and roadmap to help them understand how they might use digital technologies and platforms to improve their overall customer experience across the digital and physical journey. The digital vision, strategy and roadmap was built using a range of different inputs including: a current state audit of their digital estate - primary customer research - stakeholder research - an innovation workstream that prototyped new use cases. The final output was a prioritised roadmap that defined the next phases of work for the project.

Improving the digital experience

One of the key recommendations of the digital strategy and vision was improvements to We redesigned the experience for To do this we: did extensive primary research working with customers and owned and third party data - developed personas - developed key journeys - tested and validated prototypes We used these tools to develop a new set of more customer-centric journeys and a new design system that Ikea could use across all of its digital properties.

The Ikea augmented reality application was downloaded over 1 million times in the first week

Innovating with Digital

As well as helping Ikea develop their broader digital strategy and experience, we also helped them develop a digital innovation workstream that we used to explore the possibilities of new and emerging technologies and behaviours. The key output of that workstream was an augmented reality application that allows customers to use their smartphone to 'lift' furniture from the page and 'place' it in their own home environment. We worked with Ikea to conceive, build and launch the first version of this application. And it's been a huge success, with Ikea iterating on it and extending it to other platforms a number of times over the last six years.


The augmented reality application was downloaded over 1 million times in the first week. In addition, the digital strategy and work on digital transformation helped Ikea reinvent their approach to digital.

Our Role :

  • Innovation
  • Design
  • Design Research and Testing
  • UX
  • Prototyping
  • Augmented Reality Development
  • Digital Transformation
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