IKEA & Tylko
IKEA doesn’t need an introduction. Tylko, a furniture startup from Poland, Europe, has been selling shelves that fit every home since 2014.
I’m always looking for an interesting job, but I don’t discuss client business.
In 2019, I let myself design small things free of charge for companies that were interested in working with me. This page is about two such projects. I designed both in a web browser, using code.
One man, two tasks, more than three possibilities
Tylko asked me to:
- Sketch out changes to the home page that could have a positive impact on conversion
- Visually suggest three mechanisms to convert readers of the company blog into buyers
Task #1: Sketch out changes to the home page that could have a positive impact on conversion
I suggested that Tylko:
a) showcase product categories from the submenu on the home page
b) use product categories as the main navigation
c) change the homepage message
Task #2: Visually suggest three mechanisms to convert readers of the company blog into buyers
The mechanisms are showcased in this article:
I proposed more than three mechanisms – with varying levels of risk, cost, and conversion potential.
Examples of the mechanisms I suggested:
Paragraphs inside the blog posts with links to the e–commerce part of tylko.com
A call to action at the end of every blog post
Contextual, not behavioral, advertising:
A version using a different graphic available at tylko.com:
A version using elements from the furniture specifications:
The same navigation bar on the blog as on the e–commerce pages:
How to inspire trust in a designer in 48 hours based on one piece of text and the redesign of one page of an online store
IKEA asked me to:
- Redesign the Algot shoe organizer product page
- Describe each step of the design process
I had 48 hours to complete this project.
This is how the product page looked before my redesign:
The processes in each organization take a different form. The design process is no exception. Whenever I am asked to describe a design process, I adjust the process to the organization profile of the person who asks.
For IKEA, I described the project kick–off, project setup, research, problem definition, exploration, hypothesis, test design, test execution, test monitoring, result analysis, conclusions, and iterations.
I spent more than half the time I had on research.
I based the project on a heuristic evaluation of ikea.com, a competition analysis, a Google Lighthouse test, the Baymard Institute, and corridor tests.
Did you know…?
IKEA Australia has a podcast in which an IKEA employee reads all the product names from the current catalog as a bedtime story.
- Missing delivery cost
- A missed opportunity around urgency
- Product descriptions ignoring best practices (passive writing, no links, no images, hard to scan)
- Calls to action not repeated under the product details section
- Distracting visual noise (inconsistencies in typography, alignment, and UI elements)
- Cross–sold products missing links to the corresponding product categories
- Missing info about in–store finance services
- Missing product FAQ
- Missing product videos and 360 product images
- Missed content marketing opportunities (newsletters, podcasts)
My immediate answer to the opportunities I spotted:
Before and after:
IKEA offered me a job at the global digital hub in Malmo.
Arabella made me a better offer, though. :)