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:

  1. Sketch out changes to the home page that could have a positive impact on conversion
  2. 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:

Open the article in a new tab

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

    See it in 3D: Marta Frejda & Michał Gratkowski’s Sideboard
    Do you like Marta & Michał’s Sideboard? Adjust it to fit your home
    Pause for a minute: See Marta & Michał’s Sideboard in all available colours
  • A call to action at the end of every blog post

  • Contextual advertising
    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.

The IKEA Sleep Podcast

Key findings

  • 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:

…and IKEA?

IKEA offered me a job at the global digital hub in Malmo.

Arabella made me a better offer, though. :)