work book on design process

2. 1945
The first IKEA advertisements
appear in local newspapers. When
Ingvar Kamprad outgrew his
ability to make individual sales calls,
he began advertising in local
newspapers and operating a
make-shift mail order catalog. He
distributed his products via the
county milk van, which delivered
them to the nearby train station.
1953
The furniture showroom is opened
in Älmhult. The IKEA range
focused to home furnishing products
in the early 1950s. The opening
of the showroom was an important
moment in the development
of the IKEA concept. For the first
time customers could see
and touch our furnishings before
ordering. This came about as
a solution to a problem.IKEA found
itself in a price war with its main
competitor. As both companies
lowered prices, quality came at risk.
By opening the showroom, IKEA
could in three dimensions present
its products with function, quality
and low price. And people did just
what IKEA had hoped: they wisely
chose the products with the best
value for the money.
1955
IKEA begins designing its own
furniture. There were several
reasons for IKEA to start designing
its own furniture. But what
actually led to this–possibly our
best move ever–was quite ironic.
Pressure from our competitors
caused suppliers to boycott IKEA.
This reaction to our early success
required us to begin designing
our own furniture, and became the
basis for future growth. Ultimately,
this would lead to innovative
design and improved function
at lower prices. Then, by lucky
inspiration, one early IKEA employee
decided to remove a table’s legs
so it would fit into a car, and
to avoid transport damage. From
that point on, we began to think
in terms of design for flat
packaging. Which led to even
further reductions in price for our
customers. A pattern had begun
to establish itself at IKEA. Turning
problems into opportunities.
1965
The IKEA store in Stockholm
is opened. Thousands of people
queued for the opening of our
flagship store. The 45,800 square
meter store has a circular
design, inspired by New York’s
Guggenheim Museum. The success
created huge capacity problems
in serving the customers.
By opening the warehouse and
letting people serve themselves,
an important part of the IKEA’s
basic concept was born.
1963
Marian Grabinski, consul and
architect, designs the MTP
book-case. It was a contemporary
classic, and spawned numerous
imitators over the years. In build-
ing this and other wood products,
IKEA forged good relations with
Polish suppliers in the 50s and 60s.
These relationships still provide
the basis for many of our efforts to
maintain prices at levels which the
majority of people can afford.
1973
The first store outside Scandinavia
is opened outside Zurich,
Switzerland. Its success paved
the way for a quick expansion
in Germany, which is the largest
IKEA market today.
Historical Timeline 1940’s – 1970’sIKEAIKEA Research Overview
1943
IKEA is founded by Ingvar Kamprad.
In 1943, when Ingvar was
seventeen, his father gave him
a gift for succeeding in his studies.
The gift was used to establish
his own business.The name IKEA
was formed from the founder’s
initials (I.K.) plus the first letters
of Elmtaryd and Agunnaryd, the
farm and village where he grew
up. IKEA originally sold pens,
wallets, picture frames, table
runners, watches, jewellery and
nylon stockings – whatever Ingvar
found a need for that he could
fill with a product at a reduced price.

3. 1974
SKOPA chair is designed by Olle
Gjerlöv-Knudsen and
Torben Lind. Modern plastics give
designers lots of new ways
to construct good furnishings.
But choosing the right production
method becomes an important
question in the design process.
When it came to choosing
a manufacturer for our SKOPA chair,
the answer was wonderfully
simple, even if it did cause a few
raised eyebrows. After months
of fruitless searching, we took
another long look at the shape of the
chair and hit upon the idea
of asking a manufacturer of plastic
bowls and buckets to lend
us a hand. Neither form nor function
were compromised by this
unorthodox solution. On the contrary,
the final lines were even cleaner.
1985
The first IKEA store opens in the
USA. At first, we weren’t sure
the USA needed IKEA. After all,
what could we bring to the country
that has everything?
But we discovered there is a need
everywhere for useful,
attractive home furnishings at prices
for every wallet.
1985
MOMENT sofa is designed by Niels
Gammelgaard. When we were
looking for a suitable manufact-
urer for this sofa, we went
to a supermarket trolley factory
o make use of all they knew about
strength and stability. We took
that as a starting point, and
created a stylish, comfortable and
low-priced sofa with a modern
look. When we designed the
matching table in 1987, it won the
Excellent Swedish Design
prize–something few supermarket
trolleys can boast of.
1994
KUBIST storage units appear.
This was one of the first IKEA
products built with board-on-frame
construction. We used
a technique for door manufacturing
to create inexpensive, sturdy and
lightweight storage units.To make
beautiful, functional and
affordable products for the majority
of people, IKEA designers try
to carry out product development
on the shop floor. Working with
existing manufacturers of
board-on-frame doors, IKEA
saves money. In this case, old
factories in Poland were retooled
to make parts for KUBIST and other
IKEA products.
1997
IKEA introduces Children’s IKEA.
IKEA has always provided
furnishings for the entire family.
But since kids are the most
important people in the world,
IKEA decided to put them
in the spotlight. We worked with two
groups of experts to develop
products. Child psychologists and
professors in playing helped
us develop things that are good
for kids’ motor skills, social
development and creativity. Then
the other experts, kids, helped
us choose the winners. Play areas,
children’s room settings, baby
areas, special meals
in the restaurant and still more play
areas make IKEA a place kids
love to visit.
Historical Timeline 1970’s – 1990’s Notes: Source of this information is from IKEA’s web site at
http://www.ikea-usa.com/about_ikea/timeline/splash.asp
IKEAIKEA Research Overview

4. IKEAIKEA Analysis
Product Categories Product Selection Product Details Location Finder Store Information Services
Store Experience Advice Purchase Information Site Map Company Information Customer Service
IKEA’s Current Web Site
Helvetica Geneva Arial Futura
SPACE ALLOCATION
Color Pallet
DESIGN ELEMENTS
Fonts
Layout
Graphic Elements
Rollovers
homehome homehome
ANALYSIS
Feel: The site is very clean set in a highly
structured grid. It have lots of white empty
space with limited color pallet. The image
treatment are a combined photography
and illustration. The photography are clean,
sign image without out shadow or
background set ups. The illustrations
are single line outline drawings without
modeling or color. The images are cleanly
isolated and laid on top of a white
background. Colors are mainly primary
and secondary colors of a very limited palette.
The layout set are carried out consistently
throughout the pages. The only exception
to this is the home page, which has it own
set of layout and color pallet.
Design element: Comprise lots of open white
space with many dots of various pacing,
rounded-corner squares, pixel arrows,
over-lapping circles, and dashes and solid
color geometric areas.
Interaction: Simple color changes and box
appears on rollover and very few pop-ups
and control use of animation in areas when a
demonstration is needed.
Content: There are ample of information
on the products: designer, size, material,
assemble requirement, care instruction and
color. What is lacking is if the product
is available in stock. Other feature in the
menu bar include: store experience,
direction, store hours and location, job,
solutions, product recall, company history,
site index, related product, customer
service, catalog request and product
advertise-ment. However, in has a very
clumsy internet order form and no search
feature.
Navigation: The navigation is easy
to use and intuitive. There are many entry
points and the main menu always
consist of three items: IKEA near you,
customer service, and about IKEA
with two ways of finding products. There
is also a list of page that trace where you
have been so you can always back-
track without using the backward button .
LOGO
NAVIGATION
BODY

5. IKEA Research Overview Competitor Website Target
Homepage
Homepage
Product Selection
Product Selection
Michael Graves Design
Product Details
Children Furniture
Non-Funiture
New Products
ABOUT TARGET
We repeatedly show our guests that we can
anticipate their lifestyle needs by interpreting
current season fashions and presenting
them in tightly-edited assortments that
are easy to understand. Through careful
development of owned brands including
Xhilaration, Restore & Restyle and
Archer Farms — and through partnerships
with renowned designers such as Michael
Graves, Mossimo Giannulli, Sonia Kashuk,
and Stephen Sprouse, we are able
to offer our guests exclusive product designs
and sophisticated style at exceptional value.
Within the discount industry, this approach
is unique to Target Stores, and it helps
to reinforce our distinct brand character and
fuel our continued growth.
http://media.corporateir.net/media_files/NYS/tgt/targetar01
/letter/index.htm
ANALYSIS
Feel: The site has the feel of Amazon.com’s
website. Not surprisingly it is operated
in co-operation with Amazon.com.
There is lots of banner, boxes, categories
and equally variety of colors and text.
Overall having a chaotic layout and busy
format, but it does provide lots of information.
Design element: Strong red bar used to
head category markers with thin gray lines
to compartmentalize products. White as
being the background color.
Interaction: No rollover but does have
buttons show blue outline when selected.
Content: Here is a simple, basic content
on just about the products that are being sold.
Navigation: The navigation clear with
entry point on top of the screen and bottom
and on the left hand side.
IKEAIKEAIKEAIKEA

6. IKEAIKEA
Products
Quality & Care
Bedroom Selection
My Account
Beds Selection
Finance Options
Product Detail
My Shopping Cart
ABOUT ETHAN ALLEN
At Ethan Allen, we’re dedicated to providing
you superior quality home furnishings
at a good, honest value. We support our
innovative Classic and Casual indoor
and outdoor furnishings with a commitment
to service that goes beyond the expected.
These principles, set over 67 years ago,
remain at the forefront of everything
we do and that’s why today “everyone’s
at home with Ethan Allen.”
Since 1932, Ethan Allen has been dedicated
to helping millions of consumers create
beautiful, comfortable homes. As a total
home furnishings resource, we offer
everything you need to furnish your home
from floor to ceiling and wall to wall. Over
the past decade, we’ve anticipated
changing lifestyles by expanding
our product lines across two basic style
categories: Casual, appealing to today’s
more relaxed lifestyles, and Classic, for
people who want contemporary
interpretations of traditional furnishings.
But it’s not just stylish furniture that has
built our brand and our reputation. Our
combined focus on quality, style, service and
value has sparked an innovative approach
to manufacturing and retailing.
http://www.ethanallen.com/ea/com.ethanallen.ecom.Frame
DirectorServlet?top=7&body=6
ANALYSIS
Feel: The site is very clean with very control
use of color blue that compliments the
circular logo. The images are beautifully
photographed with white lighting.
Design element: Very minimal design
elements, mainly bars and lines.
Interaction: No rollover but does have buttons
show blue outline when selected.
Content: Here is a simple, basic content on
just about the products that are being sold.
Navigation: The navigation clear with entry
point on top of the screen and bottom
and on the left hand side.
Research Overview Competitor Website Ethan Allen
Homepage

7. IKEAIKEA Research Overview Competitor Website Design Within Reach
Homepage
Product Categories
Search
Product Selection
Frequently Asked Questions
Sign In
Designer Biographies
Newsletter Sign Up
Small Space
ABOUT DWR
Design Within Reach provides easy access
to well-designed furniture frequently found
only in designer showrooms. This San
Francisco based company is a one-stop
resource for some of the most exciting
furniture designers internationally. Founder
Rob Forbes, a professional designer himself,
sums it up this way: “The desire to deliver
great products to a broader group of people
and to elevate the interest in legitimate
design, has been here since the Bauhaus.
Our goal is simply to accelerate the way that
design gets to the public and to take
advantage of the most current technology in
this process. In Europe, furniture design is
taken more seriously and the public has
greater access to well-designed products. We
expect to emulate that.”
The furniture available includes classic
designs by Ray and Charles Eames, Mies
van der Rohe, Alvar Aalto, George Nelson,
Marcel Breuer and many others. Also
featured are designs by young designers
including Phillipe Starck, Ron Arad, Jorge
Pensi, Enrico Franzolini ....
http://www.dwr.com/aboutdwr.cfm
ANALYSIS
Feel: The site has a very modernist style. The
is a very structured layout with lots of
white space. Picture and type are contained in
box grid. Along with the grid there are san
serif type and red, black and white color
usage. The image treatment of products
are shot on a clean white background.
The page through out the website have a very
consistent look with the logo and menu bar
placed in the same location.
Design element: Comprise lots of open white
space with lines.
Interaction: Rollover turns black type to red
and when selecting a button there appears a
blue outline.
Content: The features unique to DWR are the
biographies of designers that have furnitures
listed. There are the usual features of
products, search, catalog, and collection.
Navigation: The navigation clear with entry
point on top of the screen and bottom and on
the left hand side.

8. IKEAIKEA Research Overview Competitor Website Levitz, Eurway, Funiture.com
Homepage Homepage Collection Selection
ANALYSIS
Feel: This site is very disorganized both in terms of visual hierarchy and
content.
Design element: Strong usage of red, it being the identity to Levitz. There
are a repeated use of shadow being behind picture and arrows. There is a
point of over doing it. Other than these there are no strong design elements.
Interaction: Rollover becomes a gradation of white to grey, which make it
similar to the background color of the site. Not a good choice.
Content: Too simple to the point that the site do not offer picture of products
or any ways to order items through their site.
Navigation: The navigation is very basic.
ANALYSIS
Feel: Eurway has not a strongly formulated grid thus the elements seems
to float throughout the site.
Design element: A very stylized usage of a purple shadow. Many times it
have a very un-natural feel.
Interaction: A red underline appear when items are selected. Also there is
a simple animation of the tag line.
Content: Here is a simple, basic content on just about the products that
are being sold.
Navigation: The navigation clear with all the needed selections to make
purchase and finding products easy.
ANALYSIS
Feel: Very chaotic and messy.
Design element: There are two conflicting grid: one being left justified and
the other being centered. Overall the elements work against each other.
Interaction: No rollover but does have a drop down selection.
Content: Confusing that this company sells many of their pieces together
in collections and no clear way to indicate this.
Navigation: The navigation is confusing because there is no consistent set
location for secondary selections of items.

9. IKEAIKEA
LIFESTYLETOM TAYLOR
AGE: 20
OCCUPATION: Student
INCOME: $5,000.00
EDUCATION: Community college
LOCATION: Palo Alto, California
MARRIAGE: Single
SHOPPING EXPERIENCE: I use IKEA as a one-stop shopping center
for all funiture.
ITEMS FROM IKEA: My computer desk, shelves, coffee table, lamps,
and dinner table and next will be a sofa.
WHAT LIKE / DISLIKE OF IKEA: The price is great and the style is
fun and hip
COMPUTER EXPERIENCE: 8 years with extensive usage both for
school and personal
INTERNET EXPERIENCE: 6 years with daily usage
INTENTIONS FOR USING THE SITE:
Use the site to see what items are need for the new apartment when
I move off campus.
Use the site to get idea for small space arrangements.
Use the site to find the location, hours, and phone number.
Would like to use the site more to purchase orders.
NEEDS:
To find items for kitchen, computer desk, and
bedroom.
To find more storage space.
Find items easily and fast.
Have an easier way to order on line.
SOLUTIONS:
To have website that arrange items according to
rooms a building.
To provide a suggestion column.
A overall sitemap and a reference list of other
similar users purchase products.
Have a direct link of product to the shopping basket.
IKEAIKEA Research Overview User Profile Tom Taylor

10. AGE: 35
OCCUPATION: Housewife
INCOME: $0.00
EDUCATION: High school level
LOCATION: Schaumburg, Illinois
MARRIAGE: Married
SHOPPING EXPERIENCE: I enjoy the wide variety of things on
display. I usually don’t buy the things I was really want, but some
other things.
ITEMS FROM IKEA: I have two clocks, two lamps, and some
garden furniture and its all been very good.
WHAT LIKE / DISLIKE OF IKEA: It has good quality furniture and
good prices.
COMPUTER EXPERIENCE: 3 years with limited usage at home
INTERNET EXPERIENCE: 2 years with 3-4 times weekly
IKEAIKEA Research Overview User Profile Theresa Randall
LIFESTYLETHERESA RANDALL
INTENTIONS FOR USING THE SITE:
Use the site mainly to browse for new items.
May not ever buy things from the internet because of fear
of credit card fraud
Like to look at article and feature that gives suggestions on ways
to decorate.
NEEDS: SOLUTIONS:
Friendly and easy navigation.
Sense of security that no credit card fraud.
To have experts and specialists to provide home
decoration ideas.
Sign up for weekly sales and newsletters so she
don’t even need to look up IKEA’s site.
To provide a third party security system or an at
home credit card verifier.
Provide many sections that offer solutions and
suggestions.

11. IKEAIKEA
LIFESTYLE
AGE: 30
OCCUPATION: Civil engineer
INCOME: $87,000.00
EDUCATION: University level
LOCATION: Plainview, New York
MARRIAGE: Married
SHOPPING EXPERIENCE: You have to walk through a lot of floors
before you can get to what you want. At first I did not mind, I could use
the browsing to find some interesting things, but now it becomes a
hassle. Then again for the price it does well.
ITEMS FROM IKEA: Just about everything from one time or another.
WHAT LIKE / DISLIKE OF IKEA: The quality and service need to be
improved, but I could still get away with an apartment full of furniture
at a reasonable price.
COMPUTER EXPERIENCE: 7 years with limited usage to work.
INTERNET EXPERIENCE: 7 years with almost daily usage
IKEAIKEA Research Overview User Profile Eric Neal
ERIC NEAL
INTENTIONS FOR USING THE SITE:
Use the site to find out what furniture are available and in what colors.
Use the site to find the location, hours, and phone number.
Would like to use the site more to purchase orders.
NEEDS:
Find items easily and fast.
To find the it quick and without going though
many layers
Have an easier way to order on line.
SOLUTIONS:
A overall sitemap and a reference list of other similar
users purchase products.
To have many ways to find an IKEA store on
the homepage
Have a direct link of product to the shopping basket.

12. AGE: 37
OCCUPATION: Guitarist
INCOME: $1,800,000.00
EDUCATION: College level
LOCATION: Hollywood, California
MARRIAGE: Single
SHOPPING EXPERIENCE: I hate the forced path with no sales
person to get assistance and it all end up in a big huge warehouse.
ITEMS FROM IKEA: An broken desk lamp in the garage now as a
tool lamp.
WHAT LIKE / DISLIKE OF IKEA: The place sucks. Nothing worthy
of buying.
COMPUTER EXPERIENCE: 11 years with extensive usage both for
business and personal
INTERNET EXPERIENCE: 4 years with almost daily usage
IKEAIKEA Research Overview Non-User Profile Mark Foster
LIFESTYLEMARK FOSTER
NEEDS: SOLUTIONS:INTENTIONS FOR USING THE SITE:
Maybe will use the site to help a friend find direction or telephone or
hours.
Never buy things from IKEA because don't like the generic knock off feel
of the products.
SOLUTIONS:NEEDS:
N / A
N / A
N / A
N / A

13. Fun
Britany Spears
Volkswagen
Marie Claire
Bagel
Detroit
Gap
Koala Bear
Budweiser
Charlie Brown
Star Wars_____
Decaf
Plexiglass
Friends _____
Brad Pitt
Urban
animal
magazine
car
celebrity
tv show
cartoon character
musician
city
food
cocktail
clothing label
SQUID
WIRED MAGAZINE
HONDA CIVIC
CATHERINE ZETA JONES
FRIENDS
JOHNNY BRAVO
PHISH
SAN FRANCISCO
PAD THAI
MARGARITA
GAP
PROJECTION TECHNIQUES
BRAND PERSONALITY
VISUAL GUIDE
IKEAIKEA Analysis Brand Attribute & Visual Guide
MarilynManson
Porsche
Vogue
Croissant
Paris
Prada
Rattle Snake
Heineken
The Grinch
Blade Runner
Espresso
Crystal
ER
Kevin Spacey
Rural
Britany Spears
Volkswagen
Marie Claire
Bagel
Detroit
Gap
Koala Bear
Budweiserr
Charlie Brown
Star Wars_____
Decaf
Plexiglass
Friends _____
Brad Pitt
Urban
BRAND PERSONALITY
MarilynManson
Porsche
Vogue
Croissant
Paris
Prada
Rattle Snake
Heineken
The Grinch
Blade Runner
Espresso
Crystal
ER
Kevin Spacey
Rural
Transparent
Many
Speed
Individual
Units

14. IKEAIKEA Analysis Creative Brief
KEY USER TYPES & INTENTIONS
Type I
NAME: Theresa Randall
AGE: 35
OCCUPATION: Housewife
INCOME: $0.00
EDUCATION: High school
LOCATION: Schaumburg, Illinois
SHOPPING EXPERIENCE: I enjoy the wide variety of things on display.
I usually don’t buy the things I was really want, but some other things.
ITEMS FROM IKEA: I have two clocks, two lamps, and some garden furniture
and its all been very good.
WHAT LIKE/DISLIKE OF IKEA: It has good quality furniture and good prices.
INTENTIONS
° May not ever buy things from the internet because of fear of credit card fraud
° Like to look at article and feature that gives suggestions on ways to decorate.
Type II
NAME: Eric Neal
AGE: 30
OCCUPATION: Civil engineer
INCOME: $87,000.00
EDUCATION: University
LOCATION: Plainview, New York
SHOPPING EXPERIENCE: You have to walk through a lot of floors before you
can get to what you want. At first I did not mind, I could use the browsing and
maybe find some interesting things, but now it becomes a hassle. Then again
for the price it does well.
ITEMS FROM IKEA: Just about everything from one time or another.
WHAT LIKE/DISLIKE OF IKEA: The quality and service is let to be improved,
but I could still get away with an apartment full of furniture at a reasonable
price tag.
INTENTIONS
° Use the site to find out what furnitures are available and in what colors.
° Use the site to find the location, hours, and phone number.
° Would like to use the site more to purchase orders.
Type III
NAME: Tom Taylor
AGE: 19
OCCUPATION: Community college student
INCOME: $5,000.00
EDUCATION: College
LOCATION: Palo Alto, California
SHOPPING EXPERIENCE: I like it. I get most of my apartment furnishing
at IKEA. It has pretty much all that I need for my place: the light bulbs, bed
sheets, sofa.
ITEMS FROM IKEA: Almost everything, except the chest it was from grandma.
WHAT LIKE/DISLIKE OF IKEA: I like IKEA because I basically got everything
there. But there are times when things are not quite right. Where things are
missing or wrong screws.
INTENTIONS
° Find out the location.
° Want to find out pricing to either bring the check book or credit cards.
COMPETITION
° www.ethanallan.com
° www.target.com
° www.crateandbarrel.com
° www.dwr.com
° www.levitz.com
° www.jenniferfurniture.com
° www.pier1.com
° www.costplus.com
° www.officedepot.com
° www.officemax.com
° www.staples.com
° www.costco.com
° www.furniture-cheap.com
° www.hermanmiller.com
° www.wickesfurniture.com
° www.kmart.com
° www.furniture.com
° www.lazboy.com
° www.ashleyfurniture.com
° www.sealy.com
° www.amazon.com
° www.ebay.com
° www.leons.ca
° www.homedepot.com
° www.walmart.com
° www1.jcpenney.com
° www.williams-sonoma.com
° www.fredmeyer.com
° www.potterybarn.com
° www.restorationhardware.com
° www.bedbathandbeyond.com
° www.lnt.com
° www.marthastewart.com
COMPETITION
° www.ethanallan.com
° www.target.com
° www.crateandbarrel.com
° www.dwr.com
° www.levitz.com
° www.jenniferfurniture.com
° www.pier1.com
° www.costplus.com
° www.officedepot.com
° www.officemax.com
° www.staples.com
° www.costco.com
° www.furniture-cheap.com
° www.hermanmiller.com
° www.wickesfurniture.com
° www.kmart.com
° www.furniture.com
° www.lazboy.com
° www.ashleyfurniture.com
° www.sealy.com
° www.amazon.com
° www.ebay.com
° www.leons.ca
° www.homedepot.com
° www.walmart.com
° www1.jcpenney.com
° www.williams-sonoma.com
° www.fredmeyer.com
° www.potterybarn.com
° www.restorationhardware.com
° www.bedbathandbeyond.com
° www.lnt.com
° www.marthastewart.com

15. “To make home furnishing fun and exciting by providing the best value, variety, and freshness
with easy access and dependability.”
New Brand Identity
Coming up with a new brand identity: With five key categories, Benefit, Culture, Personality, and Value, attributes were brain stormed;
and from each category two most important attributes were selected. From these selected word a new brand identity is created.
IKEAIKEA Concept
BENEFIT
cost effective
cheap
big
variety
shopping experience
enjoyable
pleasing
window shopping
see design furniture
see possibilities
value
stylish
affordable
CULTURE
efficient
populous
equality
fun
youth
freshness
choice
heritage
PERSONALITY
youth
environmental
people company
economical conscience
sympathetic
in tuned
leader
trendy
non threatening
friendly
fun
enjoyable
relaxed
big
VALUE
cheap price
convenient
time saving
accessible
safe
dependable
central
well known
European heritage
NEW BRAND IDENTITY

16. Coming up with a new function: With the new brand identity, key words
were picked out to extrapolate users' potential question and possible solutions.
beginner
value
variety
trendy
Q I have no preference. How should I even begin? I don’t know what I need. How should I start? I just got to learn how to balance my check book. How am I know how much to spend on furniture?
Q I have a certain furniture but also want to see similar ones of same price? What are on sale?
Q I always find it wonderful to have so many choices, but what can I do to see everything? How could I see all the possible colors of an item that is offered? I there a better way to show size of a product?
Q I am always seeing new items, but what is really cool? With all the choice, I would like to know which ones are selling the most?
A Provide emails that update growing trends in the fashion
world and music and provide items from IKEA that
parallel them.
A Provide a small thumb nail version of all the items in a category and also provide a
streaming flow of items that constantly passes across the screen.
A Provide a choice of listing items by price and also have items listed that
was purchased by other fellow buyers.
A Provide a general style guide or show items that
was purchased by other people of similar back-
ground.
Provide a “to what is needed list” similar to
what the post office offer in its “list of things to
do “x” day before moving.”
Provide a general worksheet with charts and formulas of household income, saving, expenses,
potential earning, debt etc.
Provide as banners constantly undated
and also send individual emails to customers
on up and coming sales.
Provide a swatch on the bottom of the page. Provide a relative body or body part next to the
item. Also provide a measure tool that allows
the customer to measure there own places.
Provide a list of the fastest selling items, the most items sold, and the
longest selling item. Also provide a list that other people bought along with
the item that you have purchased.
New FunctionsIKEAIKEA Concept
“To make home furnishing fun and exciting by providing the best value, variety, and freshness
with easy access and dependability.”

17. size
character
variety
availability
add to cart
search
info
check out
assemble
instruction
homepage
product solution store search info
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
cookery
cabinet
chair
table
lights
add to cart
pan type1
pan type2
pan type3
knife type1
knife type2
knife type3
rack type1
rack type2
rack type3
more product
layouts
budget
new couples
single
children
house
apartment
location
hours
direction
contact
facility
layout
purchase experience
policy
employment
history
to the community
policy
employment
catalog
investors
stores
input
list
categories
alphabetical
mission
time table
president
message
returns
equal employment
guarantee
annual report
goals
media
president
messageamount
payment
address
accept
revise
sign in bulletin
new stores sale recall promo
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
solution1
solution2
solution3
solution4
solution5
IKEAIKEA Analysis Site Map
Primary
Secondary
Tertiary

18. IKEAIKEA Analysis Customer Path Tom Taylor
homepage
product store search info
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
more product
layouts
budget
new couples
single
children
house
apartment
location
hours
direction
contact
facility
layout
purchase experience
policy
employment
input
list
sign in bulletin
new stores sale recall promo
history
to the community
policy
employment
catalog
investors
stores
1
2
3
4
5
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
6
solution1
solution2
solution3
solution4
solution5
8
7
9
solution
NAME: Tom Taylor
AGE: 19
OCCUPATION: Student
INCOME: $5,000.00
EDUCATION: Community college
LOCATION: Palo Alto, California
SHOPPING EXPERIENCE: I use
IKEA as a one-stop shopping center
for all furnitures.
ITEMS FROM IKEA: My computer
desk, shelves, coffee table, lamps, and
dinner table and next will be a sofa.
WHAT LIKE / DISLIKE OF IKEA:
The price is great and the style is new.

19. NAME: Theresa Randall
AGE: 35
OCCUPATION: Housewife
INCOME: $0.00
EDUCATION: High school
LOCATION: Schaumburg, Illinois
SHOPPING EXPERIENCE: I enjoy
the wide variety of things on display.
I usually don't buy the things I was
really want, but some other things.
ITEMS FROM IKEA: I have two
clocks, two lamps, and some garden
furniture and its all been very good.
WHAT LIKE/DISLIKE OF IKEA:
It has good quality furniture and
good prices.
IKEAIKEA Analysis Customer Path Theresa Randall
homepage
product solution store search info
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
more product
layouts
budget
new couples
single
children
house
apartment
location
hours
direction
contact
facility
layout
purchase experience
policy
employment
history
to the community
policy
employment
catalog
investors
stores
input
list
sign in bulletin
new stores sale recall promo
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
1 2
3
4
5
solution1
solution2
solution3
solution4
solution5
9
6
10
8
7
11
12
13
16
15
14
chairs
sofas
tables
footstool
side table
sofa beds
add to cart
17
size
character
variety
availability
add to cart
search
info
check out
assemble
instruction
sofas1
sofas2
sofas3
sofas4
sofas5
sofas6
sofas7
20
19
21
22
18
23

20. IKEAIKEA Analysis Customer Path Eric Neal
size
character
variety
availability
add to cart
search
info
check out
assemble
instruction
homepage
product solution store search info
kitchen
bedroom
living room
bathroom
office
garden
children
accessory
cookery
cabinet
chair
table
lights
add to cart
pan type1
pan type2
pan type3
knife type1
knife type2
knife type3
rack type1
rack type2
rack type3
more product
layouts
budget
new couples
single
children
house
apartment
location
hours
direction
contact
facility
layout
purchase experience
policy
employment
history
to the community
policy
employment
catalog
investors
stores
input
list
amount
payment
address
accept
revise
sign in bulletin
new stores sale recall promo
NAME: Eric Neal
AGE: 30
OCCUPATION: Civil engineer
INCOME: $87,000.00
EDUCATION: University
LOCATION: Plainview, New York
SHOPPING EXPERIENCE: You have
to walk through a lot of floors before
you can get to what you want.
At first I did not mind, I could use the
browsing and maybe find some
interesting things, but now it becomes
a hassle. Then again for the price it
does well.
ITEMS FROM IKEA: Just about
everything from one time or another.
WHAT LIKE/DISLIKE OF IKEA:
The quality and service is let to be
improved, but I could still get away
with an apartment full of furniture at
a reasonable price tag.
1
3
2
4
5
6
7
8
9
11
10
13
12

21. Products & Solutions Overlapping Factors of Needs Target
Page of Book Floor Plan Supermarket
Propose IKEA-USA.com’s Mission
° Idea that IKEA is able to offer you solution
and products to the solutions.
° Keep a clean look for a modernistic feel
° There is little use of color in the text.This
is to place emphasis on the color
photography of the products
° No buttons will be used because of the
added visual complexity to a simplistic feel
Propose IKEA-USA.com’s Mission
° To have shade of relevance to what the user
is searching
° The circles are factors or products that the
user is looking for. Instead of offering a list
of solutions in equal value, this method
shows the degrees and areas of shared
characteristics
° To have a fun and playful mood
Propose IKEA-USA.com’s
Mission
° To have a metaphor that IKEA is the one
stop for all your needs
° The concentric circle could be used as
different virtual floors to a showroom of
products or it could be classifications to
different lines of products or it could be
navigation buttons
° The simplistic nature of a circle is similar to
IKEA's core values and brand
Propose IKEA-USA.com’s
Mission
° To be able to see the location of where
you are in the site
° To offer a visual reference to where things
are in the site
° Able to sequence item as a logical path to
take in order to purchase an item or to
return an item
° The ease of the book can not be overstated,
even in this technological advanced stage
of your world. To have the web site have the
ease of a physical book
Propose IKEA-USA.com’s
Mission
° Having a quick visual reference that deals
with house furnishing and interior
decoration
° To suggest the level of sophication of a
architectural blue print to IKEA's product
° Having a navigation device that is intuitive
to locating products that would be place in a
home setting
Propose IKEA-USA.com’s
Mission
° Metaphor to IKEA's vast array of products
° To stress size and volume at an IKEA store
° The open, clean page is to counter the
complexity of showing many products at
one time
° The two point perspective is to have an
endless feel
MOMENT
computer desk
Tempered glass is stronger and more durable than
ordinary glass.
If tempered glass is damaged, the edges rarely
become sharp.
Easy to assemble; no tools required.
Easy to move. Castors are included and all are
lockable.
design: Niels
product description
Design: metal glass
Height: 28 3/8"
products
solutions
store
Web Site LayoutIKEAIKEA Concept

22. Product
Image
Homepage
Product Details
Store Location
Solution
Logo
location
hours
direction
contact
facility
layout
purchase experience
policy
employment
Store Location
Bulletin
new stores
recall
sales
promo
new stores
Product
Solution
Store Location Privacy Policy
IKEAIKEA Analysis Proposal Schematics Structure
SearchAbout IKEACustomer ServiceShopping CartSign In
Product
Image
tt Product
Image
Product
Image
Product
Image
Logo Bulletin
new stores
recall
sales
promo
new stores
Product
Solution
Store Location Privacy Policy
SearchAbout IKEACustomer ServiceShopping CartSign In
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
living room
kitchen
dining room
bed room
bath room
garden
office
children room
accessory
sale
small Product
medium Product
large Product
young couples
apartments
lofts
t
Logo Bulletin
new stores
recall
sales
promo
new stores
Product
Solution
Store Location Privacy Policy
SearchAbout IKEACustomer ServiceShopping CartSign In
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
living room
kitchen
dining room
bed room
bath room
garden
office
children room
accessory
sale
small Product
medium Product
large Product
young couples
apartments
lofts
area rugs
bed frames
bedside tables
bunkbeds
drawers
lamps
mattresses
mirrors
wardrobes
t
Logo Bulletin
new stores
recall
sales
promo
new stores
Product
Solution
Product Suggestion
Store Location Privacy Policy
SearchAbout IKEACustomer ServiceShopping CartSign In
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Product
Image
Solution
Image
Product
Image
Product
Image
living room
kitchen
dining room
bed room
bath room
garden
office
children room
accessory
sale
small Product
medium Product
large Product
young couples
apartments
lofts
map
mattresses
pillows
sheets
side table
lamps
drawers

23. Website HomepageIKEAIKEA Design
store location: CA MD NJ NY PA TX VAIL WA
privacy?policy
IKEA near you enter zip...IKEA near you
Search
Searchproducts solutions sign in shopping cart customer service about IKEA
store location: CA MD NJ NY PA TX VAIL WA
privacy?policy
enter zip...IKEA near you
Searchproducts solutions sign in shopping cart customer service about IKEA
store location:
bathroom lighting
If your home could use a bit more space,
try this experiment. Lie flat on your back
and look up. What do you see? Lots of
beautiful, unused space. Now get up and
look behind doors, up walls, under beds.
More space! Starting with the next few
pages, IKEA shows you how to Think
Cubic. That means using the entire width,
depth and height of your home leaving
Solutions
CA MD NJ NY PA TX VAIL WA
solutions
products
privacy?policy
Product information:
Length: 81 "
Width: 55 3/4"
Mattress width: 53 1/8 "
Mattress length: 74 3/8 "
Headboard height: 35 3/8
EKEBERG $349.00
bed
enter zip...IKEA near you
Buy it Now !
more>>
more>>
newest for this season . . .
more in the same room . . .
more of the same topic . . .
most frequently viewed . . .
more selection . . .
same material . . .
same color. . .
items in this room . . .
beds
mattresses
cushions
wardrobes
chest
dressing table
mirrows
chairs
shelves
living room kitchen dining room bed room bath room garden office children room accessory sale
young couples small space medium space large space dormitory loft home
new
items
s
es
rs
ves

24. WebsiteIKEAIKEA Design
Search
Searchproducts solutions sign in shopping cart customer service about IKEA Searchproducts solutions sign in shopping cart customer service about IKEA
living room kitchen dining room bed room bath room garden office children room accessory sale
Search & Cross Sales
Buy it Now !
more>>
store location: CA MD NJ NY PA TX VAIL WA
privacy policy
HJÄLTÖN
sofa
ALUNIT
halogen lamp
RISLEV
long pile rug
PASTILL
screen
EKSJÖ
coffee table
GRANAT
cushion
Plenty of Room for 4
Two kids and two working parents can live
comfortably in a 1,200 sq. ft. home, but it
takes planning. When you make good use
of walls, ceilings, space inside cabinets
and under beds, you have penty of room
left for living.
The best way to keep cleaning at a
minimum is not to make a mess. This is
Product information:
Key features
Handwoven; each piece of furniture is
unique.
Plastic feet; protect the furniture if in
contact with a moist surface.
MASO/$69.99
chair
1 2 3 4 5
chair cushion
pillows
sheets
accessorize
IKEA near you
throws
lamps
tables
area rug
enter zip...IKEA near you
closesection
product suggestion
more>>
closesection
newest for this season . . .
more in the same room . . .
more of the same topic . . .
most frequently viewed . . .
solutions
products
living room kitchen dining room bed room bath room garden office children room accessory sale
young couples small space medium space large space dormitory loft home
more selection . . .
same material . . .
same color. . .
this catagory only
all items
items in this room . . .
new
items
m
in t
m
in thh

25. WebsiteIKEAIKEA Design
Search
Searchproducts solutions sign in shopping cart customer service about IKEA Searchproducts solutions sign in shopping cart customer service about IKEA
Expanded Solutions Section
store location: CA MD NJ NY PA TX VAIL WA
privacy policy
plenty of room for 4
Two kids and two working parents can live
comfortably in a 1,200 sq. ft. home, but it
takes planning. When you make good use
of walls, ceilings, space inside cabinets
and under beds, you have penty of room
left for living.
The best way to keep cleaning at a
minimum is not to make a mess. This is
personalize your storage
Mail and newspapers can cause a lot of
clutter. Buy a tiered box or rack to put in
your hallway. Sort mail and slip it into the
slots. Newspapers should be placed in
magazine racks.
Use tin canisters to store small toys such
as toy cars and action figures. Let your
living room for the kids
Large toy boxes look nice but it is
impossible to keep them organized. Toss
them out and replace them with shelves.
IKEA near you enter zip...IKEA near you
closesection
product suggestion
more>>
more>>
more>>
newest for this season . . .
more in the same room . . .
more of the same topic . . .
most frequently viewed . . .
solutions
products living room kitchen dining room bed room bath room garden office
young couples small space medium space large space dormitory loft home
new
items
HJÄLTÖN
sofa
ALUNIT
halogen lamp
RISLEV
long pile rug
PASTILL
screen
EKSJÖ
coffee table
GRANAT
cushion
Billy
bookcase
BONDE
storage units
MAGILER
storage units
IVAR
storage units
TV-UNIT
media accessories
MASO
chair
FELICIA
throw
KULLEN
chest