My approach involves beginning with the typical user journey and identifying pain points that require improvement. I completed this task for the 3 primary user personas and developed solutions tailored to address their specific pain points.

For instance, with Emilia, a 30-year-old individual who is moving to a new place, I identified several pain points, such as "must check manually if products are available online or in store".

These pain points corresponded to specific steps in Emilia's user journey, which I then focused on to develop solutions.

When moving to a new place, we often find ourselves purchasing new furniture. However, the process of shopping for furniture can be exhausting, especially when we forget to purchase something and have to go back to the store the next day.

To alleviate this pain point, we propose the "smart wishlist" feature. From a landing page dedicated to each room, users can create a list and select the products they want to add. This feature also presents a business opportunity for cross-selling complementary products.

The benefits of the "smart wishlist" feature include the ability to remove items that the user already has and does not need to purchase, avoiding the risk of forgetting an item in the store, and eliminating the need to search through various category pages to find the desired product. Instead, we provide a direct link to the specific product the user is looking for."

During the early stage analysis and the data provided by the client, it became clear that Ikea users were frequently accessing the website through mobile devices but were not completing funnels.

An ergonomic audit revealed that the issue was due to technical and usability problems. As a solution, we recommended implementing a new, user-friendly mobile funnel that would improve the user experience and encourage greater engagement with the website.