IKEA Contact us routing

Help customers help themselves, surfacing self-service first and contact options only when needed.

Photo by Ruslan Bardash on Unsplash

The problem

IKEA showed every contact option, call, chat, social, all at once, without knowing why the customer was there. The result: long queues, frustrated customers, and "hidden calls" where people browsed, spotted the phone number, and left.

My role

Sole UX designer: research, prototyping, user testing, UI, performance follow-up, and stakeholder presentation.

Approach

Instead of showing contact details up front, I designed a single-page flow that routes customers by their reason for contact toward the right self-service option, surfacing how to reach IKEA only when needed. I validated the routing with a tree test, then tested the concept through several Figma prototypes in Userzoom.

The web app was only half of it. It needed a strategy to work: steering users from the lobby and contact pages, catching those who couldn't find answers on subpages, removing scattered contact methods elsewhere, and shifting email and SMS language from "contact us" to "help you help yourself."

Results

80% drop in initiated calls from the Contact us page
Large drop in exit and bounce rate (the "hidden calls")
10% of users clicked a recommended self-service option
Chat satisfaction held steady, even for users who'd wanted a phone number
5.5/7 average on "I would use this step-by-step solution again"

Get in touch

Galveston AB
Murbruksgatan 8
216 46 Limhamn
Sweden
Phone: +46732439720
Email: johan@galveston.se
LinkedIn: @galveston