IKEA Customer Service Pages

Redesigning 80+ global support pages so customers help themselves instead of contacting support.

Photo by Rodion Kutsaiev on Unsplash

The problem

Customer service pages across 32 markets had been updated ad-hoc for years. Hard to find, out of date, inconsistent. Customers gave up and called the support centers instead.

My role

Sole UX designer: research, information architecture, content strategy, prototyping, user testing, UI, and performance follow-up. Also presenting to management and onboarding stakeholders.

Approch

I ran a global inventory of all 80+ pages and proposed a clear structure, validated with card sorting. Rather than a big-bang redesign, we shipped incremental updates to business-critical pages first, each one A/B or usability tested before launch.

The redesign also surfaced a deeper problem: unclear ownership and governance. So I defined content vs page ownership and an implementation process for markets, the hardest part turned out to be getting markets to adopt and launch locally, not the design itself.

I realized that to understand the scope more in detail, and especially to explain the scope to stakeholders, I needed to do a global inventory of the pages and propose a structure of the existing and future pages.

Results

61% fewer clicks to Contact us
68% lower exit rate
Reduced traffic to support, supporting IKEA's shift to self-service
Pages better connected to the customer journey

We see as immediate impact -61% click rate on Contact us, meaning users at this stage are less in need of CSC support, and also an exit rate 68% lower.

Returns and claims page in Belgium

Overall, the new pages are built to link to each other or other relevant pages depending on step of the journey where user might be. This can be observed by the increased traffic or relevant linked pages.

Redesign of the Returns and claims section in Belgium

Get in touch

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