Digital Product
Digital Product
Case Study
Case Study
Gamified In-store Experience for IKEA
How we created an in-store treasure hunt that makes a visit to the IKEA more engaging and enjoyable for their younger visitors.
CLIENT
IKEA Ljubljana
CJVT, University
of Ljubljana
YEAR
2023
TEAM SIZE
10+ People
ROLE
Lead Designer
(Contractual)
01
Context
Visiting a furniture store is surely not at the top of any kid's or teenager's to-do list, and who could blame them? They are not the ones buying the furniture, and half of the products they find utterly boring anyway. Also, the sheer vastness of the IKEA store does not help either.
01
Context
Visiting a furniture store is surely not at the top of any kid's or teenager's to-do list, and who could blame them? They are not the ones buying the furniture, and half of the products they find utterly boring anyway. Also, the sheer vastness of the IKEA store does not help either.
01
Context
Visiting a furniture store is surely not at the top of any kid's or teenager's to-do list, and who could blame them? They are not the ones buying the furniture, and half of the products they find utterly boring anyway. Also, the sheer vastness of the IKEA store does not help either.
01
Context
Visiting a furniture store is surely not at the top of any kid's or teenager's to-do list, and who could blame them? They are not the ones buying the furniture, and half of the products they find utterly boring anyway. Also, the sheer vastness of the IKEA store does not help either.
Challenge
Challenge
Challenge
At the beginning of the year IKEA approached the PBG, a company specialised in creating custom gamified solutions, with a request to design an in-store product that would make a visit to the store more engaging and enjoyable for their younger visitors. The initiative is a continuation of IKEA's ongoing efforts to establish itself as a family-friendly destination.
At the beginning of the year IKEA approached the PBG, a company specialised in creating custom gamified solutions, with a request to design an in-store product that would make a visit to the store more engaging and enjoyable for their younger visitors. The initiative is a continuation of IKEA's ongoing efforts to establish itself as a family-friendly destination.
At the beginning of the year IKEA approached the PBG, a company specialised in creating custom gamified solutions, with a request to design an in-store product that would make a visit to the store more engaging and enjoyable for their younger visitors. The initiative is a continuation of IKEA's ongoing efforts to establish itself as a family-friendly destination.
02
My Role
As the lead product designer, I was responsible for the entire product strategy and design execution. This included creating the overall interaction concept and product mechanics, conducting user research and usability testing, executing the entire UI design from wireframes to development handoff, and coordinating contribution from other team members. The final product could not have been released without the close collaboration of the exceptionally talented team of more than 10 members.
02
My Role
As the lead product designer, I was responsible for the entire product strategy and design execution. This included creating the overall interaction concept and product mechanics, conducting user research and usability testing, executing the entire UI design from wireframes to development handoff, and coordinating contribution from other team members. The final product could not have been released without the close collaboration of the exceptionally talented team of more than 10 members.
02
My Role
As the lead product designer, I was responsible for the entire product strategy and design execution. This included creating the overall interaction concept and product mechanics, conducting user research and usability testing, executing the entire UI design from wireframes to development handoff, and coordinating contribution from other team members. The final product could not have been released without the close collaboration of the exceptionally talented team of more than 10 members.
02
My Role
As the lead product designer, I was responsible for the entire product strategy and design execution. This included creating the overall interaction concept and product mechanics, conducting user research and usability testing, executing the entire UI design from wireframes to development handoff, and coordinating contribution from other team members. The final product could not have been released without the close collaboration of the exceptionally talented team of more than 10 members.
03
Strategy
We pitched the idea of creating an in-store treasure hunt that would be both entertaining and educational, bringing IKEA's environmental and sustainability engagements closer to their younger customers. A treasure hunt concept seemed like a perfect fit for several reasons:
03
Strategy
We pitched the idea of creating an in-store treasure hunt that would be both entertaining and educational, bringing IKEA's environmental and sustainability engagements closer to their younger customers. A treasure hunt concept seemed like a perfect fit for several reasons:
03
Strategy
We pitched the idea of creating an in-store treasure hunt that would be both entertaining and educational, bringing IKEA's environmental and sustainability engagements closer to their younger customers. A treasure hunt concept seemed like a perfect fit for several reasons:
03
Strategy
We pitched the idea of creating an in-store treasure hunt that would be both entertaining and educational, bringing IKEA's environmental and sustainability engagements closer to their younger customers. A treasure hunt concept seemed like a perfect fit for several reasons:
Appealing to Youngsters
It offers a dynamic, engaging, and entertaining experience, appealing to the kids and teenagers.
True IKEA DNA
It reflects IKEA’s core brand values: simplicity, cleverness and proactivity.
Product Interactions
It attracts customers to the showroom, encouraging direct interaction with products and exhibition spaces.
Meaningful
It enables the integration of diverse content and messages, such as environmental awareness and sustainability.
04
Highlights
"IKEA Ocean Heroes Treasure Hunt" is an interactive game that takes place in the IKEA showroom. The game consists of five rounds, in each of which players must collect a garbage and an animal sticker to complete the 10-piece sticker album. A delicious IKEA hot dog awaits everyone who successfully finishes the game.
04
Highlights
"IKEA Ocean Heroes Treasure Hunt" is an interactive game that takes place in the IKEA showroom. The game consists of five rounds, in each of which players must collect a garbage and an animal sticker to complete the 10-piece sticker album. A delicious IKEA hot dog awaits everyone who successfully finishes the game.
04
Highlights
"IKEA Ocean Heroes Treasure Hunt" is an interactive game that takes place in the IKEA showroom. The game consists of five rounds, in each of which players must collect a garbage and an animal sticker to complete the 10-piece sticker album. A delicious IKEA hot dog awaits everyone who successfully finishes the game.
04
Highlights
"IKEA Ocean Heroes Treasure Hunt" is an interactive game that takes place in the IKEA showroom. The game consists of five rounds, in each of which players must collect a garbage and an animal sticker to complete the 10-piece sticker album. A delicious IKEA hot dog awaits everyone who successfully finishes the game.
Collecting the Garbage
Collecting the Garbage
Collecting the Garbage
After scanning the QR code on the welcoming board and being presented with the game's instructions and lore, players begin their "Ocean Heroes" treasure hunt.
Each round begins with a quick preview of both missing stickers. Players are then presented with a photo clue of the room where the first sticker is hidden. Once the correct room and the sticker are found, users confirm their discovery by entering the sticker's unique code into the localizer.
After scanning the QR code on the welcoming board and being presented with the game's instructions and lore, players begin their "Ocean Heroes" treasure hunt.
Each round begins with a quick preview of both missing stickers. Players are then presented with a photo clue of the room where the first sticker is hidden. Once the correct room and the sticker are found, users confirm their discovery by entering the sticker's unique code into the localizer.
After scanning the QR code on the welcoming board and being presented with the game's instructions and lore, players begin their "Ocean Heroes" treasure hunt.
Each round begins with a quick preview of both missing stickers. Players are then presented with a photo clue of the room where the first sticker is hidden. Once the correct room and the sticker are found, users confirm their discovery by entering the sticker's unique code into the localizer.
Search for a Missing Animal
Search for a Missing Animal
Search for a Missing Animal
Missing animal is located in the same room as garbage sticker, but hidden in an invisible spot. Players must successfully complete an engaging interactive mini-game, to receive the clue with its exact location.
These contextualised mini-games introduce an interactive element, making the overall experience more dynamic and enjoyable. After collecting the sticker, users are presented with the sticker album, where they can monitor their progress.
Missing animal is located in the same room as garbage sticker, but hidden in an invisible spot. Players must successfully complete an engaging interactive mini-game, to receive the clue with its exact location.
These contextualised mini-games introduce an interactive element, making the overall experience more dynamic and enjoyable. After collecting the sticker, users are presented with the sticker album, where they can monitor their progress.
Missing animal is located in the same room as garbage sticker, but hidden in an invisible spot. Players must successfully complete an engaging interactive mini-game, to receive the clue with its exact location.
These contextualised mini-games introduce an interactive element, making the overall experience more dynamic and enjoyable. After collecting the sticker, users are presented with the sticker album, where they can monitor their progress.
Fun Fact & Award
Fun Fact & Award
Fun Fact & Award
To make the game not only fun but also educational, each round concludes with a fun fact about the just-collected animal. Upon completing the album, players embark on the final quest: claiming the well-deserved award in the shape of a yummy IKEA hot dog!
To make the game not only fun but also educational, each round concludes with a fun fact about the just-collected animal. Upon completing the album, players embark on the final quest: claiming the well-deserved award in the shape of a yummy IKEA hot dog!
To make the game not only fun but also educational, each round concludes with a fun fact about the just-collected animal. Upon completing the album, players embark on the final quest: claiming the well-deserved award in the shape of a yummy IKEA hot dog!
05
Research
If product demands seamless integration of the physical and digital world, conducting direct user research is not merely an option but an absolute necessity. User research and usability testing therefore served as indispensable tools throughout the entire course of the project.
05
Research
If product demands seamless integration of the physical and digital world, conducting direct user research is not merely an option but an absolute necessity. User research and usability testing therefore served as indispensable tools throughout the entire course of the project.
05
Research
If product demands seamless integration of the physical and digital world, conducting direct user research is not merely an option but an absolute necessity. User research and usability testing therefore served as indispensable tools throughout the entire course of the project.
05
Research
If product demands seamless integration of the physical and digital world, conducting direct user research is not merely an option but an absolute necessity. User research and usability testing therefore served as indispensable tools throughout the entire course of the project.
In-store Shaddowing
In-store Shaddowing
In-store Shaddowing
The project began with in-store customer shadowing, coupled with a brief survey of a randomly selected customers. This allowed us to adopt customer perspective, understand their in-store behavior, and gauge their sentiment towards the current IKEA in-store experience.
This approach facilitated our understanding of typical customer types, their average visit times, and how they behave inside the store. We observed that young couples and individual customers often came to the showroom with a specific goal in mind (e.g., buying a new kitchen), while families and friend groups tended to broaden their visit across all departments.
The project began with in-store customer shadowing, coupled with a brief survey of a randomly selected customers. This allowed us to adopt customer perspective, understand their in-store behavior, and gauge their sentiment towards the current IKEA in-store experience.
This approach facilitated our understanding of typical customer types, their average visit times, and how they behave inside the store. We observed that young couples and individual customers often came to the showroom with a specific goal in mind (e.g., buying a new kitchen), while families and friend groups tended to broaden their visit across all departments.
The project began with in-store customer shadowing, coupled with a brief survey of a randomly selected customers. This allowed us to adopt customer perspective, understand their in-store behavior, and gauge their sentiment towards the current IKEA in-store experience.
This approach facilitated our understanding of typical customer types, their average visit times, and how they behave inside the store. We observed that young couples and individual customers often came to the showroom with a specific goal in mind (e.g., buying a new kitchen), while families and friend groups tended to broaden their visit across all departments.
While customer shadowing did not directly contribute to the project's outcomes, it proved to be an invaluable tool in fostering empathy towards our potential users.
Usability Testing
Usability Testing
Usability Testing
Usability tests proved instrumental in incrementally optimizing the game mechanics and product interactions, consistently steering the project in the right direction. Following each round of testing, we synthesized the findings and refined the product based on the insights gained.
Usability tests proved instrumental in incrementally optimizing the game mechanics and product interactions, consistently steering the project in the right direction. Following each round of testing, we synthesized the findings and refined the product based on the insights gained.
Usability tests proved instrumental in incrementally optimizing the game mechanics and product interactions, consistently steering the project in the right direction. Following each round of testing, we synthesized the findings and refined the product based on the insights gained.
Three Rounds of Product Refinements
We conducted usability tests on three separate occasions, and with each session, the areas for improvement became more granular and focused. Every round of testing focused on a particular product area that was deemed problematic during development and/or in the previous usability tests.
Three Rounds of Product Refinements
We conducted usability tests on three separate occasions, and with each session, the areas for improvement became more granular and focused. Every round of testing focused on a particular product area that was deemed problematic during development and/or in the previous usability tests.
06
Design Principles
Research and usability testing enabled us to define core design principles. While it was obvious that our target audience should be kids and teenagers, they typically don't visit IKEA stores alone. Our responsibility was, therefore, to design a product that was enjoyable for everyone involved, including those who participate in it only passively (i.e., parents). Informed by the research, we established four design principles:
06
Design Principles
Research and usability testing enabled us to define core design principles. While it was obvious that our target audience should be kids and teenagers, they typically don't visit IKEA stores alone. Our responsibility was, therefore, to design a product that was enjoyable for everyone involved, including those who participate in it only passively (i.e., parents). Informed by the research, we established four design principles:
06
Design Principles
Research and usability testing enabled us to define core design principles. While it was obvious that our target audience should be kids and teenagers, they typically don't visit IKEA stores alone. Our responsibility was, therefore, to design a product that was enjoyable for everyone involved, including those who participate in it only passively (i.e., parents). Informed by the research, we established four design principles:
06
Design Principles
Research and usability testing enabled us to define core design principles. While it was obvious that our target audience should be kids and teenagers, they typically don't visit IKEA stores alone. Our responsibility was, therefore, to design a product that was enjoyable for everyone involved, including those who participate in it only passively (i.e., parents). Informed by the research, we established four design principles:
Designing for 12+ Years
Children at this age are already capable of following the game independently and moving through the showroom more freely, without the need for constant supervision by adults.
20' Minutes
This timeframe falls within the expected store visit duration. An extended duration would likely lead to a high drop-off rate or dissatisfaction among customers.
Linear Progression
This allows the family or a friend group to advance through the showroom simultaneously.
Simplicity
The game should be easy to follow in the already noisy and distracting environment.
07
Project Specifics
The reason the project was fairly complex is that the final product had to be simple yet engaging. The following is a list of areas that required special attention.
07
Project Specifics
The reason the project was fairly complex is that the final product had to be simple yet engaging. The following is a list of areas that required special attention.
07
Project Specifics
The reason the project was fairly complex is that the final product had to be simple yet engaging. The following is a list of areas that required special attention.
07
Project Specifics
The reason the project was fairly complex is that the final product had to be simple yet engaging. The following is a list of areas that required special attention.
The Story: Ocean Heroes
The Story: Ocean Heroes
The Story: Ocean Heroes
The story had to address four challenges: it had to be fun and engaging, it had to include IKEA products, it had to be educational, and, it had to be applicable to the "treasure hunt" format. In other words, it had to be the glue that held everything together.
Luckily, we had the right man for the job. Our creative lead and copywriter Bor Klemenc Mencin came up with a heartwarming tale titled “Ocean Heroes”.
The story had to address four challenges: it had to be fun and engaging, it had to include IKEA products, it had to be educational, and, it had to be applicable to the "treasure hunt" format. In other words, it had to be the glue that held everything together.
Luckily, we had the right man for the job. Our creative lead and copywriter Bor Klemenc Mencin came up with a heartwarming tale titled “Ocean Heroes”.
The story had to address four challenges: it had to be fun and engaging, it had to include IKEA products, it had to be educational, and, it had to be applicable to the "treasure hunt" format. In other words, it had to be the glue that held everything together.
Luckily, we had the right man for the job. Our creative lead and copywriter Bor Klemenc Mencin came up with a heartwarming tale titled “Ocean Heroes”.
Getting Mechanics Right
Getting Mechanics Right
Getting Mechanics Right
The biggest challenge was the seamless integration of the spatial and digital environments, crafting a smooth, simple, and memorable experience. After several iterations and usability tests, we arrived at a simple solution: a game consists of 10 hidden stickers that users must find and add to their albums.
The stickers have proven to be a convenient tool since they exist in either missing or collected state, serving both as an instruction and a collectible. Each physical sticker is accompanied by a simple password that players use to prove its discovery.
The biggest challenge was the seamless integration of the spatial and digital environments, crafting a smooth, simple, and memorable experience. After several iterations and usability tests, we arrived at a simple solution: a game consists of 10 hidden stickers that users must find and add to their albums.
The stickers have proven to be a convenient tool since they exist in either missing or collected state, serving both as an instruction and a collectible. Each physical sticker is accompanied by a simple password that players use to prove its discovery.
The biggest challenge was the seamless integration of the spatial and digital environments, crafting a smooth, simple, and memorable experience. After several iterations and usability tests, we arrived at a simple solution: a game consists of 10 hidden stickers that users must find and add to their albums.
The stickers have proven to be a convenient tool since they exist in either missing or collected state, serving both as an instruction and a collectible. Each physical sticker is accompanied by a simple password that players use to prove its discovery.
Simplified Guidance
Simplified Guidance
Simplified Guidance
In a noisy environment where everything competes for user attention, a simplified approach to in-game guidance is vital. One such example is instructions, where usability tests revealed that they should emphasize product interaction rather than game mechanics.
Communicating in-game tasks should also be as simple as possible. Consequently, users only need to briefly scan the top half of the instruction card to grasp the task at hand, as it contains all the essential information about the expected action.
In a noisy environment where everything competes for user attention, a simplified approach to in-game guidance is vital. One such example is instructions, where usability tests revealed that they should emphasize product interaction rather than game mechanics.
Communicating in-game tasks should also be as simple as possible. Consequently, users only need to briefly scan the top half of the instruction card to grasp the task at hand, as it contains all the essential information about the expected action.
In a noisy environment where everything competes for user attention, a simplified approach to in-game guidance is vital. One such example is instructions, where usability tests revealed that they should emphasize product interaction rather than game mechanics.
Communicating in-game tasks should also be as simple as possible. Consequently, users only need to briefly scan the top half of the instruction card to grasp the task at hand, as it contains all the essential information about the expected action.
UI System & Asset Management
UI System & Asset Management
UI System & Asset Management
As an outsourced partner of IKEA, we rebuilt the entire UI library from scratch. This newly established UI system and component library streamlined and accelerated the development process, enabling future product iterations and adaptations.
Given the asset-heavy nature of the product, we implemented an asset management strategy right from the outset. The strategy was three-fold: standardizing asset sizes, transforming assets into reusable components, and establishing the Figma file as the single source of truth.
As an outsourced partner of IKEA, we rebuilt the entire UI library from scratch. This newly established UI system and component library streamlined and accelerated the development process, enabling future product iterations and adaptations.
Given the asset-heavy nature of the product, we implemented an asset management strategy right from the outset. The strategy was three-fold: standardizing asset sizes, transforming assets into reusable components, and establishing the Figma file as the single source of truth.
As an outsourced partner of IKEA, we rebuilt the entire UI library from scratch. This newly established UI system and component library streamlined and accelerated the development process, enabling future product iterations and adaptations.
Given the asset-heavy nature of the product, we implemented an asset management strategy right from the outset. The strategy was three-fold: standardizing asset sizes, transforming assets into reusable components, and establishing the Figma file as the single source of truth.
08
Credits
08
Credits
08
Credits
08
Credits
IKEA EXPERIENCE TEAM
Cas Lachaert
Petra Strnišnik
PROJECT MANAGEMENT
Jan Jandl (PBG)
Nina Potočar (PBG)
DESIGN
Gašper Uršič
Gregor Makovec
CONCEPT
Gašper Uršič
Gregor Makovec
Bor Klemenc Mencin
Jan Jandl
STORY & COPY
Bor Klemenc Mencin
ILLUSTRATION
Gregor Makovec
DEVELOPMENT
Izak Glaseničnik
Tjaša Tišler
SOUND FX
Urban Senekovič