Improve customer experience using customer journey methodology and experience design
We promise our customer a unique IKEA experience that is thoughtful and meaningful which brings moments of happiness at evert opportunity. Keeping that promise means managing all the moments of interaction that make up their journeys across all our customer meeting points. Customer journey methodology and experience design is the four-phase process we use to improve customer experience.
Purpose of customer journey methodology and experience design
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Customer journeys are a sequence of customer interactions with the IKEA Brand across different moments of interaction and customer meeting points (CMPs). These journeys divide roughly into eight stages, but customers often jump back and forth between these stages rather than following them sequentially. We represent the journeys from a customer point of view (e.g. their needs, pains, wants, emotions).
Experience design is the practice of creating initiatives with a focus on the quality of the user's interaction and perception. It involves a Design Thinking approach that considers all aspects of the user's journey, including emotional, physical, and cognitive factors, to deliver meaningful and engaging experiences, close to our customers.
Customer journey methodology in combination with experience design is a strategic and proactive effort to understand, optimise, design and measure the customer’s experience across their journey. It helps us gain insights into our customers' expectations and needs, identifying pain points and areas for improvement. And ultimately enhancing the overall customer experience at each touchpoint.
The objective of customer journey methodology in combination with experience design is to help create scalable and impactful experiences for IKEA customers. Experiences that are loved by the many and embody IKEA customer experience principles, through deep customer understanding.
Experience design is the practice of creating initiatives with a focus on the quality of the user's interaction and perception. It involves a Design Thinking approach that considers all aspects of the user's journey, including emotional, physical, and cognitive factors, to deliver meaningful and engaging experiences, close to our customers.
Customer journey methodology in combination with experience design is a strategic and proactive effort to understand, optimise, design and measure the customer’s experience across their journey. It helps us gain insights into our customers' expectations and needs, identifying pain points and areas for improvement. And ultimately enhancing the overall customer experience at each touchpoint.
The objective of customer journey methodology in combination with experience design is to help create scalable and impactful experiences for IKEA customers. Experiences that are loved by the many and embody IKEA customer experience principles, through deep customer understanding.
Explore the four phases of customer journey methodology and experience design
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A brief summary of the four phases of customer journey methodology and experience design
1. Prepare: set the objectives and scope
- Define business objectives.
- Scope and plan the work.
- Identify stakeholders.
- Identify and secure resources.
2. Discover: discover and define challenges
- Conduct customer research.
- Create insights from the data.
- Define and describe personas.
- Create the as-is journey map and identify key challenges.
3. Design: explore opportunities and design solutions
- Define the key customer experience principles to guide the solutions.
- Prioritise biggest impact opportunity areas.
- Generate ideas and solutions.
- Create concepts
- Define to-be customer journeys for each persona.
- Create MVP (minimal viable products: the most basic version with essential elements of your concept that can be tested and used to get feedback for the users)
4. Implement: define organisational requirements and owners
- Define organisational requirements (skills, tools, processes, data, etc.).
- Map the relevant teams (owners).
- Align on the next steps and key performance indicators.