IKEA had seen a decline in time spent browsing their products online. The bulk of their website was very sales focused and lacked sufficient 'human' context to make people connect with their products emotionally.
A new digital experience was designed to optimise storytelling, not just sell products. Sitting under a new 'Inspiration’ tab on the IKEA website, users could explore an ongoing feed of real stories about how IKEA products make a difference to people's lives.
Each story was accessed via a floating nav displaying simple icons relating to the theme for the content.
Whilst exploring a story, the flow of content was revealed to users so that the products naturally featured in the narrative. They didn't see a price until the end.
To create efficiencies in content creation, a number of responsive templates and interactive modules were developed that could be reused to suit a variety of content types.
200% increase in time spent browsing products after visiting the hub
