IKEA invited several design studios to develop a vision for their next-generation shopping app—a companion tool aimed at helping customers make confident in-store decisions and bringing personalized support to the shopping experience. The goal was to transform the retail space by fostering an engaging, functional dialogue between IKEA and its customers, addressing common pain points and enhancing the overall shopping experience.

From the pitch phase onward, I led the UX design as we explored IKEA’s requirements, deeply integrating their brand values and customer needs into a cohesive app experience. I guided the team through concept development, prototyping, and client presentations, winning IKEA’s trust and refining the app to meet their global standards. As lead designer, I directed the daily design and development process through to the initial release and continued work on subsequent updates.

‍

• Navigating large-scale global brands:
  • Developed skills in managing the complexities of a well-established brand identity, working within and around organizational silos.
• Global and regional considerations:
  • Designing for a global audience revealed significant regional differences, requiring adaptability and cultural awareness.
• Fostering team alignment:
  • Learned the importance of connecting the right people, focusing on shared values and goals to navigate challenges.
• Managing major mid-project changes:
  • Experienced the impact of substantial project shifts and adapted quickly to re-align work already in progress.