A safer life at home
A design and research project about how to educate and improve safety at home
Role: UX-designer & Researcher
Project duration: On-going
Responsibilities:
Sitemap and linking, research & planning, A/B test
Methods: Surveys, site mapping, interviews, A/B test, prototyping
Team: Assignment leader, interior designer, copywriter, creative planner, art directors, UX designer
Deliverables:
Entry points to articles
1 page about safety in general
5 pages about children and safety
Increase in engagement on
safety related products
Objectives & goals:
1. Empower and engage people to learn more about how to live a safer life at home.
2. Empower people to take safety actions, such as buying an add on product related to safety
Results:
18,5% Increase in “add to cart” of the safety product
60% increase in visit to product information page
3,35% increase in “add to cart” of related category, carpets
11% increase in traffic to article about safer sleep for babies (placement on Product listing page)
34% increase on exposure rate on the article.
Background
As part of IKEA’s marketing and communications digital content strategy, the decision was made to phase out the IKEA Home Safety app. The app primarily focused on educating users about home safety, particularly children's safety. Its content was transformed into articles to be published on IKEA.com.
As a result, a project around home safety was initiated with the goal of engaging, educating, and empowering users on the topic — while also supporting product sales through relevant content placement.
Project results
18,5% increase
in “Add to cart” of safety product
60% increase in visits to the product infomation page
3,35% increase in “Add to cart” actions for carpets
11% increase in visits to article on safer sleep for babies
Survey
We began by investigating the current content in our app and conducting a survey to understand global user preferences and knowledge regarding home safety. We targeted the survey more towards parents, since most of the content from the app was around child safety.
The survey results showed that most users had low interest and limited knowledge about home safety. However, parents and “Parents to be” had a greater desire to take action and engage in the topic.
Site map & target group traffic
The survey insights showed that most users did not have a clear interest in the topic of home safety. We began exploring where we could find stronger engagement and relevance for visitors to IKEA.com. To guide this, we created a sitemap with user journeys and pages related to the target groups and analyzed data and traffic patterns to identify where the communication could have the most impact.
We started with categories related to children, since parents and parents to be showed the highest level of interest in the topic.
Image test
In addition to identifying key entry points for the topic, we also aimed to understand the visual language and context that effectively communicated safety. We conducted a test using 6 different images and identified a clear winner, which guided our visual direction moving forward.
Defining entry points for A/B test
After analyzing the traffic on our product listing pages, we identified the opportunity to add context to these pages. I designed new components to be A/B tested on these pages to measure the impact on engagement with the topic of safety. The goal was to see if placing entry points on these pages would increase engagement, and to compare engagement on a safety-related topic versus a general topic.
Add-ons test
We conducted another test to see if placing "add-on" products in the product listings would increase their purchase rate compared to when they were only displayed after "add to cart" was selected.
The results were:
18,5% Increase in “add to cart” of the safety product
60% increase in visit to product information page
3,35% increase in “add to cart” of related category, carpets
UX Manager, IKEA marketing and communication
“Fatima is an awesome UX Designer, truly dedicated to making any digital experience as great as possible, with a clear focus on making it easier for people to understand and use. She's a good listener, with natural empathy for how people feel and behave, and she can quickly move from understanding to problem-solving. I definitely recommend Fatima for any UX-related project – she rocks!”