What it does
The IKEA app serves as a digital companion for the entire IKEA shopping experience. It allows users to browse the full product catalog, search for specific items, and get inspired by professionally designed spaces. Its core functions include creating and managing shopping lists, visualizing furniture in one's own home using an augmented reality tool, and accessing benefits tied to the IKEA Family loyalty program. The app also integrates deeply with the physical store experience, providing stock information and item locations.
Where it shines
The app's strength lies in its seamless integration of online and offline shopping. The shopping list feature is a prime example. At 15:22, the user's list transforms into an in-store guide, showing the precise aisle and bin number for each item, which is a huge help in IKEA's massive warehouses. Another standout is the 'IKEA Kreativ' tool (09:05), an AR feature that lets users design a room with IKEA products. This helps customers make confident purchase decisions by visualizing how items will look and fit in their space before buying.
UX highlights
- Contextual Onboarding: The initial feature carousel (00:29) quickly communicates the app's main benefits, like in-store scanning and AR design, setting expectations early.
- Omnichannel Integration: The ability to check real-time stock for both home delivery and specific store pickup (03:50) is a powerful tool for planning a purchase.
- Actionable Lists: Shopping lists are more than just reminders. They allow users to see item locations in-store (15:22) and can be used to quickly add multiple items to the cart.
- Visual Search: The 'Scan' feature (02:22 icon) allows users to find products by visually scanning them in-store or from a catalog, closing the gap between inspiration and purchase.
- Community Building: By featuring in-app registration for store events like the 'Valentine's Dinner' (16:42), IKEA fosters a sense of community beyond pure retail.
- Helpful Overlays: After signing up, a contextual overlay (02:22) points out where to find account-related features, helping orient the new user.
Monetization & growth
The video does not show any direct monetization mechanics like a subscription paywall. The app is free to use and its primary goal appears to be driving sales of physical and online goods. Growth is encouraged through the IKEA Family loyalty program, which is central to the sign-up process (00:55). The app constantly reminds users of the benefits of membership, such as special offers and events, which serves as the main incentive for creating an account and providing personal data.
Who it’s for
The app is clearly designed for both prospective and existing IKEA customers. It caters to planners who want to browse, save ideas, and build lists before visiting a store or buying online. It also serves in-store shoppers who use it as a navigation and checkout tool. The 'IKEA Kreativ' feature specifically targets homeowners or renters who are in the process of furnishing or redecorating a space and need help visualizing the final result.
Notes & opportunities
The mandatory sign-up wall at 00:47 is a significant point of friction. While it ensures every user is part of the loyalty program, it likely deters casual browsers who just want to check a price or see a product. Allowing a 'guest mode' for browsing could increase initial adoption. Additionally, while the AR tool is powerful, the user first interacts with a pre-set room. Making the 'scan your own room' feature more prominent could provide immediate, personalized value.