The IKEA Shopping Experience
2nd Sep. 2002
A study and presentation of the IA of IKEA that I did as a result of a senior manager saying in a meeting that all web sites should function like Sogo (a department store in Hsinchu where you can find nothing). So I started exactly what were the comparisons between real world way finding in a shopping environment and on the web. This was one of the early results.
With due credit to Kat Hagedorn and Louis Rosenfeld.
… all experiences are important and … we can learn from
them whether they are traditional, physical, or offline experiences; or
whether they are from an assortment of technological experiences.
Summary
The stores are very well designed and provide a rather unique
experience.
One of the most amazing aspects of shopping at IKEA is that fact that
their stores are generally all the same. With the exception of
some language and product localization the store in Taipei is almost the
same as the store I used to shop in Yorkville Ontario. This is rather
interesting to me because upon arrival in Taipei 4 years ago I was able
to decorate my apartment much as it was when I was living in Nova
Scotia. Familiarity makes shopping at any of their stores as easy as the
other.
One thing which really struck me about shopping at IKEA is that
you can only move in one direction. Arrows on the floor and signs at
critical junctures indicate that you're moving through the store in a
planned, straightforward manner. Don’t try to go in the
opposite of the prescribed fashion – evil looks and possible
shopping cart accidents await. This doesn’t really work for me as
I can never make up my mind about a purchase until I am at the other end
of the store.
At the Taipei store you start shopping at the B2 level. If you are
lucky there are not a lot of people shopping at the same time as you may
find yourself part of a herd. Much like cattle being directed by a
farmer. As you progress through the first floor you will realize that
their merchandise is laid out in context -- Living room, Dining
room, Kitchens, Home office—If you are interested in place mats,
lamps, tables, chairs, cupboards, spoons etc. you will find expertly
arranged where you might expect to find them.
But, if you're looking for a specific thing or you don’t know
what you are looking for -- you don't need the B2, you need to go
upstairs to B1. The first level is for those who know what they're
looking for while the second level is for those not entirely certain
what they're looking for...two key methods of information
retrieval.
IKEA IA – Broad Categories
IKEA IA - Other Categories
All areas throughout the store are clearly labeled, from the
big bold category signage down to the product or designer names. The
route is straight forward and you are given plenty of arrows to show in
which direction you should or should not be going. As well, there are
maps located throughout the store (which over help). If after all
this you still need help there are generally helpful multilingual staff
ready to take your money.
Up stairs more closely resembles a regular department store with bins
after bins of product arranged by product type – ex.: pictures
& frames, lighting, interior, and gift shop. This area allows for
more freedom of movement and the ability to browse across product
categories but the end direction is still the same.
It’s at this point that you realize in what direction that they
are ultimately taking you to – the checkout!
Pictures.
Store slideshow
Application
What part of shopping at IKEA would be considered a quality
experience and how can it be applied to web sites?
- Their stores generally all
work the same way.
By relying on “external context” we
can reduce the learning curve for our interfaces. If our websites share
similar structures with other sites with similar goals than users will
have a greater chance of knowing where to find the things they are
looking for, thereby improving navigation. - Arrows and signage.
Answers the questions that users have when navigating
websites – where am I?; Where can I go?; How will I get there?.
- Clear large labels.
Good labels are an important part of
communication. Ikea uses labels that clearly speak to the intended
audience. This is even more important on the web as there is no one
around to help you find things. - Help in the form of maps,
telephones, and people. While we are not as literally able to
provide these services on a website (generally) we can provide help,
guidance and feedback. This is especially pronounced when a user is
trying to complete a task that is prone to errors – ie. Filling
out questionnaires, completing a purchase. - Support for
different types of information retrieval needs. Ikea supports
known-item ("I know what I'm looking for") and open-ended
("I'm not sure what I'm looking for"). Different parts of the
store are arranged to support these two types of information (or, in
this case, furniture) needs. Taking into account the numbers of
different information “seeking” methods and styles that your
users may employ will increase the likely hood of a navigable site. - Categories that take into account users needs. Organizing your
content in the multitude of ways that your user may envision them being
in. - Embracing freedom of movement is better than a linear path
… on the web. The forced path that one must follow at Ikea
would certainly not work in most cases on the web. One exception would
be e-commerce web site’s shopping cart check outs.
Navigation
“The dream behind the Web is of a common information space in
which we communicate by sharing information.”
Knowingly or unknowingly, we perceive the Web as a space (this doesn't negate the fact that users are very goal oriented and are not interested in learning your structure). Navigation
is all about “wayfinding”.
Look at what we demand of the Web: freedom of movement, clearly
marked paths, personalized service, quick delivery, and immediate
answers. These are things that someone designing a library, theme park,
or department store (IKEA) might worry about. Having a quality
experience in a store or museum depends in part on the ease of moving
through it without unnecessary complications.
For most people, navigation is about purposeful action, about moving
toward a final destination or goal. We have to remember that people are
very task oriented when using web sites. Everyone has a purpose or
goal.
If we look at designing navigation as the process of planning for
user goals, then we need to become more sensitive to obstacles that
might stand in the way.
When we design navigation that addresses the users basic needs we
need to include answers to the following questions on every page:
Where am I?
Where can I go?
How will I get there?
How can I get back to where I once was?
Where am I? Before you can evaluate where you might want to
go, you need to know where you are. When I was in Ikea I was constantly
fed clues as to where I was in the store. In life we are surrounded by
clues about location – signs, maps, people,sounds, smell,
color.
Where can I go? If a user wants to get from the homepage of a
site to any point within they know the possibilities so that they can
weigh the alternatives.
How will I get there? Being able to search for relevant
categories – which reveal not just categories but paths to
information.
How can I get back to where I once was?It is quite possible to
feel stranded within a few layers of a web site. Users need
“breadcrumbs” to reveal the path they have just taken.
Principles of successful navigation
(Jennifer Flemming)
Looking at successful navigation can shed some light on qualities
that are consistently shared across sites.
Navigation that works should:
- Be easily learned
- Remain consistent
- Provide feedback
- Appear in context
- Offer alternatives
- Require an economy of action and time
- Provide clear visual messages
- Use clear and understandable labels
- Be appropriate to the site’s purpose
- Support users’ goals and behaviors
In navigation design, then, it’s best to avoid burdening your
users with a steep learning curve.
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