Sustainable energy services was one of the key projects that IKEA focused on during the end of 2024. Among many initiatives, there was a large marketing campaign to announce their collaboration with Svea Solar. (You can find a video link to one of the campaigns at the top of this page.) My role during this project was to improve the UX and flows of IKEA's Energy Service pages and bridge the gap between the user's transition from IKEA to our website.
IKEA had during this time created Collaboration Guidelines which required us to re-think some of our solutions. During the project, I collaborated with a team of IKEA's UX/UI Designers and Developers.
I began by doing an audit and collecting data points on IKEA's side to get a picture of how user's were moving on their pages. The new collaboration guidelines required our main Lead Generating Page to be hosted on our Svea Solar website. It was an exciting challenge to create a smooth transition between the websites without users dropping off. I created 2 versions of the form that we then ran A/B tests on. I played around with IKEA's aesthetic (fonts, colors, styling) to blend with our own. IKEA's pages were providing users information in the Awareness, Interest and Decision stage of the customer journey. IKEA is a well known and trusted brand. For that reason, we chose to keep most of the information on IKEA's side. Our page handled the form and conversion.
Through the audit and heatmaps conducted on IKEA's pages, we noticed that users were most interesting in comparing product packages. For that reason, we chose to move that section up to the top and build out the conversion funnel through that section.
The testing gave us great insight into how our flow was performing. We learned that using IKEA's colors and styling, as well as making their logo prominent, improved conversion and lowered drop-off rate. We carried out other improvements to the FAQ and lifted information that was frequently visited into it's own section higher up on the page. This increased user's time on page as well as click-through rate into our form.
