IKEA

Discovery

• IKEA’s strict brand rules meant we couldn’t show products or pricing on their domain.
• Users dropped off after clicking “Go to Svea Solar” because the visual shift felt like leaving IKEA.
• We couldn’t legally or technically embed Svea’s funnel within IKEA’s environment.
• The partnership risked losing users at the most critical point of the purchase journey.

Process

• Audited IKEA’s pages and heatmaps to understand user behavior and key drop-off points.
• Created and A/B tested two versions of the form, experimenting with fonts, colors, and layout.
• Noted that IKEA covered the awareness and decision stages, while Svea Solar handled conversion.
• Discovered users were most interested in comparing product packages, so we moved that section up and built the funnel around it.

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Solution

• Created a bridge experience: designed a landing page form on Svea Solar’s side that visually matched IKEA’s style without breaking guidelines.
• Worked closely with IKEA’s content team to align copy, structure, and information hierarchy on both sides.
• 3 persona entry points to gather information on user preference.

Impact

• Initial rollout showed a drop in conversion (users hesitating to fill the form).
• Through ongoing A/B testing and visual alignment, we saw a steady improvement in trust and completion rates.
• The updated funnel increased conversions by 12% and significantly reduced drop-offs after referral from IKEA.
• This spiked interest in how we can move forward with this new type of collaboration.

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Reflection

• Learned how to design within strict brand constraints while maintaining conversion goals.
• Saw how small visual details—like color shades and button states—can build user trust and continuity.
• Balanced brand partnership requirements with clear, effective UX design.
• Proved that thoughtful visual alignment can create measurable impact even with limited flexibility.