Use service design to improve current user paths.

Analysis of current pain points  
For service design missions, I always start by an analysis of the existent.
What are the main clients/users, their user-journeys, their pain points and how to improve all this?
I did this task on the 3 main personae identified, bringing solutions to their very own pain points.

Here is one example with Emilia, 30yo, moving in a new place. 
The exclamation marks are the identified pain points. Those are the steps I will focus on. 

The "Smart wishlist"  
We (almost) all were buying furniture for a new apartment or new place, doing all the crazy shopping all day, going home super tired, and then : you realize you forgot something. And you have to do it again tomorrow.

To avoid this pain point, the idea is to have a "smart wishlist".
From a "room" landing page, you can create a list, and you will select the products you want to add. It's also a business opportunity to include cross-sell products. 

Technically, it's product category suggestions according what people usually search/buy, from big furnitures, to "nice to have" decoration objects. 

- you can remove what you already have and don't need to buy. 
- you will not forget something in store
- you don't have to search the right category page for each product (which was a pain point),
we provide a link so you can check directly what you're looking for.

Sketches for the "smart wishlist" on mobile.
New Mobile Funnel
The market analysis discovered that Ikea user's were active on mobile, but there was only a few completed funnels on this device. The ergonomic audit explained why: there was some technical issues on it.
So we suggested a new, user friendly, mobile funnel.  
Funnel was for french market, so all the wording is in french!
This is a first draft for a new funnel. This approach was great to clarify each step purpose,
so users understand what we're asking and stay focus during the form.
Teasing for Collections
The purpose is to create desire on products coming. For example, the Christmas collection isn't available all year. So there is a "Teasing" page for Collections to come next, with a countdown.
You can already discover the products, and be informed when the collection is launched. 
Service design is a fantastic way to identify business opportunities while solving current users pain points.

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