We took a stroll to our local IKEA, took photos, and interviewed many customers to gather first hand data!

Interview Question Bank:

1. What do you like about IKEA’s shopping experience? What do you think makes ikea different? How does IKEA make you feel?
2. What part of the IKEA shopping experience disappoints you? What can IKEA improve on?
3. How do you feel about the layout and design of the store?
4. Do you come here with a specific item in mind or just to go through the shopping experience?
5. What do you do when you cannot find an item?

Observations

• Can physically touch items, lay on beds, sit in the display rooms
• Atmosphere, space in communal areas (like cafes)
  • Chill, warm, welcome, child friendly
  • Spacious, not crowded to any capacity
  • Piano background music (music of high quality dining restaurant)
• On the IKEA website, they have these interactive photos (can click on price tag)

Photos of things that stood out: