Introduction to Personalisation

Creating an omnichannel experience for the many

User research

My role

Since the beginning of 2022, I’ve been part of the Personalisation team within Customer Engagement. I’ve been responsible for designing, realizing the vision, and scaling our current initiatives and future projects as the Product UX Designer.

Our team works with market partners and stakeholders across the globe and in every discipline.

My main focus was to help define our mission and design the initial prototypes and make them scalable.


Interaction Design:

 • High-fidelity interactive prototypes

UI / UX Design:

 • Competitive analysis  
 • User surveys
 • Personas
 • User journeys and task flows
 • Low-fidelity wireframes
 • High-fidelity mockups and prototypes
 • Research and findings



 • One year 


 • Figma 
 • Miro
 • UserZoom 
 • Contentsquare
 • Origami Studios
 • Adobe After Effects



The Personalisation pillar within IKEA always had a heavy focus on development. With the introduction of the Customer Engagement sub-domain, our pillar had more exposure and required more UX resources. That’s when I joined the Personalisation team.

The first focus of our new team was co-creating a vision so we can provide the best cohesive experience for every customer across all our channels, offline or online.

I was responsible for the initial research on what Personalisation is. And how it was communicated with our team in weekly meetings to create alignment within the team. 

Initial discovery

What is personalisation?

So what is personalisation? And how can we define our mission within the team? Initial desk research was conducted on how we can move forwards more focused. The discovery started by deep-diving into peer-reviewed research articles and trying to find commonalities. This research was shared at a later stage with the team during workshops.

Team discovery


We originated brainstorming sessions within the team and tried to get as much information as possible, to answer the question. I was responsible for creating Miro boards and guiding the sessions, and if needed planning follow-up meetings.

The most important thing we need to get out of these sessions is a long-term goal and a focus point.

Long term goal

Whenever a customer is identified at any touchpoint, ​we will enable relevant content ​so that the overall IKEA experience moves the customer forward on their journey.

Our long term goal

Explaining the mission

Our mission, and focus can be summed up as followed: Creating the best next-best action so that a customer moves forward on their journey. We want to show relevant content to our customers based on different data points. 

Measuring impact and success


By engaging a customer with the correct next-best-action content, based on where they are in their journey, we will​:

• Increase the click-through rate (engagement) on the next-best-action content​
• Improve sales conversion per unique customer​
• (Long term): move a customer forward along their journey​

Measuring impact and success


By creating a scalable end-to-end solution that caters to market interests and customer relevancy, we will increase ROI on global capabilities by releasing new journeys at a staggered rate.​


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Creating and omnichannel experience for the many


Concept validation


Iterating on the concept


Customer segmentation