Project Purpose:
Ensure a secure customer identification process.
IKEA
Note worthy accomplishment: A increase of 2 million identified and verified users
| Identified Problem | Why | How | Result |
| Product flow. | Disjointed views for the users | Visually described users flow when interacting with the product features | Uniform understanding of what view did what. |
| Visual not aligned | Visual guidelines update | Guidelines updated and aligned cross all platforms | Uniform login experience on all devices. |
| WCAG A++ | Company values. | Implemented Pass code option for login | Alternative ways to identify users and |
| Security guidelines | Concern for hacked accounts | Limited options to improve user login flows | |
| User data mismatch | There had not previously alignment on user data collection. | Authentication flows to collect aligned user data. | Possibilities to enable further authentication methods |
A fractured journey.
I visualized flow of current functionality, experience and feel, to identify areas for further investigations and possible quick fixes.
Core findings:
Fractured user journey.
Visual design not aligned
User data quality lacking.
Find user-needs
Performed workshops, Dialogs, self run interviews and external performed user interviews – to identify user needs.
Core findings.
Multiple expectations on identification process.
User name/password
One time pass code
“Social-media” login
Bank id
Document needs
With the help of user journey maps get a visual representation and be able to clearly define pain points and gain insight in the customers experience.
Core findings:
Keep username/password field connected
Align UI cross all platforms.
Visual alignment
Visual design align cross all platforms.
Aligned to Internal IKEA guidelines.
Introduce customer data quality functionality.
WCAG A++
Enable alternative identifications method.
One time pass-code.
Functionality was introduced not to interfere with established identification methods, due to poor data.
Future.
Enable further identifications methods.
Remember me functionality
Bank id
Social-media login?
