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IKEA ASSEMBLE
Guided Assembly Experience for User Retention.
Project Brief
IKEA Assemble focused on increasing user retention by enhancing the furniture self-assembly experience. The project addresses common pain points such as unclear instructions, safety concerns, and time-consuming setups through guided AR assistance and community support. By reducing errors and simplifying complex steps, IKEA Assemble aims to increase user satisfaction, strengthen customer trust, and improve long-term user retention—while helping IKEA lower return rates and product damage.
Time
2023
Tools
Figma
After Effect
Type
Client based
Team
2 Designers
2 Product Managers
2 Software Engineers
My Role
UI/UX Design & Motion Design
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Conducted user research, interviews and usability testing on IKEA’s online shopping platform and competitor e-commerce apps to uncover key pain points in product browsing and post-purchase experience.
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Synthesized research insights into actionable design opportunities, focusing on reducing user confusion during product assembly.
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Created user flows, wireframes, interactive prototypes to ensure intuitive, step-by-step guidance across device contexts.
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Improved task-completion accuracy by 25% through iterative prototyping and user testing.
Design Challenge
How might we leverage emerging technologies to create a better post-purchase experience that drives greater user retention?
Design Approach
Transform traditional paper assembly guides into an AR-guided experience that helps users assemble furniture more easily and reduces return rates.
Many users struggle with furniture assembly because they often cannot find the correct parts, face complex steps, and feel uncertain about whether they are assembling everything correctly. These frustrations frequently lead to abandoned projects, product returns, and overall lower user retention. With our IKEA Assemble feature, through step-by-step AR overlays, users can visualize each assembly action directly on their actual furniture parts, reducing confusion and mistakes. At the same time, an integrated community that includes shared tips, user-generated solutions, and real-time peer assistance provides reassurance and collective knowledge when users encounter challenges.
Scan a barcode to find the right guide for your new furniture easily
Quickly access the correct assembly guide by scanning the barcode on your IKEA package. The system instantly pulls up the matching instructions, eliminating the need to search manually.
AR-guided, step-by-step tutorials help users identify the right components through photo scanning and machine learning.
AR-guided tutorials provide real-time visual cues in the physical space. Combined with photo scanning and machine learning, the system accurately identifies and organizes components, minimizing errors before assembly begins.
Leverage IKEA community’s knowledge to supplement the building process
Access helpful insights from the IKEA community, including tips, photos, and problem-solving advice. Real user experiences enhance your understanding and support you when you get stuck.
The Process
How did we get there?
Background Research
Get to know IKEA customers better.
20-34
Average Age
Customers’ Locations
(Global)
Men and women frequent IKEA at similar rates
Customers’ Locations
(Global)
$75k
Average Salary
2.5B
Online Site Visits
Understanding User
The target users are young adults and parents with young families. Young adults, including college students and early-career professionals, are starting independent living and prefer affordable, aesthetically pleasing furniture that fits their budget. Parents with young children often need to replace furniture as their kids grow and have limited time to assemble it due to busy schedules.
Problems and Pain Points
I can’t assemble this furniture properly, so I’d like to return it.
We conducted 100+ online surveys and over 10+ onsite interviews with IKEA customers to better understand their pain points and common challenges when building furniture. Based on the feedback we received, several key issues have emerged:
1.
Time-Consuming and Exhausting Process: Building furniture can be a very time-consuming task, which not only proves physically exhausting but also mentally draining for many customers.
Overwhelming Components: Customers often feel anxious when faced with so many similar components. They are unsure where to start and frequently struggle to locate the correct parts.
2.
3.
Lack of Guidance on Details: Many customers encounter difficulty with certain details while assembling furniture but are unsure where to turn for advice from someone with more experience.
4.
Concerns about Safety: Due to the above challenges, there are significant concerns regarding the safety and stability of self-built furniture.
Inspiration and thinking
How can we help users assemble furniture more easily?
AR
Combine augmented reality and machine learning to create a new experience.
ML
​Competitive Analysis
What are our competitors doing in this space?
Key competitors include Thumbtack, DeepSight, and Amazon. While some use AR to show 2D instructions, they don’t help users distinguish similar parts, leaving a gap in intuitive post-purchase assembly support.
Expert Opinion
How do experts evaluate the current assembly experience?
User Needs and Direction
Synthesizing insights into design directions.
Design Prototype
Design Iterations of IKEA Assemble.
Information Architecture
​I compared the options of a standalone app vs. embedding IKEA Assemble in the existing IKEA app. Embedding it in the app was the better choice, as it reaches more users, saves development costs, and offers a seamless experience. I placed the AR feature on the homepage for quick access and on the product browsing page in the product details. Community support is located in the member page. While embedding adds some complexity, the benefits of convenience and user engagement made it the most practical solution.
Iterating Through Feedback
Homepage: Add an Assembly Entry Point
Reimagine Assembly: A Clear Step Overview
AR-Guided Assembly: Step-by-Step Support
My IKEA: Introduce Community Support
Design System
Hi-fi Interface Prototypes
Based on user testing insights, the IKEA Assemble feature was refined to address the most common pain points during furniture assembl. The Hi-Fi prototype introduces step-by-step AR overlays that are anchored directly onto the physical furniture parts, allowing users to visualize each action in context and reduce errors. In addition, a lightweight community layer enables access to shared tips and user-generated solutions, offering reassurance and support when users encounter challenges. Together, these features improve clarity, confidence, and continuity throughout the assembly experience.
Scan to Start
AR-Guided Assembly
Community Support
User Review and Reflection
User Value Meets Practical Design
25%
Impact
improvement in task completion accuracy and
contributing to increased user retention
Reflection
This project demonstrated how AR-guided assembly can reduce user confusion and increase confidence during complex tasks. Beyond addressing user pain points, I learned to evaluate design decisions from a business and feasibility perspective, including development effort, scalability, and long-term maintenance costs. Balancing user value with implementation constraints strengthened my ability to design solutions that are both impactful and realistic.