Results
Survey Q&A
“thoughts about Ikea” | “IKEA help, discussion and more”
“IKEA (company reply tag)” | “IKEA” ( community)
Vox, Independent Video about “Ikea experience”
WAVE powered by Webaim
Alexa Traffic Rank
Colorblinding
Seo Analysis & Website Ranking
UX Check
INITIAL PRODUCT RESEARCH
STEPS TO TAKE:
1. Conduct Preliminary Research using secondary Resource.
(purpose : To find the audience to create the user persona.)
2. Creating a Preliminary Survey to support Preliminary Research Data.
3. Creating a Blind screen reader test using external software (ex: NVDA, Jaws) , and using Browser screen reader (ex: Edge, Firefox)
4. Analyzing the data , while testing the Accessibility using WCAG 2.1 and Section 508
5. Presenting Results to StakeHolders, Developers and Designers.
1. Reddit
2. Quora
3. Youtube
4. Alexa Data Analytics
5. Wcag 2.1
6. Section 508
7. Google Trends
8. Chrome Extensions -
TOOLS TO USE
TOOLS TO USE
Empathize
Empathize
Source #1 - Reddit
Keynotes
Keynotes
Keynotes
Data Source -
Data Source -
Data Source -
1. Ikea tables are used for DIY Projects
2. Home delivery still open is a major question.
3. “Adding extra small stuff” like Ikea sells a small wall mounting kit for drywall with different size options. They usually don't include wall anchors in furniture purchases and let you pick your own.
4.The kallax shelves are by far the sturdiest Ikea thing I've owned
Leave the thin wood, and product that user will likely put weight on. Kallax shelves has thick wood and is a better product.
5.Discontinued product should be notified, when a user searchs for it.
6. If a piece from the delivery, what’s the next step?
1. Missing screws, and tilted desk.
2. HAving a tough time asembling a desk.
“Ektorp with only 5 screws instead of 6? ”
3. “Although if you can afford , do not buy the cheapest one, their mid-high price products are much l better and doesn’t squeak or sag into a circle 30 days in.”
1. Not sure about quality/ Price
2.Delivery dates are not stable like amazon.
My last parcel delivery took a week.
3. The Fastest Delivery was 2 months.
4.Delivery Resheduled. The user should get a clear delivery date.
1. Desk Shortage, then the user get refunded.
2. Stock availability should be told before purchasing. When a user is told that a product is out of stock, after they buys it.
Quality/ Suggestion
Quality/ Suggestion
Assembly
Assembly
Returns
Returns
1. Ikea tables are used for DIY Projects
2. Home delivery still open is a major question.
3. “Adding extra small stuff” like Ikea sells a small wall mounting kit for drywall with different size options. They usually don't include wall anchors in furniture purchases and let you pick your own.
4.The kallax shelves are by far the sturdiest Ikea thing I've owned
Leave the thin wood, and product that user will likely put weight on. Kallax shelves has thick wood and is a better product.
5.Discontinued product should be notified, when a user searchs for it.
6. If a piece from the delivery is missing , then what’s the next step?
1. Missing Product from Package.
2. Having a tough time asembling a desk.
1. Not sure about quality/ Price
2.Delivery dates are not stable like amazon.
3. The Fastest Delivery was 2 weeks.
Delivery
Delivery
1. If there’s a Shortage in product, then the user get refunded.
2. Stock availability should be told before purchasing. When a user is told that a product is out of stock, after they buys it.
Suggestion
Assembly
Returns
1. Improve the Customer service. As of right now, It’s worse than Walmart.
2. “Adding extra small stuff” like Ikea sells a small wall mounting kit for drywall with different size options.
3. The customer service Representative is really great, even when there’s a stressful situation.
4. Discontinued product should be notified, when a user searchs for it.
5. Improve the Sofa as it’s Bland for lower Prices. It’s either cheap or so High.
1. The table that I bought was broken two times.
2. The ikea seting table is an iconic experience.
3. The material is a composite substance that is not real wood.
4. Most Ikea are usually part of a Diy methods.
5. If I get stuck, then the description is tough to assemble.
1. Delivery dates are not stable like amazon.
2. The Fastest Delivery was 2 months.
3. Package was broken both the times.
Delivery
1. When a user submits a returns product, then the same product in transit, should also be returned back to store.
2. The user shouldn’t have to call back to pick up broken product.
3. The Return Policy is great.
Direction: using Reddit, Quora, and Youtube to extract comments about product using keyterms (Ikea, Ikea Desk, and Ikea Dining Table)
Source #2 - Quora
Source #3 - Youtube
Source #3 - Us Census ( 2019)
United States vs States
Living in Same House 1 Year+
United States vs States
Income
United States
United States
Research
Remote Unmoderated Ux Testing
Analysis
Presentation
Figure 1: The Table above shows related Keywords for “Ikea”
Ikea | Ikea Hours | Ikea Desk
Results most keyterms:
Figure 1: The Table above shows related Keywords for “Ikea Dining Table”
Dining Table Ikea | tulip table ikea | Skogsta Table
Results most keyterms:
California
Residence living in the same House1+ years
California
States House Income
Utah
Utah
Oregon
Oregon
Maryland
Maryland
Decision:
The Google Trend shows that California, Utah, Oregon and Maryland has the Highest Ikea search on Google.
If the correlation of 1 year+ (low) vs Income (High) is compared to the Google trend searches, then it’s a positive affirmitative that Ikea has a better user target area.
California
Yes
+13K
+12K
+21K
Yes
No
No
Equal
1 year+
Income
Utah
Oregon
Maryland
User Persona
User Persona
Scenario - A colllege student, who bought her First apartment is trying to buying a dining table for four people for your small apartment.
Task -
Disclaimer: First of all, I couldn’t have Blind user, but I tried to follow the analysis throught the guidelines of WCAG and ADA.
From the Five user, who tested the website, three gave a decent results, where they were able to reach the catalogue. There was couple of pains, when navigate, as search button was not narrated
( reason being using html semantic code has a main - nav- input field, while ikea website search button was under divider - span- input field)
The only user that reached to Step 5 was user #3 but he had a really hard time with some luck.
For the following scenario, You have to use a Screen reader to navigate the website “www.ikea.com”
If you are a windows user, please download “NVDA” from “https://www.nvaccess.org/download/”
If you are a Mac user, please use the in-built screen reader by using the command “Option-Command-F5 “
Also, If you are not a blind user, please listen to the narration to navitgate the browser.
CONCLUSION
Social Media Activity
Personality
Lisa Holt is a Social Media influencer, who does interior designing for the past 30 years, with flipping house and creating contemporary design for houses. She uses Ikeas for decorating rooms for both Professional and Personal Life.
Lisa Holt, ASID
Age : 48
Location : Oregon
Occupation : Interior Designer
Bio
“I Love Malm Dressers, and I care about the interiror Design”
Phone
Frustration
Frustration
Acheiving the contemporary Look with affordable Furniture.
Decorate the Home, while not breaking the Bank
Expressive
Optimistic
Happy
Excited
Quality of the Material
I hate the Pillow covers
Social Media Activity
Personality
Jamie is a college student, who is renting her first apartment, and is trying to finish her room design with a study table. She hates using Ikea due to broken table, customer service and bad Experience. She bought her study table from wayfair.com
Age : 25
Location : Utah
Occupation : College Student
Bio
Phone
Frustration
Goals
“It's weird.I spend a lot of time in indeed, but I cannot
find a proper title for Healthcare jobs”
Jamie Young
Anxious
Adventurous
Optimistic
Busy
Had to spends 30 per day for Job search
Lot of vague opportunity
Hate the search
wants to get internship at hospital
The first job platform for everyone
87.1%
$75,235
85.8%
$62,843
85.8%
$62,843
85.8%
$62,843
85.8%
$62,843
83.1%
$74,665
82.9%
$62,818
86.4%
$84,805
Understanding and Empathize with the user - Preliminary Research
1
IKEA MOCK CASE STUDY
How would improving the Accessibility help the overall user experience?
Disclaimer: The following is the case study on “www.ikea.com” done with five Users.
Creating a survey to get Audience Understanding - Preliminary Survey
2
Creating an User Persona
3
Creating a Blind Screen User Research Test. (Partially Diary Based User-research Test)
4
Analyze Data
5
Using Alexa, i was able to learn the Organic search, Traffic, and Audience interest. To solidfy Social Media Comments, using the Alexa Content Exploration, I am able to analyze the Engagement per Topic. For this Case Study, I used “furniture” and “dining table” as filters. .
Preliminary Research Information
We have learned from the data from Reddit, Quora and Youtube that User need Affordable, Quality and Cheap Products.
Using Google Trends, I was able to locate the most used Key Terms , such as “Ikea, Ikea table, and Ikea desk”. I was able to locate the area with Highest search locations, such as California, Utah, Oregon, and Maryland. Even though Ikea stores exits a lot more per major Metropolitan cities, such as California, Chicago, Florida and New york.
Agenda
Background Information
Information from Reddit, Quora, and Youtube
What is the Next Step?
Next Step?
Creating a survey to get Audience Understanding.
Creating a survey to get Audience Understanding.
1. Age
There are potential three area to research.
1. Accessible.
2. Shopping Experience
3. Delivery issues.
Since, Delivery is not dealt by Ikea directly. I decided to move forward with Accessibility and Shopping Experience.
2. Shopping Experience
3. Shopping Decision
There are three parts to the Shopping Experience.
First, Whether the user buys online or through in-store. Since, Asking about the experience of Online vs in-storer is another Research study. The question had to be condensed to two question
This is Final part of the Shopping Experience section
First, Whether a user see a image, price tag and product detail. What section of the page, does the user pays the most attention and detail to. This is a preference test, that is only trying to locating the audience.
Conducting a Blind Screen reader User research.
Analyzing the Data from all experiments.
Information from Google Trends and Alexa
Figure 1: Shows the correlation between Topics vs Engagement
Figure 3: Shows the Visualization of Ikea/Target vs other Competitors
Figure 2: Shows the correlation between Topics vs Social Shares
1
Creating an User Persona.
Creating an User research Study ( Blind-Screen Reader Test)
Analyzing the Data from the Research
1
2
3
Had to be Held up in Customer Service call for 30 minutes
Bad Material
Hate the Shipping
Want to Buy a Study table without breaking the bank
The table should be good quality material.
2
3
Direction: using Reddit, Quora, and Youtube to extract comments, and crate a Preliminary Survey
Survey Response
Survey Response
1. What age range would you fall under?
Answer : From the responses, the majority age range is 18-25.
Answer : From the responses, the Answer is draw as three to three for both Online and In-store. One Hypothesis is the due to lack of in-stock and the rise of work-from -homes.
Answer : From the responses, most people prefer both Affordable and Quality Furniture.
Answer : From the responses, most people selected the image below with 77% acceptance.
Answer : From the responses, 57% selected C, where equal rights are given to A and B. My Hypothesis is that C is a image that stimulates the braina and according to Vox, “Any image in proportion to the whole scenario fires an image in our brain”.
2. Do you conduct Shopping online or In-Store?
3. If you had the opportunity to buy a new dining table, Would you prefer an Affordable or quality Furniture?
4. Which "C" Image do you like the best?
5. According to the image that you chose, Which section is the most important to you?
6. If it's possible, Please go to Ikea.com, and conduct a screen reader blind testing check out with Bookscribs.com. Please leave the reply at xaxmtv@gmail.com. *(Please refer to Section 4)
User Persona Audience is selected from Three Factors:
User Persona Audience Location, and How it connects to Preliminary Research:
User Persona Audience Frustration and Goals :
User Persona Audience Social Media:
User Persona Audience Personality
The Social Media is a big factor as Ads, Article being shared, Engagment views are tracked. Using the Facebook, Instagram, Linkedin, Email and Phone as these are all methods that retails store track the user and understands the customers.
Alexa
Google Trends
Usability Hub Survey
The reasoning behind personality is that online presence is usally reflected by the comments, and behaviors.
For example: Hyper or Instant Shopper buy Product a lot.
Goals:
Frustration:
Source
Reddit/Quora and Youtube
Reddit/Quora and Youtube
Reddit Forum /
Youtube Video(“Ikea worst Experience”)
The audience for the user persona that I am selecting for researching is young, student, who are studying, buying first apartment or workers moving to a new state. The state that I chose Utah, and that is because from top four searched states. Utah has Above average income, while having lower people staying for more than one year. This is a valiable reason to hypothesize that youth in Utah, which is closer to california, with High income rate and low home staying.
1. Survey Majority Audience is 18 - 24
2. 18 -24 require Quality and Affordability.
3. The 18-24 demand the best online experience, as well as the best shopping experience.
User Research Scenario and Task
User Research
1. Please use your Favorite Browser to go to the website “www.ikea.com”
Please follow the task to complete the Blind screen reader task.
2. Please comment your first impression about the website.
3. Please go to the Catalogue to search for your first Dining table.
4. Once you found the first list of Dining table, use the filter for “ Solid acacia”
5 Please use the “Add to Bag” option to add the table to your cart.
6. Thank you so much for completing the test.
User #1
User #3
User #5
User #2
User #4
Enter Website
Enter Catalogue
Failed Point
Commentary about users and Trends
Complete
Failed
Complete
Complete
Step 4
Step 3
Step 3
Step 1
Complete
Complete
Complete
Complete
Failed
Complete
Complete
User #1 &5 - User # 1 had a Hard time. The user failed at Step 3 due to not knowing the navigation using keyboard didn’t know that search button needs to be clicked, as hover navigation doesn’t work. User#1 did had to leave, and also, the user state that their concerin about how they hated the first Location webpage, as it’s not blind person friendly.
User #5 - User #5 quite the blind screen test and did the test normally. User hated the Blue icon to “add to cart”.
User #2 - User #2 did pass the first stage of finding the us website, while he did state “ go to “ page was hard. The user did had search for Dining table , but wasn’t able to add to cart.
User #3 & User #4 cheated at the first page, but resumed at the second page, but was able to complete it. They both in a way cheated.
Blue-Weak / Tritanomaly
Green-Weak / Deuteranomaly
Red-Weak / Protanomaly
Blue-Blind / Tritanopia
Green-Blind / Deuteranopia
Final Question: If interested in being part of Blind Screen reader, Please conduct the test using the following direction (*to be continued in section 4).
Survey Question:
First Question: What’s the age of the responder?
2. Do you conduct Online- or in-store shopping? ( *Due to Covid-19, the result is biased towards online)
3. Does the user prefer an Affordable or Quality Dining table?
4. Which “C” image do you like the Best? ( *please refer to the Survey (Q&A) for the image)
5. According to the image that you chose, which Section is the most important?
Second and Third Question:
Fourth and Fifth Question
Suggestion
Returns Policy is great, but customer service reach time could be shorter.
Returns
The experience between online and In-store is difference, such as Product in-stock, Delivery, and overall experience.
Assembly
Quality/ Affordability is a major Question
Delivery
Delivery Dates is not stable
Go to “Ikea.us”
“ Dining Table”
“ Dining Table”
Dining Tables - Fit up to 4, 6, 8, Dining Table Sets - IKEA
TÄRENDÖ
Table, black43 1/4x26 3/8 "
Add to BAG
Dining Tables - Fit up to 4, 6, 8, Dining Table Sets - IKEA
TÄRENDÖ
Table, black43 1/4x26 3/8 "
Add to BAG
Go to “Ikea.us”
Shop modern home organization
Kitchen Island
& Carts
Utility & storage carts
Kitchen Island
& Carts List
TORNVIKEN
Kitchen island, off-white/oak49 5/8x30 3/8
Up to 4 seats
Dining tables
Tables & desks
Furniture
Products
Go to “Ikea.us”
Up to 4 seats
Add to Cart
Buy
Dining tables
Rooms
Dining
Dining tables
Up to 4 seats
Add to Cart
Buy
Buy
Home
Google Search
This Flow only includes potential flows from where users could end up buying “Dining Table” from Ikea.
THE FLOW THAT USERS TOOK
The user used NVDA, but still went the Product tab flow.
Users Passed
TREE NAVIGATION
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1
1
1
1
1
2
2
2
2
2
T
2
2
2
T
2
2
T
3
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4
4
4
4
4
4
4
5
5
5
5
5
5
Reason Failed
Reason Failed
Reason Failed
Reason Failed
Reason Failed
Users Passed
Users Passed
Users Passed
Users Passed
Users Passed
Reason Failed
Step
Reason Failed
The User used Edge Screen reader, but couldn’t Click on “ go to”. Had to complete the test as a normal user.
User used NVDA and went to Home Page Luck, but quit out of frustration.
1
5
Reason Failed
NVDA- The user came straight to this page through Google Search
The user was able to go through Product Page , but the screen reader kept “ An arrangement of wooden outdoor...” It described the main image. The user finished the test as normal user.
4
2
3
The User did bypass the search navigation and went straight to product catalogue.
The User used NVDA too, but by luck clicked “Search navigation”
Reason Failed
The User #3 couldn’t find how to add to cart, because the screen reader didn’t the Icon “Add to cart”
3
Reason Failed
No Users exactly reached this page without sticking to task fully. NVDA was a better software than browser screen-reader.
Out of the five users, users who used NVDA came further than Browser screen-reader.
All
Reason Failed
The user got stuck, and didn’t make it to this section.
The user didn’t applied the filter as it was getting even more fustrating.
2
3
Recommendations
Accessibility
Accessibility
Accessibility
Accessibility
Accessibility
Accessibility
User research Recommendation
User research Recommendation
User research Recommendation
User research Recommendation
User research Recommendation
5. The Dining table category card seems unnecessary as it confuses the user
6. Giving the user information about what exactly is Solid acacia or Slid eucalyptus
7. The Blue “Add to cart” was not readed by the screen reader. All of the testers failed at this page.
1. converting the P tag to Heading Hierachy
2. For a person with Color- Blindess, “Hug” can be bit hard to see.
3. Since there is not Background Hue to distract the difference, the white text with the color background is not WCAG accessibility.
1. Creating an input Form field for search bar to improve screen reader
2. Only the text was read by screen-reader. NVDA gave a better image “ An arrangement of wooden outdoor...”
1. Browser Screen reader doesn’t exactly follow top to bottom, as it skips the filters to no description of the table to Product description.
2. NVDA- The Hotspot aorund the text is too small, as it has to be exact to hit the target to get the screen reader to state it.
3. Walmart gives description about the product, and gives extra span tag to give blind-user a more pleasant understanding of the text.
1. The Browser screen reader cannot seem to distinguish between the filter and main page.
2. NVDA needs to put a the cursor on the Filter topic to get it to read out loud.
1. The Browser screen reader cannot seem to distinguish between the filter and main page.
2. NVDA needs to put a the cursor on the text to get it to read out loud.
1. If it was not for the Screen reader, then it’s a well done page for people will multiple location.
2. Either removing the page, or changing the button towards right, as difference in common navigation will distrub blind users.
4. The Search bar should have a navigation tag. The website doesn’t exactly uses the Html Semantic code. main - Nav -h1 - h2 -h3 body and so on.
1
2
4
7
6
5
3
Color-Blindness
Overall Score
Accessibility
Score
User Research
Score
User Research improvement
1. Hiring proper Blind user with specialized keyboard.
2. Getting a secondary audience than youth, as it’s a biased set group.
3. Gathering more response to get a better correlation
85%
89%
Heading Label - “ Analyze Data”
Past Guideline and Next Step
Analyzing the current situation and Data
Step
Step
Step
Step
Step