Omnichannel Strategy | Phygital Experience Design | O2O Journey Mapping | Retail Innovation | Strategic Visioning
IKEA: Architecting a "Close-To-You" Phygital Ecosystem
Redefining remote retail through a unified omnichannel journey from inspiration to automated fulfillmentKey Objective:
To architect a seamless "Phygital" ecosystem that bridges the gap between digital browsing and physical fulfillment. The goal was to design a unified O2O (Online-to-Offline) journey for a remote demographic, integrating interactive kiosks and automated locker systems to extend IKEA’s retail reach without a full-scale warehouse footprint.
Challenge:How might we provide a seamless, all-in-one experience for residents in a remote location—integrating in-store inspiration, digital Kiosks, and automated locker fulfillment into one continuous journey?
The Client:
IKEA
(Integrated O2O Experience)
IKEA
(Integrated O2O Experience)
My Role:
Lead Experience Designer
Spearheaded the strategic customer journey and information architecture for IKEA’s first hybrid pop-up concept in Hong Kong.
Lead Experience Designer
Spearheaded the strategic customer journey and information architecture for IKEA’s first hybrid pop-up concept in Hong Kong.
The Delivery:
- Omnichannel Journey Architecture: Directed the end-to-end mapping of three distinct customer journeys. I aligned user needs with complex logistics to ensure a frictionless transition from digital browsing to physical locker collection.
- Information Architecture for O2O (Online-to-Offline): Designed a unified IA that synced digital product catalogs with localized stock availability, ensuring that the "Discovery Bay" experience felt like a full-scale IKEA store within a compact footprint.
- Behavioral Persona Strategy: Developed data-driven personas based on localized research to prioritize high-value interaction points, such as the "Pickin’ Up" inspiration kiosk and the interactive "Chef’s Station."
- Rapid Prototyping & Visioning: Led the creative concept development and screen flows within a high-velocity 2-week sprint, moving from initial stakeholder expectations to finalized interaction models for production.
The Impact:
🚀 Commercial Scale: Successfully launched a permanent digital installation in Q3 2021, projected to serve 30K+ annual visitors.
🚀Ecosystem Integration: Developed a 3-tier interaction strategy (Kiosk, Boutique, and Chef’s Station) that bridged the gap between physical touchpoints and online fulfillment.
🚀Ecosystem Integration: Developed a 3-tier interaction strategy (Kiosk, Boutique, and Chef’s Station) that bridged the gap between physical touchpoints and online fulfillment.
