Appless for Ikano Bank and IKEA

How might we help IKEA customers to easily find and use their Betala Credit Card?

This project was part of a larger collaboration between 1508 and Ikano Bank. The goal was to build design thinking and entrepreneurial competencies within Ikano Bank. At the end of the collaboration we had achieved the following results:

• Held over 40 design sprints
• Involved more than 200 employees in design sprints
• Educated 10 employees in facilitating design sprints
• Completed more than 300 customer interviews and tests
• Created over 100 different prototypes
• Validated more than 150 hypotheses
• Launched 20 products and services within Ikano

This is one design sprint we did and shows a lot of the process and capability building we did within Ikano Bank and IKEA.

Story time

Shopping at IKEA is something to behold. We all know about the IKEA test. Couples going to IKEA might not make it out together. Naturally, IKEA wants to make it a smooth experience visiting and shopping in their stores. One way to achieve that is to make a strategic move away from desk service and give their customers a more fluid service experience in stores. Some of Ikano Bank’s processes did not support this strategic move.

A major challenge is the processes for managing temporary store cards (Betala /Credit Cards), which require the use of a computer, printer, paper, and manual labor. The challenge was to figure out how we might reduce time spend on creating temporary cards and incorporate the solution seamlessly into IKEA’s strategic vision?

Together with IKEA subject matter experts and our team from Ikano Bank we set out to find a solution on the problem by running an intense one week design sprint going from problem to tested solution in only 5 days.

Mapping out the goal and outcomes

To get a shared focal point we started out by mapping a long term goal and outcomes we wanted to strive for.

We start out by defining our outcomes and a long term vision. We do this to create a shared view and understanding of the task at hand.

Measurable outcomes to strive for:

• Time saved on handling (estimated time spent handling temporary cards for one IKEA employee is approximately 30 minutes per card)
• Paper, plastic, and ink saved
• Higher customer satisfaction
• Higher Consumption on Shop Bevis/credit card

Mapping the journey and finding the problem

On day one we wanted to get a holistic view of the problem we drew out the entire customer journey for achieving a new temporary card. We didn’t have much time, so we roughed it out on a whiteboard together with our subject matter experts from IKEA. Together the team found the focal point and what we wanted to try and build a solution for.

We map out the entire journey and pick our area of focus. Where do we believe we can create the biggest impact?

Together with the team we defined “How might we”s to open up the solution space.

Sketching out ideas

On day two we investigated how we might let the customer shop without a temporary card. We set out to find potential solutions to the question. We did by silently brainstorming ideas to avoid herd bias and come more original ideas.

The teams sketches for how we might solve the problem

Collaboration is a key factor in creating a good solution and create ownership. So we vote for the most promising ideas.

We draw out scenarios for the new experience and how it should work for the customer.

Prototyping

On day three we prototype the ideas from the sketches and make sense of it all.

Then we create a detailed storyboard for how the solution should be made.

We take the storyboard and make it more tangible by creating rough wireframes that can be quickly tested on customers for feedback.

We create more defined designs that fit into the client’s brand and visual language.

Try the prototype here: https://marvelapp.com/48e3e8j

The final solution was to create a virtual card that could quickly be generated based on login with the Swedish BankID through a progressive web application. This made the customer able to get a virtual card within a minute. It also made the customers able to do it themselves and thereby drastically reducing the amount of time spent by employees.

Test it!

On day four we test the solution we have spent the last three days coming up with. We test it with real IKEA customers.

And we test, test and test again with customers.

What did we test for?

• Does the customer feel confident enough to go straight to the register?
• Does the customer feel that it is secure enough?
• Does the customer find it easy and simple to use?
• How does the customer feel about having it digitally?
• Does the customer understand that the can also use it online?

Results

Together with Ikano we built a working prototype within 2 weeks. The prototype was used to pitch upper management the idea and fund a fully integrated solution within IKEA.

You can try the final frontend here (type in any 12-digit number to get started): www.jahmas.dk/appless

My Roles

• Design sprint facilitation
• Journey mapping and visualization
• Storyboarding
• Wireframing and prototyping
• Usability and user testing
• Reporting