IKEA – Conversational Sleep Guide
This interactive Sleep Guide approaches the subject of sleep in a holistic way. Users can find out what sleep type they are and are provided with personalized tips and product recommendations. Instead of a traditional product presentation, the application focusses on the users needs to create true value with IKEA products.
Impact
The IKEA Interactive Sleep Guide strengthened IKEA’s position as a sleep expert by delivering a holistic, personalized experience. An integrated tracking system (metrics confidential) allowed IKEA to continuously collect valuable data and user insights in the field of sleep.
Curated product recommendations and inspiration extended the journey, linking users to relevant product pages or categories and increasing engagement as well as time spent within the IKEA ecosystem.
Client
IKEA
Role
UX Lead, Strategy, Ideation, Concept, Research, Storytelling, UX Writing, User Flows, Wireframes
Duration
August 2019 - January 2020
The Struggle With Sleep
We’ve all been there – rolling around in the middle of the night, not able to shut our eyes. In fact, many people suffer from sleep deprivation. In a society that is always on the lookout on how we can make our daily lives even more effective the subject of sleep moves further to the background.
How can we make people aware of the impact sleep has on their life and daily well-being, while featuring IKEA products?
Empower the User
To rise awareness on the importance of healthy sleep I aimed to create an interactive conversational sleep guide that adapts to each user’s needs.
I approached this sensitive topic in a playful way and developed an experience that educates through a lighthearted dialogue, provides personalized tips, and connects users with relevant product solutions that genuinely support better rest.
A Guide With Personality
Storytelling was the foundation of this web experience. I introduced a character from IKEA’s sleep campaign – a little sheep – to guide the users through the interactive journey. The sheep’s appearance dynamically adapts with every response, shaping the dialogue’s positive tone and enhancing user engagement.
Defining User-Centered Sleep Types
With the professional support of Dr. Guy Meadows, founder from “The Sleep School Ltd.” I went through an intensive phase of research on the topic of sleep. With the insights gathered, we defined five major sleep types, each based on distinct characteristics. I created approachable, character-driven names for each type that reflected their traits without judgment and encourages users to identify with their sleep type in a positive way.
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The Classic Sleepyhead
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The Night Watch
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The Best in Class
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The Brooder
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The Night Owl
Adaptive Question Flow
I created a dynamic question tree that unlocks tailored follow-ups based on user responses, combining multiple choice, single choice, and slider inputs to capture insights about sleep and daily habits.
To accurately determine each user’s sleep type, I developed a custom scoring system. I linked answer options to the corresponding sleep types and assigned precise weightings, which I iteratively refined during dev prototype testings to ensure consistently accurate results.
A Conversational User Journey
Taking a mobile-first approach, I designed the wireflow for the conversational journey based on the question tree.
Turning Sleep Data Into Actionable Guidance
The final result page presents the user’s sleep type alongside personalized, knowledge-based recommendations. To make the experience feel more personal, I crafted charming descriptions for each sleep type staying true to IKEA’s bright and positive brand tonality. Tailored sleep tips are linked to relevant IKEA products, helping users apply advice in daily life and creating true value through actionable insights.
Sweet Dreams are Made of This
Extending the User Journey
Product recommendations and curated inspiration seamlessly connect users to relevant pages and categories, extending their journey and increasing time-spent within the IKEA ecosystem.