IKEA HEMSÄKER
Human-centered value proposition for IKEA’s entry into home insurance: Meeting customer needs and de-risking business decisions.
Strategy: Insights and Audiences. Journeys and Mapping. Use Cases, Jobs-To-Be-Done.
Ideation: Workshops. Design Sprint. Prototyping.
Creativity: Experiences Design. Product Design.
Delivery: Data, Insights, Research. 4x Value Propositions. 4x MVP Prototypes. Playbook.
Client: Swiss Re’s iptiQ, CH; Ikano Bank, SE.
Agency: C Space London.
My role: Experience/Service Design Director.
Singapore & Malaysia’s digital campaign by TBWA\Singapore.
1
Understanding the Opportunity
IKEA sought to enter the home insurance market but recognised that traditional insurance products did not align with its customers' lifestyles.
We conducted in-depth qualitative and quantitative research to uncover customer motivations, barriers, and key pain points in existing insurance journeys.
- Day 1: We engaged with 100 consumers in each key market—Malaysia, Germany, and the United States—to gather insights.
- Day 2: We developed and refined five product concepts, validating them overnight through a rapid consumer survey.
- Day 3: We analysed survey insights and refined concepts based on consumer feedback to shape the strategic direction.
2
Defining the Strategy
Our research insights informed a clear strategic direction: develop a home insurance offering that truly integrates into real-life needs rather than simply conforming to industry norms.
Our solution prioritises simplicity, transparency, and digital-first experiences, aligning with IKEA’s brand values.
- Complex onboarding processes discouraged people from exploring better options.
- A lack of trust in insurance providers hindered engagement.
- Competing financial priorities, cumbersome claims processes, and prohibitive costs were further barriers.
3
Designing the Solution
We designed a digital-first home insurance product, exploring four innovative propositions that seamlessly aligned with IKEA’s brand promise.
We used a user story mapping exercise to define every customer interaction, from initial discovery to digital purchase and ongoing engagement.
Experience Prototype 1
IKEA Hemflex (HomeFlexibility)
A platform for organising and splitting bills and insurance between flatmates or friends.
Experience Prototype 2
IKEA Hemsmart (HomeSmart)
A streamlined insurance solution that allows users to scan their homes for a quick quote and safety assessment.
Experience Prototype 3
IKEA Hemspar (HomeTrack)
An eco-friendly insurance policy that rewards sustainable behaviour.
Experience Prototype 4
IKEA Hemtrygg (HomeSafe)
A simple, affordable, and easy-to-understand insurance product.
4
Implementing the Vision
The result was IKEA HEMSÄKER, a name derived from the Swedish words “home” and “secure.”
It was launched in Switzerland, Singapore, Malaysia, and Mexico, and further expansion is planned. In the Swiss market, it captured 10% of the country’s direct household insurance market and ranked #5 in customer service for home insurance.
IKEA CH: HEMSÄKER
Ikano Group: Press page
iptiQ Swiss Re: Press page
- Capturing 10% of the country’s direct household insurance market.
- Ranking #5 in customer service for home insurance (2022).
- Gaining recognition from Ingka, IKEA’s largest franchisee, which subsequently integrated the concept into its broader financial services strategy.
The IKEA HEMSÄKER project shows how human-centered design creates customer value and de-risk business decisions.
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