IKEA HEMSÄKER
User-centered product value proposition and UX/UI design for home insurance to meet customers' needs and de-risk 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 and Ikano Bank.
Agency: C Space London.
My role: Creative Director + User Experience Director.
Singapore & Malaysia’s digital campaign by TBWA\Singapore.
1
Understand
3-day hackathon in Zurich with consumers and stakeholders of different ages, lifestyles and living situations. Define opportunities and risks to understand if IKEA should offer home insurance.
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Swiss Re’s iptiQ and Ikano Bank asked us to create possible insurance propositions for them to present to IKEA. The critical question we had to remember throughout the project was, “Why should IKEA do insurance?”.
We held a 2-day synthesis session with the clients. We brainstormed and shared all we knew about IKEA’s previous work (Life At Home and Play reports). This included what the clients knew. We did this to generate platforms.
We then ran a 3-day hackathon in Zurich with consumers and stakeholders of different ages, lifestyles and living situations.
On Day 1, we worked with 20x of IKANO and IKEA Switzerland consumers. We generated ideas based on our platforms.
On Day 2, we ideated five propositions based on what we heard the previous day. At the end of day 2, we ran an overnight survey to test the propositions with 300 consumers in 3 different markets. There were 100 Malaysians, 100 Germans, and 100 Americans.
On Day 3, we got the data from the overnight survey. We presented it to the client. Then, we invited 10 more consumers to refine the ideas in the afternoon.
We then refined the findings, created 4 breakthrough insurance propositions, and prototyped them.
We then ran a 3-day hackathon in Zurich with consumers and stakeholders of different ages, lifestyles and living situations.
On Day 1, we worked with 20x of IKANO and IKEA Switzerland consumers. We generated ideas based on our platforms.
On Day 2, we ideated five propositions based on what we heard the previous day. At the end of day 2, we ran an overnight survey to test the propositions with 300 consumers in 3 different markets. There were 100 Malaysians, 100 Germans, and 100 Americans.
On Day 3, we got the data from the overnight survey. We presented it to the client. Then, we invited 10 more consumers to refine the ideas in the afternoon.
We then refined the findings, created 4 breakthrough insurance propositions, and prototyped them.
2
Define
Ideation and overnight survey with 300 consumers in 3 different markets to test the propositions. 10 more consumers to refine the findings and create 4 breakthrough insurance propositions.
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A safer life at home is crucial to creating a better everyday life for "the many people".
People find different ways to feel safe at home. Physical security means protecting each other, protecting the home itself, and feeling free.
Many things are currently wrong with the insurance experience. They create barriers to entry, like complicated and confusing onboarding. There is fear of better options. There is a lack of trust in insurance companies. Other things are competing for a share of the wallet. Claiming is challenging when it feels like insurance companies are trying not to pay out. It's too expensive.
People find different ways to feel safe at home. Physical security means protecting each other, protecting the home itself, and feeling free.
Many things are currently wrong with the insurance experience. They create barriers to entry, like complicated and confusing onboarding. There is fear of better options. There is a lack of trust in insurance companies. Other things are competing for a share of the wallet. Claiming is challenging when it feels like insurance companies are trying not to pay out. It's too expensive.
3
Design
Strategists, researchers, data analysts, and UX/UI designers work together end-to-end to map, prototype, and test the experiences, translating the user needs into interactions and helping the business to de-risk decisions.
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IKEA is uniquely positioned to solve these problems. It is already strongly associated with the home. So, going into home protection makes sense.
From the survey, Security ranked as the most important of the 5 core home needs. The other 4 are Privacy, Comfort, Belonging, and Ownership.
We generated ideas at the intersection of home issues (what people want and expect from the home) and insurance challenges.
We designed four experiences. Each has a unique but on-brand language and it is detailed with a proposal, product, deal, and persona.
From the survey, Security ranked as the most important of the 5 core home needs. The other 4 are Privacy, Comfort, Belonging, and Ownership.
We generated ideas at the intersection of home issues (what people want and expect from the home) and insurance challenges.
We designed four experiences. Each has a unique but on-brand language and it is detailed with a proposal, product, deal, and persona.
The key: a multidisciplinary team
The team had strategists, researchers, data analysts, and digital and UX/UI designers. But we wanted to extend it to 30 Swiss customers co-creating in person and 300 more online customers from Malaysia, Germany, and America. Additionally, 8 stakeholders participated from the beginning to the end. The group had diverse skills, cultures, and views. These were crucial to de-risking IKEA’s choice to enter insurance.
The team had strategists, researchers, data analysts, and digital and UX/UI designers. But we wanted to extend it to 30 Swiss customers co-creating in person and 300 more online customers from Malaysia, Germany, and America. Additionally, 8 stakeholders participated from the beginning to the end. The group had diverse skills, cultures, and views. These were crucial to de-risking IKEA’s choice to enter insurance.
Experience Prototype 1
IKEA Hemflex (HomeFlexibility) is a place to organise and split bills and insurance. You do this with your friends or flatmates.
Experience Prototype 2
IKEA Hemsmart (HomeSmart) simplifies insurance. It lets you scan your home for a quick quote and safety assessment.
Experience Prototype 3
IKEA Hemspar (HomeTrack) is an eco-friendly insurance policy. It rewards you for being green.
Experience Prototype 4
IKEA Hemtrygg (HomeSafe) is user-friendly. It's simple and affordable insurance that's easy to understand.
4
Implementation
IKEA HEMSÄKER combines the Swedish words for "home" and "secure." It is a digital journey launched in Switzerland, Singapore, Malaysia, and Mexico, and more markets will follow.
IKEA CH: HEMSÄKER
Ikano Group: Press page
iptiQ Swiss Re: Press page
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The project team is proud of how it is sold authentically as an IKEA-branded product and presented in straightforward language. An additional feature offered customers a CHF 20 gift voucher to IKEA for every year they did not make a claim. This initiative was beneficial for IKEA, as customers typically spent five times the value of the voucher during store visits.
HEMSÄKER achieved significant milestones in Switzerland:
- It grew to capture 10% of the country's direct household insurance market.
- Achieved #5 ranking in best customer service for home insurance in Switzerland (2022).
- Ingka, IKEA's largest franchisee, recognised the success of HEMSÄKER and subsequently integrated the concept into its broader financial services strategy.
