IKEA HOME INSURANCE —

IKEA HOME INSURANCE —

Design & Customer Journey

To ensure a fast and efficient launch while delivering a fully IKEA-branded experience, the design strategy focused on re-skinning proven Urban Jungle components and flows, with targeted improvements for PCW customers. The fundamental principle was to uphold the coherence and immediate recognisability of the IKEA brand across all customer touchpoints, including online journeys, in-store promotions, and communication with IKEA Family members.

Workstreams

Design was delivered across three parallel workstreams, prioritised to accelerate build while maintaining IKEA brand consistency:

  1. Direct Journey
    Buildings & Contents, Buildings only, and Contents only. Existing components were re-skinned to IKEA branding using Figma Make while preserving proven logic, copy, and functionality to minimise engineering effort.

  2. PCW Journey
    Based on our single-page PCW checkout design, aligned with IKEA’s e-commerce experience. The journey adopts the same re-skinning approach while applying increased IKEA visual identity where possible.

  3. Account Manager
    All successful self-serve functionality was mirrored in the IKEA brand for speed and consistency.

Design work was front-loaded and parallelised to deliver build-ready assets as early as possible, while aligning closely with internal cross-functional stakeholders across product, engineering, and commercial teams. In parallel, designs were shared iteratively with IKEA partner teams to support ongoing alignment and secure external sign-off, balancing delivery speed with brand approval requirements.

Overview

I led the Product Design workstream for the launch of a new suite of IKEA-branded Home Insurance products, executing across internal and external teams.

The goal was to combine our underwriting expertise with IKEA’s iconic brand and massive customer reach, delivering a Minimum Viable Product (MVP) to unlock new volume and validate the value of a sub-brand on Price Comparison Websites.

The project is launching with three direct products and a presence on one PCW, with a clear objective to achieve 500 sales per month and 27,000 'on risk' customers within the first year.

Key features

Single-Page PCW Checkout – Redefining Conversion Efficiency

We reimagined the traditional price comparison checkout flow by collapsing a multi-page funnel into a single, continuous experience organised into purpose-built sections. This design was the result of a successful A/B test on our existing Home Insurance product which tested a central hypothesis: can a streamlined journey increase Conversion Rate (CVR) by ~10% and materially drive up Gross Written Premium (GWP)?

The core business challenge was reconciling IKEA’s existing e-commerce checkout logic with our own conversion-optimized UX principles. Rather than preserving backend eligibility and third-party data checks late in the flow, we shifted key technical validations — including TM eligibility, CUE, Wakam API and LN property insights — to occur earlier, immediately after the customer answered final assumptions. This early validation model significantly reduces friction and drop-off later in the journey.

By preserving essential functionality while simplifying the interaction rhythm, this redesign creates a faster, less fragmented path to completion — setting the stage for measurable improvements in user engagement and business outcomes.

IKEA UI Library – Scaling Brand Consistency Across Design and Engineering

To support rapid delivery while maintaining brand fidelity, we built a fully functional IKEA UI library spanning Figma, Tailwind, and frontend engineering services. Using Figma Make (AI), we rapidly prototyped and iterated on multiple IKEA-branded system concepts, enabling fast exploration of visual directions while ensuring strict alignment with IKEA’s tone of voice and marketing guidelines before converging on a final system.

Rather than rebuilding from scratch, we strategically re-skinned existing UJ components, replicating the proven direct-journey logic, copy, and interaction flow. This approach significantly reduced engineering complexity while delivering a distinctly IKEA-branded experience — achieved by transitioning colours and typography to IKEA’s design language, integrating authentic IKEA photography throughout the journey, and retaining the underlying UJ component functionality to minimize build time and technical risk.