In this touchpoint we will discuss how customers can plan to visit IKEA. Usually customers will search for information. They will want to know different locations, open times and a way to contact the store or customer service. They also need to be aware of new COVID-19 protocols in place at the store.
We will be using a landing page to bring awareness of safety precautions before entering the store. They will be informed and can prepare before coming to IKEA.
Important information we want to include on the landing page is how IKEA has implemented changes for the safety of workers and customers. We also want to mentioned a big change in how people enter the store. In addition to all the safety protocols in place, I am creating a virtual wait-line for customers. Instead of standing in lines, during the heat of the summer, people can now wait in their cars and socially distance from other customers while doing so. This is safer for customers and much, much more convenient. For guests who do not own cars to get to IKEA, they can stand wherever they would like and join the virtual wait line as well.
I looked at some landing pages and tried to find common trends between them as well as understand what was working and not working. Here are my findings:
Bright green CTA button that only appears twice in the whole page. High visibility for conversion.
Three graphics on the bottom, followed by illustrations are really eye catching. Clearly separates the information into 3 main parts. This is useful for giving more information about a product.
Unlike other landing pages, Lyft uses text overlaying on the image. The nav bar is transparent but slightly darker to show a clear separation between the nav bar and page.
There is more color than usual here for a landing page. The header is very prominent and the copy leaves the consumer on a bit of a cliff hanger, making them wonder what the "step away" is.
Interestingly, Wayfair doesn't utilize the entire page like other landing pages. They have a main message,"Give $10, Get $10" which is very large and is at the top of the hierarchy visually. Overlaying images on top of the text box is not a common trend Ive found for landing pages.
Initially, I was thinking of using graphics IKEA already uses on their COVID-19 protocol site. It uses a heart and mask on it. I thought it was very on brand for IKEA but not exactly hitting the message of virtual wait lines and waiting in cars. I also thought of using illustrations of characters using a sanitizer station and a mask but I feel this graphic is over used and again, does not bring attention to the feature of waiting in your car instead of standing in lines.
In these sketches I knew we definitely need a CTA button that leads customers to the site where they can join the virtual wait line. I wanted to include a catchy header that gets the idea over to the viewer quick. I also wanted the graphic to be easily comprehendible and compliment the copy of the page.
The copy was the main part in the initial planning of the site. I explain the actions IKEA is taking to keep everyone safe and the new virtual wait line feature. I wanted to roughly place items where they will generally before really getting deep into designing.
