Sections

Homepage

Main IKEA landing page with navigation and promotional content.

[00:00]
"I landed on the homepage and honestly had no idea where to start. There were banners everywhere and nothing told me where the sale section was." p1
frustration user need
☆
[00:37]
"What's the fluffiest duvet I can get? Down and feather. King size. Temperature. The warmest." p3 Fritchoff
exploration
☆

Category Pages

Product listing and category navigation.

[01:14]
"The categories don't make sense to me. Why is 'Textiles' separate from 'Bedroom'?" p2 Fred
frustration visible action
☆

Search Results

Search results page with filters and sorting.

[01:51]
"Wait, are these search results sorted by relevance or by price? I can't tell." p1
visible action
☆
[02:28]
"Oh nice, it's showing me similar items as I type. That's actually really helpful." p3 Fritchoff
satisfaction system response
☆

Product Details

Individual product pages with images and specs.

[03:05]
"I don't understand these dimensions. Is 200cm the length or the width?" p2 Fred
user need
☆
[03:42]
"Oh this is nice. The 360 view is really helpful actually. I wish more products had this." p1
satisfaction
☆

Shopping Bag

Basket review and quantity management.

[04:19]
"Okay so I've added three things now. Let me check my basket... oh wait, where did the duvet go?" p3 Fritchoff
frustration system response
☆

Checkout

Payment and delivery flow.

[04:56]
"Why can't I change the quantity here? I have to go back to the product page?" p2 Fred
frustration
☆
[05:33]
"I like that it remembers my postcode from earlier. That's a nice touch." p1
satisfaction
☆

Order Confirmation

Post-purchase confirmation and next steps.

[06:10]
"This is asking me for so much information. Do I really need to give my phone number?" p3 Fritchoff
user need
☆
[06:47]
"Great, order confirmed. But where's my order number? I can't see it anywhere obvious." p2 Fred
surprise system response
☆

Account Settings

Profile, preferences, and saved addresses.

[07:24]
"Oh it's sent me an email already. That was fast. Good." p1
satisfaction
☆

Wishlist

Saved items and sharing features.

[08:01]
"I can't find where to change my email address. It's not under 'My details'?" p3 Fritchoff
frustration visible action
☆
[08:38]
"The saved addresses section is nice and clean. Easy to add a new one." p2 Fred
satisfaction
☆

Store Locator

Finding nearby stores and stock availability.

[09:15]
"I saved this sofa last week but now it says unavailable. That's annoying." p1
frustration system response
☆
[09:52]
"Can I share my wishlist with someone? My partner needs to see this." p3 Fritchoff
user need
☆

Delivery Tracking

Order status and estimated delivery updates.

[10:29]
"It says the nearest store is 45 minutes away but I know there's one closer." p2 Fred
system response
☆

Returns Portal

Initiating returns and tracking refunds.

[11:06]
"I can't tell if this item is in stock at my local store from this page." p1
frustration
☆
[11:43]
"It still says 'dispatched' but I got it yesterday. The tracking is behind." p3 Fritchoff
system response
☆

Customer Reviews

Reading and writing product reviews.

[12:20]
"I love that I can see exactly where the van is. Very reassuring." p2 Fred
satisfaction
☆
[12:57]
"How do I return just one item from a multi-item order? This is confusing." p1
frustration user need
☆

Size Guide

Measurement guidance for furniture and textiles.

[13:34]
"The reviews are helpful but I wish I could filter by 'verified purchase'." p3 Fritchoff
user need
☆

Gift Cards

Purchasing and redeeming gift cards.

[14:11]
"Someone posted a photo of this in their actual room. That's way more useful than the product shots." p2 Fred
satisfaction
☆
[14:48]
"The size guide says 'standard' but what's standard? Give me centimetres." p1
frustration
☆

Click and Collect

Reserve online, pick up in store.

[15:25]
"Can I buy a gift card and have it emailed directly to someone? I can't tell." p3 Fritchoff
user need
☆
[16:02]
"Oh you can choose the amount. And add a message. That's nice." p2 Fred
satisfaction
☆

Price Comparison

Comparing similar products and price ranges.

[16:39]
"It says I can collect today but when I select my store it says tomorrow." p1
frustration system response
☆

Product Filters

Narrowing results by colour, size, price.

[17:16]
"Is this cheaper than John Lewis? I wish they'd show me." p3 Fritchoff
user need
☆
[17:53]
"The price history graph is really transparent. I appreciate that." p2 Fred
satisfaction
☆

Mobile Navigation

Bottom nav, hamburger menu, gestures.

[18:30]
"Too many filter options. I just want 'under £50' and 'in stock'." p1
user need
☆
[19:07]
"The bottom navigation keeps disappearing when I scroll. Where did it go?" p3 Fritchoff
frustration visible action
☆

Accessibility Features

Screen reader support, contrast, keyboard nav.

[19:44]
"Swiping between images works nicely. Very smooth." p2 Fred
satisfaction
☆

Payment Methods

Card, PayPal, Klarna, Apple Pay options.

[20:21]
"The screen reader is reading the decorative icons as 'image image image'." p1
system response
☆
[20:58]
"I want to pay with Apple Pay but it's not showing as an option." p3 Fritchoff
frustration
☆

Guest Checkout

Purchasing without creating an account.

[21:35]
"Klarna's 'pay in 3' option is really clearly explained here." p2 Fred
satisfaction
☆
[22:12]
"Why do I have to create an account? I just want to buy one thing." p1
frustration user need
☆

Email Notifications

Order updates, marketing, preference management.

[22:49]
"I'm getting too many emails from them. Where do I unsubscribe?" p3 Fritchoff
☆

Help Centre

FAQ, contact options, troubleshooting guides.

[23:26]
"The order confirmation email has everything I need. Really well laid out." p2 Fred
satisfaction
☆
[24:03]
"I can't find the answer to my question in the FAQ. It's too vague." p1
frustration
☆

Live Chat

Real-time support with agents and chatbots.

[24:40]
"Oh there's a phone number! Most sites hide that. Good." p3 Fritchoff
satisfaction
☆
[25:17]
"The chatbot asked me the same question three times. I gave up." p2 Fred
frustration system response
☆

Themes

Healthcare system failures

[25:00]
"The NHS booking system could learn a thing or two from this checkout flow." p3 Fritchoff
☆

Technical difficulties during testing

[26:41]
"Sorry my screen just froze for a second there. Right, where was I..." p1
☆

Brand perception and personality

[27:22]
"IKEA feels very Swedish. In a good way. Clean, organised. But sometimes too minimal." p2 Fred
☆

Session management and boundaries

[28:03]
"I've been at this for a while now. My session might time out." p3 Fritchoff
☆

Trust and credibility concerns

[29:44]
"I don't trust this payment page. The design looks different from the rest of the site." p1
frustration
☆

Pricing transparency gaps

[30:25]
"Why is delivery £5 here but free on their app? That feels sneaky." p2 Fred
frustration
☆

Information architecture confusion

[31:06]
"I keep getting lost. The breadcrumbs say one thing but the page says another." p3 Fritchoff
frustration
☆

Emotional response to errors

[32:47]
"When I saw that error message I panicked. I thought I'd lost my whole basket." p1
☆

Cross-device experience friction

[33:28]
"I added things on my phone but they're not showing on my laptop." p2 Fred
frustration
☆

Accessibility barrier patterns

[34:09]
"The font is too small for me. And I can't figure out how to zoom in properly." p3 Fritchoff
☆

Social proof dependency

[35:50]
"If nobody's reviewed it, I won't buy it. I need to see what other people think." p1
☆

Decision fatigue triggers

[36:31]
"There are just too many options. I've been looking at sofas for 40 minutes." p2 Fred
☆

Cognitive load in checkout

[37:12]
"By the time I got to the payment page I'd forgotten what I was buying." p3 Fritchoff
☆

First impression formation

[38:53]
"First thing I noticed was how fast it loaded. That made a good impression." p1
satisfaction
☆

Recovery from mistakes

[39:34]
"I accidentally deleted my address and now I can't get it back." p2 Fred
frustration
☆

Language and tone sensitivity

[40:15]
"The tone is very corporate here. It doesn't match the fun vibe of the store." p3 Fritchoff
☆

Visual hierarchy effectiveness

[41:56]
"I didn't even see that button. It blends into the background." p1
☆

Loading and performance anxiety

[42:37]
"That spinner has been going for ages. Is it broken or just slow?" p2 Fred
☆

Privacy and data concerns

[43:18]
"Why does it need my location? I haven't agreed to anything." p3 Fritchoff
frustration
☆

Comparison shopping behaviour

[44:59]
"I always open three tabs and compare. Is there a built-in way to do that?" p1
user need
☆

Loyalty programme confusion

[45:40]
"I have a loyalty card but I don't know what my points are worth." p2 Fred
☆

Seasonal shopping patterns

[46:21]
"Everything's on sale right now. How do I know what the real price is?" p3 Fritchoff
☆

Mobile-first expectations

[47:02]
"On my phone this looks great. Much better than the desktop version actually." p1
satisfaction
☆

Voice and assistant integration

[48:43]
"I tried asking Alexa to add this to my IKEA basket and it had no idea." p2 Fred
☆

Sustainability messaging impact

[49:24]
"It says 'sustainably sourced' but what does that actually mean?" p3 Fritchoff
☆