Tasked with developing a new customer experience framework for the global IKEA business, we engineered The Customer Experience Map that serves as reference tool describing common customer behaviours. These were identified and quantified through extensive contextual research in six key IKEA markets globally.

Created in collaboration with stakeholders across the IKEA organisations and BBH, this tool allows the IKEA business to plan and execute strategies specifically designed around these behaviours. The previous global Customer Experience Map for IKEA was developed by McKinsey over 20 years ago.