The business case for serving the consumer journey. Rather than simply thinking about the purchase as a discreet event.
…much more salient, to me at least, is the infuriating design of Ikea stores. Invariably, my wife and I separate at some point and then, once I’m done browsing, I end up spending 20 minutes walking in circles trying to find the route back to children’s furniture or some other designated meeting spot. I wind up passing the same mock studio apartment half a dozen times, blood pressure rising with each new sighting.
This confusion is carefully planned and orchestrated by Ikea, explained Alan Penn, a professor of architectural computing at University College London, in a recent lecture, in which he makes use of some very cool maps and digitized models of customer flow. One result of Ikea’s rat-maze design: 60% of the things people buy there were not on their original shopping list.