IKEA wanted a brand community as the basis of their customer relationship program IKEA FAMILY. IKEA fans needed a place to exchange ideas with each other about decorating.The IKEA community was to be a lively and democratic place where users could create their own space.Usability had to be simple – in other words, typically IKEA.

Because the target group is 80% female, we tried to develop a more feminine and lively design.Users had the opportunity to determine the way they would appear on their profile pages and browser. Users had a multitude of options when it came to colors and design.In this way, the community design fit IKEA’s philosophy: Make your world your own.

IKEA was welcomed everywhere. The response rate was so high that the demand for extra catalogues could not be fully met. The promotion also got postive attention among many bloggers on the web.