IKEA digital

As copy lead and concept creative (UX) I worked on the user experience of campaign hubs, the IKEA FAMILY platform, digital survey tools and CRM activities.

Brand: IKEA | Agency: GGH MullenLowe | Role: Copy lead, Concept creative (UX), UX writing, CRM

Copy lead

Online users don’t read? They just read differently. They scan. Still, they value good copy. Copy that speaks their language. Copy that is brief and simple, yet inspiring. That isn’t a one way street. Writing for IKEA means writing this kind of copy. That’s why I loved working for the brand and leading the digital copy team in Germany.

Concept creative (UX)

I had the chance to develop concepts for digital campaign hubs, relaunch the IKEA FAMILY platform and work on the UX of IKEA.de. It was a great experience.

UX writing

Clear. Concise. Conversational. Useful. IKEA’s brand tonality already implies the basic principles for good UX writing. We strived to establish a dialogue with our users: on IKEA.de and within digital tools such as interactive surveys. Unfortunately, I can’t show all the work here for reasons of confidentiality.

CRM concepts

IKEA FAMILY is one of the largest German customer clubs. I created newsletter stretches as part of their digital campaigns, loyalty activities along the customer lifecycle as well as CRM strategies for the next few years.

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