The RULLAHUS: IKEA's First Camper

Discover Phase: This involved brand analysis to better understand IKEA's values, comparing the brand with competitors, and gathering insights on market trends in mobility and ways of living. This phase focused on secondary research to form a foundational understanding of the project's context.

 

Define Phase: The team focused on evaluating IKEA's target audience by conducting observations in IKEA stores and interviewing customers. IKEA’s customers are diverse, but one customer group was chosen to be targeted by the new mobility solution. The group was titled “Modern Nomads”.

The Modern Nomad target group was characterized as a group of people who “live on the move”. They can move frequently, be it to a new home as their family grows, or to a new place near their new workplace. They are fascinated by new experiences and are flexible in terms of their working and living spaces.

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Develop Phase: A total of 180 people answered an online survey and 17 customers were interviewed. The surveys and interviews highlighted that the target group chooses not to spend a lot of money on furniture because they move frequently and wish not to be attached to expensive things. Furthermore, their sense of comfort and belonging is not attached to geographical locations, but to experiences and social environments.

The team engaged in a concept ideation session in which the IKEA Camper rental service was selected as the most suitable solution.

 

Deliver Phase: This final focused on applying the solution in practice, which included the design of product and service proposals (camper layout and interior design, sustainability factors, online booking system, customer journey), and developing a campaign roadmap to introduce the service to the market.

 

The IKEA Camper rental service is envisioned as a solution for those seeking a balance of comfort and adventure in their travels.​