How to create loveable circular solutions. The IKEA way.

©Inter IK

EA S

ystems B

.V. 2018

©Inter IK

EA S

ystems B

.V. 2018

Creating better everyday life for the many people

People & Planet Positive strategyThree key areas

Healthy & sustainable life Circular & climate positive Fair & inclusive

©Inter IK

EA S

ystems B

.V. 2018

Circular IKEAThree perspectives

©Inter IK

EA S

ystems B

.V. 2018

Designing products

1

Production and distribution

2

Consumers, customers, co-workers

3

Circular IKEA

©Inter IK

EA S

ystems B

.V. 2018

We side with the many people.We start with the many people.

Circular IKEA

©Inter IK

EA S

ystems B

.V. 2018

We side with the many people.We start with the many people.

©Inter IK

EA S

ystems B

.V. 2018

The co-creation processFrom insights to verified solutions

©Inter IK

EA S

ystems B

.V. 2018

INSIGHTSPEOPLE DRIVEN

PRINCIPLES

VALUEPROPOSITION

CHALLENGE BUSINESS MODEL

TEST&

IMPLEMENT

!

How might we enable people to bring

things in, give new value to things,

and get rid of things so that they can

take action and feel confident?

During the process we were searching for the answers for the following question:

Challenge statement

©Inter IK

EA S

ystems B

.V. 2018

Round 1Gathering insights

©Inter IK

EA S

ystems B

.V. 2018

IN DEPTH INTERVIEWS

59 people

©Inter IK

EA S

ystems B

.V. 2018

We want to own our things. Not owning brings more worries than pleasures.

AAs long as we still have space we store the stuff we no longer use.

B CWe have a thorough system and defined criteria to find suitable destinations for things we get rid of.

©Inter IK

EA S

ystems B

.V. 2018

TRUST

CONVENIENCE EXTERNAL INFLUENCERS

ACCESSIBILITY

provide simple, fair andtransparent terms andrelieve the fear of beingjudged by others

meet needs related to time,money and effort whilealigning with their values

reinforce positive externalmotivators and removeexternal de-motivators

be aware of benefits anddrawbacks of existing solutionsand people’s view of those

©Inter IK

EA S

ystems B

.V. 2018

Round 2Creating value proposition

©Inter IK

EA S

ystems B

.V. 2018

Even more people

©Inter IK

EA S

ystems B

.V. 2018

JOBS

PAINS

GAINS

©Inter IK

EA S

ystems B

.V. 2018

And their…

Round 3Creating business model

©Inter IK

EA S

ystems B

.V. 2018

Even more peoplein spontaneous interactions

©Inter IK

EA S

ystems B

.V. 2018

©Inter IK

EA S

ystems B

.V. 2018

BMC

©Inter IK

EA S

ystems B

.V. 2018

BMC

©Inter IK

EA S

ystems B

.V. 2018

BMCCustomer segments

I put things in the bin or beside the bin

I have things hidden, stored, or forgotten

I give things to family and friends

I sell things on online platforms

TRUST

CONVENIENCE EXTERNAL INFLUENCERS

ACCESSIBILITY

WE MUST

WE MUST provide simple, fair andtransparent terms andrelieve the fear of beingjudged by others

meet needs related to time,money and effort whilealigning with their values

reinforce positive externalmotivators and removeexternal de-motivators

be aware of benefits anddrawbacks of existing solutionsand people’s view of those

Main high level insights

©Inter IK

EA S

ystems B

.V. 2018

The process in numbersIKEA people engaged:Global team: 6Polish team: 19

Consumers interviewed: 59

Days: 5 (preparations) +20 (process of co-creation and interviews) + weeks of gathered data and results processing

Engagement of the country leader and back-up person in hours: 412 h

©Inter IK

EA S

ystems B

.V. 2018

And next…Planning, prototyping, testing, improving, prototyping, testing, planning, improving, prototyping, testing…

©Inter IK

EA S

ystems B

.V. 2018

So, how can IKEA helppeople in Poland to be morecircular at home?

©Inter IK

EA S

ystems B

.V. 2018

BETTER DESTINATIONSawaking „hibernated” stuff at home by giving it next life and finding it new destinations

© Inter IK

EA S

ystems B

.V. 2018

we help people to discover and restore value of, and give next life to their stuff, so they can feel confident and good about it

Better Destinations’ framesCrucial elements

©Inter IK

EA S

ystems B

.V. 2018

Awake Declutter Guide

Next-life enabler

awake

©Inter IK

EA S

ystems B

.V. 2018

Better DestinationsCrucial elements

declutter guide

©Inter IK

EA S

ystems B

.V. 2018

Better DestinationsCrucial elements

next-life enabler

©Inter IK

EA S

ystems B

.V. 2018

Better DestinationsCrucial elements

Black Friday

©Inter IK

EA S

ystems B

.V. 2018

BLACK FRIDAY

CIRCULAR ECONOMY

subject

EMOTIONS

rushshopping feverpressure

occasion

prudencecalmnessbalance

©Inter IK

EA S

ystems B

.V. 2018

Let’s poke them

©Inter IK

EA S

ystems B

.V. 2018

#przydasie#mightbeuseful

©Inter IK

EA S

ystems B

.V. 2018

Discover “MIGHT BE USEFUL” collection at your home

© Inter IK

EA S

ystems B

.V. 2018

„MIGHT BE USEFUL” collectionLONG-CELLAREDTable set from the basement

„MIGHT BE USEFUL” collectionFORGOTTEN-LONG-TIME-AGOChildren accessories

„MIGHT BE USEFUL” collectionLONG-UNOPENEDWardrobe

„MIGHT BE USEFUL” collectionNEVER-USEDKitchen accessories

IKEA.pl/przydasie

© Inter IK

EA S

ystems B

.V. 2018

© Inter IK

EA S

ystems B

.V. 2018

IKEA.pl/przydasie

Most things remain to be done.

©Inter IK

EA S

ystems B

.V. 2018

Ingvar Kamprad

“Waste of resources is one of the

most serious mandkind disease.” Ingvar Kamprad

©Inter IK

EA S

ystems B

.V. 2018

TACK!

©Inter IK

EA S

ystems B

.V. 2018