A big talk by Eelko Lommers

Global Director Product Experience Design at Ikea.

This week Eelko enlighted us with a transformational journey, learnings and insights into Ikea’s UX-team structure and practices. Climate protection and embracing sustainability. And Ikea’s culture and recruitment process. ’A lot of brands are about the customer journey, right? It’s the journey, journey mapping, all of these different touch points, and all of that, in a sense, it’s great. But it’s not about the journey because journeys are only how you move, but it’s the experience you actually remember, not the journey. And from that perspective, IKEA is rapidly maturing towards that.’’