70% of Taiwanese mistakenly believed that since IKEA is imported, it must be expensive. And with the added economic impact of Covid-19, we needed to elevate people’s willingness to shop, by combing through IKEA’s 8,500 furniture and furnishing products, finding the super affordable items, and throwing them into the limelight.

Breaking from IKEA’s custom of categorizing products according to the different rooms of the home, we launched the history’s first electronic catalogue sorted according to price, the “IKEA Dollar Catalogue”: 100 items, 100 pages, 100 prices, ranging from 1 to 100 Taiwan dollars (1 Taiwan Dollar = 3 cents). The page number equaled the product price.

By sorting out these low-priced products for consumers, we changed the order in which they received information, and we sped up the buying process. Using a more intuitive UX/UI experience, we created a more direct connection.

Using consumer purchasing data from IKEA’s online store, we carefully selected 100 popular products to include in the IKEA Dollar Catalogue. Our visual design integrated the prices and the page numbers. The price/page numbers appeared at the bottom left or right corners of the page, in IKEA’s trademark simple, approachable style. Besides the catalogue, we extended the idea to a video, counting off seconds that equaled the product prices, and to the stairs of an underground parking garage, where a product price appeared on each step. It all fully reflected the brand spirit: “Affordable Makes Wonderful.”

In less than two weeks, the IKEA Dollar Catalogue had over 10 million page views. The web page’s bounce rate was only 58.2% of that for the whole website. It scored 21 million impressions. And most importantly, it achieved an ecommerce conversion rate of 264%. As we optimized the purchasing process, people witnessed IKEA’s amazingly low prices, and what followed was brisk business.