IKEA Marketing & Communication BA Home Smart
Enclosed are glimpses of my artistic creations crafted with Adobe Illustrator, inspired by my extensive fieldwork at various IKEA outlets focused on Home Smart (IoT products).
In adherence to GDPR protocols barring customer photography, I opted for illustrations portraying customers, vividly capturing their interactions and experiences within a retail environment. This method not only avoids privacy concerns but also enriches my observational acumen. Seamlessly blending visuals with written narratives, I can summarize the ambiance, individuals, their responses, and emotions, thereby providing a holistic portrayal that surpasses mere textual representations
Illustration 1: Observed uninterested customers passing by the main Home Smart showroom at Delft store, highlighting the dull, dark area and the broken lamp on the ceiling
Illustration 2: Observed many interested customers stopping by the Home Smart showroom at Delft store after changes was made
Illustration 3: Frustrated and confused customers in Älmhult looking around searching if they could get help from IKEA sales personnel
Illustration 4: Interested customer wondering and gazing curiously at he smart lights inside the walk-in closet at Delft store
Illustration 5: Customers enjoying the ‘smart living room’ area and testing the Symfonisk smart speaker in Liege, Belgium
Illustration 6: Curious customer exploring the Home Smart system using the touch screen at Malmö store
Illustration 6: Customer looking puzzled when the Home Smart system did not work properly at Delft store
Illustration 9: Customer looking happy after receiving help and advice from Home Smart expert who explained in detail on how to use the smart app during the IKEA Festival in Älmhult
Illustration 8: Observation shows the diversity of the customers as well as their facial expressions at Malmö store
