Just as with IKEA construction kits, materials are vital for every successful construction. For this project, the core materials consisted of a diverse, international team of creative thinkers. Contributions from team members with different backgrounds like children’s psychology and strategic design enriched the process. In a series of sessions with the team and several inspirational speakers the foundations for the concepts were laid. Finally, the finer structures were shaped through concepting by Fronteer.

At the center of the project stood some key questions which we were able to answer in co-creation. At which points in the shopping journey do caregivers and children experience friction? What are the particular needs of children of different ages and their caregivers at this stage? How can we engage the children and simultaneously provide headspace for their caregivers? Providing in the customer’s needs, from young to old, soon became the main priority.

The storyline of the play solutions throughout the store is the glue which connects the play solutions and makes IKEA Play sticky. Understanding the customer journey through the eyes of children and caregivers helped us to discover opportunities. Through co-creation these aspects could be intertwined and solutions were created.