Interactive Sleep Guide
For IKEA Germany we developed an interactive Sleep Guide that approaches the subject of sleep in a holistic way. Users can find out what kind of sleep type they are and are provided with personalized tips and product recommendations. Instead of a traditional product presentation, we focused on the users needs to create true value with IKEA products.
The sleep struggle
We’ve all been there – rolling around in the middle of the night, not able to shut our eyes. In fact many people suffer from sleep deprivation. In a society that is always on the lookout on how we can make our daily lives even more effective, the subject of sleep moves further to the background. Few people are aware of the impact that the nightly sleep has on their lives and daily well-being.
On a mission
Together with our client IKEA Germany we teamed up on a mission for better sleep. With the professional support of Dr. Guy Meadows, founder from “The Sleep School Ltd.” we went through an intensive phase of research. Our vision: rise awareness on the importance of sleep and enable users to get a better understanding of their personal sleep.
Storytelling as a fundament
To approach this sensitive topic in a playful way, we decided to let one of IKEAs characters from the sleep campaign – a little sheep called “Verdi” – guide the users through the journey. The personality of the character adheres to the brands core value. This was achieved not only by the visual presentation, but above all by its IKEA like friendly tonality to create a feel-good atmosphere during the user journey. While users were asked about their daily routines and lifestyle habits, Verdi would adapt his look and behaviour based on the users answer selection.
Animations in focus
In order to guide the user optimally through the journey, we staged the main character and put it in the visual focus. Playful illustrations in combination with detailed animations build the heart of this application.
Playful illustrations and smooth animations
Putting the spotlight on the main character, we paid special attention to our eye catcher – detailed animations that enable Verdi to jump into different roles. For this, we designed many different illustrations. The developed animations lead the user through the journey with charm and a twinkle in the eye. To ensure optimal performance and keep loading times low, we worked with Bodymovin for vector-based animations. Optimized for mobile usage we aimed to create an app-like feel, allowing users to access the intuitive Sleep Guide from the comfort of their own home or on the go.
Sweet dreams are made of this
As a result users can not only find out their personal sleep type, but are provided with answer-based tailored advice and valuable tips to improve their sleep. A selection of corresponding product recommendations leave the user with inspiration on how to improve their bedroom using IKEA products.
Extending the user journey
All products as well as further inspiration sources link the user further to detail pages or product categories to extend their journey and increase the time spent within the IKEA universe.
Extend the sleep know-How
With the holistic approach of the interactive sleep guide, IKEA is taking the next step to position itself as an expert in the field of sleep. The integrated tracking system allows to collect valuable user information and insights for IKEA to constantly expand their knowledge on the subject of sleep.
