Marketing Consent Exploration
Marketing Consent UX Exploration that turned an overlooked problem into a cross-team initiative.
IKEA
2026
Role
UX Designer
Timeline
2026 (5 months)
Team
Individual (collaboration with stakeholders)
Platform
Web
✨Summary
Business Goal
Increase marketing newsletter subscription rate of existing customers
UX Goal
Provide users nudge to opt in, while not disturbing their browsing flow during the shopping journey.
Solution
Opt-in modal on Offer pages, where user interest and newsletter content intersect.
Showing an intermediate screen after users log-in before purchasing products.
Impact
Engagement of 3+ stakeholders
Initiated implementation of feasible use cases.
Design Process
Benchmarking and Initial Research -> Ideation -> User Study -> Iteration -> Proposal
Background
Low newsletter consent rate of existing users in Germany
IKEA German market raised the problem of the low newsletter consent rate of existing users. Existing users who already signed up never encountered the opt-in request, and little attention had been given to the issue. Given the huge incremental revenue it can bring, it was a fruitful untapped opportunity.
Goal
Business Goal
Increase marketing consent subscription rate of existing customersUX Goal
Provide users with opt-in options without friction
Benchmarking
4 Touch-points and common components to nudge marketing consent
To understand and identify consent nudge UX patterns, I researched around 20 global services.
I categorized the touch-points, the mechanism with UI components they used.
There were two types:
1 ) Common touch-points: A lot of users naturally through during their shopping journey
2 ) Contextual touch-points: Specific users who are interested in product deals or articles visit.
Design Principles
Overall desk research led to several design principles for the design.
I came up with several existing components based on the component pattern from the benchmarking.
This ensured conciseness and fast implementation.
02 ) Ideation and Discussion
I came up with four use cases using the components.
We went through discussion with stakeholders, comparing the pros and cons.
The discussion was based on these criteria and two were selected as winners.
Discussion Criteria
1 ) How much friction is it causing during users' shoppping journey?
2 ) How much effective will it be? Will users be willing to subscribe?
3 ) How easy is the idea to implement?
Evaluation of design principles
I evaluated the copy and the consent mechanism, whether it meets the design principle.
Tested design variation of the After log-in screen
Two concepts were tested with 6 participants in counterbalanced sessions, followed by interviews.
Focus
1 ) How clear is the communication?
2 ) How do users think about the opt-in mechanism?
Evaluation Insights
Users understood the consent and the benefit more clearly with visual cues and bold text.
Users found 'IKEA Family' more personalized.
Explicit description of how to refuse / unsubscribe is needed.
Modal prompts on offer pages
Stakeholders decided to first implement the idea of showing modal prompt nudge on pages where user interest is related to newsletter content.
Based on the evaluation insight, I highlighted the brand for clarity and trust.
