IKEA: Energy Services Solar

Clear Decisions for People. Ready for AI Next.

Role: Åsa Andersson, Global Experience Lead


Client: IKEA Ingka
 Scope: Total Experience Omnichannel Strategy and Service Design

The Problem

Solar is a high risk and high cost decision.

Even with IKEA’s strong brand trust, customers still asked:


“Is this the right decision for me?”

Brand trust alone was not enough to drive confident decisions or scalable growth.

What Åsa Did

Åsa has worked as a strategic CX advisor for Ingka IKEA across multiple initiatives.


For IKEA Energy Services Solar, the focus was decision led growth.

Åsa:

• Identified the most valuable customer segmentation for solar adoption

• Mapped the end to end decision journey

• Identified 13 concrete decision opportunities that directly influenced choice, confidence, and conversion

• Cleared critical gaps across the journey

• Created a prioritised and outcome driven roadmap across marketing, product, service, operations, and partners

The roadmap was designed to drive both growth and customer satisfaction.

What Was Designed For Humans

The work focused on the moments where people hesitate.

Customers were helped to:

• Understand if solar was right for their home

• Know who was responsible and what was included

• Compare value and trade offs

• Feel safe committing

• Feel confident after purchase

When decisions felt clear, customers moved forward.

What This Enables For AI

Clear human decisions create clear inputs for AI.

The same moments can become signals:

• Eligibility rules

• Ownership and warranty logic

• Comparable value attributes

• Predictable pricing rules

• Clear next step and status signals

The logic does not change.
 It becomes usable by both people and AI.

The Impact

• Better lead quality through clearer early decisions

• Fewer drop offs across evaluation and pricing

• Higher confidence and satisfaction after purchase

• Faster rollout through a shared cross functional roadmap

Clear decisions reduced friction.
Reduced friction improved performance.

Why This Matters

AI cannot fix unclear decisions.


It only scales what already exists.

If decisions work for people, they can work for AI.

If they do not, AI will fail faster.