Building IKEA with Fredrika Inger: Designing for Price, Experience & Real Life

Introduction

In this compelling episode of Building One, hosted by Tomer Cohen, LinkedIn’s Chief Product Officer, listeners are introduced to Fredrika Inger, IKEA’s Chief Product and Commercial Officer. Released on May 20, 2025, this episode delves deep into IKEA’s unique approach to product development, exploring the intricate balance between affordability, design, sustainability, and user experience.

Fredrika Inger's Journey with IKEA

Fredrika Inger brings over two decades of diverse experience within IKEA, spanning roles from store management to product development and supply chain management. Her long tenure is rooted in a passion for combining engineering with design, which she initially pursued during her Master of Science studies.

Fredrika Inger [03:22]: “I have always had a big interest in design, fashion, architecture...finding an opportunity to do my master thesis in IKEA. So I actually did that and 22 years later, I'm still here.”

Inger’s extensive exposure to every facet of IKEA’s operations has equipped her with a holistic understanding of the product lifecycle, enabling her to seamlessly integrate various departments and processes to maintain IKEA’s standards.

IKEA's Product Development Philosophy

At the heart of IKEA’s success is its commitment to democratic design, a principle that ensures products are not only aesthetically pleasing and functional but also affordable and sustainable. This philosophy is anchored in five key dimensions:

1. Form: The visual and tactile appeal of the product.
2. Function: The practical utility it offers.
3. Quality: Durability and reliability.
4. Sustainability: Environmental responsibility.
5. Price: Affordability for the many.

Fredrika Inger [05:36]: “We have what we call democratic design. Every time a product developer does a product, they have to consider five dimensions: form, function, built-in quality, sustainability, and a low price so that many people can afford it.”

IKEA’s approach extends beyond mere product design; it encompasses the entire value chain, from material selection and manufacturing techniques to packaging and logistics. This comprehensive strategy ensures that every decision aligns with the overarching goal of affordability without compromising on quality or sustainability.

Addressing Trade-offs in Design

Balancing these five dimensions often requires making strategic trade-offs. Fredrika Inger illustrates this with the example of IKEA’s latest frying pan.

Fredrika Inger [08:11]: “We gave the development team a huge challenge to take this frying pan and we really wanted to hit the price of €4 because it was really for the one that needed a great frying pan for absolutely the lowest possible cost.”

The team innovated by introducing a new ceramic-based non-stick material and utilizing 70% recycled aluminum, ensuring the product remained affordable while enhancing functionality and sustainability. This meticulous balancing act exemplifies IKEA’s ability to deliver high-quality, affordable products through relentless innovation.

Sustainability in IKEA Products

Sustainability is a core component of IKEA’s product strategy. Inger emphasizes the importance of designing products that encourage sustainable living practices among consumers.

Fredrika Inger [13:56]: “We are committed to reducing our climate footprint by 50%. A lot of IKEA's climate footprint sits in the materials we use and in the products we sell. So now we also add the challenge of reducing the climate footprint.”

Examples include water-saving nozzles and smart food storage solutions that help minimize waste, demonstrating IKEA’s dedication to environmental responsibility beyond product functionality.

Understanding Customer Needs through Home Visits

A key element of IKEA’s product development is immersing teams in the real-life environments of customers. By visiting homes worldwide, IKEA gains invaluable insights into everyday challenges and user behaviors.

Fredrika Inger [15:05]: “We spend time with people in their daily life...spend time with them in their daily life. So to see what the needs and dreams and struggles and frustrations and their flows in the home.”

These firsthand observations allow IKEA to design solutions that address genuine customer pain points, ensuring that products are both relevant and practical.

Modularity and Circularity in Product Design

IKEA’s commitment to sustainability is further reflected in its focus on modularity and circularity. Products like the PAX wardrobe system are designed for easy assembly and disassembly, promoting reuse and adaptability.

Fredrika Inger [18:04]: “We have put a lot of thinking to make them modular and being able to move them in different functions of the home.”

This design philosophy not only enhances the versatility of IKEA’s products but also supports a circular economy by facilitating product longevity and reducing waste.

Prototyping, Testing, and Iteration at IKEA

Innovation at IKEA involves rigorous prototyping and testing phases. Inger describes a collaborative environment where products are continuously refined based on feedback and practical considerations.

Fredrika Inger [25:40]: “We have to decide to invest on building up the capacity...setting quite long term strategies...we trust our own experience and beliefs.”

While IKEA strives to minimize errors, the company acknowledges the importance of learning from mistakes and iterating on designs to achieve optimal results.

Retail Experience at IKEA

IKEA’s retail stores are meticulously designed to offer a comprehensive and inspirational shopping experience. The layout encourages customers to explore various showrooms, contributing to a sense of discovery and interactive engagement.

Fredrika Inger [33:07]: “It's not just about products, it's actually how products come together to create that fantastic solution...super easy to buy different products and from a style and color and patterns that they are also quite easy to combine.”

The immersive store environment reinforces IKEA’s philosophy of providing complete home solutions rather than just individual products, enhancing customer satisfaction and brand loyalty.

Future Innovations at IKEA

Looking ahead, IKEA continues to explore innovative avenues such as multifunctional furniture and digital twin technology to enhance the customer experience.

Fredrika Inger [35:43]: “We are exploring a lot in this area...We have a lot of exciting innovations to do.”

These forward-thinking initiatives underscore IKEA’s dedication to evolving with consumer needs and technological advancements, ensuring sustained relevance in the market.

Rapid Fire Questions

Towards the end of the episode, Inger shares personal insights through a rapid-fire segment:

• Cherished Product: The dining table, which symbolizes family gatherings.

  Fredrika Inger [36:53]: “Gathering the family around the dining table is the best thing I know.”

• Unexpected Success: The RUASKOG trolley, initially underestimated but now a bestseller.

  Fredrika Inger [37:12]: “We had an initial forecast of 35,000 pieces and now we are selling more than 700,000 yearly.”

• Favorite Store Section: Textile departments, appreciated for their vibrant patterns and colors.

  Fredrika Inger [37:48]: “The textile departments...always gives me a lot of joy.”

Conclusion

This episode of Building One offers an in-depth look into IKEA’s product development ethos through the lens of Fredrika Inger’s extensive experience. Key takeaways include:

1. Price-First Approach: IKEA sets target prices at the outset, guiding all subsequent design and production decisions to maintain affordability without compromising on quality or design.

   Leah Smart: “IKEA sets the target price at the very start of product development…reverse engineer everything from materials, manufacturing, packaging, logistics.”

2. Real-Life Insights: By observing customers in their homes, IKEA ensures that its products address genuine needs, leading to practical and innovative solutions.

   Leah Smart: “These visits fuel product innovation that is grounded in real problems that customers actually face all the time.”

3. Holistic Experience: The seamless integration of products into cohesive home solutions enhances the shopping experience, inspiring customers beyond their initial intent.

   Leah Smart: “Shoppers might come to just get a chair, but in the end, they'll feel inspired by a complete experience.”

4. Continuous Improvement: IKEA’s relentless pursuit of innovation, exemplified by the PAX wardrobe system, demonstrates the company’s commitment to enhancing functionality and user convenience.

   Fredrika Inger: “Many small innovations make a big impact…always changing big and small.”

Through strategic planning, customer-centric design, and sustainable practices, IKEA continues to lead the global furniture market, offering products that are not only affordable and functional but also enrich the lives of millions.

Final Thoughts

Fredrika Inger’s insights provide a comprehensive understanding of what makes IKEA a powerhouse in the furniture industry. By prioritizing price, embracing sustainability, and deeply understanding customer needs, IKEA ensures that its products remain relevant and beloved worldwide.

This summary captures the essence of the episode, highlighting the key discussions and insights shared by Fredrika Inger, while providing a structured and engaging narrative for those who haven’t listened to the podcast.