Store experiences that hold together, from screen to shelf.
I have designed in-store experiences since 2009, mainly at IKEA, in store and at head office, including 3 years as VM Manager across 3 stores. Five years of product design taught me to watch how people make decisions. I bring that to retail, from brand expression to the in-store experience.
Understanding how people move from screen to shelf.
The shop floor and the screen keep sharpening each other. Four moments, one path.
01
Retail, since 2009
From the design office to the shop floor. Concepts, displays and customer journey: space designed as an experience.
02
IKEA, 2015 to 2022
From shop floor to head office: a store opening, 4 full store rebuilds, then VM Manager across 3 stores. Teams of up to 8.
03
Product design
5 years with international teams, plus freelance art direction for national and international 360 campaigns. It taught me to understand how people make decisions.
04
Today
Back on the shop floor, with an omnichannel view. I audit brands that inspire me, online and in store.
What matters most.
Projects are, above all, encounters. Here are a few people I’ve worked with, and what they took away.
On the Markethall expansion project at IKEA Toulon, I found Tiffany a great leader: humble, straightforward, and able to solve the hardest problems.
Isabell GyllinVisual Merchandiser Manager, IKEA Toulon
Words.
What the shop floor and the screen teach me.
The shelf is a context too.
Among the big Dutch e-commerce sites, IKEA’s is the most accessible. But what happens once you walk into the aisles?
You don’t become someone else at the shop door.
When we talk about UX, we talk about screens. But you are not a different person in a shop and in an app. The profession, however, is organised as if you were.
My big blue box story
Design for each person, not for most.
Who chose the default?
The default setting is the design decision with the biggest consequences. And the quietest.
Whose future are we making?
We're sold a human-centred future. That may be the problem.
The Day I Became a Persona
For forty years, we've called it empathy. I'm no longer sure that's the right word.
Emotional AI: our finest achievement?
We spent twenty years removing friction. We ended up removing the other person.
Efficiency will become ordinary
Moving people never will.
Let’s talk about your stores.
Available from early 2027 in the Randstad, for visual merchandising and in-store experience roles, at head office or on the shop floor.