Working at IKEA | Master Thesis - Design systems contribution on brand experience
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Master Thesis - Design systems contribution on brand experience

Design & Product Development Full Time

Job description

Company description

Inter IKEA Systems B.V. is the owner of the IKEA Concept and the worldwide IKEA franchisor. It offers the IKEA Concept to IKEA franchisees worldwide, enabling the long- term fulfilment of the IKEA business idea. 

IKEA has over the years succeeded in creating a distinct and engaging brand experience in our stores, but the digital experience, and in particular the design system’s part of enabling distinct brand experiences, is not yet as explored. This presents a great opportunity to be part of evolving the IKEA brand expression online. 

Job description

We are now looking for students that can write their Master thesis at 
Inter IKEA from January to June 2023. (This could be 1 student or 2 in collaboration.) 

The Thesis work involves deep-diving into a design system’s impact on brand perception.  
We would like to understand more about:  

  • How other companies have worked with their brand perception in digital in relation to visual and UI.  

  • What role does the design system play as an enabler for expressing the brand? 

  • How can techniques such as, for example, motion and animation increase brand perception? 

  • How can we with the design system enable expression of the IKEA core values, tone of voice, etc? 

  • What part does different digital touchpoints have in communicating the IKEA brand? 

  • How important is omnichannel and UI consistency when it comes to brand perception? 

  • How big impact does branded UI have in internal digital tools for customer brand perception? 

  • How can a design system can enable creators of experiences to express the brand? 

There are many more questions in this area and we don´t mean that all of the above questions need to be answered in this Master Thesis. We believe that we can define the scope for this together with the right student.  We think that this work could include, for example, research, prototyping, creating visuals and animations. 


A curious mind can do wonders! 
We are looking for master’s student in the field of design, brand and/or behavioural sciences. You should feel like doing research, designing and prototyping is a natural part of this. If you already have an interest in, or are curious about learning more about design systems, this will be a great opportunity for you.  

More Information

Brand perception is the sum of a consumer's feelings, experiences, and thoughts about a product or service. It's what people believe a brand represents, rather than what a brand says it represents. 

If you have any questions about the role, please contact IKEA supervisor Birger Hedberg-Olsson (
Please submit both your CV and motivational letter in English by latest 30th of November. We are reviewing applications as they come through so don’t wait to apply! We are looking forward to your application!

Please note: To take part of the Thesis work, you have to be enrolled in a thesis course provided at university level/Thesis agreement with a university in Sweden.