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IKEA Rage Clicks Analysis & UX Improvements

Industry

E-commerce

Role

Product Designer

Year

2024

About the project

At IKEA, I led a 3 month UX research to reduce rage clicks by analyzing user behavior with Microsoft Clarity. This project focused on improving website usability by identifying common pain points and implementing targeted design enhancements.

Led to a 24.3% drop in rage clicks on product and cart pages after targeted UI changes

Due to limited access to advanced analytics tools at the time (we only used Microsoft Clarity), I adopted a manual approach to analyze rage click behavior.

Sampling Strategy

I created a sample from session recordings, focusing on the most used browsers and platforms. Because Android devices (mostly mobile) and Google Chrome showed higher rage click rates, they were more heavily represented in the sample to provide deeper insight.

Recognizing that different teams prioritize different metrics, I added dashboard customization. Users can choose which modules to show or hide, tailoring the experience to their specific needs.

Session Review

Over 3 months, I manually reviewed rage click sessions using Microsoft Clarity (focusing only on the rage click moments). I focused only on product detail and cart pages, since rage click rates were highest there.

Data Collection

Each rage click session was logged in an Excel table with the Page URL, Page Type, Browser, Device (mobile or desktop) and short summary of user behavior and suspected cause. I used same summary for same causes to make summarizing outcome easily.

Data Organization & Reporting

I grouped repeated patterns and calculated rage click frequencies by device type and browser. At the end of the analysis, I created summary tables and simple charts to prioritize implementation of common caused.

Key Findings

Poor tap target

After clicking “Add to Cart,” a confirmation pop-up appeared with a close (X) icon. On mobile devices, the tap area was too small (5% poor click target in desktop as well). Users tried to close it multiple times, triggering rage clicks.

Misleading hover state

The product color label had an underline on hover (especially in Chrome), making it look clickable. Users repeatedly clicked it expecting to change color, which was not supported.

Images are not interactive

Users attempted to click the product image to view more details, expecting it to behave like a link to the product page. Since it wasn’t clickable, it caused repeated clicking behavior.

Promo code input unclear

Some users tried to enter promo codes but there was no clear feedback after entering a code. This lack of visual confirmation led users to click the "Apply" button multiple times.

Quantity stepper issues

When users tried to change the product quantity using the stepper component, the entire page re-rendered, causing a noticeable delay before the updated value appeared. As there was no immediate visual feedback, users repeatedly tapped the stepper buttons, thinking their action hadn't been registered.

Challenges & Key Decisions

One of the main challenges was designing a compact, single page request form that could handle complex inputs without overwhelming users. Since users were expected to submit multiple product requests in one session, the layout needed to be clean, fast to complete, and easy to scan.

The top section (Requested For, Category, Supplier) was previously hard to notice. I redesigned it with clearer visual hierarchy so users could understand they needed to take action.

Input fields were resized for better readability and accessibility. Labels were made more legible, and placeholders were written to guide user input more effectively.