The IKEA Effect in UX & CRO: Why People Value What They Help Create
The IKEA Effect—our tendency to place higher value on products we partially create—has profound implications for digital experiences. When users invest effort in personalising or co-creating their experiences, they become more engaged and less likely to abandon their journey.
The Science of Self-Made Value
"The IKEA Effect is a cognitive bias where people place higher value on products they partially created," explains Dr. Emma Norton, consumer psychologist at Cambridge University. This effect fosters stronger emotional connections and greater retention.
Practical Applications in UX & CRO
- Personalisation That Requires Effort: Users who actively set preferences engage longer.
- Progressive Investment Models: Like LinkedIn's profile completeness bar, which encourages continued user input.
- Creation and Customisation Tools: Platforms like Canva and Pinterest benefit from user-generated content.
Measuring the IKEA Effect
Key success metrics include retention rates, perceived value, feature advocacy, and reduced churn. "Platforms that encourage co-creation see a 28% increase in lifetime value," notes Jason Merchant, Experience Director at Conversion Labs.
The Future of Co-Created Digital Experiences
Digital experiences that strike the right balance between user investment and usability will see higher conversion rates and engagement. The challenge is to introduce effort without introducing frustration.