Can a low-tech shopper find the right desk lamp?
A single simulated persona, on a live site, with no script beyond the task.
Persona
52-year-old cautious shopper
Low tech confidence · risk-averse
Objective
Find a rechargeable, brightness-adjustable desk lamp on IKEA.
Full session replay — every step, in real time. No purchase was made.
Three moments that mattered
Arrival
A location drawer, cookie panel and app promotion competed for attention before shopping could even begin.
“Which one do I have to deal with first?”
Search breaks down
A fully-described query — “rechargeable desk lamp” — returned office desks instead of lamps.
“If I describe everything, the search should understand me.”
Exit
The closest match never confirmed it was actually rechargeable, so the persona left without buying.
“I don't want to order the wrong thing.”
Top findings
Search intent breaks on compound queries
Weight the full query and category above individual word matches.
Total product cost isn't obvious
Show the complete price (including required add-ons) near the main price.
Battery terminology is ambiguous
Use explicit labels: disposable battery, rechargeable battery, USB-C, or mains.
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