Fictional case. In 2016 the immigration to Sweden increased with 163 000 persons. And according to scientists and politicians – language is the key to integration. Ikea can for many be the first step in their new country. Perhaps this is where you buy your first bed, reading lamp or frying pan. To simplify for new arrivals to integrate, we developed Ikea Buylingual.
This is how it works:
When you go to ikea.com, you can choose whether you want to go to the Swedish-Arabic, Swedish-Tigrian or Swedish-Polish version (the three most common languages for new arrivals).
The three language versions are in Swedish, but with helpers that shows sentence after sentence next to the mouse in the chosen language.
You can immerse the descriptive text in the grey box through the learn more button that develops the text of the one who wishes to read on. It’s like a friend that explains how the words and sentences can be used – in ways that internet otherwise can’t do.