Hanneke Hoogewerf, Sr Strategic Experience Designer at IKEA, dives into the emotional intricacies of project handovers and the quest for consistency across digital platforms. She shares insights on translating IKEA's whimsical spirit into the online space and the challenges of standardizing customer interactions. Hanneke also discusses the vital collaboration between designers and product teams, highlighting innovation driven by user insights and emerging technologies like AR and AI, while navigating the uncertainties of the modern market.