Ikea Adds Global Pronunciation Feature to Mobile App

The initiative originated during an internal company hackathon after software engineer Filip Larsson and his team encountered difficulty pronouncing items from the NYTILLVERKAD collection. This challenge highlighted a persistent friction point for global shoppers attempting to navigate the retailer’s unique naming system. Founder Ingvar Kamprad originally implemented these Swedish-themed names to replace traditional product codes, choosing them for their memorability despite his own struggles with dyslexia.

Now, a dedicated pronunciation button appears directly on product pages, providing audio guidance for users worldwide in every market except Sweden. The tool serves approximately 8,000 daily active users, bridging the gap between the company’s linguistic heritage and modern digital accessibility. By integrating this audio functionality, the retailer aims to preserve its distinct branding while ensuring that its catalog remains approachable for international customers.