IKEA has mastered a new angle to Personalization with product designs that appeal to the unique tastes of their customers and also allow customers to build the products themselves—therefore completing the Personalization Experience. While we may know the frustration that sometimes comes with opening an IKEA box that contains the unassembled pieces of the product we purchased, we also understand the pride we feel when our new desk or bookshelf is assembled with our own two hands! When customers invest time and energy, not just money, into the creation of a product, perceptions change, and customers often feel more invested in the finished product.