We value more what we helped build with our own hands.
A piece of furniture you assembled yourself tends to feel more valuable than an identical one that's already assembled, even if the final result is less neat. The effort we put into creating something increases how much we value it afterward, beyond its objective quality.
The name comes precisely from IKEA, the furniture store that sells items unassembled. In controlled experiments, people who assembled a piece of furniture or an origami figure themselves valued it considerably more (and were willing to pay more for it) than other people who evaluated the same finished object without having taken part in building it.
The effort invested in creating something becomes part of the perceived value of the result. When we value something, we count our own labor embedded in it, in addition to the object itself.
Source: Norton, M. I., Mochon, D. & Ariely, D. (2012). The IKEA Effect: When Labor Leads to Love. Journal of Consumer Psychology, 22(3), 453-460.
Letting the user personalize, assemble, or configure part of a product or service (a plan, a dashboard, a recipe) doesn't just improve the fit to the user. It also increases how much they value the final result, compared to receiving the same solution already done.
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