LEGO Product Research
"How can we make LEGO Serious Play globally accesible to a larger and more diverse population through a digital interactive experience?"
5 months
Shipped
January 2025
LEGO Serious Play (LSP) is an innovative methodology designed to enhance creativity, teamwork, and problem-solving across a multitude of industries from medicine to law. Traditionally facilitated through in-person workshops, the LSP toolkit has been a valuable resource for businesses and educators alike. However, as the world becomes increasingly digital, LEGO identified the need for an accessible, interactive digital facilitator to expand its global reach and cater to diverse users, particularly in remote or resource-limited settings.
I was selected from a pool of 1,500 DIS Abroad students to join a specialized research team collaborating with LEGO to design and refine a digital interactive interface for the LSP toolkit. This opportunity involved not only reimagining how Serious Play could function digitally but also ensuring that the solution aligned with LEGO’s mission of fostering creativity and inclusivity.
While I cannot share direct data or design mockups, I can share high-level information about my process and personal contributions to this new digital LEGO companion.
Research Approach
The project began with a structured research strategy to understand the unique needs of LSP’s global user base, which includes over 1.2 million users across corporate, educational, and creative sectors. Key research steps included:
Participant Recruitment
Targeting a diverse group of participants representing multiple sectors and geographies.
Conducting interviews in 10 languages to ensure inclusivity and accurate representation of the global user base.
Data Collection
Using Qualtrics for comprehensive surveys to identify pain points, goals, and expectations for the digital toolkit.
Analyzing data with Excel to uncover trends and actionable insights.
User Personas and Journey Maps
Developing personas based on feedback from 100+ participants to identify user needs, challenges, and desired outcomes.
Mapping user journeys to understand interactions with both the traditional and digital toolkit, focusing on improving retention and engagement.
The photo below shows my peers experimenting with the existing LEGO SERIOUS PLAY curriculum and measuring our personal experience of the user journey.
Design and Prototyping
The insights from research directly informed the iterative design process for the digital Serious Play interface:
Prototyping High-Fidelity Designs
Delivering prototypes in Figma with detailed UI specifications to guide development.
Ensuring an intuitive and engaging interface that could replace in-person facilitation while maintaining the essence of Serious Play.
Adapting to Larger Team Sizes
Addressing scalability challenges by designing features that support diverse team dynamics and sizes, targeting a 20% increase in user retention.
Global Accessibility
Integrating features that consider the accessibility needs of a global audience, ensuring the toolkit is usable in varied contexts and by users with different levels of technological proficiency.
Visual Interest and Imaginative Qualities
Keeping the flow of the app fun, imaginative, and playful to stay consistent with the brand comms and values of LEGO.
I am so grateful to have the opportunity to dedicate 5 months of my time to applying user-centered design principles to a world-renowned product. By bridging qualitative research with interactive design, I helped envision a digital platform that aligns with LEGO’s goals of accessibility and creativity while maintaining the collaborative spirit of Serious Play.
Learn more about LEGO Serious Play here: https://www.lego.com/en-dk/themes/serious-play/about
Question about my work?
Olivia Bruhmuller
Oliviabruhmuller@gmail.com
LEGO Product Research
"How can we make LEGO Serious Play globally accesible to a larger and more diverse population through a digital interactive experience?"
5 months
Shipped
January 2025
LEGO Serious Play (LSP) is an innovative methodology designed to enhance creativity, teamwork, and problem-solving across a multitude of industries from medicine to law. Traditionally facilitated through in-person workshops, the LSP toolkit has been a valuable resource for businesses and educators alike. However, as the world becomes increasingly digital, LEGO identified the need for an accessible, interactive digital facilitator to expand its global reach and cater to diverse users, particularly in remote or resource-limited settings.
I was selected from a pool of 1,500 DIS Abroad students to join a specialized research team collaborating with LEGO to design and refine a digital interactive interface for the LSP toolkit. This opportunity involved not only reimagining how Serious Play could function digitally but also ensuring that the solution aligned with LEGO’s mission of fostering creativity and inclusivity.
While I cannot share direct data or design mockups, I can share high-level information about my process and personal contributions to this new digital LEGO companion.
Research Approach
The project began with a structured research strategy to understand the unique needs of LSP’s global user base, which includes over 1.2 million users across corporate, educational, and creative sectors. Key research steps included:
Participant Recruitment
Targeting a diverse group of participants representing multiple sectors and geographies.
Conducting interviews in 10 languages to ensure inclusivity and accurate representation of the global user base.
Data Collection
Using Qualtrics for comprehensive surveys to identify pain points, goals, and expectations for the digital toolkit.
Analyzing data with Excel to uncover trends and actionable insights.
User Personas and Journey Maps
Developing personas based on feedback from 100+ participants to identify user needs, challenges, and desired outcomes.
Mapping user journeys to understand interactions with both the traditional and digital toolkit, focusing on improving retention and engagement.
The photo below shows my peers experimenting with the existing LEGO SERIOUS PLAY curriculum and measuring our personal experience of the user journey.
Design and Prototyping
The insights from research directly informed the iterative design process for the digital Serious Play interface:
Prototyping High-Fidelity Designs
Delivering prototypes in Figma with detailed UI specifications to guide development.
Ensuring an intuitive and engaging interface that could replace in-person facilitation while maintaining the essence of Serious Play.
Adapting to Larger Team Sizes
Addressing scalability challenges by designing features that support diverse team dynamics and sizes, targeting a 20% increase in user retention.
Global Accessibility
Integrating features that consider the accessibility needs of a global audience, ensuring the toolkit is usable in varied contexts and by users with different levels of technological proficiency.
Visual Interest and Imaginative Qualities
Keeping the flow of the app fun, imaginative, and playful to stay consistent with the brand comms and values of LEGO.
I am so grateful to have the opportunity to dedicate 5 months of my time to applying user-centered design principles to a world-renowned product. By bridging qualitative research with interactive design, I helped envision a digital platform that aligns with LEGO’s goals of accessibility and creativity while maintaining the collaborative spirit of Serious Play.
Learn more about LEGO Serious Play here: https://www.lego.com/en-dk/themes/serious-play/about
Question about my work?
Olivia Bruhmuller
Oliviabruhmuller@gmail.com
LEGO Product Research
"How can we make LEGO Serious Play globally accesible to a larger and more diverse population through a digital interactive experience?"
5 months
Shipped
January 2025
LEGO Serious Play (LSP) is an innovative methodology designed to enhance creativity, teamwork, and problem-solving across a multitude of industries from medicine to law. Traditionally facilitated through in-person workshops, the LSP toolkit has been a valuable resource for businesses and educators alike. However, as the world becomes increasingly digital, LEGO identified the need for an accessible, interactive digital facilitator to expand its global reach and cater to diverse users, particularly in remote or resource-limited settings.
I was selected from a pool of 1,500 DIS Abroad students to join a specialized research team collaborating with LEGO to design and refine a digital interactive interface for the LSP toolkit. This opportunity involved not only reimagining how Serious Play could function digitally but also ensuring that the solution aligned with LEGO’s mission of fostering creativity and inclusivity.
While I cannot share direct data or design mockups, I can share high-level information about my process and personal contributions to this new digital LEGO companion.
Research Approach
The project began with a structured research strategy to understand the unique needs of LSP’s global user base, which includes over 1.2 million users across corporate, educational, and creative sectors. Key research steps included:
Participant Recruitment
Targeting a diverse group of participants representing multiple sectors and geographies.
Conducting interviews in 10 languages to ensure inclusivity and accurate representation of the global user base.
Data Collection
Using Qualtrics for comprehensive surveys to identify pain points, goals, and expectations for the digital toolkit.
Analyzing data with Excel to uncover trends and actionable insights.
User Personas and Journey Maps
Developing personas based on feedback from 100+ participants to identify user needs, challenges, and desired outcomes.
Mapping user journeys to understand interactions with both the traditional and digital toolkit, focusing on improving retention and engagement.
The photo below shows my peers experimenting with the existing LEGO SERIOUS PLAY curriculum and measuring our personal experience of the user journey.
Design and Prototyping
The insights from research directly informed the iterative design process for the digital Serious Play interface:
Prototyping High-Fidelity Designs
Delivering prototypes in Figma with detailed UI specifications to guide development.
Ensuring an intuitive and engaging interface that could replace in-person facilitation while maintaining the essence of Serious Play.
Adapting to Larger Team Sizes
Addressing scalability challenges by designing features that support diverse team dynamics and sizes, targeting a 20% increase in user retention.
Global Accessibility
Integrating features that consider the accessibility needs of a global audience, ensuring the toolkit is usable in varied contexts and by users with different levels of technological proficiency.
Visual Interest and Imaginative Qualities
Keeping the flow of the app fun, imaginative, and playful to stay consistent with the brand comms and values of LEGO.
I am so grateful to have the opportunity to dedicate 5 months of my time to applying user-centered design principles to a world-renowned product. By bridging qualitative research with interactive design, I helped envision a digital platform that aligns with LEGO’s goals of accessibility and creativity while maintaining the collaborative spirit of Serious Play.
Learn more about LEGO Serious Play here: https://www.lego.com/en-dk/themes/serious-play/about
Question about my work?
Olivia Bruhmuller
Oliviabruhmuller@gmail.com