Lego
The perfect gift for grandchildren during the pandemic.
LEGO had a problem. Many of their older German-speaking customers prefer to shop in-store for their grandchildren. But Covid changed that. In two short months, I led a small team to study the audience and develop a solution which allows them to shop safely and comfortably.
We designed an algorithm for the senior customer and prototyped a voice-based assistant tool Which helps older shoppers find their ideal gift... and LEGO Ai was born.
Background
Through extensive ethnographic research, a unique market gap was identified in Germany. Senior citizens desired a safe and convenient way to purchase and give gifts from the comfort of their homes during the pandemic. This presented an opportunity for Lego to tap into a previously underserved consumer segment — assisting older adults in finding and purchasing the perfect LEGO gifts for their grandchildren.
Brief
Approach
To tackle this challenge, our team, consisting of two strategists and one UX designer, embarked on a two-month project. We quickly moved from concept to execution, focusing on bypassing conventional technical barriers.
Development
The project commenced with an internal rebrief, followed by comprehensive secondary research to gain valuable insights. Armed with these insights, we delved deeper into the project, identifying additional hypotheses and potential opportunities. Our primary research involved ethnographic interviews, aimed at extracting profound insights specifically tailored to the German-speaking market. To streamline our voice interaction design, we utilized Voiceflow, a prototyping tool.
Outline of our approach during the Discover Phase.
Initial Google smart speaker prototype for our Pilot Phase.
Initial Apple iPad prototype for our Pilot Phase.
Solution
Through our research, we generated valuable insights and data points which paved the way for Lego and Mueller (a German retailer) to collaboratively develop a robust algorithm aligned with the needs of seniors. The Lego AI was born. Crucially, we identified the Google Home smart speakers as the preferred platform for testing the initial program. Informed by our research, we created extensive prototypes and established key principles to guide the system's tone-of-voice, staying true to the authentic and playful Lego brand experience.
Furthermore, we proposed three potential approaches to bring this technology to market: basic, enhanced, and full, providing Lego with a flexible roadmap for implementation.
We were pleasantly surprised by the enthusiasm of our target audience, showcasing their willingness to embrace this new technology. The challenges encountered throughout the process shed light on the specific interactions and considerations which the technology should accommodate. The success rates further emphasized the complexity of the idea, making it intriguing yet demanding.
Results
The outcome of this project is an exciting and modern way for seniors to engage with Lego and create meaningful experiences with their grandchildren. By leveraging the voice assistant technology, Lego has empowered seniors to take an active role in gift-giving, even as their understanding of the algorithm evolves.
Through close collaboration with Lego and Mueller, my team and I successfully developed a voice assistant tailored to the unique needs of senior citizens, facilitating safe and personalized online gift purchases.
Conclusions
This case study demonstrates the transformative power of technology to bridge generational gaps, allowing seniors to actively participate in the digital landscape while fostering connections with their loved ones.
Contributions
Research
Recruiting Coordination
Interview Coordination
Script Development
Interview Facilitation
Synthesis of Key Insights
Deck Development
Team Structure
Role: Strategy and Design Director
Supportive Roles:
Senior Strategy Associate
Product Design Associate
External Recruiting Agency
Client Partner
Agency: AKQA