LEGO | Marycrichtondesign

LEGO launches new lego set

[fictional project]

Introduction:

Lego has asked for help with the launch of its Harry Potter sets, to ensure it excites, engages and resonates with its target audience.

They want to drive awareness of this product launch, increase sales and revenue, or even change how users interacts with the Lego sets.

They want to ensure that Lego remains a beloved top-of-mind children's toy while driving tangible business results.

My role: Sprint project; discovery, define, ideation, development.

When: 9hours, August 2022

The problem space

Today’s children are playing more online games than ever before, leaving less time for playing with physical toys.

Challenger online games:

The online gaming sphere: Free, fictional, playing against real people, people can roam and explore changing landscapes, par of a community, multiplayer games, social elements, simple concepts, virtual aspects, kids are playing in a small universe thy can interact with.

Primary and secondary users

The primary user - child

8+ to 18+ - wide age range

Easily distracted

Digital natives, though base their knowledge on previous

experience - will have pre-existing mental models

Likely to prefer gaming online

The secondary user - Adult

Time poor

Likely to be reluctant to want to make the purchase

Less of a digital native than their child

See Lego as a collectable

Impact on design

Simple and recognizable design patterns - landscape screen for gaming
Reduce number of steps and cognitive overload

Emulate effective and popular design patterns

Important to encourage physical play

Minimize the number of steps to the point of purchase

Make it clear to users that they can use a discount code now or later - follow a simple journey either way.

Use familiar design patterns

Need to change their view, users should enjoy and want to use the app as a new way to engage in the toy

Requirements

Include online elements

Encourage ease of purchase as online games are free

Build a community / network / social elements

Gamify - users can gain points, and new levels

Include virtual activities

Persona

Current user journey map

Dot Voting

The solution

The Harry Potter x Lego app will be adding value to the customer by improving the experience for the user during the 3 noted pain points:

A voucher for use on the initial purchase will encourage first-time purchase
Joining the wizard community, allows users to share their experience
Gamifying the sets, will allow users to play against and with other users, rather than on their own

Development