Tag Archives: Lego Serious Play

UX/CX and Service Design with LEGO® SERIOUS PLAY®

Interdisciplinary and experiential, Lego Serious Play as a collaborative  Service Design tool explores User/Customer  Experience insights, leading to new service concepts, prototypes and blueprints.

cph jam 2016 logoUser/Customer Experience (UX/CX) interactions are a valuable source for IT & business analysis. Higher customer satisfaction and loyalty to well-designed services  cannot happen without exploring the User and Business-integrated connections between any touch-points, infrastructures, front-end and back-end applications, systems, data and communication patterns.

The ability of the business to capture and analyze the data revealing the customers’ needs and behaviors will depend on the methods used.

The current preferences to statistic analysis still neglect the ‘rich’ data value which could be contributed to the analysis by alternative methods. The problem with predictive analysis is the data biased by the existing rules of the game, for example customer behavior is led by the existing rules and services, so this data might miss fresh, innovative insights. The other fact forgotten is that customer is always a human, using the language, tangled to emotions and culture.

Therefore learning by exploring metaphors could lead to different results than statistics. Revealing the meanings, interpreted in an experience context, learning and extracting knowledge with Lego Serious Play could be a good tool to contribute to the customer-oriented services design, secured by highly inclusive 100% participation and idea acceptance.

prototypesFollowing the empathy philosophy, which is the heart of the design thinking, Lego Serious Play defines the user/customer needs by means of  a metaphor and story-telling,  broadening the entire scope of the ideation phase. Following the service design process further on to prototyping, LSP tests the prototypes by special application  techniques.



Multiple iterations in a visual play develops the idea further on before the service is implemented or delivered. Further development using the model and landscape is possible also after the service starts running.  Making the most of what is  achieved in-the-field, the service becomes fully adjusted and bring real customer satisfaction.


One of the  Service Design successful examples is the recent win of the Blue Beach Bricks team with BRICKZY LSP facilitator  at Copenhagen Service Design Jam 2016

cph jam pres


Critical and design thinking tool,  developing flexible and agile mindset and embracing different cultural and social points of view, Lego Serious Play contributes with the value of boosting communication, cultural sensitivity, strategic decision-making, collaborative and other ‘soft’, people’s skills of the team. Moreover, the participants as the process and models owners are dedicated to the project and it’s further implementation, improving the service delivery and  back-end/front-end operations management.


Understanding Values: A LEGO® SERIOUS PLAY® workshop for diverse teams

This time we played  at IACCM- SIETAR Austria- CEMS conference at Vienna University of EconomicIMG_3934s and Business.


Education systems  should be able to secure the corresponding comm10420013_920318181351209_5535880320922460966_nunication and collaboration skills and cultural sensitivity. But even when education programs provide students with theory and cross-cultural awareness, the skills still remain a question of further practical application.

What are the methods that would support the awareness and develop the skills? ‘Knowing’ often is not ‘doing’ –  skill development takes time: the more effective the method is, the shorter to the result.

LEGO® SERIOUS PLAY® as an alternative facilitation method can close the gap between the awareness and actual performance. The method with 100% participation principle is enormously inclusive. It combines the team building with hands-on communication and collaboration skills development, which are wiennaessential  and very specific for diverse teams.Therefore the method is highly effective  to work with students’ and business teams.12096266_920314281351599_7326484782100469753_n

We used an hour to focus on individual values and challenges and start a shared landscape discussion, building and sharing. One of the participants commented:  “If it would be without bricks, I would have never shared so much”. The method proved to work successfully in-the-field.  All the theory was left to further individual reflection over the culture landscape models including diverse voices and values.IMG_3914


Corporate/organizational culture negotiation process is important for team unity. Achieving the understanding of common values and careful handling of individual interpretations is essential for taking ethical team decisions in future.

We were three teams of academics, business trainers and education specialists. All of us are working with cross-cultural theme, diverse teams and diverse student communities as the result of global development. Initially 12 people signed up, but with the bricks on the table the workshop started as two tables of 12; the next day an additional workshop took place.