Inspiring the Next-Generation LEGO Discovery Centre Experience
Client
LEGO
Role
Senior CX Consultant
Agency
Interbrand
Duration
6 months
The Challenge
Children and parents have very high expectations of how LEGO is brought to life in a brand experience. Yet LEGO Discovery Centres were significantly falling short of those expectations. The brief was to create design guardrails that would ensure all future activities are designed to the brand's very high standards, creating outcomes that increase customer satisfaction.
The Process
Immersion & Research
Conducted safaris across existing Discovery Centres, interviewed stakeholders across the LEGO group, and synthesised their vast internal research. The goal wasn't to start from scratch but to leverage what LEGO already knew and reframe it through a CX lens.
Personas & Hypotheses
Developed family personas specifically for the Discovery Centre context — not generic archetypes but nuanced profiles that captured the tensions between children's play expectations and parents' value-for-money concerns. These became the foundation for design decisions.
Design Sprint & Validation
Facilitated a design sprint with experience designers to test and iterate CX principles. The sprint wasn't just about generating ideas — it was about stress-testing whether principles could actually be applied by design teams working on real briefs under real constraints.
Principles & Toolkit
Consolidated findings into 6 Conceptual CX Principles and 4 Executional Principles, each with visual inspirations and application guidelines. These weren't abstract statements — they were actionable tools teams could use as both a springboard for ideation and a means to assess existing concepts.
The Outcome
Delivered a CX Principles toolkit that was adopted across the global LEGO Discovery Centre network. Early feedback showed design teams approaching briefs with greater intentionality and clarity. The principles provided a shared language for evaluating experience quality against brand standards.
10
CX Principles defined
Global
Network adoption
Tools & Methods
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