Designing the Customer Journeys of the Future with Lego Serious Play

It’s time to play Lego Serious Play! ๐Ÿ™‚

What is Lego Serious Play?

Within the framework of the Service Design Course offered at the Salzburg University of Applied Sciences, the Master students Semester 3 group were invited to use the Lego Serious Play method, under the supervision of FH-Prof. Dr. Barbara Neuhofer, a certified Lego Serious Play Facilitator.

Students were given an industry client’s task to design customer experiences and customer journeys of the future and used the method to visualize these. 

What can Lego Serious Play (LSP) be used for?

In the transformation era, brands need to do things in a different way, to get different results. Therefore, LSP became a helpful methodology to imagine, discover and design opportunities that transform the way in which brands connect with their customers.

In this context, Lego Serious Play is an innovative and experiential process designed to enhance the generation of ideas and innovative solutions, help with team building or organizational identities, all by using Lego bricks. The game, in fact, is based on research and experimentation on finding new ways to face modern challenges. Itโ€™s a tool to facilitate thought, that through play and hands mind connection, encourages creativity and innovation.

How can we use Lego Serious Play for Experience Design?

Lego Serious Play is an innovative, experiential process designed to enhance the generation of innovative solutions. While Lego Serious Play is often used for team development and strategy development. This time, Dr. Barbara Neuhofer connected the fields of Service design and Experience Design with Lego Serious Play in order to build and visualise customer journeys.

Being engaged in such activities invites the players to think through a hands-on approach and discover and visualize customersโ€™ emotions in service situations and touchpoints. The students were working on a real-life consulting project and could use the method to re-design the customer journey and come up with new value propositions, innovations, technologies and experiential ‘wow’ moments to be implemented.

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