A CASE STUDY REPORT

ON

LEGO's Reinvention

Submitted by

22RH1A6204 - AKHILA

22RH1A6207 - VARSHASRI

22RH1A6217 - VIRITHA

Department Of CSE - CS

MALLA REDDY ENGINEERING COLLEGE FOR

WOMEN

(Autonomous Institution-UGC, Govt. of India)

Accredited by NAAC with ‘A+’ Grade, UGC, Govt. of India | Programmes

Accredited by NBA National Ranking by NIRF Innovation-Rank band(151-
300),MHRD, Govt. of IndiaApproved by AICTE, Affiliated to JNTUH,ISO 9001-2015
Certified Institution Maisammaguda, Dhulapally, Secunderabad, Kompally-500 100.

NOVEMBER 2024
 INDEX

Title Page no.

1. Abstract 1

2. Problem identification 2
3. Objective setting 3
4. Key words 4
5. Introduction 5
6. Discussion 6-7
7. Out comes 8
8. Case reports 9
9. References 10
 ABSTRACT

LEGO, a world-renowned toy company, has undergone a remarkable

transformation over recent decades, evolving from traditional plastic
building blocks to digital play experiences. This shift was driven by the
company’s strategic use of design thinking to stay relevant in a digital-
first world. By listening closely to customer feedback, understanding
evolving play patterns, and anticipating the demands of a new generation,
LEGO has successfully integrated digital elements into its classic line.
This includes the development of augmented reality (AR) apps, video
games, and online platforms that complement physical LEGO sets,
creating an enhanced play experience that bridges the physical and virtual
worlds.

LEGO's adoption of design thinking has enabled the company to focus on

empathy, ideation, and rapid prototyping to address the preferences of its
audience, ranging from young children to adult fans. Through
partnerships with tech companies and an emphasis on innovative
problem-solving, LEGO has diversified its product offerings, appealing to
tech-savvy consumers while maintaining the timeless appeal of creative
play. This reinvention underscores LEGO’s agility in adapting to market
demands, establishing it as a leader in merging physical and digital play,
and securing its position in the global toy industry..

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 PROBLEM IDENTIFICATION

• By identifying these problems, LEGO began leveraging *design

thinking* as a tool to explore and test solutions, ultimately helping
them evolve. This approach focused on empathy, experimentation,
and iterative testing, leading to a range of digital experiences such
as LEGO video games, augmented reality (AR) experiences, and
online building communities. Through this shift, LEGO managed
to stay relevant and innovative while staying true to their brand of
creativity, play, and learning.
1. Decline in Traditional Toy Sales: With the rise of digital devices and
online entertainment, children began to spend less time with physical
toys. Traditional toy sales, including LEGO bricks, started to decline as
children favored screens over physical play.

2. Increased Competition from Digital Games: Video games, apps,

and other digital experiences began competing for children's
attention, creating a need for LEGO to offer experiences that could
match this trend while retaining their core values of creativity and
play.

3. Shortened Attention Spans: With the growth of fast-paced digital

entertainment, children's attention spans became shorter. They desired
quick, immersive, and easily accessible experiences, unlike the time-
intensive building and creative play that LEGO traditionally offers.

4. Need to Capture New Generations: LEGO realized the

importance of engaging younger generations early, who are growing
up with smartphones, tablets, and other connected devices. This
created a need for LEGO to be present in digital spaces while still
offering educational and creative value.

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 5. Market Demand for Customization and Personalization:
Consumers increasingly value personalized experiences. LEGO faced
pressure to allow users to engage with products in ways that reflected

their individual creativity and digital preferences, adding pressure to

provide platforms that allowed such customization.

6. Sustainability and Digital Transformation: Like many companies,

LEGO faced the challenge of embracing sustainable practices while
digitizing. They needed a strategy that allowed for a reduced
environmental impact (e.g., less reliance on physical materials) and
offered a platform that was more adaptable to market shifts.

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OBJECTIVE SETTING

Objective 1: Analyze Market Shifts and Changing Consumer Preferences

- Goal: Understand the evolving demands of LEGO's target
demographic, particularly the shift towards digital interaction and
experiences in the toy industry.
- Actionable Outcomes: Identify key trends in digital play that influence
consumer preferences and assess how these shifts are affecting LEGO's
traditional toy market.

Objective 2: Explore LEGO’s Use of Design Thinking

- Goal: Examine how LEGO employs design thinking principles to
foster innovation, adapt to consumer needs, and deliver engaging digital
experiences.
- Actionable Outcomes: Identify specific examples of design thinking in
LEGO’s approach to product development and customer engagement,
focusing on empathy, ideation, and prototyping.

Objective 3: Evaluate the Integration of Digital and Physical Play

- Goal: Analyze LEGO's strategies in blending physical and digital play
experiences to create a cohesive brand experience.
- Actionable Outcomes: Investigate the effectiveness of products like
LEGO’s augmented reality kits and interactive digital content, assessing
how well they enhance traditional play.

Objective 4: Assess Business Impact and Sustainability of Digital

Transformation
- Goal: Determine how the shift to digital experiences has impacted
LEGO’s profitability, market position, and brand loyalty.
- Actionable Outcomes: Evaluate revenue growth from digital
innovations and consider long-term sustainability, including customer
retention, repeat engagement, and adaptability to future trends.

Objective 5: Identify Future Opportunities and Challenges

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 - Goal: Outline potential future directions for LEGO’s digital
transformation and any anticipated challenges in maintaining brand value
and relevance.
- Actionable Outcomes: Recommend strategies for LEGO to continue
evolving in response to technological advancements while preserving its
brand heritage and appeal to diverse age groups
KEYWORDS

• Design Thinking
• Patient experience
• Healthcare innovation
• Empathy
• Prototyping
• Patient satisfaction
• Communication
• Navigation
• Hospital care
• User-centered design
• Healthcare solutions
• Patient engagement,
• Continuous improvementI

INTRODUCTION

LEGO, a classic toy company, has undergone a remarkable

transformation over recent years, evolving from a traditional toy
manufacturer to a leader in digital play experiences. This shift was driven
by design thinking—a user-centered, iterative approach that focuses on
empathy, ideation, and experimentation—to stay relevant in an era
dominated by digital entertainment. Recognizing a decline in sales as
children’s playtime shifted toward screens, LEGO reimagined its
business by exploring ways to integrate physical and digital play. The
company launched a series of digital initiatives, such as LEGO Life, a
social network for kids, and LEGO Boost, a robotic kit combining coding

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and construction. Additionally, LEGO partnered with gaming platforms
like Minecraft and augmented reality (AR) apps to expand its reach into
virtual play. By prioritizing customer feedback and observing play
patterns, LEGO designed products that bridge the gap between digital and
physical play, offering immersive experiences that appeal to tech-savvy
children. This strategy revitalized LEGO’s market presence and
strengthened its brand as an innovator, demonstrating the company’s
commitment to evolving alongside its audience’s interests while
preserving its core value of creativity.

DISCUSSION

1. The Core Principles of Human-Centered Design in Wearables

Human-Centered Design is based on several core principles, each of
which plays a crucial role in shaping wearable technology:

Empathy: The starting point of HCD is empathy—deeply understanding

the user's experiences, challenges, and desires. For wearables, this means
recognizing the physical, psychological, and emotional needs of the user.
For instance, wearable health trackers should not only monitor fitness
levels but also provide motivational feedback in a way that feels
encouraging rather than intrusive.

Iterative Design: HCD is an iterative process that involves constant

feedback from users and repeated testing and refinement. In wearable
tech, this is particularly important because user needs and experiences
can change over time. Regular user testing and feedback loops help
developers identify pain points early and refine the product to better meet
user expectations.

Usability: A key tenet of HCD is designing for ease of use. Wearables, by

nature, must be intuitive, so users do not have to spend excessive time
learning how to operate them. Whether through simple interfaces, voice
commands, or smart notifications, usability is essential for ensuring that
wearables do not frustrate users or lead to abandonment.

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Accessibility and Inclusivity: HCD in wearables also involves
considering users with diverse abilities, preferences, and contexts. This
includes designing for various physical limitations (e.g., hearing, vision,
or mobility impairments), as well as cultural and demographic diversity.
For example, color-blind-friendly displays or voice navigation for
visually impaired users can make wearable technology more inclusive.

2. User-Centered Design Challenges in Wearable Technology

While the principles of HCD are clear, wearable technology developers
face several challenges in applying them. Below are some of the most
significant challenges and how they impact the user experience.

Comfort and Wearability: One of the most fundamental concerns with

wearable technology is ensuring comfort. Devices need to be lightweight,
non-intrusive, and comfortable enough to be worn throughout the day or
night. This requires careful consideration of materials, form factors, and
ergonomics. For instance, a fitness tracker may need to be sweat-resistant
and flexible enough to fit various wrist sizes. Similarly, health-
monitoring wearables like heart rate monitors or smart glasses need to be
lightweight and not interfere with normal movement.

Privacy and Data Security: Privacy is a major concern for users of

wearable devices. Many wearables collect sensitive personal data such as
health information, activity patterns, and even location. A human-
centered design approach must prioritize robust data protection, user
consent, and transparent data usage policies. Developers must find ways
to safeguard user privacy while ensuring that data is used to improve the
user experience (e.g., personalized recommendations) without
compromising security.

Battery Life and Power Efficiency: Wearables often face limitations in

battery life, especially given the small size of the devices and the power
demands of sensors and connectivity. From a human-centered
perspective, short battery life can significantly affect the user experience,
leading to frustration and the abandonment of the product. Effective
power management and the integration of energy-efficient technologies
are critical in improving user satisfaction. Battery life should be long
enough to ensure continuous use throughout the day, especially for
devices that track health metrics or provide real-time alerts.

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 OUTCOMES

• The implementation of the interactive wayfinding app and patient

liaison program resulted in significant positive outcomes during the
pilot period.

• Patient satisfaction scores showed a marked increase, indicating that

the interventions effectively addressed identified challenges.

• Feedback highlighted the app’s user-friendly interface and the value it

provided in navigating the hospital environment.

• Patients reported feeling more 44 - Bhashithaengaged and supported

through the presence of liaisons, who offered personalized assistance
and information.

• The welcome kits were well-received, with patients appreciating the

thoughtfulness and relevance of the materials included.

• These positive outcomes demonstrate the impact of targeted

interventions on enhancing the overall patient experience within the
hospital setting.

• The findings underscore the importance of continuous evaluation and

adaptation of solutions to ensure ongoing improvement in patient care.

• Overall, the outcomes reflect the successful application of Design

Thinking principles in creating a more supportive and responsive
healthcare environment.

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CASE REPORT

1. Problem Identification: Understanding User Needs

In the early stages of Fitbit's development, the company identified several
key problems in the wearable fitness technology market:

Inaccurate Tracking and Limited Feedback: Many existing fitness

trackers at the time offered inaccurate activity tracking and failed to
provide useful feedback to motivate users.

Lack of Personalization: Fitness trackers often offered generic data and

lacked personalized guidance, which discouraged long-term use and
engagement.

User Comfort: Wearables at the time were often bulky or uncomfortable,

and many users reported irritation from wearing devices for extended
periods.

Complexity: Competing devices had complicated user interfaces and

required extensive manual setup, which could discourage non-tech-savvy
users from engaging with the product.

User Research and Empathy

Fitbit began its design process by conducting extensive user research,

which included interviews with a diverse group of potential users—
ranging from athletes to people with chronic conditions to those who
were less active. The research focused on understanding the key pain
points that users experienced with existing fitness devices, such as:

Discomfort: Many users found existing devices either too bulky or

irritating to wear for long periods, especially during sleep or workouts.
Lack of Motivation: Users expressed frustration with fitness trackers that
did not provide actionable insights or motivational feedback.

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REFERENCES

• https://chatgpt.com

• https://www.geeksforgeeks

• Brown, T. (2008). Design Thinking.

Harvard Business Review.

• Carlgren, L., Rauth, I., & Elmquist, M.

(2016). Framing Design Thinking: The
Concept in Idea and Action. Creativity
and Innovation Management.

• IDEO.org. (2015). The Field Guide to

Human- Centered Design. IDEO.org.

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