Leveraging LEGO® SERIOUS PLAY® for Rapid Prototyping in Design Thinking

A Customer-Centric Approach

Abstract

In the dynamic and customer-centric business landscape of the 21st century, organizations are increasingly turning to innovative methodologies to drive meaningful and effective solutions to complex problems. This paper explores the integration of LEGO® SERIOUS PLAY® into design thinking sessions as a method for rapid prototyping with a focus on customer-centricity. By combining the principles of design thinking, rapid prototyping, and LEGO® SERIOUS PLAY® methodology, this study aims to investigate how the construction of these scenes, coupled with storytelling and pitch development, can facilitate the exploration of customer pain points and gains to inform solution ideation and iteration. A detailed case study is presented to illustrate the application of this approach, highlighting the process from problem identification to prototype creation and feedback gathering. Through analysis and reflection, this paper identifies key insights into the effectiveness of using LEGO® SERIOUS PLAY® for rapid prototyping within design thinking sessions, as well as challenges and opportunities for future research and practice. Ultimately, this study underscores the potential of prototyping as a valuable tool for fostering creativity, collaboration, and customer-centric innovation in organizations seeking to drive positive change and deliver impactful solutions. We are exploring how using this approach can help organizations unlock the full potential of their teams, drive breakthrough innovation and create lasting impact in an ever-changing world.

OBJECTIVES: Exploration of LEGO® SERIOUS PLAY® within the design thinking process for rapid prototyping in the context of envisioning the future of cities. Specifically, the paper aims to demonstrate how these methodologies can foster creativity, collaboration, and customer-centric innovation, particularly in uncertain and complex environments as categorized by the Stacey Matrix.

METHODS: This study employs a series of 20 design thinking sessions using LEGO® Serious Play to engage diverse stakeholders in imagining the city of 2030. The methods include defining the initial problem statement, conducting empathy exercises to understand user needs and utilizing LEGO® SERIOUS PLAY® for constructing scenes that highlight customer pain points and gains. Developing and presenting pitches and stories based on these LEGO® models and reframing and recreating prototypes based on cross-pollination of ideas.

RESULTS: Participants quickly generated rapid prototypes that visually and tangibly represented their ideas. Several specific problems were identified, each accompanied by customer-centric solutions. The use of LEGO® SERIOUS PLAY® facilitated deeper engagement, creativity, and collaboration among participants. Storytelling and pitching helped effectively communicate the envisioned future scenarios and solutions. Feedback from stakeholders provided valuable insights that guided iterative refinement of the prototypes.

CONCLUSION: Design thinking, when combined with LEGO® SERIOUS PLAY®, proves to be an effective methodology for rapid prototyping and innovation in complex and uncertain environments. The approach encourages a customer-centric mindset, ensuring that solutions are relevant and impactful. The iterative process of prototyping and feedback leads to continuous improvement and refinement of ideas. LEGO® SERIOUS PLAY® enhances creativity and collaboration, making it a valuable tool in the design thinking toolkit. This integrated methodology can help organizations navigate and transform ambiguity into actionable opportunities for innovation, particularly in the context of future urban planning and development.