8 Weeks |  Team Project | Digital UX | Spatial UX | UX Research | UX Strategy | Emerging Tech

My Role

Skills

UX Research/Strategy

Experience Concept/Design

App UX/UI

Tech Research Lead

Persona Development

Store Interview Lead

Prototyping

Tools

Sticky Notes

Whiteboard

Sketch

Invision

Photoshop

llustrator

Deliverables

Experience Strategy Framework

Persona

Empathy Mapping

User Flows

App Interfaces

The Quick Read

Problem

LEGO wants Gen Z teens to rebuild their relationship with the brand on their own terms. Not only are these teens interested in mobile and digital forms of entertainment, but they have large environmental-sustainability concerns. With most LEGO products being made of ABS plastic, this leaves the brand in a tough spot in the minds of Gen Z teens.

Opportunity

Gen Z teens have grown tired of brands who claim sustainability, but fail to follow through. These teens want to support authentic brands who not only share their same environmental values, but actively provide solutions they can be involved in as well. 

The LEGO Lab: A sustainability initiative that collects and melts LEGO bricks (and other ABS plastic items) to be recycled and reused as filament to produce 3D printed items.

Solution

PROBLEM

LEGO products are an innate repellent to environmentally-conscious teens. 

LEGO faces an unusual problem, as its products are the root of its sustainability issue, followed by its packaging. The 100 million “elements” LEGO produces daily ladders up to the 1 million tons of carbon dioxide the brand emits each year. Over 75 percent of raw materials, majority ABS plastic, contribute to the brand’s large carbon footprint. Gen Z teens have voiced their growing concerns about the impact of plastic waste on the environment, leaving LEGO in a tough spot in the minds of our target.

*Elements: the internal term LEGO uses for bricks, trees, and doll parts it sells  which is harmful to our planet. 

HOW MIGHT WE

CHALLENGE

Get a plastic toy company to be relevant in the minds of environmentally conscious, digital native teens?

OPPORTUNITY

LEGO can use its plastic materials to its advantage to get on Gen Z teens’ good side.  

Gen Z teens have grown tired of brands who greenwash. These teens value brands who provide tangible ways to show support for the social movements they value so much. LEGO has the opportunity to challenge Gen Z teens to help make the planet a better place by making something good out of something bad- something bad being its plastic LEGO bricks. 

*Greenwashing: when brands falsely pose as friends of the environment in an effort to capitalize on the growing demand for environmentally sound products

*Rebuild the World: LEGO’s current campaign at the time of The Ask

SOLUTION

LAB

LEGO

Rebuilding the world by repurposing LEGO bricks

The LEGO Lab is a sustainability initiative that collects and melts LEGO bricks (and other ABS plastic items) to be recycled and reused as filament to produce 3D printed items.

WHO THIS SERVES

 Meet Niko

An environmentally-conscious teen who attends a Green Ribbon High School and lives in San Francisco, CA.  He is invested in sustainability and ideating creative solutions. 

How This Works

The LEGO Lab Experience

01

Donation Station Drop Off

Users drop off and weigh their old old LEGO bricks (and any other ABS plastic items) at the Donation Station to receive VIP points. The more plastic items users donate, the more VIP points will be added to their accounts. 

Mockup of Donation Station inside LEGO store

02

Filament Creation

LEGO takes on the responsibility of creating new filaments to be reused in 3D printing. 

1

Sort

A LEGO employee will sort through to ensure only ABS plastic items are being converted

2

Grind

ABS plastic pieces will be grinded into smaller (2-3 mm) shavings.

3

Extrude

Plastic shavings will be heated and extruded into filament wires.

4

Spool

Once filament has cooled, it is wound on a spool and ready for printing. 

03

Design and Submit

Users create their 3D designs on tablets located in stores at the LEGO Design Station, or via their personal devices at home, using the LEGO Lab software. 

 

Users will submit their designs to the queue to be printed at their selected LEGO store and be able to select from an in-store pickup or delivery option. 

Mockup of LEGO Lab Packaging

04

Pick Up / Delivery

Customers can pick up their 3D printed models from the nearest LEGO store, or have it delivered to their home. 

05

Social Media Sharing

Users can take photos of their creations and upload them to social media to share with friends and get others inspired to join the movement. 

Mockup of Niko's collapsible colander on Instagram

Designing the LEGO Lab Experience

STEP ONE

Establishing Design Considerations

During our first meeting we unpacked the brief and documented must-haves written in the ask.

STEP TWO

Thought Starter Hypotheses

As we leaned into the needs of the ask, we began to share thought starters. We leaned into two themes:

1) The world is better when people work together

2) The power of collaboration fuels creativity

STEP THREE

Dove Into User Needs

If the environment dies, ALL of us are screwed. I feel like we need to fix that to make sure it doesn’t kill us before we can take care of the other issues.

Quote from Anonymous Gen Z Survey Participant

In order to gain clarity on causes Gen Z cared about most and would want to collaborate on, we sent out a survey and conducted interviews. Understanding the main stressors in their lives helped us pinpoint what they valued and what they’d be willing to build a community around in order to make change. 

 

The results from our survey revealed the Environment (47.6 percent) and Safety (14.3 percent) were the top two concerns of Gen Z teens. 

STEP FOUR

Photo of Mission High School- a Green

Ribbon School in San Francisco, CA

Green Ribbon Schools

Facebook Page

Developed Location Strategy

We knew we wanted to target teens who were already invested in sustainability and have the drive to carry our creative solutions. We asked ourselves where would we find these teens? The answer: Eco Schools (located internationally) and Green Ribbon Schools (located in the United States).  As a result, we selected six locations within a close radius of Eco and Green Ribbon schools to launch the LEGO Lab initiative.  

Locations: 

United States

Rockefeller Center

San Francisco

Internationally

Denmark: LEGO HQ, #1 in 

sustainability

France: 4th in sustainability worldwide

Austria: 5th in sustainability worldwide

Switzerland: 17th in sustainability worldwide

STEP FIVE

1/3

Ideation and Iteration

We ideated around how we wanted to combine imagination and creativity with a social cause Gen Z is passionate about. Our team landed on a core concept: a maker space that used old LEGO bricks in the creation of new 3D printed items. The physical and tangible form of the maker space experience was refined over time to better align with brand and user needs. 

Designing the LEGO Lab App

LEGO + Apple Collaboration

The LEGO Lab App will be a collaborative effort on behalf of LEGO and Apple. Each brand has a forward thinking point of view: 

 

LEGO: Rebuild the World

Apple: Think Different

 

The two brands will work together to create a 3D design software for LEGO’s new sustainability initiative. The software will be available on the tablets provided at the LEGO Lab design station, or Apple tablets and Macs. We believe this will be a great partnership as LEGO has partnered with Apple recently to develop a new technology feature. 

APP FEATURES

Design Challenges

The app will have design prompts centered around areas of interest Gen Z enjoys most. They will have the option to “freestyle” if they would like to design without prompt constraints. 

1/2

Watch From Home

Users can watch their items print progress from home and be notified when printing has finished.

CountdownClock.gif

 Pop Up Dictionary 

If users tap on the highlighted word within the prompt, a pop up window will appear with a visual and definition of the object they are to design.

1/2

View Impact

Users will also be able to view their individual sustainability impact over time through the dashboard feature.

DESIGN PROCESS

Style Guide

Sketch

Sketch

App Screens

LEGO

LAB

Why This Works 

The LEGO Lab experience invokes nostalgia, yet modernizes LEGO to cater to Gen Z’s interests and values by: 

  • Giving Gen Z a tangible opportunity to support a cause they value and make creative statements through each 3D object they print.

  • Tapping into new and creative spaces Gen Z likes (music, film, fashion, and sports) through 3D design challenges found in the LEGO Lab app.

  • Merging physical and digital worlds by designing digitally with software and printing the physical product to keep.

  • Providing Gen Z with design software to create what comes to their imaginations and 3D printers to bring those ideas to life. 

  • Reaching Gen Z across multiple touchpoints such as social platforms and print.

  • Leaning into brand familiarity and brand preference through the LEGO and Apple collaboration.

Reflection

Working on the LEGO lab was fun- I really loved my team. The original maker space idea started off super grand and complex, but simplified over time. I am proud of myself for allowing the idea to grow and transform as need be without feeling so attached to what we originally came up with. I also enjoyed our store visits and talking to a former LEGO employee- that really helped guide my design decisions. Lastly, I knew the melting of the LEGO bricks was a risk- but I am excited we decided to be bold in our choices as a team!

Team

Shayla Johnson (Creative Brand Manager)

Severin Didriksen (Strategist)

Danielle Johnson (Experience Designer)

Me (Experience Designer)

Leave me a note

Thanks for the read!

If you’d like to chat, please email me 

at jessicafatherly@gmail.com .