Project Documentation (PDF) - Design Management, International

2. LEGO HABITS, ASSOCIATIONS AND EXPERIENCES
INDIVIDUALISE
Be it playing, building, destroying
or constructing, LEGO provides the
possibility to do and create something
individual and personal in order
to express themselves and their
creative ideas. Therefore the group
rated “individualise” as one of the
most important issues regarding
the LEGO Brand.
PROBLEM:
LEGO provides no product for our
target group, which let’s them express
themselves.
CRITERIA:
The LEGO Coffee Experience product
allows the user to individualise
it according to the own personality.
The following criteria are the main insights into what the target group associates with the LEGO Brand, what they have
experienced with and what they expect from a LEGO Product.
CULT
INDIVIDUAL
THEMES
COLOURFUL
PLAYED ALONE
BRICKS
BUILD
& PLAY
PLAYING ROLES
SELF EXPRESSION
BUILDING
DESTROY AGAIN
FUN
PLAYING
MEMORIES
NICE MOMENTS
CHILDHOOD
RECALLING MEMORIES
PLAYED WITH FRIENDS
AND FAMILY
EDUCATION
PLAYING AT HOME
X3 SOCIALISE X3 CULT
X2 MEMORIES X2 BUILD&PLAY X1
“Socialise” is a very important issue
of LEGO. Be it playing alone, with
familiy members, friends or strangers
- LEGO connects.
PROBLEM:
There is no LEGO gadget available
for our target group, that simplifies
connecting to their environment.
CRITERIA:
The LEGO Coffee Experience product
needs to be an object that provokes
interaction between people.
Traditional forms and colours of the
LEGO Brand are imoprtant to the
target group, as they have never
changed and therefore could stay in
their minds over years. These are really
striking characteristics that represent
the cult brand.
PROBLEM:
Since it is perceived inapproporate
for our target group to use LEGO
products in its original way, building
a house for example, they automatically
lose connection to the cult
LEGO products and characteristics.
CRITERIA:
The LEGO Coffee Experience product
has to benefit from the “cult”
characteristics of the LEGO brand,
such as the traditional colours and
forms.
The target group told us about
their memories and childhood rememberings
in connection with the
LEGO Products. It was interesting
to see that all memories were positive
ones. Memories seemed to be
important but not as important as
socialise and individualise, thus the
group rated with x2.
PROBLEM:
There are barely any touch points
of the LEGO Brand that reaches our
target group, which could evoke
their positive memories.
CRITERIA:
The LEGO Coffee Experience needs
to include enough LEGO brand attributes
in order to evoke this positive
remembrance.
One of the associations was
build&play, which came to peoples
minds. Obviousely, with LEGO Toys
the building and playing aspect is
basically the purpose of the toys
and represents what people do
with it. Nevertheless, for our target
group the build&play aspect is not
that important anymore, thus x1.
PROBLEM:
We observed that our target group
has no need for a traditional toy to
play with, but likes abuse daily objects
to keep their fingers busy.
CRITERIA:
The LEGO Coffee Experience needs
to include an adjustable part, needs
to be changeable or needs to include
a playing feature.
SOCIALISE
6