PROBLEM
When you set out to redesign an online store for one of the most beloved toy brands, you better make sure you do it right. How do you make sure you do it right? You trust a time-tested process of asking a lot of questions, designing potential solutions, and then test your assumptions in the real world to see how fans respond and hopefully, they love it!
CHALLENGES
Legos are not just a toy for kids. Parents and grandparents love them as well along with AFOLs. What’s an AFOL? Well, it’s a Adult Fan of Lego! Our challenge was to partner with BCG to create an experience that appealed to all Lego fans and made the process of shopping for Lego sets or a very specific Lego brick, fun and rewarding.
Our consumer research and focus groups began in Los Angeles, then we headed to Chicago, New York, then London and Munich.
We met with Lego fans of all ages and conducted robust focused groups that even included eye tracking technology to better understand how they were seeing the newly redesigned experience. We compared the old shopping experience to the newly redesigned prototype to better understand which elements we had improved on and what areas still needed improvement. We conducted a Desirability Study where participants could choose from 25 positive words (accessible, fresh, fun, etc.) and 25 negative words (annoying, frustrating, confusing, etc.) to help them communicate exactly what their experience was. Our study also had to factor in the differences between consumer types and the regions we visited around the world.
RESULTS
The study was a tremendous success and helped us better understand exactly what Lego fans wanted from their new shopping experience. We were better able to inform our partners on how better to label navigation within the online store, make the menu more appealing, and improve the overall search and buying experience.
WHAT WE DELIVERED
- Usability Study Across 5 Continents
- 94 total participants
- Prototype Development
- Full Social Campaign