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LEGO Serious Play: bringing creative collaboration in UX

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We live in an Experience Economy, where the value of a product or service is determined by users' experience with the product and the service.
We have left the classic economic model, where the value was created by the organisation only: today the value is cocreated together with the users.
Not engaging with the users and not taking into consideration the user as key element that influences and determines the value of a product or a service is a risk none can afford. Understanding and engaging with the users is today the key differentiator - insights and observations from the users are today a valuable asset for any organisation.

LEGO Serious Play is a method that engages all actors involved in the value creation process: a playful experience where participants negotiate meanings and values, generate ideas and concepts, share visions and thoughts through metaphors and storytelling.

By playing new visions emerge and new opportunities arise for everyone.

But we need to be brave enough to play, to engage in conversations, to listen to the others, and accept the differences. And by realising the different points of view, take unexpected roads that lead to change and innovation.

Published in: Design

LEGO Serious Play: bringing creative collaboration in UX

  1. 1. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 1 Lego Serious Play: bringing creative collaboration in UX A playful overview of LSP Patrizia Bertini Presented at MEX2015, London 25th March 2015
  2. 2. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 2 A playful overview of LSP with live demo #LSP_MEX Lego Serious Play: bringing creative collaboration in UX Patrizia Bertini Lead Experience Consultant @legoviews | patrizia.bertini@wipro.com
  3. 3. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 3 Hands On!
  4. 4. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 4 NO, Not Bottom or Top Views
  5. 5. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 5 Hands & Brain connection Hands know more than you know!
  6. 6. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 6 The evolution of the connection Hands & brain evolved simultaneously
  7. 7. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 7 Experience Economy It’s all about the experience! “Customers want more than a good product or service; they want to enjoy the experience of using a product or service, which begins with their first interaction with a company. So if, in spite of all your customer-service training and "customer-facing" procedures, policies, and scripts, customers aren't feeling the love, you're in trouble. Love? Yes. S. Scott
  8. 8. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 8 Most innovation fail because it is so hard to get inside the heads of potential customers, to know whether they will really take up what seems a promising product. C. Leadbeater 2008 Innovation fails if we fail… …To understand what is in the head of the customers!
  9. 9. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 9 If researcher & designer are man in the middle … How can organisations have conversations and understand their users?
  10. 10. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 10 Any volunteers… Brave enough to play?
  11. 11. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 11 Johan Ross & Bart Victor @ImagiLab Robert Rasmussen LEGO Head of LSP Trainer It all started 20 years ago… IMD Geneva, Mid 90s
  12. 12. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 12 Constructionism shares constructivism’s connotation of learning as ‘building knowledge structures’ […]. It then adds the idea that this happens especially felicitously in a context where the learner is engaged in constructing a public entity. Seymur Papert Constructionism Concrete thinking
  13. 13. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 13 [the mind] arises from the nature of our brains, bodies, and bodily experiences. This is not just the innocuous and obvious claim that we need a body to reason; rather, it is the striking claim that the very structure of reason itself comes from the details of our embodiment… Lakoff & Núñez Embodied cognition The mind-body paradigm shift
  14. 14. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 14 Perceptions explained by experience Can you recognise these? Your claims are indefensible. He attacked every weak point in my argument. I demolished his argument. I've never won an argument with him. He shot down all of my arguments. It's been a long, bumpy road. Look how far we have come. We are at a crossroads. I do not think this relationship is going anywhere. We are stuck. We have gotten off the track. We'll just have to go our separate ways. Arguments are wars Love is a Journey
  15. 15. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 15 “The mind is inherently embodied. Thought is mostly unconscious. Abstract concepts are largely metaphorical.” Lakoff Metaphors Saying things by analogy
  16. 16. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 16 In playing, we create imaginative new cognitive combinations. And in creating those novel combinations, we find what works. S. Brown What’s the opposite of playing? Hint: it’s not work!
  17. 17. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 17 Why these companies use LSP? And there are plenty more…!
  18. 18. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 18 Does this seem familiar? Lean backward meetings
  19. 19. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 19 Change attitude by changing posture Lean forward meetings
  20. 20. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 20 Meetings as we know them… 80% 1%2%1% 1% 3% 2% 0% 2%1% 3% 1% 2% 1% Pareto 80/20 © P. Bertini 2013
  21. 21. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 21 From Pareto to Participation Get the most of everyone! Most creativity emerges when different points of view are held in reciprocal tension, so that they play off one another, evolving into a new idea. Charles Leadbeater
  22. 22. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 22 Sometime reality is too complex. Stories give it form. Jean-Luc Godard LSP is all about stories, narratives… Imagination needs words. And objects.
  23. 23. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 23 Bricks are a common Language Find new ways to share and create ideas
  24. 24. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 24 Descriptive Identify Patterns & sense making Creative Combine & transform the existing Challenging Deconstruct & sarcasm STRATEGIC IMAGINATION How many types of imagination? More than you think! Time to Tweet! #LSP_MEX
  25. 25. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 25 Research can help to understand the here and now, if we wish to get closer to customer’s likely future behaviour we need more participative process. Ind & Al. 2013 It’s not about the here and now It’s about the latent needs!
  26. 26. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 26 We can challenge and change this Remember?
  27. 27. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 27 What if would happen with Client & Users? Bringing everyone around the table to co-create UX
  28. 28. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 28 By J. Winsor Source: http://www.johnwinsor.com Increase the chance to innovate! Engagement as a key to unleash innovation
  29. 29. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 29 People are more complicated than a list of needs […] None needs an iPhone. Mining for knowledge […] involves an understanding of what people find meaningful. B. Nussbaum 2013 It’s the end of needs as we know them! Think different (and bring a banana)
  30. 30. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 30 The meaning of value and the process of value creation are shifting from a product- and firm- centric view to personalised consumer experiences. […]. The interaction between the firm and the consumer is becoming the focus of value creation. Prahalad & Ramaswamy 2004 Value are created. Collaboratively. Value shifts to experiences: Markets are Conversations.
  31. 31. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 31 All has begun in far 1999… ClueManifesto anyone? Markets consist of human beings, not demographic sectors. We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute?
  32. 32. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 32 Ivan Illich Tools for conviviality 1973 Convivial institutions work through conversation rather than instruction, through co-creation between users and producers, learners and teachers, rather than delivery from professionals to clients. C. Leadbeater 2008 We live in convivial times …as predicted 40 yeas ago by Ivan Illich
  33. 33. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 33 From I to Team You can discover more about a person in an hour of play than in a year of conversation.
  34. 34. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 34 The idea of co-creation is to unleash the creative energy of many people, such that it transforms both their individual experience and the economics of the organization that enabled it. Francis 2010 Co-creation enhances conversations And affects the experience & creates value!
  35. 35. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 35 …A social, collaborative, and creative process to generate innovation and value, through the dialogue and participation of all actors to construct new win/win opportunities and experiences They key ingredients of co-creation There are many definitions, this is mine. And proved to work  Fun always works!
  36. 36. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 36 More participation More stories More ideas More insights More ownership More fun More conversations Easier negotiation Better decisions Better experiences Better understanding Better communication How LSP helps a better UX? How LSP help co-creation & UX
  37. 37. © 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | P. Bertini @ MEX 2015 37 e Questions? Ask Now | Tweet @legoviews | eMail anytime |

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