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.

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Lego Serious Play:
bringing creative collaboration in UX
A playful overview of LSP
Patrizia Bertini
Presented at MEX2015, London 25th March 2015

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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

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Hands On!

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NO, Not Bottom or Top Views

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Hands & Brain connection
Hands know more than you know!

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The evolution of the connection
Hands & brain evolved simultaneously

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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

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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!

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If researcher & designer are man in the middle
… How can organisations have conversations and understand their users?

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Any volunteers…
Brave enough to play?

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Johan Ross & Bart Victor @ImagiLab Robert Rasmussen
LEGO Head of LSP Trainer
It all started 20 years ago…
IMD Geneva, Mid 90s

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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

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[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

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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

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“The mind is inherently embodied.
Thought is mostly unconscious.
Abstract concepts are largely
metaphorical.”
Lakoff
Metaphors
Saying things by analogy

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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!

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Why these companies use LSP?
And there are plenty more…!

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Does this seem familiar?
Lean backward meetings

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Change attitude by changing posture
Lean forward meetings

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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

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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

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Sometime reality is too complex.
Stories give it form.
Jean-Luc Godard
LSP is all about stories, narratives…
Imagination needs words. And objects.

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Bricks are a common Language
Find new ways to share and create ideas

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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

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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!

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We can challenge and change this
Remember?

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What if would happen with Client & Users?
Bringing everyone around the table to co-create UX

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By J. Winsor Source: http://www.johnwinsor.com
Increase the chance to innovate!
Engagement as a key to unleash innovation

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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)

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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.

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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?

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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

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From I to Team
You can discover more about a person in an hour of play than in a year of conversation.

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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!

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…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!

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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

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