LEGO RUSHVAULT x LEGO MULTIVERSE
Design Fututes
What I Learnt
LEGO’s ecosystem—whether through complex sets, high prices, or limited digital experiences—can feel intimidating and restrictive for newcomers or budget-conscious users.
While LEGO thrives on fan creativity and franchise tie-ins, its digital presence and adult-oriented offerings remain underdeveloped, limiting its ability to fully engage diverse audiences.
Research & Methods
Interviews→ Conducted interviews across four generations, including a play expert, to understand diverse perspectives on play.
Empathy Mapping → Translated insights from interviews into empathy maps to capture emotions, needs, and behaviors.
Surveys & Speed Dating → Engaged my design cohort through surveys and a speed-dating format with guided questions to test early ideas.
Futures Thinking → Applied methods such as environmental scanning, horizon scanning, and trend analysis (WGSN and others) to envision long-term design possibilities.
Auto- ethnography →Through my visit to Legoland, I realized that while the space succeeds for children, its lack of structure, guided interactions, and immersive flow left adults disengaged—revealing opportunities to reimagine the end-to-end journey.
Thought Process & Rationale
At Deloitte Manchester, we engaged in live interactive workshops where we learned the value of service design and behavioral design. Their team guided us through our initial ideas, offering insights on how to refine and strengthen them.
As modern life accelerates, adults face rising time poverty, pushing play to the margins of daily routines.
This project investigates the evolving role of play across generations, especially amidst digital disruption and lifestyle changes.
By reimagining LEGO through phygital experiences, this research aims to create accessible, engaging, and time-smart play for adults—making LEGO a lifelong companion in creativity and wellbeing.
Gained strong exposure to design futures, trend analysis, and applying service design principles to real-world challenges, demonstrating the ability to connect research with practical solutions.
Realized the importance of testing ideas directly with users and building physical prototypes early, which would have validated insights and improved the design process.
