Phygital Futuristic Product x Lego x Deloitte x MMU

I began by questioning how adults relate to play and why it fades with age. LEGO, long associated with childhood, became my lens to explore creativity, focus, and self-expression in adulthood. The research aimed to reposition play as a mindful, restorative act rather than a pastime.

Using Trend Analysis and Environmental Forces, Trends into how play was perceived was thoroughly checked.

I conducted empathy mapping, interviews, and behavioral probes to identify emotional barriers to play, including time pressure, digital fatigue, and self-judgment. Combined with trend analysis, these insights led me to explore the idea of phygital play as a bridge between tangible and digital creativity.

At Deloitte Manchester, we engaged in a live interactive workshop 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.

The outcome evolved from installation studies into LEGO RushVault, a “phygital” ecosystem where users build, scan, and unlock short digital story prompts. Modular prototypes explored material tactility, recycled plastics while AR overlays added narrative layers without overwhelming the experience.

This project reframed my view of interaction design. Play, I learned, is not a stage of life but a state of mind. Designing RushVault taught me to translate emotion into system logic by crafting experiences that are mindful, not mindless.