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Duration
2 Weeks Responsibilities
Project manage Design Team
Irene Noh Kelsey Vu Tinnie Choi |
Scope
Create a mobile application with a clickable prototype of an AR solution for Lego. Summary
Lego is a brand that everyone grew up with, however, the play-sets and current AR app that Lego offer doesn’t encourage creativity but more preservation and visual exploration. Our project was to come up with a new iOS app that utilizes AR and 3D scanning technology to help bring creativity back into Lego building experience. Project Type
This was done during UXDI bootcamp at General Assembly. |
our process |
prototype sneak peek
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We took our research into three different segments; Brand, Existing AR/VR application, and User. As we began our heuristic analysis of the existing LEGO AR studio, we chose three different mobile applications to perform a competitive & comparative analysis with it. That included the Pokemon Go, Ikea Place, and Qlone. Through Business Analysis discussion, and a few LEGO documentary including the LEGO HOUSE, we were able to dig deeper into their brand value, history, value proposition, etc. As we synthesized our research findings, we began discussing a few ideas about how our application would look like; therefore crafting our survey questions from there.
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Our Approach
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2.1 WHO IS LEGO? •
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2.2 AR / VR HEURISTICS •
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2.3 UNDERSTAND THE MARKET •
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2.4 DEFINING OUR USERS
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2.1 WHO IS LEGO ?
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Documentary films
We watched the Lego documentary and the Lego House documentary to dig deeper into their brand identity. We realized Lego has lost their intent of nurturing creativity when their products began to lean heavily on play sets. Play sets encourage preservation not creativity. |
A brief history of Lego
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2.2 AR / VR & HEURISTICS
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2.3 UNDERSTANDING THE MARKET
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We decided to perform a competitive and comparative analysis with Pokemon Go, a relatively successful AR gaming app; Ikea Place, an app that allows users to place virtual furniture in place to solidify their decision to purchase; and Qlone, a 3D scanning app uses AR technology to assist 3D scanning process. We chose these three for this task because of the wide range of technology applications AR can be applied at. They ultimately lead us to our design decision. It was obvious that Lego AR Studio has many flaws as an AR application. We also found out AR technology isn’t at its mature stage at the moment. The Lego AR app also doesn’t lead back to the physical brick building experience, and it only contains a few virtual sets. Besides the visual satisfaction, there aren’t much in the application that aligns with the value proposition of the company, which is tactile building and developing creativity.
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2.4 DEFINING OUR USERS
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Business Analysis
We realized what Lego users value most is creative development through the tactile building. Persona Through surveys and interview, we identified a persona that has an interest in hands-on building experience. Someone who’s semi-creative and not afraid of challenging himself to grow. Survey Findings We crafted a 14 questions survey to find out who our users are and what they look for when it comes to Lego and AR/VR experience. It also helped confirmed and questioned some of the rough ideas we had. We also conducted interviews with people whom we identified as Adult Fan of Lego to gain insights into their expectations of an AR mobile experience from Lego. In doing so, our persona was born. |
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Once we gathered our research, I began analyzing our data in order to gain further understanding of how to proceed to ideation phase after defining our problems and goal. Scope was being re-evaluate through out the process.
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PROCESS:
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3.1 CHALLENGES • 3.2 WHIPPING UP IDEAS • 3.3 TYING IT TOGETHER • 3.4 FINDING THE FLOW
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3.1 PAIN POINTS / CHALLENGES
After synthesizing our findings, we identified some key challenges:
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PIVOTAL MOMENT
Considering the bigger picture, we decided to morph the solution away from simply selling the current LEGO AR Studio application to a product that encourages tactile building.
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• PROBLEM •
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Lego Builders creativity has declined due to the commercial sets flooding the market that promotes preservation instead of creative development.
How might we leverage technology to encourage and develop creativity? |
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We want to utilize AR technology to help bring creativity back into Lego building experience.
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GOAL
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3.2 WHIPPING UP IDEAS
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Combining our pain points and data uncovered, we moved on to ideating through utilizing:
• Card Sorting • Creating Feature Prioritization < highlight this more • Rough sketches of ideas Through a team brainstorm session, feature prioritization and open card sorting, we were able to visualize our ideas through sketches. We also performed usability testing that ultimately leads to the iteration process as we jumped into our high fidelity wireframe. We also derived elements from Lego House documentary and created a style guide for our app to help ground the aesthetic to the brand. |
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Using the MOSCOW method for our feature prioritization, we identified what features were necessary and which were not.
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3.3 TYING IT ALL TOGETHER
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What we started realizing, was that we wanted our users to be able to be creative with what they want. With current lego sets, the sets are designed so that they are not reusable (once you build it, you don’t recreate something else).
We want to change that, we want to promote creativity and the ability for our users to create whatever they want. |
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3.4 FINDING THE FLOW
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After brainstorming, and countless hours of design sessions, we finally moved on to bringing this app to life. We combined all the research we uncovered, taking into consideration the needs of the company and the users needs.
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4.1 SKETCHES
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On pen and paper, we collectively narrowed down to the idea of an app that allows users to 3D scan any limited size object, to find out and adjust to the amount of Lego bricks it requires to be built in real life. Think of a Lego puzzle. Lego players will be able to purchase the related Lego bricks and proceed to build their puzzle project once they receive them. With the current technology and potential growing technology, our LEGO-fy idea became more and more feasible.
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4.2 STYLE GUIDE
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4.3 HIGH FIDELITY WIREFRAME
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With the findings from our usability testing, we adjusted the user flow of Lego-fy, then jumped into Sketch software to begin high fidelity wireframe. We designed with the style guide in mind to make sure our aesthetics align. Principle software was used to produce our prototype since some screens require animation, such as the loading screen and the Mini-Fig tutorials. 3D software Rhino 3D was involved in some of the VR & AR screens as well.
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4.4 PROTOTYPE : LEGO-FY
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