More extremes in research

More extremes in research Thomas Snitker Sr Research Manager The LEGO Agency

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How do we make it an optimal user experience?  From strategy, to concept, to prototyping, to post-launch  Iterative, agile, quick and dirty  Slow and clean  Across platforms  Against competition  Global  KX/UX score 6

FRONT END INNOVATION

LDP - LEGO DEVELOPMENT PROCESS F-PHASE (FRONT END) P-PHASE (PORTFOLIO) M-PHASE (MATURING FOR LAUNCH) LAUNCH

Extremes – and ‘extremes’ - Kids - … demographics, upbringing - … culture and passions - … cognitive skills, physical skills

Context - …for use/consumption/play (e.g. Bulbshare, UserTribe) - … for research (e.g. inside Roblox, LEGO Life) ©2014 The LEGO Group Page 12

How do parents see the package How do kids see the package

Flow: The Psychology of Optimal Experience (1997) Mihaly Csikszentmihalyi Source: https://commons.wikimedia.org/wiki/File:Challenge_vs_skill.svg

Some helpful extremes when recruiting respondents

Let’s test this with the intended audience

Skill levels and extremes Platform Extremely uncommon Extremely common

Skill levels and extremes Skill level Low High

• Low platform skills • Low platform skills • High platform skills High service skills High service skills Low service skills Low service skills • High platform skills

A child who knows how to use the tablet/iOS AND Knows how to use the LEGO DUPLO train app A child who does not know how to use the tablet/iOS BUT Knows how to use the LEGO DUPLO train app • Low platform skills • Low platform skills • High platform skills High service skills High service skills Low service skills Low service skills • High platform skills

A child who knows how to use the tablet/iOS AND Knows how to use the LEGO DUPLO train app A child who does not know how to use the tablet/iOS BUT Knows how to use the LEGO DUPLO train app • Low platform skills A child highly interested in LEGO DUPLO and in trains A • High platform skills High service skills High service skills Low service skills Low service skills • LowA child highly uninterested in platform skillsLEGO DUPLO and in trains • High platform skills

Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … Low High

The mainstream Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … Low High

The mainstream The extreme Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … Low High

Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … The mainstream What it this then? The extreme Low High

Skill levels and extremes The Pareto principle: • For many outcomes, roughly 80% of consequences come from 20% of causes. • A small percentage of causes have an outsized effect. • It can help you identify which initiatives to prioritize so you can make the most impact.

Skill levels and extremes

Have few skills – can help us understand the novice experience Have extreme skills – can help us push the envelope!

Skill levels and extremes

2009

To sum up • To the extremes, the mainstream is extreme. • Are you extreme? • The extremes are extremely valuable in research (oh and also in business). • I’ll take the extreme, please, in fact I’ll have two. • In the extremes • The biases are extreme (and will make the researchers’ bias come out) – embrace the bias, its not a bug • Researchers depend more on others (scoping, recruitment, moderation/execution, reporting)

Link you later? Thank you! Thomas Visby Snitker Senior Research Manager thomas.snitker@LEGO.com

More extremes in research Thomas Snitker Sr Research Manager The LEGO Agency