More extremes in research

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

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https://instagram.com/p/BYHsJpIAhod/

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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

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FRONT END INNOVATION

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

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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

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

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

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Some helpful extremes when recruiting respondents

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Let’s test this with the intended audience

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Skill levels and extremes Platform Extremely uncommon Extremely common

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Skill levels and extremes Skill level Low High

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

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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

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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

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

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

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

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

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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.

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Skill levels and extremes

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

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Skill levels and extremes

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2009

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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)

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