LEGO’s Building Block For Good Experiences March 3, 2009
Posted by Bruce Temkin in Customer experience, Voice of the customer.Tags: LEGO
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I recently chatted with LEGO about their customer experience efforts; they’ve got a lot of interesting initiatives underway. One of the things that really caught my eye was a tool they call the “experience wheel.” They were gracious enough to let me share it (you can click on the image to see a larger version):
This is an example of the output after a couple of steps; showing an approach to design a WOW experience for a flight to NYC. Here are some of the reasons that I really like this tool:
- It’s great to have a formal approach to describing/designing experiences
- It starts with the description of a specific customer (in the center)
- It recognizes the life cycle of experiences: before, during, and after
- It’s easy to use and simple to understand
If you’ve got a tool that works for you, I’d love to see it!
The bottom line: Experience design can be a discipline!
[...] Temkin from the Customer Experience Matters weblog digs up an interesting example of customer journey mapping from Lego. Its a nice example that emphasizes the need to design for the whole experience. The [...]
One of the building blocks for experience design…
Bruce Temkin’s kind words about one of the tools we use to design experiences at LEGO really cheered me up today – this tool was something I developed together with my dear friend and colleague Richard Stollery – in response to the challenge of h…
it’s a very nice map Bruce. useful in order to have a clear picture of the user experience. Do you know if there are similar examples (about mapping techniques of user experiences)? Many thanks.
This is an interesting update to the Moment of Truth Chart and the Cycle of Service Chart shown by Karl Albrecht in “The Only Thing That Matters” (pp 220,221)
In its simplified form, I find it extremely useful with Small Business owners – it’s not too “academic”, and it helps visually track the Customer’s movement across every significant touchpoint, then it helps isolate each touchpoint one by one for critical analysis and intentional Customer Experience design.
I also refer to “Marketing Your Services” by Anthony O. Putman to create “intentional relationships” (as opposed to the usual “whatever happens” approach). His Chapter Six gives the blueprint for creating “Laser-Like Alignment” – a very useful construct when building the Customer Experience “Should Be” model for each Moment of Truth/touchpoint.
Blend these with a Kano analysis and you’ve really got something!
//RR
Cecilia: Thanks for sharing your feelings. You’re doing some great work at LEGO, so it’s really my pleasure to share it — keep it up!
nico: Given the popularity of this blog post, I will start asking companies if they’ll share bits like this.
Richard: Thanks for adding the additional references. Also, I am a big fan of the Kano Model!
[...] Interesting approach to capturing a high level view of a user’s experience with a product or service from LEGO. Visual, easy to understand – not sure how to capture value in it though. Perhaps the little “i” and “<” icons are the key. [...]
[...] LEGO’s Building Block For Good Experiences « Customer Experience Matters [...]
[...] Bruce Temkin shows the below ‘experience wheel’ that lego use for designing customer experiences. It is relevant as it touches the airline experience, mapping all the customer touchpoints, and what the make or break moments are. This is a useful exercise that BA could learn from. Delivering a compelling customer experience with your core services is no longer enough, anywhere that your brand touches customers must be excellent. [...]
[...] See more on Customer Experience Matters [...]
[...] working with a client on a customer experience design project. I just stumbled onto this tool from Lego – that helps a company to diagnose the current state experience and hint at places for [...]
[...] LEGO’s Building Block For Good Experiences post by Bruce Temkin No Comments, Comment or Ping [...]
Interessting. We have done such a mission to analyze the UX of brussels Airlines. http://www.slideshare.net/guestdb7161/brussels-airlines-case-study-belgian-usability-day-presentation
Another presentation that’s ionteresting is service design http://www.slideshare.net/IAfromBrussels/service-design-by-c-rowland
Robi: Thanks for sharing the links; the presentations were very interesting. I particularly liked the slide show about the Website design for Brussels Airlines — looks like excellent work.
[...] way of my friend ‘Doc’ Baty, I stumbled upon a blog post by Bruce Timkin which shows another way to visualize the aggregated Mood Maps: an Experience Wheel, like the one he [...]
[...] way of my friend ‘Doc’ Baty, I stumbled upon a blog post by Bruce Timkin which shows another way to visualize the aggregated Mood Maps: an Experience Wheel, like the one he [...]
[...] then, through various links was taken back again to look at LEGO’s building block for Good Experiences. Have a look for [...]
[...] particularly interesting off-shoot is an Experience Lifecycle diagram for when Lego’s senior execs [...]
Sorry, If this sounds silly. But what does this tool for?
[...] Temkin stellt auf seinem Blog eine Methode des Spielwaren- herstellers LEGO vor, um die User Erfahrung eines Ereignisses zu [...]