← Work > LEGO

Empowering Seniors Through Voice Technology with LEGO

LEGO Voice Assistant helping seniors shop for gifts

Background & Problem Statement

The COVID-19 pandemic presented unique challenges for seniors, especially in maintaining connections with loved ones and engaging in activities like gift-giving. LEGO aimed to empower older adults in the DACH region by leveraging smart speaker technology to simplify shopping. The challenge was to create a voice-enabled solution tailored to the specific needs of seniors, ensuring ease of use and accessibility.

Ethnographic research identifying market gap for LEGO Voice Assistant leveraging Google Nest Audio

Research, Insights, & Development

Our process combined ethnographic research with iterative design to address seniors' unique needs during the pandemic:

  • Research & Insights:

    • Conducted ethnographic studies to understand seniors' shopping behaviors and challenges, with a focus on emotional and practical barriers.

    • Identified key use cases for gift-giving during the pandemic, emphasizing convenience, simplicity, and connection.

    • Validated the potential of smart speakers to serve as a bridge between seniors and e-commerce.

  • Development:

    • Collaborated with LEGO and Mueller to develop a voice assistant on the Google Home platform, ensuring a seamless integration of technology with LEGO’s e-commerce ecosystem.

    • Designed intuitive voice commands and workflows to enable browsing, selecting, and purchasing products effortlessly.

    • Iterated on the voice assistant features based on senior feedback, focusing on personalization and clarity.

LEGO Voice Assistant tested on Google Home smart speakers
Prototyping LEGO Voice Assistant for senior users
Voiceflow prototyping tool used for LEGO Voice Assistant design
Voiceflow prototyping tool used for LEGO Voice Assistant design

Solution

The LEGO voice assistant reimagined shopping for seniors by leveraging smart speaker technology:

  • Accessible Design:

    • Intuitive voice commands tailored to seniors' preferences and technical familiarity.

    • Personalized features to guide users through the shopping process, ensuring confidence and ease of use.

  • Integration with Ecosystem:

    • Connected seniors directly to LEGO’s product catalog through Google Home, enabling them to explore, select, and purchase gifts for their grandchildren.

    • Strengthened ties between LEGO, seniors, and their families by simplifying gift-giving during challenging times.

Basic, enhanced, and full approaches for LEGO Voice Assistant market implementation

Results

Our collaboration delivered impactful results, driving adoption of smart speaker technology among seniors:

  • Consumer Impact:

    • Seniors reported increased confidence in using voice technology, with the platform making shopping more convenient and enjoyable.

    • Strengthened family connections through gift-giving during a time of social isolation.

  • Business Value:

    • Enhanced customer satisfaction and engagement with LEGO’s brand among an underserved demographic.

    • Validated the viability of smart speaker integration for future expansions in accessibility-focused initiatives.

Interested in design-led growth?

Our approach & solutions drive profit, enhance brand position, & improve user experience. Join us in pioneering a better future.