Introduction
Revenue in 2017 declined by 8%
The need for changes
Primary research - employee
Trends in the market
Trends in toy industry
Defining value proposition
Primary research - adult customer
Primary research - parents
Competitors analysis
Finding the blue ocean in the market
S.W.O.T framework to analyse business
Key insights based on primary & secondary research
Pain point
Customer journey map - current experience
The challenge
The Idea: Build a Mini-you-figure
Personalised digital retail experience
Customers get minifigures of themselves
Benefits for customers
Customer journey map - new experience
How Build a Mini-you-figure will help the company
5-year plan
Explore the interplay between businesses in LEGO, their customers and their markets, and focus on the changes that LEGO needs to make to create and sustain value for all stakeholders and stay relevant in the digital world. Together with consideration for how change is internalised and championed inside organisations, and strategies for overcoming the likely barriers that will arise.