

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.