Build your drink in this immersive tech LEGO Cafe
I created a physical experience through a process centered on brainstorming, research, and usability testing to achieve a strong result. This was a project where I was also highly focused on staying true to the brand.
Overview
Discipline
Creative Concepting, UX Research, Experience Design, Usability testing
Project type
7th School Project (Year 3)
Solo Project
Tools
Figma, Adobe Illustrator, Adobe Photoshop, Bricklink Studio
Role
As a researcher, I interviewed LEGO store employees, customers, and people not currently involved in the hobby to gauge interests and possibilities. Later in the project, I set up and conducted usability tests.
As a designer, I developed various concepts and physical prototypes. I also created physical LEGO assets, such as instruction booklets and a café menu, closely following the LEGO brand identity.
Problem
With a growing number of adult customers, LEGO continues to create experiences focused solely on children. I want to create an experience that appeals to LEGO's adult audience.
When I was seven, I went to LEGOLAND with my parents and brother. My brother and I loved it as kids, but my parents didn’t enjoy it at all; everything was focused entirely on children.
Fast forward to today, and my love for LEGO still hasn’t faded, and I see how important the adult audience has become for the brand. However, experiences like LEGOLAND, stores, and discovery centers remain largely directed at children. Despite introducing more 18+ sets, LEGO’s in-store experience still offers mostly low displays and barely any interactive elements that appeal to adults. This leaves a significant gap in engaging this audience in real-life experiences, where a more inclusive approach could deepen adult interest and connection with the LEGO brand.
Solution
A café where customers can build their own mugs and customize drinks using LEGO bricks, creating a unique and interactive experience that aligns with the target group's interests and LEGO's brand identity.
The LEGO café offers an inviting space for adults (and kids) to enjoy a drink while engaging in a hands-on building activity, constructing their own LEGO cup using a custom instruction booklet. This concept incorporates an augmented reality (AR) experience where customers can finalize their order by scanning in their cup, simplifying the process while adding a playful touch. This concept strengthens the LEGO brand experience for adults by combining the joy of building with a social activity.
Research fase
Research
I conducted desk research which confirmed that adults represent a significant and growing audience for LEGO. This research included studying the market success of 18+ LEGO sets and analyzing trends among adult LEGO fans, such as increased LEGO purchases during the pandemic. The findings underscored the relevance of developing experiences that would appeal specifically to adults.
Field research involved interviewing LEGO store employees, as well as customers and observing customer behavior within LEGO stores. The insights gathered highlighted that adults enjoy LEGO products but find the in-store experience lacking in engagement. This research helped identify potential features and interactive elements that could be incorporated to create a more appealing atmosphere for adults in LEGO stores.
Design guidelines
The design guidelines established for this project included:
Aligning with LEGO’s Brand Identity: The concept had to reflect LEGO's core values and maintain the brand’s recognizable aesthetics.
Adding Value for Adults: The design should enhance the experience specifically for the adult demographic without detracting from the brand’s family-friendly appeal.
Creating Engagement for All Ages: Although the focus was on adults, the concept should still be accessible and enjoyable for visitors of all ages, ensuring an inclusive environment.
Increasing Adult Interest in LEGO: The concept should encourage adults who may not be typical LEGO fans to explore and engage with the brand.
Ideation fase
After defining the problem through my research and developing insight cards, I moved on to the ideation phase. Through various brainstorming methods and discussions with teachers, LEGO employees, and peers, three concepts emerged:
Concept 1: LEGO Ideas Station
An interactive screen in the LEGO store where visitors can vote on potential new sets. The screen also provides in-store build challenges with a leaderboard.
++: There’s likely strong interest within the LEGO community for this.
--: If someone isn’t already a big LEGO fan, they might not be interested in voting on sets, so this concept may not attract new fans.
Concept 2: "LEGO Home" Section in the Store
A section of the store arranged like an IKEA showroom, featuring products like LEGO pillows, mugs, and candle holders in a living room setting alongside 18+ LEGO sets.
++: Customers can see the new LEGO Home products and how 18+ sets can be displayed in a more adult-oriented setting. For example, LEGO’s current promotional materials for 18+ sets often depict them in living room scenes, like on bookshelves or in kitchens.
--: LEGO employee Martijn mentioned that he didn’t see this concept as realistic, as there is limited space in the stores.
Some examples of LEGO-home products shown below
Concept 3: LEGO Coffee Bar
A coffee bar inside the LEGO store where adults can enjoy a coffee while their children browse the store.
++: This could attract new customers who come in just for a coffee and end up discovering LEGO.
--: There is limited space in LEGO stores for this concept.
Choosing a concept
After testing through storyboards and presenting to the class, I gathered feedback and opinions from the target group, after which it was decided to move forward with the LEGO Café concept, as people mentioned that they see LEGO at this stage of life as a social activity—something to do with friends or on a date.
My personal preference was for Concept 3, the LEGO Ideas Station, because as a LEGO fan, I noticed there is demand for this among fans. However, this was not my ultimate target audience.
Iterations
To realize the concept, I thought I needed to consider the following aspects:
Location
Where will the coffee bar be located?
Ambiance
How will I set up the atmosphere? What appeals to adults (18+), and how can I stay true to the LEGO identity while keeping it accessible to all ages?
Experience
How can I achieve my end goal of increasing sales of 18+ sets? What activities should be offered, and how can I ensure they align with LEGO's brand identity?
However, given the limited time I had for this project, the teacher and I concluded that I had too much on my plate. He advised me to focus on the experience of ordering a drink and how this process would work, rather than all the extra details.
So I immediately started creating my first prototype. I still wasn’t sure what the “building your drink” experience would look like, but I thought that if I started building with LEGO and making something physical, it might all become a bit clearer.
Prototype 1
My first prototype consisted of a LEGO silhouette of a mug, a small LEGO menu indicating which colors customers could place in the mug to correspond with different orders, along with a small square hinting at the idea of a QR code. Finally, I included an instruction manual (shown in the GIF above) allowing respondents to actually build the mug. With these items, I was ready to begin my first concept tests.
Testing
When you think of LEGO, you don’t think of complex protocols, but rather of a relaxing experience with an easy-to-follow guide. I wanted my concept to reflect this simplicity. For that reason, I presented my respondents with only the following:
A bag of LEGO bricks (for the unbuilt mug),
The instruction manual,
The menu card,
A small stack of random LEGO bricks to set the mood,
And the task: “Figure out how you would order a coffee.”
Additionally, I included an AI-generated image of a coffee shop, paired with a floor plan I had drawn to walk them through the experience through storytelling.
Prototype 2
Digitally creating the second model
For the second prototype, I taught myself how to use the 3D program Bricklink Studio to digitally design an improved version of the mug. My goal with this new mug design was not only to enhance its appearance but also to make it easy to build. I aimed to achieve this by using as few bricks as possible, especially avoiding too many small pieces.
Creating the menu
For the menu, it was essential not only to display the different options, of course, but also to show how the concept works, as the menu is one of the first things people see when seated at a table. The challenge was to convey all of this in a LEGO style that stays true to the brand.
To clearly explain the concept, I created four illustrations that communicate it without words even being necessary.
The visual design for the rest of the menu, while staying true to the LEGO brand, proved challenging as well. I explored several ideas, such as using darker colors like those in the 18+ line, and leaning toward (boring) typical restaurant menu designs. I ultimately decided to extend the LEGO style and use the colors and elements found in most instruction booklets, which I also incorporated into my new instruction manual.
It was also difficult to explain what each color brick represented for different drink, without too using many words. However, after much iteration and gathering feedback from teachers and fellow students, I managed to make it work.
Creating the Instruction manual
The instruction manual was the final piece of the puzzle. The challenge of staying true to the LEGO brand was now less about the visual aspect, as I had plenty of existing instruction manuals to reference, and more about creating an easy-to-follow set of instructions. I knew that if this manual wasn’t perfect and user-friendly, it would lead to frustration, causing the entire experience to fall apart.
Luckily, I was able to conduct plenty of usability tests with the first prototype, which allowed me to create an effective instruction manual. After a lot of illustrating and even some bookbinding with needle and thread, the manual was finally complete.
Finalizing your order
Results
The final concept in short
After 7 weeks, my concept was as follows:
A café where you order your drink by building a simple LEGO mug using an easy-to-follow instruction booklet. You then check the menu to decide what you’d like to drink and see which color brick corresponds to your choice: adding one brick for small, two for medium, or three for large.
After placing the chosen brick(s) in your mug, you scan the QR code. Through an AR experience, you’ll see your LEGO mug transform into your order, allowing you not only to double-check that it’s correct but also easily place your order without waiting for a server.
Why it's relevant for the target group
Social interaction and nostalgia: Many adults see LEGO as a nostalgic, social activity—a way to connect with friends or enjoy a date. This café concept taps into that sentiment by offering a space where adults can engage with LEGO in a casual, social setting, enhancing the brand's appeal through shared experiences rather than just through traditional retail
Unique experience: Unlike standard LEGO experiences that are primarily designed for children, this café concept offers an environment specifically tailored to adults whether they are LEGO fans or new to the brand. By providing adults with an experience that feels both mature and interactive. While keeping it accessible for all ages in true LEGO fashion.
Value to the brand: The café increases exposure to the LEGO brand by attracting adults who may initially come only for the café experience, potentially converting non-fans into LEGO buyers. This helps LEGO broaden its demographic reach and further integrate its products into adult lifestyles, adding significant brand value and catering to a growing adult market segment.
Expo
During the final expo where I presented my project, I handed out feedback forms that clearly captured people’s opinions on the project.
Out of the 10 completed feedback forms:
10/10 found the concept clear
10/10 would visit the café
10/10 said the concept appealed to them
5/10 mentioned on their own that it evoked a sense of nostalgia
Some found the menu options lacking, and I hadn’t explained the payment process clearly enough. Additionally, the bricks were not colorblind-friendly, despite my intention to account for this.
Retrospective
Outcome
I successfully created an experience that aligns with both the target audience's world and interests, as well as LEGO's brand values and identity.
Feedback from the expo showed that everyone found it to be an enjoyable concept. Even non-coffee drinkers and non-LEGO fans said they would visit the café. I also frequently heard that playing with LEGO while building the mug brought back nostalgic feelings. This was exactly what I hoped for, as tapping into that sense of nostalgia may encourage more people to purchase LEGO, even if they feel “too old” for it and haven’t interacted with it in years.
My initial goal was to develop a concept for inside the LEGO store, but this concept really needs its own dedicated location.
What I've learned
Keep testing and asking for feedback, and commit to a decision—writing down pros and cons can help with this.
While I struggled with finalizing decisions in the first few weeks, which initially slowed down the project, by the final weeks I was fully engaged and motivated to perfect every detail. finalizing decisions (knopen doorhakken) was a skill I really had to develop during this project. My teacher’s tip to list the pros and cons of each choice was really helpful.
I also decided to seek feedback from as many people as possible for this project, which greatly helped in making decisions. However, I found it challenging to ask for feedback when my concept wasn’t yet visually developed. At that stage, the concept was still vague in my mind, making it difficult for others to understand.
How would I continue this project?
If I were to continue this project, I would focus on finalizing the digital ordering experience, potentially through Blender or similar software, and refining the visual presentation of the café to align with LEGO’s aesthetics. I’d also explore creating a more comprehensive menu and color-coded LEGO pieces that are colorblind-accessible. It goes without saying that I would also continue testing with adult users to optimize the experience.