As a consultant at ReD Associates, Chris has also supported Lego directing projects with a focus on interactive learning toys integrating low cost technology.
Specifically targeted toward boys and girls between the ages of 2-5, the play experience had to be 'obviously Lego' but never seen before.
Ethnographic research was conducted on both kids and parents in the US in order to better understand the relevant needs. The research found that the sweet spot lay in solutions that appealed to both kids and their parents, by conveying a sense of fun and learning respectively.
Translated from the insights, the recommendations developed addressed the needs across multiple Lego touch-points from product & packaging through to communication solutions
Founded on familiar and trusted Lego values with a clear and convincing learning promise
Smart Play Experiences for Lego
Focus on the fun and let the learning come naturally
As part of the Mindstorms NXT ideation process, Lego crowd-sourced part of the brainstorm to a group of Mind Storms enthusiasts known as the Lego League. Their knowledge and in-depth experience with the brand proved invaluable in identifying promising growth routes and product triggers.
Based on their input, the strategic direction for NXT called for a deeper plunge into technology in order to satisfy the programming prowess of these junior Einsteins. Apart from a cool new look, the central refresh would lie in a more intuitive PC based interface, as well as an updated choice of sensors to heighten the challenge and build complexity.
Chris was hired by Lego to work on early ideation and conceptualization phases of NXT, designing the core play experiences, user interactions and product styling.
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A configurator for package developers
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UX design Guidelines for Smart TV
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