Hello!
I am Deniz
Welcome! I have some super cool things to share with you. However, due to privacy concerns and the intellectual property rights of the company I've worked for, I can't reveal the processes behind the product design solutions. But you can certainly see the results.
Brick Bash!
Brick Bash is a mobile, personalized party service by LEGO designed to create engagement that is both fun and educational for LEGO fan children, focusing on STEM learning.
Service Showcase
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Brick Bash! is designed for young LEGO enthusiasts. We created this service for LEGO to deliver personalized AI-integrated party experiences for children. It comes with four different packages, each offering unique and engaging features tailored to individual party needs.
In the initial stages of the project, I visited the LEGO store and made observations about the products and services, taking photographs. I observed which types of products and services attracted the most interest from visitors and target users. I chatted with employees and visitors and conducted interviews for the purpose of primary research.
STEM Learning + AI
After the contextual research process, we identified an emerging trend in the entertainment and toy industry: STEM (Science, Technology, Engineering, and Mathematics) learning. I wanted to combine STEM learning with current technology, specifically AI systems.
To identify potential future directions for LEGO as a business, we conducted a 15-year horizontal mapping and worked on analyzing some of the findings. After deciding on the key processes and identifying how users should engage with our service, we worked on user journey mapping and visualized the process.
We created a business model canvas to identify potential needs and engagements required by our business, and considered how we could apply these insights into our business strategy. The SWOT analysis of LEGO enlightened our vision about how our business can take advantage of opportunities and what kind of threats it might face.
We visualized the designed process for our business from the initial phase to the final customer engagement phase. This also allowed us to critique our engagement method with customers to improve our business.
By creating and making an effort to deeply understand the needs and preferences of various personas, we were able to gain valuable insights that significantly enlightened our final business concept. This comprehensive approach played a crucial role in shaping and refining our business model, ensuring that it was well-aligned with customer expectations and market demands.
Result
Brick Bash, a project developed for a first-term module of MSc Design for Business program, was presented to both module lecturers and Centre for Entrepreneurship - University of Dundee employees. It received the highest grade in the 2:1 level category.