The LEGO design process

Eleven lessons: managing design in eleven global brands

Design For Business essentially describes the overall innovation process within LEGO, and maps how a project is conceived, assessed and developed with design as a key stakeholder.

The Objective was to move from a primarily product focused innovation approach to a broader view of innovation in the organisation, enabling concepts to have more impact.

See the full picture of LEGO's Design for Business model by clicking on the link below to download a PDF version of this case study (346KB)Design for Business includes three devices with which LEGO conceives, maps and tracks a project:

  • an innovation model
  • a foundation overview
  • and a roadmap.

Above is part of a diagram explaining how these three devices fit together to form LEGO's D4B programme.

LEGO has created a Roadmap to help it monitor which stage it is at in the design processThe LEGO roadmap tool is used to plan how each phase relates to the next. This helps to align key objectives, tasks and deliverables during the development stage.

Based on these initial phases of objective setting and project agreement, the stage where design tools and skills are brought in to further the concept begins.

In more depth
Find out more about LEGO's innovation model
Read about how LEGO’s foundation overview works

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Market

LEGO exports its products to more than 130 countries around the world, with the US and Germany its largest markets.

The company develops three core product platforms:

  • Duplo, a system of large bricks for babies and younger children
  • The core LEGO System, which is available in numerous different themes and configurations for children aged from four to adult
  • Technic, an extension of the basic LEGO system that includes mechanical elements allowing working models to be produced. It's aimed at children aged from seven to adult.

In recent years, LEGO has entered licensing agreements with a number of filmmakers and other content owners to produce specialised LEGO sets with popular cultural themes. Examples of this approach include kits for the Star Wars and Harry Potter franchises.

LEGO has an exceptionally wide user base, ranging from pre-school children to a significant population of adult users. The company even sells products specifically to be used by adults in management training activities through LEGO Serious Play.