Lego Serious Play

Published on March 3, 2019 by

Themes: , , , , ,


To get a better understanding of the choreography of service elements


Acting out ideas for service interactions at a Lego level


One Hour


LEGO set, digital camera


In Small Groups

Image courtesy of Service Design Tools, click here to visit site


This is a simple exercise in imagining a service experience using small, hand sized toys. To represent the users’ story you will need some of the following LEGO figures:  user, a member of staff, an environment and some paper touchpoints (see an example in the photo above). You literally walk through the service moments, taking pictures with a digital camera and ideally with another person, imagining what the various actors are doing, saying and feeling. It can be useful to enact the walk through using various different personas, and under different imagined situations.


Role Playing


  • Lego Serious Play, Service Design Tools, access at
  • Desktop walkthroughs, Engine Service Design, access at
  • Lego Siruous Play (2002) A powerful tool designed to enhance innovation and business performance, Access at
  • Cantoni, L., Marchiori, E., Faré M., Botturi, L., Bolchini, D. (2009). A systematic methodology to use LEGO bricks in web communication design. Proceedings SIGDOC ’09, Bloomington, Indiana, USA: ACM, pp. 187-192.
  • Cantoni, L., Botturi, L., Faré, M., Bolchini, D. (2009). Playful Holistic Support to HCI Requirements using LEGO Bricks. M. Kurosu (ed.), Human Centered Design, HCII 2009, Springer-Verlag, Heidelberg, Berlin: pp. 844-853.
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Is the method described well enough, what other details would be useful? How well did the method work, do you have tips for others? Thanks for your comments!