文献类型：会议论文

英文题名：Building Beyond Blocks: User-Centered Innovations in LEGO Design for Unleashing Creativity and Play

作者：Chen, Mengyuan[1]; Li, Xipan[1]; Wang, Yuqi[1]; Jiang, Yuxin[1]; Li, Huiwen[1]; Liu, Wei[1]; Sun, Mingze[1]; Wang, Liwei[1]; Wang, Xinpeng[1]; Wei, Jialin[1]; Yang, Xinyu[1]; Yang, Yinan[1]; Yang, Ziwei[1]; Zhu, Xiangyi[1]; Ma, Jing[2]; Xiao, Mengzhen[3]; Huang, Taiyu[3]; Jia, Jingpeng[4]; Huang, Ruonan[1,5]; Liu, Wei[1,5]

第一作者：Chen, Mengyuan

机构：[1] Faculty of Psychology, Beijing Normal University, Beijing, 100875, China; [2] Department of Experimental Psychology, University of Oxford, Oxford, OX2 6GG, United Kingdom; [3] Department of China Digital Technology, The LEGO Group, Shanghai, 200031, China; [4] College of Special Education, Beijing Union University, Beijing, 100075, China; [5] School of Design, Southern University of Science and Technology, Shenzhen, 518055, China

第一机构：Faculty of Psychology, Beijing Normal University, Beijing, 100875, China

通讯机构：[1]Faculty of Psychology, Beijing Normal University, Beijing, 100875, China;[1]Faculty of Psychology, Beijing Normal University, Beijing, 100875, China;[3]Department of China Digital Technology, The LEGO Group, Shanghai, 200031, China;[4]College of Special Education, Beijing Union University, Beijing, 100075, China|[1141759]北京联合大学特殊教育学院;[11417]北京联合大学;

会议论文集：Design, User Experience, and Usability - 14th International Conference, DUXU 2025, Held as Part of the 27th HCI International Conference, HCII 2025, Proceedings

会议日期：June 22, 2025 - June 27, 2025

会议地点：Gothenburg, Sweden

语种：英文

外文关键词：Architectural design - Behavioral research - Human computer interaction - Motivation - User centered design - User experience - User interfaces - Virtual reality

摘要：LEGO, a globally recognized brand with a long history in the building block industry, has significantly influenced the way children and adults engage in play and creativity. However, as technological advancements reshape consumer expectations for interactivity, intelligence, and innovation, the LEGO Group faces challenges from emerging competitors, rising costs, and sustainability concerns. This study addresses these challenges by identifying research gaps and constructing a theoretical framework for LEGO’s innovation design through a mixed-methods approach. Scenario-based observations revealed natural user behaviors and motivations, while in-depth interviews uncovered users’ emotions, expectations, and pain points. Persona modeling informed targeted design strategies, and petal diagram analyses linked product attributes to user needs. The c-box framework highlighted market strengths and weaknesses, and the jobs-to-be-done (JTBD) theory examined user motivations from a task-oriented perspective. Rapid usability testing pinpointed key areas for improvement. Findings suggest that integrating technologies like virtual reality (AR) and augmented reality (VR) can create immersive, engaging experiences, while adopting sustainable materials aligns with global trends and enhances the brand’s image. Building a global user community could foster creativity, collaboration, and brand loyalty. This study offers academically and practically valuable insights to support LEGO’s innovative leadership, addressing consumer demands while exploring pathways for growth in a competitive market. ? The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.