A new product line from LEGO to finally bring a true LEGO experience relevant for girls. A great success due to the in-depth research and co-creation conducted throughout the 4 year design process, always staying focused on the needs of the consumer. My personal contribution included:
• Translating research insights into product features and meaningful play experiences.
• Driving design team through the concept development phase of the design process.
• Researching and developing a new figure platform.
• Defining style and tone of voice for products in an unknown market sector.
• Designing new elements to support play.
• Refining vision and strategy for a sustainable girls play theme business.
• Developing and executing finished products to the high standards of LEGO quality.
• Presenting concepts and products to top management and markets.