The Joy of Learning with LEGO Bricks

In Collaboration with:

Cecilia Weckstrom, Morten Lundholm, Kay Davis

Challenge:

How could the emotional experience of LEGO Serious Play improve?

Solution:

Working with the LEGO group, Hedman measured the EDA of 50 participants while they played with a new LEGO product. Participants were videotaped and interviewed about their EDA and experience.

Example EDA:

A high school student builds various brick models and shares her buildings with a group. As the discussion begins, but before she begins presenting, the woman’s arousal increases. Afterwards, her arousal decreases as she begins speaking about her model. This pattern was repeated nine times.

Results:

Hedman discovered over 30 opportunities and challenges about the emotional experience of LEGO serious play, which was then distributed across the company. Hedman also created the tools to allow the LEGO group to measure other emotional experiences across the company.