Creating a social environment for LEGO, a web platform that is also a place for people around LEGO world to meet, socialize and interact.

1. Meeting in LEGO
Creating a social environment for LEGO
42016

2. Meeting in LEGO - by Giorgio Borgonovo
2
About Me
My name is Giorgio Borgonovo.
I am a Knowledge Engineer and Business
Coach.
I help companies to design, develop, manage
and promote tools, processes and strategies to
foster collaboration, knowledge sharing,
innovation and creativity.
As a knowledge engineer I’m helping
companies to foster innovation, develop new
tools and procedures to share knowledge,
ideas and experience using different channels
and media, to make people able to browse
new ideas, sharing them, discussing them and
choosing the best.
As a business coach I'm helping companies to
redefine their strategy to win in a continuously
changing world, identifying their priorities and
how to use the digital technologies to improve
performance and deliver better services and
products.
 +39 348 80 67 955
 borgonovo@tavernadelleidee.it
 www.tavernadelleidee.it
 linkedin.com/in/gborgonovo

3. Meeting in LEGO - by Giorgio Borgonovo
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Introduction
LEGO web site does not allow socialisation of users,
it is mainly intended as shop and catalogue of LEGO
products and solo usage (playing, reading, watching
videos, etc.), it proposes some games, videos and
readings.
It does not understand who is its user and it does
not suggest personalized pages, so how can it
recommend what to buy if it does not know the
user?
The LEGO landing page promotes sets that are not
for the reader, but generic, furthermore it immediately
shows that its main purpose is to sell something,
while the user may wish to create a relationship.
Let's children (of all ages) play offline,
but help them to learn online.
Instead, a LEGO web platform could be a meeting
environment for people around LEGO world.
A social network for children and adults that secures
younger users, but nevertheless lets meet younger
and less younger builders together.
The purpose of the platform is to create a strongly
connected community of people loving LEGO (a
LEGO focused social network). It creates
awareness, strengthens LEGO brand and attracts
new users/fans.

4. Meeting in LEGO - by Giorgio Borgonovo
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Begin with “me”
The LEGO platform is user centric.
The user can login and stay logged in: the system
remember him/her.
Each user has its own profile page and, like normal
social networks, it allows to follow other users and
create double sided connections.
A chat is open for direct messaging.
Users can also share their status updates,
projects and photos. Connections/friends can
rate/like the updates and projects.
User can also share its wish list, so friends
know what to give for their birthday!
User can register all my sets and pieces, this
will be useful to suggest creations based on
pieces I have, so the creation I can make.

5. Meeting in LEGO - by Giorgio Borgonovo
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Special “me”
The platform pay lot of attention to privacy,
particularly for privacy of younger users.
Children
Every child can access if introduced by a parent. All
children activities are tracked by parents and some
spaces are accessible only after parent permission.
Children can play online games, and read: News,
Stories, Books, Novels, etc.
They can also write and share their own stories.
Teens and Fans
Teenagers have less parental controls than children,
but still have some control.
Adult fans have no control... obviously.
● Users can design and build with LEGO Digital
Designer and order the set they have designed, if
the same set is ordered by someone else they
get some money.
● The system automatically creates or allow to
create building instructions of the set.

6. Meeting in LEGO - by Giorgio Borgonovo
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Becoming “us”: communities
Communities are groups of people with similar
interests.
Everybody can join a community or create its own
with friends or other people sharing the same
interests or in the same geographical area or for any
other reason.
LEGO promote and support community participation
and their vitality.

7. Meeting in LEGO - by Giorgio Borgonovo
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Special “us”
Parents and families
Parents can check children activity, what they can
do, what they have done. They can stay updated
using the web site or receiving e periodic email. This
way they can be involved and be more participatory.
They can create a Family account to let parents and
children play together. Both parents and children
can add sets and pieces so it is possible to create a
family bank of pieces to know what projects they
can make.
Children, and in general, everybody, can be part of a
family, of communities (thir real friends or known
online), a classroom (see below) etc.
Teachers
Teachers can create groups of students
(classrooms) and can assign them activities to do,
they can also give them feedback and create a
communities of teachers to share experiences.
Business
Business people can share experiences about
serious play in communities.
Closed Communities of practitioners
Communities can also be private (admission by
invitation) serious play practitioners can share results
and reports of their workshops between them and
with their clients.
Dealers
Shops can have a presence to advertise
themselves. Accredited dealers can organise online
and offline events where, for example, people can
meet in person.
Customer service
Even Customer cervice can have its community
presence. A community officially managed and
moderated by LEGO to answer specific, strictly
LEGO related questions.

8. Meeting in LEGO - by Giorgio Borgonovo
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Platform features
The platform provide the standard pages of a web
site; the user can:
● find the story of LEGO, and stories by people
about LEGO
● find news about LEGO
● look for projects: by tag/topic, by pieces I have,
by story
● find instructions
It can also provide more user oriented features like:
● suggesting what the user can do with the pieces
it have
● proposing events near it
● suggesting friends near it
● suggesting communities the user can be of
interested in
● suggesting sets and themes the user can be
interested in based on its activity

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Conclusions
In this document we have seen that if LEGO can
improve its knowledge of user habits it can provide
custom suggestions and understand what kind of
services, sets and themes can satisfy at best the
market and foresee the trends.
This document illustrates some elements of a whole
project that LEGO can put in place, together with an
overall comprehensive digital strategy* that should
hold in consideration its vision, its culture and other
initiatives.
It'll be a real pleasure for me to further discuss with
the LEGO Group this concept and an overall digital
transformation strategy and to explore how I could
contribute with it.
Sincerely,
* As discussed in my previous documents: “Into the
LEGO World” (December 2015) and “The Bricks of
Digital Transformation” (February 2016).

10. 42016120162016-20
Into the LEGO World The Bricks of
Digital Transformation
Meeting in LEGO

11. Giorgio Borgonovo
 +39 348 80 67 955
 borgonovo@tavernadelleidee.it
 giorgio.borgonovo.org
 linkedin.com/in/gborgonovo
LEGO©, the LEGO logo, the Minifigures,
MINDSTORMS and LEGOLAND are
trademarks of the LEGO Group.
All rights reserved.