In theory, customer journey can be sketched quickly: touchpoints, expectations, reactions. But how does this journey actually feel - from the cord: interior perspective? In one of our latest workshops, we took this question literally with LEGO SERIOUS Play.
Customer Journey Mapping with LEGO® Serious Play®
Instead of post-its and whiteboards, we used the LEGO® Serious Play® method. The participants: Inside, their customer journey builds in 3D - with building blocks, figures and symbols. What initially begins playfully proved to be surprisingly profound: the physical construction process made it possible to make abstract aspects such as emotions, friction points and needs visible and noticeable.
The effect was impressive. Many participants reported that they gained new insights by modeling - about the behavior of their customers: inside, about gaps in existing processes, about previously undiscovered opportunities in the service process.
The advantages of LEGO® Serious Play®:
🔍 Customer experiences become visible: emotions, barriers and aha moments emerge more clearly.
🤝 Collaboration becomes tangible: Abstract thoughts can be structured and reflected upon together.
🎯Creativity meets structure: Participants develop solutions for real-world challenges.
Method variety as a quality feature
Not every method addresses every person equally - and that's a good thing. One participant found Lego® Serious Play® overwhelming, which she communicated openly. For me as a moderator, this is exactly a valuable impulse: workshops develop their strength not only through the tools used, but also through the openness to allow diversity.
Conclusion: Customer centering needs change of perspective
In my work as a consultant, I repeatedly experience how crucial it is not only to analyze customer perspectives but truly experience them. Methods like LEGO® Serious Play® help to make complex customer journeys visible and negotiable – a crucial step in consistently developing services and structures in a user-centric way.