Let me tell you a story about
The LEGO Group closing the gender gap with kids & play trends
The basics.
Team Size: 1 | Role: UXR
Tools: Google Sheets, Google Forms, Canva | Time Frame: 3 Weeks, Part-Time
The motivation.
Teaming up with Lego’s Head of Research, I chose a project close to my heart. Why? Growing up, I felt girls weren’t encouraged to embrace play and take up space. This project challenges societal norms to create a future where play is prioritized for kids of any gender, everywhere.
The questions.
In my formative research with Lego, I worked closely with the Head of Research to define our direction and outcomes through virtual stakeholder interviews & developed the following questions:
Do girls play less than boys?
Do girls seek different activities than boys?
Do parents give more resources to boys than to girls?
How might LEGO close the gap in play between boys & girls?
Ethnographic Behavioral Observations
Ethnographic Behavioral Observations
Armed with my iPad and prepared spreadsheet, I conducted in-field, ethnographic observations to gather both quantitative and qualitative data from real users seeking answers to our key questions of how & with what boys & girls played and the resources parents give to their children. I visited two store locations on the same days and times to capture behavioral insights.
The Surveys
The Surveys
Surveys. Surveys give us data, and we like data. It was time to develop and distribute surveys to caregivers and child-care professionals to gain a deeper understanding of how kids play. Using GoogleForms, QR codes, and social media sharing, I collected both qualitative and quantitative perspectives on kids' desires and behaviors. This method would give us data to compare & contrast my in-store observations.
Desktop Research
Desktop Research
When I sit at my computer, the whole world opens with possibilities taking me into the minds of people willing to share their ideas. I conducted desktop research, diving into free online resources from authors, vloggers, and researchers to triangulate my findings with real-world examples from people openly sharing their thoughts, experience, and research findings.
The impact.
I presented all my research to the Lego team, showing how this work could guide their efforts toward gender inclusivity in play. The total data gathered: 119 data points, 28 survey responses, and 3 external sources. All in the effort to help Lego stay true to their promise of being a non-gendered toy brand. My research answered key questions and shaped the team’s next steps, creating actionable strategies.
The takeaway.
This project continues to be near and dear to my heart. It allowed me to research a topic, product, and users I am passionate about. It allowed me to share insightful data for taking action in a major company that truly cares about their impact in the lives of people, no matter the age or gender.
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