LEGO:
AFOL Community NFT

Product description

As part of the ‘Disruptive Technology’ department at Majid Al Futtaim, we approached and pitched a Web3 enabled product to LEGO, that their customers could use to create their own digital mini-figures.

The initial pilot product was built in-house, with knowledge and training of blockchain technology and smart contract engineering being proactively learned ‘on the job’. This approach lead to a ready made product, that the LEGO team could easily customise. The official project kick-off was soon thereafter.

The official project focused on creating a membership NFT for Adult Fans of Lego, with digital utilities such as a POAP (proof of attendance) and rewards based on repeat in-store event attendance.

Stakeholder workshops & lean canvases

Kick-off workshops were ran with key stakeholders to help us understand their vision, goals and scope for the project, including KPI’s that we could map all project milestones against. Along with the standard workshops we’d run with our clients, we also ran ‘Lean Canvas’ workshops to flesh out early product concepts.

Running these ‘Lean Canvas’ workshops helped us to build viable business modals around our early product concepts, making sure that there was a clear road to revenue and customer acquisition modals.

Project requirements documentation (PRD) & RAAIDD

To keep the client up-to-date with all the technical developments of the project, along with any evolving risks or issues, a live PRD was maintained and reported back on a weekly basis. The PRD contained:

• • Goals & key performance indicators (KPIs)
• • Product roadmap & project timeline
• • RAAIDD log (Risks, Actions, Assumptions, Issues, Dependancies & Decisions)
• • Overview of team tasks
• • Meeting summaries
• • Client requests & team suggestions
• • Time reports & delivery estimates

Participant screener

From the outset of the project, it was clear that additional emphasis would need to be placed on stress testing the desirability of the program amongst the target audience of Adult Fans of LEGO (AFOLs).

We were lucky in the fact that AFOLs are a very engaging community with over 21k community members across the UAE (United Arab Emirates) region. A participant survey/ screener was sent out to all AFOL members to help create a shortlist of potential candidates for one-on-one interviews. The below attributes were used to segment the community and get a good cross section of candidates:

• • Location
• • Purchase frequency
• • Purchase amount
• • Community experience
• • Event attendance

A total of 401 responses were gathered from the AFOL community, providing a great pool of candidates to shortlist as well as new insights on the community as a whole.

Interviews

Emailers were sent out to the shortlisted candidates for one-on-one sessions and scripts were drafted in preparation for the interviews. A total of 10 one-on-one, 45 minute interviews were conducted with the transcripts and insights caught in Dovetail – a customer insights platform.

The script followed the running lean desirability framework which focuses on understanding:

• • Broad landscape understanding – how well the candidate understands the product landscape
• • Current chosen solutions & jobs to be done – what they’re currently doing to get the job done
• • Triggering events – what pushed them to try something different
• • Selection process – what attributes they’re looking for
• • On-going use & outcomes – how well the current solutions are working for them

Analysis & report

The transcripts from all of the one-on-one interviews were uploaded to Dovetail for further analysis, with all insights tagged and categorised on the platform. These insights could then be referenced in context of the interviews themselves, with any reoccurring themes bought together in short video clips featuring the participants.

In addition to the insights on Dovetail, a .pdf report was also put together to share opportunities and recommendations with all key stakeholders.

Some of the recommendations included:

• • Collaborating with LEGO enthusiasts, builders and influencers
• • Donation services & swap meets
• • Online community platforms & Discord channels
• • Early access, exclusives & curated sets
• • Personalised shopping experiences

Service design

With the insights gathered from interviews, the next step was to workshop the end-to-end service design concepts with key stakeholders. There were multiple touch points to consider, so it was important to understand the 4 w’s – who, when, where and why – and map theses in coherent but rapid visuals for all participants to agree on.

We also considered the scope when designing the end-to-end service. We made sure to communicate to all parties exactly what was considered in-scope verses out-of-scope, as well as highlighting any ‘grey areas’ that needed confirmation.

System architecture

As we were getting to grasps with many new technical concepts in the Web3 space, it was important to document and map new system flows and user stories to help support the ongoing engineering work. These system flows included:

• • Web3 login/ authentication
• • Smart Contract interactions
• • Airdrop & minting processes
• • Crypto wallet scanning & NFT validation
• • Rewards redemption

Experience & interface design

In order for the LEGO client team to manage their Web3 project, a platform UI was devised. Alongside the platform, the front-end customer facing digi-figure web app was also designed.

A design system was devised, utilising tokens to control colours, fonts and effects. For the platform and web app UX, components and page templates were formed as a part of a pattern library to rapid prototype and test with end users.

The front-end of the web app was also designed in a modular way so the client team could alter the page templates as desired.

Guides & documentation

During the rollout of the AFOL digital loyalty program, supporting documentation was put together to guide the community through some of the new Web3 concepts and workflows.

Some of these concepts included:

• • Digital wallet creation
• • Wallet registration
• • Viewing NFTs
• • Verifying membership/ proof of attendance (POAP)
• • Token utility

User Acceptance Testing (UAT)

A number of application interfaces were engineered to enable AFOLs to verify their membership in-store and redeem benefits.

During the UAT phase of the program, experience designers helped the client team with their test cases, providing feedback and bug descriptions for the engineers.