UPDATE: Super excited to finally see this project released! As a Product Design Intern at the LEGO Group, I had the opportunity to help shape play concepts and interactive building experiences for these magical new Smart Bricks. I contributed across rapid concept development, hands-on physical prototyping of new LEGO elements, user research with kids, and close collaboration with engineers and product teams. An unforgettable experience that strengthened my end-to-end product thinking, creative confidence, and passion for designing joyful, scalable play systems.

Internship:

OVERVIEW

In a world where personal expression plays a pivotal role in shaping identity, "My Room, My Way" is a concept designed to transform the way young girls interact with their personal spaces. The idea was to blend customization, functionality, and self-expression to allow users to become the architects of their rooms, all while using LEGO's modular and evolving design system.

Design Strategy & Principles: The core idea behind "My Room, My Way" is to offer girls the tools they need to express themselves fully through their decor. With a sophisticated and trendy tone, infused with hints of delight and wonder, the concept encourages girls to play with their decor, seeing it not as static pieces but as evolving expressions of their personality.

Value Proposition: The value this concept brings to young girls is immense. It allows them to take ownership of their space, transforming it into a reflection of their unique style and interests. By providing customizable options, it ensures that their decor grows and evolves with them, preventing them from outgrowing their surroundings. This concept transforms the mundane task of decorating into a creative and empowering experience.

CONCEPT BRIEFS

• Lifescapes: Modular, kinetic systems that allow girls to customize both the interior and exterior of their rooms, bringing elements of surprise and delight into everyday spaces.

• Sound, Light & Screens: Incorporating customizable light and sound systems, along with personalized holders for screens like iPads or TVs, creating a truly immersive environment.

• Micro Worlds: Modular systems that allow girls to create miniature worlds, incorporating LEGO elements and physical-digital interaction to explore new possibilities of design.

• Secret Keepers: Functional room decor made from LEGO bricks, designed to store personal items or secrets, with an emphasis on creativity and privacy.

My involments down below.

PROTOTYPING & USER TESTING

Throughout the project, I worked alongside mechanical engineers, industrial designers, and concept designers to prototype novel bricks and decor items. Using CNC machinery, 3D modeling (Autodesk Inventor, Blender), and 3D printing, we explored various functional and aesthetic possibilities for new LEGO elements.

A crucial part of our process was facilitating user testing sessions with our target audience: young girls aged 8-14. These sessions provided invaluable feedback as we tested early prototypes, gathering insights directly from the end users. I had the opportunity to assist in organizing and conducting these tests, ensuring that we gained a deep understanding of the girls' needs, preferences, and how they interacted with the customizable elements.

We observed how they used the customizable decor, asked questions about what excited them, and listened to their ideas for further improving the designs. The feedback from these sessions was instrumental in refining the prototypes, ensuring that the final designs were not only functional but also engaging and meaningful to the girls.

SPECIAL CONSIDERATIONS

One of the core challenges was ensuring that the products could cater to different developmental stages. We had to balance aesthetic appeal with functionality, making sure that the designs could evolve with the users as they grew older. We also had to consider age-appropriate interaction levels, ensuring each piece was intuitive and engaging.

CO-DESIGN & FEEDBACK

Working in the Creative Play Lab was an incredibly collaborative experience. My team consisted of talented engineers and designers, and I was able to learn from their vast expertise. I received continuous mentorship and feedback from senior designers, which significantly improved my skills in 3D modeling, physical prototyping, and user-centered design.

The support from SDU (University of Southern Denmark) and the broader Creative Play Lab community was invaluable. Everyone was open to collaboration, critique, and learning, which fostered an environment of continual improvement.

RESOLUTION

The project succeeded in producing several new prototype bricks and interactive decor elements, many of which offered unprecedented levels of customization for young users. Although these elements may never see commercial release, they showcased the potential for LEGO to expand into personalized, functional room decor that allows girls to fully express their creativity. The final designs were met with positive feedback from user testing and internal review sessions, demonstrating that the concept resonated with the target audience.

Some scratched ideas I am allowed to share:

CONCLUSION

My Role

As a Product Design Intern, I collaborated with a multidisciplinary team of designers, engineers, and concept developers. My responsibilities included developing new LEGO prototypes, creating functional decor items, and designing custom LEGO bricks.

Learnings

I gained hands-on experience with CNC machinery, 3D modeling (using Inventor and Blender), and 3D printing, which enhanced my ability to quickly prototype and iterate on designs. I deepened my understanding of user-centered design by working through iterative feedback loops, refining prototypes based on user testing and real-world input. Additionally, I learned how to incorporate inclusive and gender-embracing design principles, ensuring that products catered to a broad and diverse audience. Collaborating closely with engineers, designers, and concept creators improved my skills in cross-disciplinary teamwork. I also gained valuable insights into integrating physical and digital elements for interactive and immersive play experiences.

Result

My contributions helped develop functional, customizable LEGO decor elements that empower young users to creatively express themselves. Through iterative prototyping, I supported LEGO’s exploration of new avenues for personalized room decor that blended aesthetics and functionality. My work reinforced the importance of inclusive design in product development, ensuring that the designs resonated with a diverse target audience and catered to various age groups. Ultimately, my efforts advanced LEGO’s mission to create playful, interactive environments where children can build, customize, and explore in meaningful ways.

Core team members

Klaus E. N. - Product Manager
Jelte K - Interaction Designer
Mathias B. N. - Mechanical Engineer
Falke L. S. - Mechanical Engineer
Maria M. S. - Mechanical Engineer
Ana H. G. - Mechanical Engineer
Maria G. J - Industrial Designer

Support & Feedback

SDU
All of Creative Play Lab were amazing, they never hesitated to help, mentor and answer questions.

Timeline

2022, 6 months