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LaunchLeap Blog
17 Jun 2016

LEGO bet big on its community, and that pivot marked the beginning of a successful customer-centered strategy. Within a few years, the company’s customers were fully integrated into the core of the business.

If you didn’t read last week’s post on LEGO, read it here before diving into this post.

Since then, LEGO has been investing in its customer creation platform. The Danish company’s co-creation site is called IDEAS. It allows customers to create and propose their new designs directly online. Senior LEGO employees then analyse the profitability of the most popular projects. Selected LEGO sets are then passed on to the production and marketing teams. LEGO’s role in this community is that of a moderator, enabling the community’s creativity by facilitating and leading discussions. Thanks to their customers’ diverse expertise (architecture, manufacturing, design…), these projects are actually of lower risk than regular, internally developed projects. Users are no longer passive, and are able to speak their mind and empower themselves.

It’s a win for both sides.

Profil Pic By Arthur


24 Feb 2017

Bakü is a new concept of ergonomic backpacks for children. Founder of Bakü and industrial designer, Sidney Piché-Rouillard tells us how one interaction with a customer totally changed her goals for her business. ... Read More

Profil Pic By Camille Ngovandan

15 Feb 2017

Happy Thursday! Here’s a new little feature that we added to our campaigns: Estimated time. This will show participants how much time it’ll take them to answer your campaign ... Read More

Profil Pic By Camille Ngovandan

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