Duplo Town

Undertaken on behalf of Dubit
Commercially funded

My involvement in this project was during my postion as Senior Research Manager for Dubit, where I work at the intersection of research into design and development. The client was LEGO Systems who are one of the largest kids brands and toy producers in the world. 

The brief was to digitally mirror the play patterns of the physical Duplo Street product and bring the bricks to life in the app, demonstrating the creativity of the physical toy. I undertook research to observe children playing with physical Lego Duplo town toys and analysed the data for key affordances of the toy and play that could then be used in the design of the digital app. 

Some of the work was also influenced by the Tech and Play research and report which showed that children often combine physical and digital toys together even when they are not explicitly designed for this purpose. 

The app has been a great success for LEGO, with over five million downloads, Editor's choice and the #1 spot in the App Store in 42 countries, and a four star rating across over 72,000 reviews.