The Objective: A Meeting of Minds
I initiated a meeting with the instructional design team at The LEGO Group, facilitated through a family friend who leads the team. The goal wasn't a business pitch, but a genuine creative exchange: a chance for two passionate teams to share their processes, sources of inspiration, and the creative hurdles they've had to overcome.
My aim was to foster an open dialogue between peers, moving beyond our different products (yarn vs. bricks) to discuss the universal challenges of teaching a new skill and creating a joyful user experience.
The Approach: A Hands-On Creative Summit
The summit was designed in two parts: an open discussion followed by a hands-on workshop that was open to anyone on the LEGO team who wished to join.
1. The Creative Exchange
We began with a facilitated discussion comparing our creative workflows. We shared how our teams approach new concepts, how we test ideas, and how we navigate the constraints inherent in our respective mediums. This built a foundation of mutual respect and understanding.
2. The Woobles Workshop
For the second part, we brought enough Woobles kits for everyone. I led the group through our signature step-by-step tutorial process, allowing them to experience our product firsthand. It was fascinating to watch this world-class team—designers, engineers, and marketers alike—engage with our instructional design. They weren't just learning to crochet; they were analyzing the user experience in real time.
The Core Insight: A Shared Design DNA
The most powerful outcome of the day was the surprising realization of how similar our core challenges and design philosophies were. As the LEGO team worked through the kits, the conversation shifted from crochet to the fundamental principles of great instructional design.
- Universal Problem-Solving: We discovered we were both obsessed with the same core problem: how to break down a complex, multi-step process into simple, joyful, and frustration-free steps.
- The "Magic" of the First Experience: Both teams prioritized a magical and successful first-time user experience, knowing it was the key to building confidence and long-term engagement.
- Instruction as the Product: We found we had a shared belief that the instructions and the tutorial process are just as much a part of the product as the physical materials themselves.
This exchange was a profound validation. My deep experience in instructional design was the foundation for this success, allowing me to personally hone and develop The Woobles' tutorial style to a level that I was confident could stand on par with the world-class standards set by LEGO. Discovering this shared "design DNA" with such a renowned team was an incredible affirmation of my leadership in building a user-centric creative system.