Günzburg, Germany
2023
Voice Technology for Senior-Centered E-Commerce
How can voice assistants bridge the digital divide? Formist partnered with LEGO to design a voice-enabled shopping experience tailored to older adults. Built on Google Home, the platform reimagined gift-giving during the pandemic — creating a personalized, confidence-building experience for seniors in the DACH region.
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![Child using printed instructions to build a LEGO set — illustrating hands-on research into intuitive, inclusive retail experiences.]()
Research
We conducted ethnographic studies to understand how older adults navigate digital retail. Key insights revealed emotional and functional barriers to shopping — particularly around gift-giving. Seniors expressed a desire for simplicity, human-like interaction, and reassurance at each step of the process.
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![Color-sorted LEGO bricks representing the building blocks of intuitive and accessible voice-first shopping experiences.]()
Insight
Seniors weren’t avoiding technology — they were avoiding complexity. Voice interfaces, when personalized and intuitive, offered a more natural way to browse, select, and send gifts — turning a pain point into a joyful, empowering experience.
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![Close-up of blue LEGO bricks reflecting the modular, low-friction design strategy for LEGO's voice assistant ecosystem.]()
Strategy
We focused on designing for confidence, simplicity, and connection. The experience needed to feel human, not robotic; work with minimal input; and guide users gently without overwhelming them. It also had to integrate seamlessly into LEGO’s existing commerce ecosystem — ensuring the solution added value without adding friction.
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![The word "PLAY" spelled in LEGO bricks — symbolizing the future of accessible, voice-driven retail and connected digital experiences.]()
Future
The LEGO voice assistant laid the groundwork for more accessible digital experiences — not just for seniors, but for anyone seeking intuitive, low-barrier engagement. Its success highlights the potential of voice-first interfaces in retail, education, and caregiving. As smart technology evolves, inclusive design will remain central to how we build connection, confidence, and commerce.
Ecosystem Strategy Case Study
Challenge
The COVID-19 pandemic made it harder for seniors to connect with family and participate in everyday activities like gift-giving. LEGO saw an opportunity to bridge this gap by creating a voice-enabled shopping experience tailored to older adults. The challenge: design a solution that felt intuitive, emotionally supportive, and technically accessible — without requiring screens, apps, or prior digital fluency.
Integrations
To create a seamless voice-first experience, we connected multiple systems across voice, retail, and fulfillment:
Google Home Voice Assistant — Custom conversational flows tailored to seniors' natural speech patterns and needs.
LEGO E-Commerce Integration — Direct connection to LEGO’s product catalog for voice-based browsing, selection, and checkout.
Mueller Fulfillment System — Integrated order processing and logistics via Mueller, ensuring smooth backend support from purchase to delivery.
Personalized Gifting Features — Voice-enabled recipient profiles and saved preferences for faster, more meaningful interactions.
Real-Time Feedback Loop — Informed interaction design, tone, and timing through continuous testing with senior users.
These integrations formed a cohesive ecosystem — reducing barriers while supporting independence, connection, and ease of use.
Development
We collaborated with LEGO and fulfillment partner Mueller to develop a voice assistant built on the Google Home platform. The experience was shaped through ongoing feedback from senior users — with every interaction designed to build trust, reduce friction, and simplify gifting.
Key development highlights:
Voice UX Design — Crafted intuitive, conversational flows tailored to how seniors speak and make decisions.
Fulfillment Integration — Connected the assistant to Mueller’s logistics systems for streamlined order handling and delivery.
Cognitive Simplicity — Reduced choices per interaction to avoid overload and encourage confidence.
Tone & Clarity — Refined language and pacing to be calming, friendly, and easy to follow.
Continuous Iteration — Prototypes were tested and refined in direct response to real-world senior usage patterns.
Solution
Formist Studio delivered a voice-first retail experience that reimagined how seniors engage with digital shopping. Built to be simple, personal, and empowering, the solution connected LEGO’s catalog with voice interfaces and seamless fulfillment — turning gift-giving into a meaningful, independent act.
Key elements included:
Conversational Design — A natural voice assistant that guided seniors through product discovery, selection, and purchase.
Integrated Fulfillment — Real-time connection to LEGO’s catalog and Mueller’s logistics system for fast, reliable delivery.
Personalization Features — Options to store preferences, save recipients, and reuse gift selections.
Inclusive UX — Designed specifically for non-digital natives, with calm pacing and clear feedback at every step.
Scalable Framework — Built on Google Home but adaptable across future voice-enabled platforms.
We designed a conversational experience tailored to seniors — guiding them through gift discovery using natural language, step-by-step logic, and contextual support. The interface accounted for hesitation, repetition, and real-world speech patterns.
The voice assistant helped users find the right set for the right person — turning digital interaction into a real-world moment of connection, play, and joy. The outcome wasn’t just a product; it was a meaningful gift.
The experience ended with a confirmation email summarizing the chosen product and how to purchase it. This ensured continuity, reinforced confidence, and helped less tech-savvy users complete the process with ease — online or in-store.
Results
The voice assistant experience delivered measurable value for LEGO by expanding access, improving confidence, and validating a new approach to inclusive commerce:
Increased independence and digital confidence among senior users, particularly in the DACH region.
Simplified the gift-giving process through voice-first interaction, fostering meaningful family connections during lockdown.
Expanded LEGO’s reach into underserved demographics with a solution tailored for accessibility.
Validated voice commerce as a scalable, low-barrier channel for future retail innovation.
Strengthened collaboration between retail, tech, and fulfillment partners — creating a model for inclusive ecosystem design.
The future of retail isn’t screen-first — it’s human-first.
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