As the competition intensifies, customer understanding and customer experience development have become an integral part of any organisation’s strategy. Developed by our specialists, TosiLeikki – CX Play helps you in building better customer experiences and improving the customer understanding within your organisation, with the use of simple Lego bricks.

The LEGO® Serious Play method has been used internationally for many years, to develop the business for a variety of companies and organisations. The results speak for themselves.  LEGO® Serious Play® changes the way people think and aims to develop businesses in a whole new way.


Customer Understanding is Needed for Competitive Differentiation

When you want to build unique, distinctive, and superior customer experiences, you must first change your mindset. Differentiation is not possible with the same familiar techniques that your competitors are using.

With our expert coaching, you can take your organisation’s customer experience to a whole new level. We use Legos to build an overview of each unique customer encounter. Why? Because it helps highlight the strategic importance of customer experiences and intentional journey management to your entire organisation.




Using a New Language to Overcome Organisational Silos

We provide you access to a new language that makes you think and speak in an entirely different way – with your hands! By using this creative method, you will realise in a concrete fashion, what the factors are that influence how customer experiences are created, and discuss your options to improve openly with other participants. With Legos, you strengthen your team spirit and commitment to achieve common goals.






Developing Customer Understanding Together

By using this method, you will identify the different internal and external factors that influence your own operations. It will also allow you to evaluate the different scenario outcomes. It is easier to bring new ideas to the table, and question old ways of working. As a result, you can take very significant steps moving your business forward.




Visible Effects Directly in your Business

As the purchasing behaviours of consumers change, maintaining a strong relationship with your customers and developing these relationships continuously support the success of your business. Utilising customer understanding will clearly set your organisation apart from your competitors.







A Vantage Point to Future Customer Experiences

LEGO® Serious Play® offers the building blocks you need by concretely highlighting the current, past, and future of your company’s customer experiences. Tosi Leikki – CX Play coaching accelerates the development of your customer experiences, and helps you to start building superior customer experiences for your organisation.



Sirte Pihlaja
CEO, Founder, Shirute

Sirte Pihlaja

Customer Experience Optimiser, CCXP, Trained LEGO® SERIOUS PLAY® Facilitator

Sirte Pihlaja (Certified Customer Experience Professional, Trained LEGO(R) Serious Play(R) Facilitator) is the founder and CEO of Shirute, the first Customer Experience Agency in Finland. She heads the activities of Customer Experience Professionals Association (CXPA) in Finland (

Sirte is a CX expert with solid coaching skills, who has been internationally recognized for her thought leadership in the field. For over 25 years, she has advised businesses around the globe in strategy, experience design, sales and brand development to differentiate their brands by radically improving their CX. Sirte is a sought-after designer, keynote speaker, facilitator, blogger and chairperson, who is a familiar face in international influencer seminars.

Sirte produces creative solutions to revolutionize customer experiences, and helps her clients in creating memorable, profitable customer experiences through CX optimisation, research, measurement and design, voice of customer and reputation management, data-driven business and transforming businesses through service design and digitalisation. She guides decision makers in developing their customer understanding, and is known for transforming customer insight into actionable results quickly and cost-effectively. Previously, she worked as a business manager, senior strategist and service design lead at Accenture, Tieto and Fjord, as well as over 10 years in international media.

Micael Buckle
CEO, Founder at IntHRface

Micael Buckle

Certified LEGO® SERIOUS PLAY® Facilitator

Micael Buckle is the founder and CEO of consulting company IntHRface. He has worked in numerous projects and development processes for his clients developing strategy, organisational, team and leadership skills both in Denmark and globally (e.g. AstraZeneca, Danfoss, GN Resound, Grundfos, Health Care Regions in Denmark, LEGO, Leo Pharma, Maersk, Municipality of Copenhagen, Novo, Nycomed, Mærsk, Siemens, Siemens Wind Power, SOBI, Takeda and TORM ).

Buckle has been certified in LEGO® Serious Play® at LEGO Company in 2003. Micael has lead more than 500 workshops around the world using the LEGO® Serious Play® methodology. He is the leading trainer of LEGO® Serious Play® in Europe, and is responsible for facilitator training and certifications at Hotel LEGOLAND in Billund, Denmark and Windsor, UK.

Micael used to work as an officer in the Armed Forces in Denmark. Thanks to his background, he has high experience in strategy and leadership. He has commander experience both in his home country and abroad, and has been in charge of officers training in the Armed Forces in Denmark. He has studied educational science and organisational psychology at the university in Denmark.

Analysing and idea sharing is instructive. An excellent tool to rethink things from a different perspective.
Linda Bremer
Store manager,
This is a great tool to visualize different entities, and look at the finer details from the customer’s perspective.
Development Manager
The training provided an excellent starting point in examining complex large entities and identifying the key problem areas. This training gave me a great basis. In the future, I would love to use this tool with many others in my organisation.
Petri Lagervist
Project manager, Caruna Oy
Suitable for anyone who is ready to challenge their thoughts, approaches, and who would like to expand their creativity and give it more time. A useful and working way to create something new or to modify existing things.
Essi Tromsted
The training was eye-opening and helped me process information from a different perspective.
Kiia Aarnio
Store manager, Benetton Group
Lego Serious Play is very refreshing, fun, and overall challenging to my skills and abilities, as well as thinking. The physical Lego building is very rewarding.
Anne Mikkilä
Customer Experience Director, Tieto
Tosileikki allowed me to develop new skills, boost creativity and imagination and understand the company through modeling. It was great fun and an intensive brain gym at the same time. Well-organised workshop that targets your creativity with specific tools through abstract concepts. Hands-on experience with results to take and share with colleagues.
Veronika Kiseleva
Advertising Operations Manager, ThirdPresence
It was a definite eye-opener to all! This specific session was most suitable for a team responsible for reorienting a strategy. Lego Serious Play coaching was instrumental in challenging our creativity.
Nora London
A great course for anyone who wants to understand the fundamentals of CX. TosiLeikki helps bring the term into its proper context in regards to designing, and analyzing the customer experience.
Elsa Nurmi
The training is suitable for any organisation, who wishes to develop their activities using new methods.
Service Instructor
Different and memorable. Takeaways are definitely the new insights and ideas, and it was wonderful to share them with my colleagues.
Shopping Center Director
I enjoyed this training, I had fun and I learned something new about myself and about how people perceive things in this organization.
In a short space of time, we were able to discuss very profound issues and sum up the lessons of the day.
Service Designer
An interesting and inspiring whole. New perspectives in an interesting way.
People Growth Development Lead
My expectations were exceeded. The training was fun and eye-opening - well spent time!
Iiris Lahti
Head of Online Performance Unit, Sanoma
Matched my expectations. Incredible training for designers especially.









Contact us

Sirte Pihlaja
Sirte Pihlaja
+358 50 5700 190
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Interested? Contact us for additional information or order your customised LSP workshop by sending your contact information through this form.