Looking for a way to fast-track your focus on customer experience and to develop your customer encounters?
Do you want to make the abstract concrete? How about attending a creatively engaging CX workshop?
Then this CX workshop using LEGO® Serious Play® materials and methodology is the right one for you.
LEGO® Serious Play® is a creative and disruptive way to business development and unique customer experiences.


Date and time




logo_inthrface_grey     shirute_logo_new    gizlo_logo_grey     cxpa_logo      Klaus K_Helsinki

Why a CX Play workshop?


Visualize and explore complex situations

LEGO® Serious Play® is a unique tool, when people have to work with complex challenges, achieve common understanding  and find common solutions. With the help of LEGO® Serious Play®, you will get visibility of your organisation, and you will be able to observe internal and external dynamics, explore various scenarios and gain awareness about the variety of opportunities. 

Give your brain a hand

Research shows that when our hands are used in thinking, our thoughts and ideas tend to be expressed in greater detail. As a result, they are more easily understood and remembered, which leads to more effective communication and dialogue.

Build real scenarios to deepen understanding

When working with LEGO® Serious Play®, you will use three-dimensional thinking by creating and constructing metaphors to describe real situations your organisation faces. Building landscape models with LEGO bricks, giving them meaning through storytelling and playing out possible scenarios deepens mutual understanding and creates strong bonds between the participants. 


Understand present situations

The three-dimensional landscape you build using LEGO bricks provides valuable insight into the ways your company works and how they connect with the outside world. The bricks work as a catalyst –  and by building and sharing stories, allow the description of complex situations, and composing new meaning from your present situations.



Lego(R) Serious Play(R) 

Take action right away

Insights made from LEGO® Serious Play are immediately actionable. Because the insights come from the people who will implement them, ideas don’t have to be introduced and anchored – they can be set into motion right away!

A tool for multiple applications

Strategy development 
– Evaluate relations to external partners, clients

Organisational development
– For management, team and individual employees

Change management
– Facilitate and implement structural changes

Product development and innovation
 – Unleash creative thinking and transform ideas into concrete concepts


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.

Sirte Pihlaja
CEO, Founder at Shirute

Sirte Pihlaja

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

Sirte Pihlaja (Certified Customer Experience Professional) 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, speaker and facilitator, who advises large international and domestic companies in different industries (e.g. Elisa, Arabia, Fiskars, Hackman, Iittala, Marimekko, Nokia, Nordea, Rovio, Sanoma, S-Group, TeliaSonera, Tikkurila, Veikkaus, VR and YLE Finnish Broadcasting Company).

She is a sought-after coach, keynote speaker, chairperson and blog writer, 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.

Antti Harjuoja
Culture Designer, Milestone

Antti Harjuoja

Culture Designer, Milestone

Antti Harjuoja is an advocate and a driver of customer-centered business. Currently, he works as a Culture Designer and NLP Associate Trainer. Antti has over 10 years of experience from various customer-facing roles in different industries. He believes that customer thinking must be at the core of developing customer experiences. Antti is also an active social media manager who shines in identifying the most effective new digital channels and practices.




Session 1:  Introduction to the workshop

  • Purpose, objectives and content
  • Introduction of the facilitators and participants

Session 2:  Introduction to LEGO® Serious Play®

  • The story of LEGO® Serious Play®
  • Theoretical foundation
  • Warm up exercises

Session 3:  The identity of our company

  • What is our value proposition form an internal perspective?
  • What is our value proposition from an external perspective?
  • What is our aspirational value proposition?




Session 4: Customer journey exploration

  • Analyzing and building different customers and their experiences and journeys in relation to your value proposition

Session 5: Agents

  • What influences our value proposition internally and externally?
  • How and where do the agents affect us?

Session 6: Value landscape

  • How is everything connected?



Sirte Pihlaja
Sirte Pihlaja
+358 50 5700 190
  • Sales

    sales (at)
  • Other inquiries

    sales (at)

You can request for additional information and register to our CX event(s) by sending your contact information through this form. Please let us know beforehand, if you have any special dietary requests.

    Date: (1 day)
    Venue: TBD, Helsinki

    We will charge 50 % of the registration fee for cancellations made up to two weeks (14 days) after the registration. For cancellations received after 14 days from registration and in case of no-show the registration fee will not be refunded. If you cannot attend yourself, you may transfer the registration to another person working in the same organisation. Cancellation fee will also be charged in case of illness. Shirute Ltd reserves the right to cancel the event, if there are not enough attendees. Shirute Ltd is not responsible for any costs incurred by the cancellation of the event.