Shirute CX Play
for Customer Experience Professionals

Strengthen your Customer Experience

  • Learn and get a deeper understanding of your business operations in the most imaginative way possible.
  • Understand the weaknesses you need to address before it becomes increasingly difficult. 
  • Channel your inner creativity. Learn from your colleagues' point of view, and remind yourself the core values on a silver Lego plate.
  • You can safely play with us either online, face-to-face or in a hybrid workshop.

Learn to Play Again - Seriously!

As the competition intensifies, customer understanding and customer experience development have become an integral part of any organisation’s strategy. Developed by our specialists, Shirute CX Play helps you in building better customer experiences and improving the customer understanding within your organisation. Build your business to new heights, 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.

“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, Business Development Specialist, Caruna, Electricity company

Get to the Next Level!

Open sessions

We organise every now and then open LSP sessions. You can join us at any of these events to get a feel of LEGO Serious Play in action. We will go through the main activities of a regular LSP session and help you start the conversations. Follow our social media channels to secure your seat!


LSP Workshops

If you are only just beginning your journey to Customer Experience Management, this is a great place to start. With our LSP workshops, you can jumpstart your CX/EX activities with a small development team or use them as a catalyst to spark customer-centricity to your whole organisation!


LSP Themes

When you already know what you want from your workshop, or are looking to improve a specific area or competence within your Customer Experience Management skillset, take a look at our advanced LSP offering to help you reach the next level. Or contact us to get your customised LSP sessions!


We are now also ONLINE!

Concerned about your safety? We can do LEGO Serious Play workshops also online and as hybrid versions. Ask us for more information!

In these unprecedented times when digital platforms become vehicles for change and collaboration, the importance of PLAY in business increases. 

The CX Play workshops bring Lego Serious Play methodology as a tool for facilitating growth in your organisation.

 Now available also online and as hybrid version.

Strengthen and broaden 
your organisational understanding

No hierarchies. No limits. Just pure creativity. 

Get Ready for...

A new vantage point to develop future customer experiences

"The CX Play workshop gave us a really nice boost to kick off our year as a newly established organization and helped people from different teams to get to know each other a bit better. Lego Serious Play offered us a fun way for innovating and exploring different solutions to these challenges together."

Iiris Lahti, Head of Online Performance Unit, Sanoma Group, multi-channel media and learning company

Take part in a Shirute CX Play workshop. See how much you can learn, and book more workshops!

Do you think you are providing your customers with the best experiences? Are you sure you are focusing on the right things? What mistakes are you making and are you learning from them? 

Shirute CX Play
brings you the following benefits:

Make the Abstract Concrete

 An abstract that has been concreted can foster the connection between what's on paper and what can be build with Legos, and vice versa. With our workshops, you are able to effectively demonstrate building better customer experiences and strategies.

Emotional Engagement

Legos develop problem solving and mathematical thinking. To anyone in any organisation - These workshops will challenge your critical thinking whilst being able to effectively communicate your own perspective of any topic.

Better People Experiences

We provide you access to a new language that makes you think and speak in an entirely different way – with your hands! To tackle real life problems, you must be able to listen to the different facades of perspectives, whether from your colleagues or clients.

"It was amazing to see how the most quiet colleagues started telling stories with the help of Legos. That really convinced me of the method we were using."

- Reetta Viitanen, Customer Experience Leader, Nordea Life Assurance

Get Seriously Creative with Shirute CX Play

A Tool for
Multiple Applications

In strategic development, evaluate relations with external partners. In organisational development, for management team, and individual employees. In change management, facilitate and implement structural changes. In production development and innovation, unleash creative thinking and transform ideas into concrete concepts.

Visualise and Explore
Complex Situations

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

"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, Nordic software and services company

Wanna Play It Out
Before Getting Serious?
Join Our Open Sessions

We organise open LEGO® Serious Play® every now and then. Join us to see how LEGO® Serious Play® can change the way you think, and how your organisation could get the best out the people who you work with. What are you waiting? Get ready to think creatively! Don't think, just build!

"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, Programmatic and Ad Operations Manager, Flowplayer, all-around solution for online video

Strengthen and broaden 
your organisational understanding

No hierarchies. No limits. Just pure creativity. 

Interviews & Keynotes

Listen to our experts talking about 
People Experiences and the Role of PLAY in Business.

The CX Leader Podcast with Steve Walker: Let’s Play!

A toy that continues to be a popular choice for both parents and kids is LEGO®. So named after the Danish phrase to “play well”, LEGO® bricks and playsets are still a best-selling product today. So you might be asking, “what does this have to do with customer experience?” Host Steve Walker welcomes Sirte Pihlaja, CEO and customer experience optimizer for Shirute, a customer experience research and strategy company, to discuss how she utilizes the LEGO® Serious Play® method to build better customer experiences.

Learn more about Shirute at

Read more about the LEGO® Serious Play® method for CX professionals:

Lego Serious Play Method | Sirte Pihlaja talks to Engati CX

Sirte Pihlaja a Customer Experience Optimiser, CCXP, and Trained LEGO® Serious Play® Facilitator talks about the Lego Serious Play Method and how can we actually build a Better Business using this method.

Sirte is awarded as the Top 33 Inspiring Women in CX to follow for 2022-



Paremman työelämän puolesta Podcast: Mittaatko vai kuunteletko asiakasta? - Näin parannat asiakaskokemusta (in Finnish)

Asiakaskokemuksen johtaminen kehittyy hitaasti mutta varmasti. Aikanaan lähdettiin pitkälti ajatuksesta, että asiakaskokemus on sama kuin asiakaskokemuksen mittaaminen. Asiakasta pitää oikeasti kuunnella ja kuulla, ei vain mitata organisaation sisältä käsin.

Sirte Pihlaja ja Tuomo Talvitie keskustelevat podcastissa, mitä asiakaskokemus oikeasti on, mitä kaikkea siihen liittyy ja mikä on yritysten ja organisaatioiden minimivaatimus digitaalisuuden suhteen? Saat myös vinkkejä ensimmäisiin steppeihin asiakaskokemuksen analysointiin ja parantamiseen. 

Lopuksi Sirte avaa mielenkiintoista LEGO® SERIOUS PLAY® -konseptia, joka auttaa strukturoimaan ja mallintamaan asiakaskokemusta aivan uudelle tasolle.

All Things Considered CX with Bob Azman | Sirte Pihlaja - CX Play

Are you still “playing around” with your CX initiatives? Maybe it’s time you took your CX play more seriously! Listen to my thoughts on this episode of All Things Considered CX with Bob Azman by Innovative CX Solutions and the CX of M Radio podcast network. During our podcast, I shared our approach in utilizing this technique as well as other nuggets of wisdom gained from my over 25 years of experience in advising large corporations and brands in various industries and countries.

CX Mechanic - Interview with Sirte Pihlaja

Episode 3 of the CX Mechanic introduces Sirte Pihlaja CXPA lead from Finland and CEO of Shirute a CX and EX consultancy. In this episode we look at Lego Serious Play and the benefits of play in CX innovation, design and creativity.

Playing your way to a stand out customer experience - Interview with Sirte Pihlaja

In this interview, I joined Adrian Swinscoe from Punk CX Podcast to talk about happiness, creativity, why we need more fun in our business and CX lives, Lego and some serious playing.

Voices of CX Podcast: S7E9: Play Your Way to 3-Dimensional Thinking with Sirte Pihlaja

I joined @worthix CMO Mary Drumond to talk all about using play to unlock creativity in the workplace and why it is both important and beneficial to have in any line of work.

WOW Summit '21: How Do You Build a Playful Culture? LEGO Serious Play + EX with Sirte Pihlaja

In my talk, I share my ideas on how to build a playful business culture. I am a passionate creative methodologies facilitator, and love to explain how LEGO Serious Play can be used to design better customer and employee experiences through CX Play. Would you like to grow a sustainable business in a fun and exciting way? Then this talk is right up the alley for you!

Customer First Show: Unlocking The Creative Mind To Create Positive Impact For Your Team And Your Customers‪

In the Customer First Show, we hear from experts and practitioners about how to put customers at the heart of your business.

In this episode, I talk to Finland’s premier CX Ambassador, Sirte Pihlaja, who tells us about her concept, using Lego to make people open their creative sides.

Sirte Pihlaja, bestselling author and CX expert, can be found here:

The Customer First Show is a series of interviews with global CX experts who share their knowledge and insights on CX best practices hosted by Naeem Arif - CX enabler and business transformation consultant.

Watch the talk:

Listen to the podcast: 

Get Ready, Get Serious, PLAY!

What is the role of PLAY in business? BIG time. We all need to find out how to tap into the inner child within us and become more creative for businesses to grow. There’s no other way to come out of this crisis than to allow ourselves space to think differently. We can’t go back to the old, so let’s embrace the new normal.

Sirte Pihlaja, the CEO of Shirute, is a Finnish CX/EX expert, who has been evangelising CX all over the world during the last 25+ years. Her passion is using creative methodologies in designing great CX and EX. That is why she wrote in the best-selling Customer Experience 2 book about customer-centric culture and on the Role of Play in Business. She introduces LEGO® SERIOUS PLAY® - a methodology that LEGO created for themselves when they needed to renew their business, as they were facing significant financial difficulties - not very much unlike the present.

Webinar: Leikin rooli liiketoiminnan kehittämisessä (in Finnish)

Tiedätkö, mikä merkitys leikillä ja luovuudella on asiakas- ja työntekijäkokemuksen sekä kannattavan bisneksen kehittämisessä?

Luovuus, leikki ja kyky ajatella laatikon ulkopuolelta ovat kriittisiä menestystekijöitä mille tahansa organisaatiolle, joka on kiinnostunut asiakkaistaan. Näitä kyvykkyyksiä tarvitsee myös jokainen työntekijöidensä hyvinvoinnista välittävä yritys. Jos siis teillä halutaan paitsi selviytyä, myös menestyä nyt ja tulevaisuudessa - kannattaa kuunnella mitä ajatuksia jaoin aiheesta webinaarissamme.

Katso puheenvuoro:

Tutustu Shiruten Tosileikkiin:

CX2 Book Discussion: CX Insights with Ian Golding & Sirte Pihlaja 

Ian Golding interviews Sirte Pihlaja of Shirute about her greatest passion, People Experiences and LEGO(R) Serious Play(R). In this discussion, Sirte talks about the chapter she wrote in the Customer Experience 2 book on the importance of PLAY in business.

Customer Experience Superheroes - Series 4 Episode 1 The power of Lego Serious Play

In this episode we meet up with Sirte Pihlaja to hear about the CX value of Lego Serious Play (LSP). The creative workshop technique is proving a hit with corporate audiences enabling colleagues to unlock their inner creativity and build better solutions.

As CEO of Shirute in Finland, Sirte has trained to become a specialist at running Lego Serious Play workshops.

We hear how the technique is helping companies to tackle all manner of challenges, but it proves particularly useful to visualise customer experience scenarios and improvements.

Sirte, along with the CX Superheroes host Christopher Brooks is a contributor to the latest edition in the Customer Experience series. Sirte covers LSP in her chapter in Customer Experience 2.

When ReCX talked CX with Sirte Pihlaja from Shirute

Sirte is another of my fellow co-authors, whose chapter talks about CX and Lego Serious Play! Sirte is based in Finland, running a CX Consultancy called Shirute:

In this episode, we talk Lego (which I'm personally obsessed with), the D.O.T principles and how we can do more to understand young people.

This is one of my favourite episodes, based on not only the topics, but the experiences, we can all make in our own businesses and lives.

Feel free to connect with Sirte via LinkedIn!

AmplifiedCX: LEGO Serious Play and Customer Experience

Join Sirte Pihlaja, CEO at Shirute and leader of CXPA's Finland network, as she introduces you the core concepts of LEGO® Serious Play® to change how you think about building a customer-centric culture. You will be introduced to the toolbox of LEGO® Serious Play® and CX Play®. Sirte will explain how to solve complex challenges, turn the abstract to concrete and achieve a common customer understanding using play and creativity.

Let's Talk Business - Expert Talk: Customer Experience with Sirte Pihlaja

Learn what the experts think about leading issues in business.

“You can discover more about a person in an hour of play than a year of conversation.”

- Plato, Athenian philosopher

"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 Development Manager, Government ICT Centre Valtori

Do a favor for your customers 
and your organisation

When working with LEGO® Serious Play®, you will use three-dimensional thinking by creating and constructing metaphors to describe real situations your organisation may face. 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. 

Now is the best moment to start focusing on customer experiences, the bricks work as a catalyst –  and by building and sharing stories, it allows the simplification of complex situations. Additionally, the LEGO models compose new meaning from your present situations by adding different facades to your perspective.

"The training was eye-opening and helped me process information from a different perspective."

- Kiia Aarnio, Store manager, Benetton Group

  • Get ready to give your brain a hand and think creatively
  • Discuss abstract issues with your organisation in a concrete way
  • Get into flow and come up with novel solutions
  • Play future scenarios together
  • Grow and transform your business

Move your
play to a
serious level

Now available also ONLINE. Ask for our packages!

Strengthen and broaden 
your organisational understanding

No hierarchies. No limits. Just pure creativity. 

"Analysing and idea sharing is instructive. An excellent tool to rethink things from a different perspective."

- Linda Bremer, Store manager,


Here are the answers to some frequently asked questions:

What is LEGO® Serious Play®?

Why LEGO® Serious Play®?

What can LEGO® Serious Play® be used for?

What do we need to play seriously?

What is the background of this methodology?

Anything else you want to know?

LEGO, SERIOUS PLAY, IMAGINOPEDIA, the Minifigure and the Brick and Knob configurations are trademarks of the LEGO Group, which does not sponsor, authorise or endorse this website. LEGO® SERIOUS PLAY® materials and methodology are open-sourced and used under a Creative Commons licence. © 2021 The LEGO Group