![]() Burberry set out to be the world’s best digital luxury brand, but performance began to suffer after initially improving. Procter & Gamble wanted to become “the most digital company on the planet” in 2012, but ran into growth challenges in a difficult economy. Nike halved the size of its digital unit in 2014 by discontinuing its Nike+ Fuelband activity tracker and some other investments. Lego recently defunded its Digital Designer virtual building program. GE is hardly the only company to run into performance issues and sooner-than-expected executive departures in the midst of a huge digital transformation effort. The new CEO, John Flannery, is focused primarily on cutting costs. Other senior executives have left as well. The company’s stock price has languished for years, and CEO Jeff Immelt - a powerful advocate of the company’s digital ambitions - recently departed the company under pressure from activist investors. However, investors didn’t seem to acknowledge its transformation. The company received much acclaim for its transformation in the press (including some from us). Some performance indicators, including service margins, began to improve. GE also went to work on transforming internal processes like sales and supplier relationships. The company created impressive digital capabilities, labeling itself a “digital industrial” company, embedding sensors into many products, building a huge new software platform for the Internet of Things, and transforming business models for its industrial offerings. In 2011, GE embarked upon an ambitious attempt to digitally transform its product and service offerings. Perhaps companies would be better served by making smaller, more incremental digital bets that are more certain to pay off - and less likely to fizzle out. Lego, Procter & Gamble, Burberry, and Ford also spent millions to develop digital products, infrastructures, and brand accompaniments, and got tremendous media and investor attention, only to encounter significant performance challenges, and often shareholder dissent. ![]() ![]() GE also went to work on transforming internal processes like sales and supplier relationships. However, investors didn’t seem to acknowledge its transformation. Subsequently, in 2016 Lego also discontinued support for Lego Digital Designer.In 2011, GE embarked upon an ambitious attempt to digitally transform its product and service offerings. Lego claims that Design byME has proven to be "too complex for children", and that despite its success, "the overall Design byME experience has struggled to live up to the quality standards for a LEGO service". At the time, Lego confirmed that it would continue Lego Digital Designer as a free design software, and also keep its Pick-a-Brick service operational. This does not affect the HERO Recon Team Hero Creator range of products. As of 16 January 2012, models created in Lego Digital Designer can no longer be purchased directly as Lego Design byME sets. In late 2011, Lego announced that it would discontinue its Design byME service in its current form. The optional building guide does not produce any additional fee.ĭesign byME did not accept returns due to its classification as a custom service.The cost of the bricks, which is based on the amount as well as the types of bricks in the model.A service fee, which includes the handpicking of bricks and producing a custom made box.However, the price was divided into a few different parts. When purchasing models from Lego Design byME, the price was significantly high compared to store-bought Lego sets, leading consumers to believe that the prices were unreasonable. Models were uploaded to Design byME on the Lego website, and creations could either be shared with the world in the gallery or purchased as a custom Lego set. This was done on a program called Lego Digital Designer. Lego Design byME was created for people to build and experiment with virtual Lego bricks. The brand also covered a small selection of products that have been designed by Lego fans, and which were available to purchase as a set. Using this service, people could design their own Lego models using a computer program, then upload them to the Lego website, design their own box design, and order them for actual delivery. Lego Design byME (previously known as Lego Factory since the 2005 launch) was a service connected with the construction toy Lego. Lego Design byME set designed with Lego Digital Designer
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