Services
- Competitive analysis
- Workshop facilitation
- User-interface design
- Wireframing Preparing for investment
- Mobile app design
- Designing for iOS Developer collaboration
Deliverables
- 5 design iterations
- A measured improved interface
- A more responsible design
- User-interface designs
- User testing report
Outcomes
Elevated the LEGO pitch with strategic insights, seamlessly blending online and in-store experiences. The successful presentation, enriched by collaborative efforts and visual appeal, resulted in positive feedback. Witness the journey unfold as LEGO embraces innovation, creating a dynamic space that resonates with enthusiasts and captivates stakeholders.
Introduction.
In a collaborative effort, I had the pleasure of contributing to a design initiative for LEGO, with a focus on harmonising the online and in-store experience for LEGO enthusiasts. Our goal was to elevate user engagement and streamline the shopping journey, crafting an immersive LEGO universe that brings together community, play, and convenience.
We envisioned the LEGO App as a hub for LEGO fans to connect, share creations, shop, and get inspired. Our design aimed to answer two pivotal questions:
- How can we merge LEGO’s various apps into a single, all-encompassing experience?
- How can we infuse the in-store experience with the same playful essence that LEGO embodies?
Kick-off.
We embarked on a mission to consolidate the scattered LEGO digital landscape into one cohesive platform. The goal was not just to bridge the gap between physical and digital play but to do so in a way that captures the unique LEGO magic.
Key steps included:
- Gathering insights through user interviews and surveys.
- Creating detailed personas in our Persona Workshop.
- Mapping out customer journeys and value propositions.
- Brainstorming solutions and translating these ideas into testable assumptions.
The following sentiment fuelled our drive to create a unified app that embodies the full LEGO experience.
In one of our workshops, we collected all our assumptions for the information that we had so far. [AI Generated image for confidentiality reasons]
Working through various ideas about the mobile app
Diving Deeper: Exploration Phase.
Post-workshop, we sketched out the LEGO app’s blueprint. Each team member pitched in, drafting wireframes and brainstorming features like the “LEGO avatar” to boost user interaction.
Our vision was to spark the joy of LEGO in every tap and swipe. We wove in gamification and personal touches to resonate with the LEGO spirit. This phase laid the groundwork, with low-fidelity screens capturing our collective imagination.
Drawing from each concept, we blended the best parts to create an all-in-one app. It offers personalised assistance and echoes the delight of visiting a LEGO store, delivering a unified digital and physical LEGO adventure.
Uniting the Experience: Bring It All Together.
Post-workshop, we sketched out the LEGO app’s blueprint. Each team member pitched in, drafting wireframes and brainstorming features like the “LEGO avatar” to boost user interaction.
Our vision was to spark the joy of LEGO in every tap and swipe. We wove in gamification and personal touches to resonate with the LEGO spirit. This phase laid the groundwork, with low-fidelity screens capturing our collective imagination.
Drawing from each concept, we blended the best parts to create an all-in-one app. It offers personalised assistance and echoes the delight of visiting a LEGO store, delivering a unified digital and physical LEGO adventure.
The final steps in our design journey for LEGO focused on crafting a unique, tailored experience for each user, ensuring that every interaction felt personal and engaging.
Incorporating the essence of LEGO's fun and interactive spirit, we designed an onboarding experience that is both playful and informative. Ensuring that from the very first interaction, users are immersed in a journey that is as enjoyable as it is intuitive, setting a positive tone for their entire experience with the app.
We strived to create a digital space where both kids and adults could find the same joy and creativity they experience in LEGO stores, now at their fingertips in the app environment.
Outcome & Learnings.
Outcomes.
I took an active role in shaping the LEGO experience by teaming up with marketing leaders and innovators at NN4M. Together, we crafted a vibrant LEGO presentation for the UX team, combining insight with imagination. The presentation was well-received by LEGO’s product head, setting the stage for future collaborations.
Learnings.
This LEGO project was a significant chapter in my career, deepening my skill in weaving brand narratives into digital designs. It reinforced my understanding of developing engaging user experiences that resonate with the brand’s core values. Engaging with decision-makers and collaborating across teams, I’ve grown not just in design, but in leadership and strategic partnerships.
Other projects
Find out more projects that I have worked on
