Bringing the Magic of the Brick Online
Working within a core team of five at frog, we delivered a 9-week strategic vision to transform the LEGO.com flagship experience. Our goal was to bridge the gap between physical play and digital commerce, creating "Flagship Moments" that translate the tactile joy of LEGO into a global digital ecosystem.
Role:
Senior Lead Designer
Timeline:
9-week Sprint
Toolkit:
Figma, Workshop Facilitation, Ideation, Brand Strategy
Output:
5 Globally Relevant Flagship Moments
Flagship Moments & Opportunity Areas
From Principles to Pixels. These principles were brought to life through five distinct Flagship Moments. Each moment was designed to address specific opportunities in the user journey, transforming transactional touchpoints into immersive brand stories. By grounding our "blue-sky" thinking in these traits, Creative, Empowering, and Personal, we ensured the final roadmap was both inspiring and strategically sound
A Creative Partnership
We operated as an extension of the internal LEGO team, running co-creation workshops to ensure our creative vision was technically feasible and deeply rooted in the brand’s "System of Play." Running playful workshops, like the Vision Kitchen.
By working collaboratively with the client, we aligned high-level innovation with real-world business constraints.
Bringing the ideas to life
We translated high-level strategy into tangible design. By focusing on Emotional UI, we explored how digital interactions could mirror the tactile "click" of a physical brick. This involved defining specific visual languages for each Flagship Moment. Ensuring that every transition, animation, and layout felt Creative, Expressive, and uniquely LEGO.
The Outcome
The project culminated in a high-fidelity vision and a prioritised backlog of innovation opportunities. These deliverables provided the LEGO.com team with a clear, actionable roadmap for their 2025 digital transformation. More than just designs, we provided a framework for future play that empowers the brand to continue evolving its online flagship experience.