Lego

Problems & Ideas

Improve personalised shopping experience for LEGO customers

The primary users, parents and adult fans of Lego (AFOLs), visit the website to get information about or purchase new season Lego. However, the existing website pages lack features that provide a personalised shopping experience, making it difficult for them to quickly and easily find the Lego they want.

User Research

LEGO website user analysis

Based on LEGO's annual reports and website statistics, I analysed their primary users, purchasing motivations, and website search keywords. This analysis revealed supporting evidence for the lack of a personalised shopping experience.

Design System

A design system adaptable to different user types

LEGO is a toy brand that brings joy to all ages through its construction toys. I refined the LEGO design system to ensure it caters to the needs of diverse user types while maintaining the brand's core identity.

Responsive Web Design

Responsive Web Design for LEGO

Based on an in-depth understanding of target customers and responsive web design, I redesigned the official UK LEGO website and created responsive web pages to enhance the personalised shopping experience for the customers.

Pop-up and Main Page Design

The pages offer a tailored shopping experience for both children and adults. Parents can find popular character themes and LEGO sets that foster creativity for their children, while adult fans of LEGO (AFOLs) can explore complex and challenging themes catering to their passion.

Main and Product List Page Design

For parent customers, the pages provide menu options for selecting their children’s age and learning style, allowing them to easily browse suitable LEGO sets based on their developmental stage, concentration level, and group participation preference.

Main and Product Datails Page Design

The main page layout and icon design encourage customers to share their creations actively. Also, an average group participation rating for product reviews gives users a better understanding of how suitable the products are for group play on the product details page.

Main Outcomes

What I’ve Learend

Deep understanding of target users

Based on reports and statistical research on parents and AFOLs, I handled the entire process from planning to design within a short period of 4 weeks. Through this experience, I was able to conduct various UI redesign tasks, from component design to layout changes, to provide a tailored shopping experience for each customer group.

What I’ve Learend

Understanding responsive web design

To provide a consistent user experience across various devices such as desktops, laptops, tablets, and smartphones, I analysed and applied responsive web design principles. Through this learning, I was able to develop my design skills to flexibly apply design systems such as layouts, margins, and fonts to different screen sizes.