Design intern at LEGO®
Digital builder app + Building experience team
I demonstrated that the Builder app wasn’t optimized
for adults, LEGO®’s fastest-growing buyer segment.
My efforts prompted funding for 3 teams to build for 1M+ adults.
Adults fixate on instructions
This work is under NDA. I can only provide an overview.
LEGO®… that’s for kids right?
Context
Adult-focused LEGO® sets grew 517%.
The Builder app didn’t adapt to this shift in buyer segments.
Problem
Nobody had a complete picture of adult builders.
Fundamental questions about adult building behaviors were unanswered. Understanding the opportunity meant connecting insights across teams while generating new evidence.
My Role
I transformed fragmented evidence into a story that led to investment.
I led multiple studies, rapid prototypes and data investigations while working with 15 people across 6 teams in 4 areas to identify product gaps.
- Areas
- Sets, Instructions, Graphics, Builder App
- Teams
- Adult Sets, Building Experience, Guided Creativity, 3D Content, Browse and Search, Solo Builder
- People
- Product, Data, User Research, Experience Design, Marketing, Content Design, Animation
Uncovering several product opportunities for the Builder app. Reach out to learn more
Impact
The project gained significant traction in 2 orgs, in the form of prioritization and resources.
I presented research findings and product opportunities to leadership as a business case. It showed that the Builder app underserved adults and gave actionable opportunities to change that.
3
Teams invested in
6
Months of roadmap allocated
5
Product initiatives pursued
What I learned:
Good opportunities often exist between teams, not within them.
