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Design intern at LEGO®
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.
Under NDA I can only provide a high-level overview of this work.
LEGO®… that’s for kids right?
Adult-focused LEGO® sets grew 517%.
The Builder app didn’t adapt to this shift in buyer segments.
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.
I turned fragmented evidence into a story teams cared about.
I led multiple studies (live build-throughs, at-home-tests), rapid prototypes and data investigations (app usage, SKU NPS, licenses) 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
And built a business case that led to investment.
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.
The project gained significant traction in 2 orgs, in the form of prioritization and resources.
Teams invested in
3
Months of roadmap allocated
6
Product initiatives pursued
5
What I learned Good opportunities often exist between teams, not within them.