We hit the ground running by immersing ourselves in the technical architecture behind the Lego site and its robust Lego ID user platform, since our app would heavily integrate with both. As part of our discovery, we worked closely with Lego to do a content audit and map all relevant in-store products to various poster builder assets that would be unlockable through purchase.

To design the best possible experience for a younger audience, we started our wireframing process with extensive research and user testing on various “child-friendly” interfaces and games. We paired our results with best practice trends on cross-device functionality and created a quick, interactive prototype of the builder that we could iterate on and refine.

Prototyping the experience first put us in a great position to simply skin the builder to match the existing look and feel of the LSW franchise. Keeping our young target audience (and localization) in mind, we decided to introduce a tutorial animation on the home screen and simple tooltips to guide the user. We kept our copy light and on brand, using it to compliment the intuitive calls to action, color palette and simple iconography that would ultimately drive the experience.