LEGO Bank

Tablet • Branding • Personas • Experience Design • User Interface • Prototyping

Problem

LEGO emits about a million tons of carbon dioxide each year from their factories. The plastic is unsustainable, as the pieces are said to take over 1,000 years to fully degrade. The company has plans to become more sustainable by producing plant-based bricks and limiting plastic use. Another problem society faces is the lack of active play among children which has decreased by 50% in the past 40 years.

My Role

User / Market research, personas, user flows, UI design, prototyping

Innovating Play: LEGO's Leap Towards Sustainability and Creativity

Promoting the integration of sustainability within the future of play. With both these relevant problems, we saw an opportunity to not only showcase LEGO’s new sustainability efforts but also to foster creativity among children.

Screenshot of a presentation slide describing research findings, including statistics on children's understanding of iPad and iPhone interfaces, engagement with child-sized products, vibrant colors, simplicity, and parent approval time for advertisements.
lego bank personas

Understanding Our Young Users

After developing our personas we mapped out the customer journey

A marketing analysis chart divided into three phases: Awareness/Interest, Consideration/Purchase, and Retention/Advocacy. It includes quotes related to each phase, actions taken, icons representing touchpoints, and suggested step changes, with color-coded sections in purple, blue, and yellow.

Compliance and Creativity in Child-Focused Advertising

Through our research and advertising laws around children, we had to plan which environments the experience could best be placed in.

LEGO-themed promotional display at an airport terminal with a LEGO robot figure, adults and children walking nearby, and signs for Queen's Terminal.
LEGO Bank display in a toy store with LEGO building sets on shelves and a Lego-themed statue of a smiling toy block figure in front, with shoppers browsing the store.

Designing Intuitive UI for the LEGO Vending Machine Experience

Our tablet interface was designed on an iPad screen, our research indicated that a high percentage of children understood basic iPhone/iPad functions. The interface utilizes energetic colors and provides elements to guide the user such as arrows and a progress bar.

Screenshots of a LEGO mobile app tutorial, showing the first step with a female LEGO character explaining to click the red arrow, the second step to select LEGO style including bricks, wheels, doors, and figures, and the third step with a LEGO figure and arrows pointing downward.

Integrating LEGO Bank with Popular Mapping Tools

This experience would require kids to already have their LEGO pieces with them. With that in mind, we explored integrating the LEGO Bank into popular mapping tools.

A smartphone displaying a map of Atlanta with landmarks and a computer monitor showing the LEGO Bank website with a LEGO character inside a toy store.

Campaign Video & Final Takeaways

Due to COVID-19, the Future Lions competition was canceled and we were never able to submit the campaign. However, we were proud of this project and our efforts to complete it over Zoom. This gave us confidence in our skills and abilities to complete tasks on a 100% virtual platform moving forward.