LEGO® DOTS

Digital Building Platform

we had the privilege of collaborating with LEGO to create a captivating digital platform that allowed kids and parents to immerse themselves in the captivating world of LEGO's innovative new product line.

Together, we embarked on a journey to bring the tangible joy of building with LEGO into the digital realm and showcase the endless possibilities of this groundbreaking theme.

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Services

Strategy
UX/UI design
Tech consultancy
Web development

A diagonal line-up of six LEGO DOTS wristbands with various vibrant patterns and colors, ranging from black with pastel circles, to blue with geometric shapes, to white with purple accents, all against a peach background.Six colorful LEGO DOTS wristbands displayed at a slight angle, each with a unique pattern and color scheme, including black with colorful shapes, blue with geometric patterns, and pink with animal prints.
A young girl with curly red hair, wearing purple and yellow clothes, blowing colorful LEGO DOTS confetti from her hands towards the camera, with wristbands adorning both wrists.A young girl with curly red hair, wearing purple and yellow clothes, blowing colorful LEGO DOTS confetti from her hands towards the camera, with wristbands adorning both wrists.

Shaping the Digital Experience

Before diving into the creative process, we knew that understanding the needs and preferences of LEGO enthusiasts was pivotal. Our journey began with extensive user research and brainstorming sessions, where we delved deep into the minds of kids, parents, and LEGO aficionados. Through surveys, interviews, and brainstorming, we gained insights into the elements that resonate most with our audience.

Two children back-to-back, one with blonde hair and the other with curly black hair, smiling and raising their arms in victory, each wearing multiple LEGO DOTS wristbands.Two children back-to-back, one with blonde hair and the other with curly black hair, smiling and raising their arms in victory, each wearing multiple LEGO DOTS wristbands.
Four children's hands connect in the center of the image against a coral background. Each hand wears a unique LEGO DOTS bracelet with various colorful patterns. One bracelet has pastel colors, another has blue with emoticon tiles, the third features a black base with vibrant graphics, and the fourth has yellow with dot patterns. The image captures a sense of fun and creativity shared among friends.
A playful scene with two young girls mid-movement, one carrying the other on her back. The girl being carried has long, flowing, braided hair and a joyous expression, while the carrier, smiling widely, looks over her shoulder. They both wear vibrant, colorful clothing and LEGO DOTS bracelets, showcasing a fun and active moment between friends.
A design interface for a pink LEGO DOTS wristband featuring various patterns including cat faces and paw prints, with options to print or save the design.A design interface for a pink LEGO DOTS wristband featuring various patterns including cat faces and paw prints, with options to print or save the design.

Crafting the Digital Experience

Our aim was to replicate the real-world building experience as faithfully as possible. This encompassed the entire process, from selecting a brick, to placing it with precision, and finally, appreciating the completed creation. It was essential for us to ensure that the entire user interface (UI) operated on these same principles. As a result, the buttons and controls were designed to closely mirror real-world interactions, providing children with a sense of familiarity and confidence as they made choices and navigated through the configurator.

Three smartphones displaying the LEGO DOTS app interface with different design features, showing wristband customization options and a design gallery.Three smartphones displaying the LEGO DOTS app interface with different design features, showing wristband customization options and a design gallery.
A promotional banner for the LEGO® Store featuring LEGO DOTS. It shows a smiling young girl with black hair, holding a LEGO DOTS tile to her eye like a camera. She wears pink and yellow clothes, with a vibrant purple and yellow background. Text on the banner reads "DESIGN YOUR OWN Accessorie ONLINE" with a bold call-to-action button saying "BUILD YOURS NOW". The LEGO logo is prominently displayed, and the background has a playful LEGO brick pattern.A promotional image for LEGO DOTS showing a young girl with black hair, wearing pink and yellow clothes, holding a LEGO DOTS tile, with a call to action to design your own accessory online.

Merging Art and Technology

The production phase marked only the initial step. To place our solution in the hands of LEGO enthusiasts, we required an effective distribution approach. Our primary means of reaching the audience involved embedding the application directly on online stores and social media platforms while seamlessly integrating it with the LEGO website.

We streamlined the technical implementation by creating a script in its most compact form – just a single line of code to run the responsive application. Furthermore, we provided a few optional lines, allowing individual stores to effortlessly customize the configuration, such as adjusting the number of products and associated links.

A close-up of a pink LEGO DOTS wristband with decorative tiles, with a caption celebrating personal creation.A close-up of a pink LEGO DOTS wristband with decorative tiles, with a caption celebrating personal creation.
A LEGO DOTS design featuring a heart shape created with colorful tiles on a blue square board, surrounded by loose pieces and a caption celebrating personal creation.A LEGO DOTS design featuring a heart shape created with colorful tiles on a blue square board, surrounded by loose pieces and a caption celebrating personal creation.
A child's hands placing white letter tiles spelling "COOL" on a purple LEGO DOTS board, with various colored tiles sorted into bowls around the board.A child's hands placing white letter tiles spelling "COOL" on a purple LEGO DOTS board, with various colored tiles sorted into bowls around the board.
Three children with joyful expressions, standing against a bright blue background. They are each wearing colorful outfits and LEGO DOTS bracelets. The girl on the left has long hair and glasses, the boy in the center has short hair and glasses, and the girl on the right has braided hair.Three children with joyful expressions, standing against a bright blue background. They are each wearing colorful outfits and LEGO DOTS bracelets. The girl on the left has long hair and glasses, the boy in the center has short hair and glasses, and the girl on the right has braided hair.
A black LEGO DOTS wristband on a gray background, adorned with colorful tiles in patterns such as rainbows and smiling faces, with a white arrow graphic pointing upwards and text that reads, "I MADE THIS MYSELF!"A black LEGO DOTS wristband on a gray background, adorned with colorful tiles in patterns such as rainbows and smiling faces, with a white arrow graphic pointing upwards and text that reads, "I MADE THIS MYSELF!"

Results

A Digital Playground that Lasted for Years

The impact was tremendous. The application was activated and embedded in hundreds of stores, attracting hundreds of thousands of visitors who reveled in crafting their personalized bracelet and plate designs. What was initially a one-time campaign evolved into a dynamic configurator that remained active for an impressive three years. Throughout this period, it continuously updated its portfolio with fresh, captivating LEGO brick designs.

Thanks to our innovative tool and a well-targeted marketing strategy, the new LEGO theme rapidly and efficiently carved its niche in the minds of potential customers. This project stands as a testament to the harmonious fusion of creativity and technology, illustrating the magic that unfolds when brands and digital visionaries collaborate to reimagine the possibilities of the digital age.

With our expertise in user-centric design and seamless technical solutions, we are ready to assist you in tackling your digital challenges and elevating your brand's digital presence. Whether you are a startup or a global corporation, our team is here to help you navigate the ever-evolving digital landscape. Contact us today to discuss your next digital venture.

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