Before the advent of UX as a discipline the LEGO store had very little traffic, and our team was asked to take a look at how we could increase online toy sales by crafting a new interface with more intuitive navigation.
This project was an exciting chance to directly effect the bottom line of LEGO as a company through it’s online traffic. And if we could increase the audience accessing the store by simply making it easier for them to find the toys to buy, we would open up opportunities for investment throughout the business.
Stripping back all the visual clutter a streamlined UX was implemented across the store. Filtering toys based on criteria such as age, theme and category, we developed a new interface that formed the foundation of what is still used today. During the first week of publication the online store sold more toys that it had in all the previous years combined, establishing LEGO as the leading toy company of the world.
