The team I was part of worked exclusively on the main portal of lego.com. With half a billion annual visitors there was an extremely strong business rationale to ensure the interface would be navigated with enjoyment and ease, taking users to any and all of the brands within the LEGO Group.
Without needing to follow any guidelines from LEGO brands like Technic, Racers or Duplo, the interface design for the main portal was completely open to interpretation by the design team.
With an emphasis on playful textures and patterns throughout, the UI was streamlined to a simple UX facilitating traffic towards the myriad of brand portals. While the products page gave a glimpse into each of the brands with user initiated animation on each card.
Peter Hobolt Jensen – Head of Online Communications, LEGO
