LEGO.com: Evolution of a Beloved Brand Website

2019 - Current Evolution

LEGO.com is one of the first commercial websites, and has undergone tremendous changes over the years. In my career at LEGO, I have been part of working on UX and visual design, testing and creation of subsites. The largest effort came in 2018-2019.

The great site merger

For the past several decades, LEGO.com had primarily existed as a kids' focused marketing and brand site. It had a companion site e-commerce site, Shop.LEGO.com.

• Marketing and sales directly to children is not legal in much of the world, which led to a complex system of passing kids through age gates if they wished to shop for an item.

• Focus was primarily on the kids first, and shoppers second.

• In 2018, the decision was made to flip this relationship - and make the LEGO.com main site focus on e-commerce, and create a sister site kids.LEGO.com, to focus on kids and a play experience.

• This transition required migrating hundreds of pages to a new content platform as well a rearchitecting and rebuilding dozens of brand subsites. (Think LEGO Star Wars, etc.)

• In this period, I served as Lead UX on the kids site side. Mostly working as a liaison with my ecommerce design partners.

• As with other projects, I also got in an got my hands dirty designing and migrating sites and content. Primarily I was working with the content and design teams as an advisor on how to make the system work.