LEGO Instructions for Adults: A New Approach

Concept for digital building instructions for adults. This is my university project, created for Uni design brief in collaboration with the LEGO Design team.

Challenge:

The brief for the project was to design the experience that combines digital and physical play. I conducted deep market and brand analysis trying to find opportunity in LEGO rich product portfolio.

Insights:

I identified that in 2020, LEGO significantly expanded into a new sector of sets for adults, following the huge success of the botanical series. Despite the major increase in product offerings for adults, the building experience remained largely non-digital. This struck me as an exciting opportunity for the brand to thoughtfully design a digital experience tailored for adult builders.

Outcome:

New, immersive animated building instruction for adults, that celebrates mindful and slow building style, that many grown users seek when building the sets.

User testing:

Scalability:

Demonstrating the scalability of the idea, the concept can be applied to various LEGO sets, not just the Architecture series.