The LEGO GROUP | Digital Child Safety
Redesigning LEGO’s Build & Talk activity packs to help families explore digital child safety through play.
COMPANY
The LEGO GROUP
EXPERTISE
UX Design
Illustration
Storytelling
User research
Creative Writing
Editorial Design
YEAR
2023
ROLE
UX Designer,
Illustrator
| Design Case Study
We supported LEGO’s ongoing mission to help families talk about digital safety through the power of play. The project included both reimagining the Build and Talk activity packs to be more engaging and easier to use, and redesigning the digital platform to improve structure, clarity, and accessibility.
1
BUILD & TALK PACKS
We created two new Build and Talk packs set in an expandable digital forest, designed to spark imagination, conversation, and play around key topics in digital safety.
PROCESS B&T PACKS
We started with extensive research into how children and families approach digital safety—reviewing studies, educational materials, and story-based formats. Parent interviews gave us insight into real conversations at home: what works, what doesn’t, and where support is needed.
DESK-RESEARCH
INTERVIEWS
A co-creative workshop helped explore how topics like cyberbullying and screen time could be told through story and play, using LEGO bricks to prototype narratives. These insights shaped the structure, tone, and characters of the packs.
COCREATIVE WORKSHOP
EXPLORATION
Visually, we developed an expandable digital forest, tech-inspired but soft and inviting. The illustration style was created in Procreate and refined through sketching and testing. Minifigures were custom-designed to reflect distinct personalities, all within LEGO’s brand constraints.
ILLUSTRATION
LEGO’s BRAND ECOSYSTEM
CHARACTER DESIGN
3D BUILD & RENDERING
We tested early concepts through diary studies with families, learning how the packs were used in everyday routines. Feedback helped refine structure, pacing, and clarity. Throughout, we worked closely with LEGO’s legal, editorial, and brand teams to ensure everything aligned.
DIARY STUDIES
CROSS-FUNCTIONAL ALIGNMENT
2
DIGITAL CHILD SAFETY PLATFORM
Alongside the activity packs, we worked on improving LEGO’s digital child safety presence, making it easier for families to find, navigate, and engage with the content.
PROCESS CHILD SAFETY PLATFORM
The process began with workshops to understand the scope and define user needs. We mapped the existing content across the landing page and six topic pages, identifying redundancies and inconsistencies. Through collaborative sessions and card sorting, we clarified the information architecture, removed duplicates, and reshaped the overall flow to better reflect how users move through the content.
CONTENT AUDIT
CARD SORTING
INFORMATION ARCHITECTURE
WIREFRAMING
In parallel, we created additional 3D assets in Maya to complement the written content and strengthen visual storytelling. These were integrated directly into the page layouts, helping to create a more engaging and cohesive experience
3D ASSET CREATION (MAYA & VRAY)
VISUAL LAYOUT & FLOW
Together with LEGO’s UX, editorial, and legal teams, we refined page layouts, reworked the tone of voice, and aligned the experience with brand and accessibility standards resulting in a more coherent, user-friendly platform.
CROSS-FUNCTIONAL REVIEWS
ACCESSIBILITY CHECKS
ALIGNMENT WITH BRAND GUIDELINES