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

1


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.

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.

BUILD & TALK PACKS

PROCESS

DESK-RESEARCH

INTERVIEWS

COCREATIVE WORKSHOP

EXPLORATION

ILLUSTRATION

LEGO’s BRAND ECOSYSTEM

CHARACTER DESIGN

3D BUILD & RENDERING

DIARY STUDIES

CROSS-FUNCTIONAL ALIGNMENT

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DIGITAL CHILD SAFETY PLATFORM

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.

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.

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.

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.

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.