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
CHALLENGE
In an increasingly digital world, LEGO is committed to supporting children’s well-being online, helping families talk about complex topics like cyberbullying and screen time through the power of play.
As part of this mission, we explored new directions for the Build and Talk activity packs to make them more engaging, time-efficient, and aligned with LEGO’s evolving visual identity. In parallel, we improved the digital experience by redesigning the Build and Talk landing page and restructuring six topic pages to create a clearer, more consistent journey for families and educators.
USER RESEARCH & APPROACH
To shape the new Build and Talk activity packs, we explored multiple narrative and format directions. These were tested through diary studies with families, allowing us to understand how the materials were used in everyday life. This method provided deep insight into what captured children's attention, how parents facilitated the activities, and where adjustments were needed. The findings helped refine pacing, language, and overall structure to make the experience more natural and engaging.
ILLUSTRATION & STORYTELLING
The final packs are set in a digital forest, where two friends go on adventures and face challenges tied to real-life digital safety topics like screen time and online behavior. At key points in the story, children are invited to build with LEGO bricks, while parents receive illustrated guides with simple prompts to support meaningful conversations. The visual direction was designed to feel warm, accessible, and engaging, while staying consistent with LEGO’s evolving identity.