A concept proposal in collaboration with former Lego designer and visual designer at Designit
Apart from the time I spent on client projects, I dedicated my time at Designit to collaborate with a former digital experience manager at Lego, who is currently a design strategist at Designit, together with another engineer and visual designer, to work on a concept proposal for Lego A/S. The challenge was to seek for opportunities for the Lego group to grow digital products in their portfolio while still maintains their simple characteristics. It should distinguish from the apps and TV they are currently developing.
The final product-service system provides creative vision for the Lego group to be able to integrate their traditional physical bricks with digital assets and services in a simple way that’s still suitable for kids.
Personal Contribution: Concept development, Storyboarding, Wireframing, Visual comps & demos, Motion graphics
Team: Casper Mathiesen, Anders Jepsen
04/2015 - 08/2015
We are now under the era of digitise and connect everything in our daily life. Tablets and mobile phones enable us to have light-weight yet diverse choices at relatively low cost. It is absolutely common to see kids holding iPads or phones to play games. Lego group as a successful toy company in the traditional industry is facing the impact of digital entertainment. They have partnered with other agencies and have developed digital products such as Lego TV, Lego video games and mobile applications to take use of the visual features of traditional bricks. However, the experience feels separate, and they didn’t take fully advantage of the physical experience of Lego bricks. The visual style of the digital games are not consistent or modernized. In the meanwhile, competitors such as Toca Boca and Ustwo who are focusing on digital game experiences are fast winning the market because of their delicate experience design and light-weight advantages on screens.
After several rounds of competitor research and playing around with the applications from other competitors. Through discussion, we decided to develop the visual design of current Lego apps to give it a modern and simplistic style. The design language and visual style should be colourful and playful, while the interaction flow should be simple and easily understood by kids.
For our proposal, we tried to define and keep the unique values of the physical experience with Lego bricks, yet to integrate that experience to a holistic digital product service system. The final design proposal is able to keep the classic Lego experience while broadens the company’s digital portfolio and services in the new era.
Even though the product integrate digital applications and online services, it should give user the feeling that it doesn’t take much effort to understand how it works. Once they got the product, they are ready to play with it and explore. Thus, the bluetooth setup is a simple click. To trigger the interest of kids, the first function they exposed to the application and the video brick is to shoot lively video around them. If they are not satisfied, they can go to the cameral rolls or Lego online video libraries to use the advanced features. Once the green “>” button is tapped, they can immediately see the changes on the screen of their video bricks. Changing any video on bricks is as simple as the first time when they upload it.