Building Imagination Online with the Magic of Lego
Thinking about what I should get as a birthday present for my friend at a rainy afternoon, when no one wanted to step outside, was not easy. Because as we grow older, practicality always overbeat simple fun, but nobody actually wants to open a box of Clorox on their birthday party. So now is the time I turn to Lego, as always, for something more than fun.
I always like Lego’s brand mission, which is “to inspire and develop the builders of tomorrow”. We are “builders”, not buyers. How is this different! All start with when you open the Lego website.
The purpose of the website become clear just the moment you click the link, and the pop-up asks you whether you want to shop, or enter the kid’s play zone?
After clicking LEGO.com, an area of the most recent theme set will appear at the top of the web page, underneath that are multiple guide buttons with pictures which helps a new visitor to start his consumer journey. Overall, the shopping area showcases all the products by multiple categories such as theme, age, and price ranges. Words are all in black and white color with clearly readable font, very easy navigation, and straightforward layout.
More interestingly and engaging is the storytelling method they use to connect every special set back to the movie or game when you click “learn more” about this set. High quality contents with pictures about the Lego characters in action take consumers through this journey of creativity they can have with the set.
Lego’s website effectively conveys the brand’s message. It emphasizes creativity, imagination, and playfulness, aligning with brand’s core values. The use of colorful visuals, playful fonts as its logo, and engaging content all contribute to reinforcing its brand identity. By separating the website into buying area and playing area which contains Lego set related games for kids, Lego’s user-centered design caters to various user groups including parents, children, and collectors, making it inclusive and accommodating.
A mobile phone app call “Lego Builder” provides image guidelines which assist children in being builders and creators, and tracking of any new collections. Particular set can be found using navigation tolls which separates the products by themes, age, and year of release, just like on the desktop website.
While Lego’s website does not prominently feature AI or chatbot interactions, it does incorporate an interactive “Build a Custom LEGO Set” tool, which allows users to create personalized sets based on their preferences. Such interactivity enhances engagement and customization possibilities especially for kids.
Never doubt how well Lego does in customer conversion. From navigation clarity to storytelling description of production, and the playful games that engage children while stimulating their interest in getting the products. Lego’s website effectively achieves its business objectives that it promotes products, engages users in this creative world, and drives sales through e-commerce functionality.
