USER INTERFACE // UX DESIGN

Reimagining the LEGO experience

Creating an unique experience for children and adults to explore
the world of LEGO through an in-store holographic center.

*.This project was conducted as part of an academic coursework. *I am not affiliated with LEGO.

TIMELINE

Sep 2023 - Nov 2023

TEAM

3 UX Designers
& 1 UX Researcher

ROLE

UX Designer

TOOL

Figma, Figjam, Rhino,
Adobe CC

MY ROLE AT A GLANCE

In this project, I took a charge of translating research insights into visually compelling and thematically consistent interface designs. My responsibilities included leading the initial concept development to the creation of final design elements, ensuring that all visual components aligned with the project's theme.

CONTEXT

LEGO in the
Digital space

The Lego Group is seeing potential in shifting

to digital ways to play, shop, and do business.

The Lego Group is seeing potential in shifting to digital ways to play, shop, and do business.

The Lego Group is seeing potential in shifting to digital ways to play, shop, and do business.

Since 2020, LEGO Group has been actively investing in digital transformation to enhance customer experiences and bridge the gap

between physical and digital play. 

Since 2020, LEGO Group has been actively investing in digital transformation to enhance customer experiences and bridge the gap between physical and digital play. 

PROBLEM

1

Customers struggle with complex instructions and choosing the right sets, leading to frustration and uncertainty.

2

Customers seek a more engaging

and enjoyable experience that reflects the value of the price and enhances fun interactions with the brand.

THUS WE ASKED,

How might we use interactive features to simplify set selection, improve building guidance, and make the experience more entertaining?

SOLUTION

Interactive touchpoints

Our LEGO Holographic Center enhances the in-store experience through two key features.

LEGO Holographic Center enhances the in-store experience through
two key features.

LEGO Holographic Center enhances the in-store experience through two key features.

Holographic Experience Center

The primary visual experience will rely on this center, where holograph models will be displayed based on interactions with the tablet.

The primary visual experience will rely on this center, where holograph models will be
displayed based on interactions with the tablet.

Tablet Display

On the tablet display, a touch base experience will guide the user to explore various content including a set builder, stacking games, and a History Section.

Break down of the Holographic Experience Center

MAJOR CHALLENGE

How do we make the display accessible
for diverse range of users?

How do we make the display
accessible for diverse range of users?

How do we make the display
accessible for diverse range of users?

Creating Inclusive design

Based on an initial user testing, I recognized that not all users from young children to parents and adults,
interacts with the tablet easily. So, I prioritized inclusive design by integrating voice, touch, and sound.

Based on an initial user testing, I recognized that not all users from young children to parents and adults, interacts with the tablet easily. So, I prioritized inclusive design by integrating voice, touch, and sound.

Based on an initial user testing, I recognized that not all users from young children to parents and adults, interacts with the tablet easily. So, I prioritized inclusive design by integrating voice, touch, and sound.

Voice assistant: Emmet

Accessibility features: language selection,
volume control, and text size adjustment

Accessibility features: language selection, volume control,
and text size adjustment

Accessibility features: language selection, volume control,
and text size adjustment

DESIGN PROCESS

Mid-fidelity wireframes

A/B Testing

Before shifting to high fidelity prototype, we ran proctored A/B testing with 16 participants, 4 pairs of
parent & child, 5 adults(age of 20-30s) and 3 adults(age of 40s-50s) to validate our design decisions.

CONCEPT VALIDATION

Task-based usability testing

We conducted usability testing on our high-fidelity prototype with the same participants from A/B Testing.
I focused on evaluating user navigation, gathering feedback on content placement and usability, and assessing reactions to graphics, sounds, and interactive features.

Major changes after testing

1

History section

  • Missing instructions → Gave clear instructions at the left with a header


  • Need more fun graphic elements → Added game concept images at the background


  • Bottom-to-top vertical scrolling was confusing → Reversed the design to a top-to-bottom flow for better usability.

Missing instructions -> Gave clear instructions at the left

with a header


Need more fun graphic elements -> Added game concept

images at the background


Bottom-to-top vertical scrolling was confusing → Reversed

the design to a top-to-bottom flow for better usability.

Missing instructions -> Gave clear instructions at the left

with a header


Need more fun graphic elements -> Added game concept

images at the background


Bottom-to-top vertical scrolling was confusing → Reversed

the design to a top-to-bottom flow for better usability.

2

Stacking challenge

  1. Lack of progress indicators made tracking completion difficult → Implemented a progress bar for each level.


  1. Low contrast background affected readability
    → Darkened the color to enhance visual clarity.


  1. No exit option caused frustration → Added an exit button accessible at any point in the game. 

Lack of progress indicators made tracking completion

difficult → Implemented a progress bar for each level.


Low contrast background affected readability

→ Darkened the color to enhance visual clarity.


No exit option caused frustration → Added an exit button accessible at any point in the game. 

Lack of progress indicators made tracking completion

difficult → Implemented a progress bar for each level.


Low contrast background affected readability

→ Darkened the color to enhance visual clarity.


No exit option caused frustration → Added an exit button accessible at any point in the game. 

FINAL DESIGN

LEGO Holographic center

The most challenging part of this project was designing for interactive tablet display that does not exists, which means that a lot of components are exploratory.

Home

Enjoy the moment of Emmet's welcome dancing and tap any cards
to begin.

Enjoy the moment of Emmet's welcome dancing and tap any

cards to begin.

Set builder
& Browser

Set filters and select the desired

age group to explore.

Set filters and select the desired age group

to explore.

Set filters and select the desired age group to explore.

History

Users can navigate seamlessly with vertical scrolling and enhance builds through Story-Driven Blocks for a more engaging LEGO experience.

Stacking Challenge

Enjoy game with friends by choosing Multiple player mode and easily track progress with a clear bar.

Enjoy game with friends by choosing Multiple player mode
and easily track progress with

a clear bar.

Lego-fy
your character

Customize and create your own Lego character to look just like you or a friend. Available for purchase once you complete.

IMPACT

User completion

81%
of participants desired to interact with Holographic centers in retail stores like Target near their places.

User satisfaction

90%
of participants desired to interact with Holographic centers in retail stores like Target near their places.

Thank you for visiting!

I'm open to talk about
new designs & tools. ꒰･‿･๑꒱

Contact

Resume

Linkedin

© Celine Pyun, Inc 2025

Thank you for visiting!

I'm open to talk about
new designs & tools. ꒰･‿･๑꒱

Contact

Resume

Linkedin

© Celine Pyun, Inc 2025

Thank you for visiting!

I'm open to talk about
new designs! ♫꒰･‿･๑꒱

Contact

Resume

Linkedin

© Celine Pyun, Inc 2025