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October 10, 2021
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LEGO® Builder App
The LEGO® Group
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The LEGO® Group
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Show 2. maj 2025
October 10, 2021
The LEGO® Group
for
The LEGO® Group
Kategori :
Type :
annoncoer
The LEGO® Builder app was founded upon a hypothesis that a digital building instructions app could make the iconic LEGO building experience more inclusive, engaging, and playful. This in turn would result in more joyful experiences for everyone who builds with LEGO bricks, higher completed building rates, and ultimately an increased desire from kids for repeat engagement with our beloved bricks and characters.
The key challenge was to explore opportunities where a digital layer could be added to a well-known and loved “non-screen” experience that would be perceived by kids, parents and all fans of LEGO as an upgrade to our already exceptional play experience and not just a digital gimmick that added distractions to the analog experience or was considered detrimental screen-time.
We as a business were keen to explore the opportunity of utilizing data and insights about how users build and navigate a LEGO set, (ie: steps where users drop off or need additional time) which could inform us as to where friction points lay, and lead to iterative, living instructions that would result in a higher quality experiences for our users.
We began with a narrow segment of our portfolio that would focus on our young and vulnerable builders who stood to gain the most from our new experience. Findings had shown that this segment of kids needed more support, engagement and encouragement when building with traditional paper instructions. (ie: struggled to find the right piece, needed motivation to continue building or had not mastered navigating a book from left to right, top to bottom)
Hereafter, we began to understand the data we could use for our product development and the insights from our users to ensure we were hitting the mark. As we started with a goal of supporting 100 SKUs a year, our findings and feedback from users had us quickly expanding our number of supported sets and broadening our audience coverage. What started as an experiment to aid our young builders quickly grew to be a cornerstone of the LEGO digital ecosystem with kids, parents and adult fans all using and loving the experience.
A mobile app that could support our unique 3D building experience, historical archive of building instructions, and innovative use of technology to provide a multi-player building experience that could take the LEGO® Building experience to a new level and to new audiences. What was once a "one size fits all" solution to building could be a dynamic experience where builders choose how they want to play, and our business continues to become smarter in how we create higher quality building and play experiences for our users.
The Builder app contains 3 key components: A single destination for users to find, explore and engage with our vast collection of building instructions, an interactive and user-led 3D building experience, alongside an innovative collaborative building mode that allows multiple individuals to co-build a single set.
The 3D, interactive building instructions enables users to rotate, zoom and explore the model in ways that they could not previously through the booklets, which has improved builders’ ability to find the right pieces, have fewer errors and more easily navigate the set. In addition, the ability to separate the step of finding bricks and placing bricks reduces the cognitive load that can be experienced by young builders. The technology behind these instructions has also provided the framework that now supports our audio and braille building instructions. https://legoaudioinstructions.com/
Build Together, our collaborative building experience uses an algorithm to disperse bricks and building steps that can accommodate to the number of participants. This new way of building has transformed the traditional solo building experience into an opportunity for collaborative and social play and quality time between friends and families.
The builder app itself and each of our building experiences are designed to bring the LEGO play experience and brand values to life. Our collaboration with sound designers, model designers, child safety experts and content specialists has allowed us to deepen our users experience with the models and to ignite opportunities for play. It could be through the playful use of brick sounds on a click, celebration moments when you complete a difficult part, or meaningful play-breaks that invite users to take a pause and enjoy a moment with their new creation. Our love for the brick, creative play and the pride of creation shines through in every detail.
As the app has passed its 5-year anniversary, we are proud to see exciting and positive results for both The LEGO Group and our users. In 2024 LEGO Builder was downloaded a total of 16.3M times across platforms and has had consistent high ratings on both platforms with 4.7 on iOS and 4.5 on Android.
We continue to receive great feedback from both kids and parents telling us how LEGO Builder, due to the unique 3D building instructions, has enabled them to build and connect with the LEGO building experience where they were previously unable to. Our net promoter score has continuously seen a significant increase in comparison to the traditional analog building instructions.
In addition, we conducted a longitudinal study to evaluate the impact of adding a digital layer to what is traditionally considered to be a “non-screen time” experience. Our findings demonstrated that the LEGO Builder app is predominantly seen as an aid to physical play that enables kids to have a more independent, positive and successful build experience, rather than being perceived as screen-time.
“The (digital) instructions is amazing for this set. My son is nonverbal, autistic with severe learning disabilities, but with a little help he can follow the instructions on his iPad”
“I loved watching her get so excited and feel proud… the small win twinkle noises kept her engaged – nice touch”
Guided by the RITEC principles we are also mindful of how digital experience can contribute to the well-being of our users. We saw that using the digital instructions elicited positive emotions while building, particularly for older kids – who reported feeling more calm, motivated, engaged, confident and rewarded.
“(What I like most) is how I can feel relaxed doing what I like."
LEGO Builder now features 1266 sets with 3D Building instructions and 550 sets with Build Together, spanning across several years of the LEGO portfolio and the app has users returning to build both old and new sets with 11.8M yearly returning users in 2024 with a significant portion of them being kids – 87%.
Going forward we hope to continue making the builders of tomorrow and their parents fall in love with LEGO, and we have high ambitions and hopes for the future of LEGO Builder with even better instructions, more intuitive experiences and a grander connection to all things LEGO.
Danish Digital Award hylder de bedste digitale projekter
