Organise a broad catalogue
A global catalogue must help children, gift buyers and collectors find relevant sets without losing the brand's imagination.
Case studies / LEGO Commerce Experience Study
REFERENCE PLACEHOLDER · eCommerce
LEGO Commerce Experience Study
A study of LEGO's retail experience, where playful campaigns connect a large catalogue with theme, age and interest-based discovery.
- Playful commerce hierarchy
- Multiple catalogue entry points
- Brand character extends into navigation
E-commerce Website Reference Study
Product discovery across themes, ages and collections
Consumer Goods & Products
CONTEXT / DIRECTION
From an interface challenge
to an observed direction.
Visual theme entry
LEGO combines bold campaign panels, visual category routes and familiar store controls.
THE CHALLENGE
What the page needs to communicate.
A global catalogue must help children, gift buyers and collectors find relevant sets without losing the brand's imagination.
01Organise a broad catalogue+
Theme, age and product routes need to coexist without overload.
02Serve different shoppers+
Young fans, parents and collectors enter with different intent.
03Keep commerce playful+
Shopping controls must stay clear inside an expressive system.
THE SOLUTION
How the public website handles the task.
LEGO combines bold campaign panels, visual category routes and familiar store controls.
Visual theme entry
Recognisable worlds act as product-discovery shortcuts.
Layered catalogue paths
Shoppers can begin by theme, audience or product family.
Responsive brand continuity
Colour and imagery remain recognisable on mobile.
REFERENCE STATUS
What this study can support.
Official sitePublic reference source
3 viewsDesktop, mobile and detail
No client claimStudio relationship
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