LEGO® Life: Safe and Social

Creating a safe and creative online social media app for kids

Role

Lead Digital Product Designer

Role

Lead Digital Product Designer

Role

Lead Digital Product Designer

Industry

LEGO® Systems A/S

Industry

LEGO® Systems A/S

Industry

LEGO® Systems A/S

Years

2017-Current

Years

2017-Current

Years

2017-Current

A Safe Place for Kids to Share Creations

LEGO Life is a safe social app where kids may share their creations. Launched in 2017, it has over 10 million downloads. Tens of thousands of creations are shared daily by kids in over 23 languages and countries.

The app works with the highest level of moderation, legal protection and verified age requirements for children.
The app allows kids to upload images, create simple animations, comment, write stories and share whatever is in their imagination.

A Safe Place for Kids to Share Creations

The app works with the highest level of moderation, legal protection and verified age requirements for children.
The app allows kids to upload images, create simple animations, comment, write stories and share whatever is in their imagination.

A Multiplatform Brand

LEGO Life relaunched and rebranding an existing LEGO membership and offline magazine, LEGO Club. LEGO Club started in the mid-1980's and has always served as a way kids could participate in a community, mainly by submitting photos to be published. LEGO Life took this concept to a modern digital level, with user uploads and a live online community.

Visually, the brand changed from a DIY cut paper aesthetic, to a more glossy and chunky design.

Screenshots from a LEGO Life video advertisement

Seven Years of Evolution

LEGO Life initially launched in 2017 and has since changed in feature set, team setup, and visual identity.

I have served in multiple roles over the years with LEGO Life, primarily as a Design Manager, who managed UI and UX teams, oversaw UX and design — as well as chipping in with hands on work in feature teams at times.
At launch, I also led design on a Digital Marketing team and was involved in everything from brand design shooting a TV Commercial.
The most interesting part of working with LEGO Life was in seeing what kids and LEGO fans were actively building and responding to requests and needs — all with a little bit of LEGO fun!

Seven Years of Evolution

LEGO Life initially launched in 2017 and has since changed in feature set, team setup, and visual identity.

I have served in multiple roles over the years with LEGO Life, primarily as a Design Manager, who managed UI and UX teams, oversaw UX and design — as well as chipping in with hands on work in feature teams at times.
At launch, I also led design on a Digital Marketing team and was involved in everything from brand design shooting a TV Commercial.
The most interesting part of working with LEGO Life was in seeing what kids and LEGO fans were actively building and responding to requests and needs — all with a little bit of LEGO fun!