LEGO, the iconic global toy brand, faced complex UX challenges across their expansive digital ecosystem. With two distinct teams driving user experience research, the User Research team and the Global eCommerce team, LEGO needed powerful tools to decode user behavior and enhance their online presence.

‍

The teams decided to work with Optimal to get the meaningful user insights they need about their marketing website structure, shopping experience, and customer support systems to maintain their position as a digital leader in the competitive toy market.

‍

‍

Challenge: Clicking Into Place

‍

LEGO implemented Optimal’s platform as their comprehensive UX research solution. Each team developed a tailored approach:

‍

The Global eCommerce team leveraged Optimal Workshop's survey capabilities to deploy continuous feedback loops across multiple languages, ensuring consistent insights across international markets.

‍

They strategically utilized:

‍

• Card sorting studies to refine their marketing website's information architecture
  ‍
• First-click testing to enhance the design and functionality of product pages, cart review, and shipping processes

‍

The User Research team focused on specialized surveys covering marketing effectiveness, customer support experiences, and gift card services, creating targeted insights for specific business areas.

‍

‍

Solution: Building Success, Brick by Brick

‍

Choosing Optimal helped the teams to create measurable improvements across LEGO's digital ecosystem:

‍

The Global eCommerce team established a continuous feedback system through translated surveys spanning various markets. This rich data stream powers informed decisions about website structure and shopping experiences. Their focused card sorting and first-click studies directly enhanced the marketing website's architecture and design, improving customer journeys through critical touchpoints and streamlining the path to purchase.

‍

The User Research team generated valuable insights on marketing strategies, help systems, and gift card experiences, providing deeper understanding of customer needs in these specialized areas.

‍

‍

Results: Constructing the Future

‍

LEGO's partnership with Optimal continues to yield long-term benefits:

‍

• The platform has become embedded in LEGO's digital improvement processes, creating sustainable research practices that evolve with customer expectations.
  ‍
• By maintaining continuous feedback loops, LEGO can identify emerging trends and pain points before they impact business performance, allowing proactive rather than reactive improvements.
  ‍
• Use of Optimal has fostered greater cross-functional collaboration between design, development, and marketing teams, creating a more unified approach to customer experience enhancement.

‍

‍

‍

‍

Master Builder Insights

‍

What can other customer-focused brands learn from LEGO’s results? 

‍

• Research as a competitive advantage: LEGO's strategic deployment of UX research has created a significant edge in a crowded marketplace, demonstrating how systematic feedback drives successful digital experiences.
  ‍
• Localization matters: Optimal’s multi-language survey capability proved essential for a global brand, revealing market-specific insights that would otherwise remain hidden.
  ‍
• Testing differently: Use different study types (card sorting, first-click, surveys) delivered specific value for different challenges, highlighting the importance of matching study types to objectives. 
  ‍
• Customer-centricity at scale: LEGO demonstrated how enterprise-level organizations can maintain customer-centricity despite complexity, using the right tools to connect directly with user needs.

‍

The LEGO experience showcases how user insight platforms can transform from a cost center to a value driver, delivering measurable improvements to digital experiences that directly impact customer satisfaction and business performance.

‍

Want to learn how you can get started gathering meaningful user insight with Optimal?
‍Reach out to us today.