Case Study: LEGO improves digital experiences with Optimal Workshop

LEGO builds continuous multilingual feedback loops with Optimal Workshop

LEGO, the iconic global toy brand, faced complex UX challenges across its expansive digital ecosystem. To decode user behavior and enhance its online presence, LEGO partnered with vendor Optimal Workshop, utilizing products like Card Sorting, First-click Testing, and Surveys.

The solution from Optimal Workshop involved tailored approaches for LEGO's eCommerce and User Research teams, establishing continuous feedback loops and targeted studies. This led to measurable improvements in website architecture and customer journeys, embedded sustainable research practices, and fostered greater cross-functional collaboration, helping LEGO proactively identify trends and maintain its position as a digital leader.

Lego