The evolution of the LEGO® building Instructions

The Building Instructions are an iconic element of the LEGO® brand, recognizable and highly appreciated  by consumers. How to improve the Building Instructions has been always a factor of attention at LEGO® and at some point was evident that the next step was into the digital space.

After several explorations and attempts in early 2017 I joined a hand picket team of specialist across the organization to find the solution on how to deliver digital instructions for all LEGO® products. A platform solution able to generate and deliver digital building instructions across all the LEGO® portfolio.

This project involved as stakeholders all the departments in the product development line at LEGO®, from early Elements Design to Retail. The first batch of the new generation of Building Instructions, now called Instructions PLUS, were released in June 2018, in 100 novelty boxes across LEGO City, Friends, NinjaGo, The LEGO Movie 2, etc.
Since then all the LEGO® products have a code that delivers either digital paper instructions or the fully interactive Instructions PLUS. The implementation will be progressive with the ambition to have all the LEGO® portfolio available in Instructions PLUS format over the next years

Due to his interactive nature, Instructions PLUS gives the user a higher level of control on his building experience flow, being able to start by the model of his preference, to zoom, rotate and fully explore the model to better understand what he is doing, and why, at every step of the building process.

User test and analytics have confirmed Instructions PLUS reduces the pain points on the building process, improves element and color recognition, and in general upgrades the mentorship of how to build with LEGO

Company. LEGO System A/S
Product: LEGO® Building Instructions
Team: Digital Building Instructions Platform / Instructions PLUS
Role: Design Manager