LEGO: Digital Retail Experiences
Holiday Ecommerce Experiences · Mexico
For the 2025 holiday season, I designed and adapted LEGO’s digital retail experiences across major ecommerce platforms in Mexico, creating seasonal Brand Stores that combined LEGO’s holiday identity with retailer-specific shopping journeys.
The goal across each experience was the same: make discovering the right LEGO gift intuitive, engaging, and fun — while adapting the design and navigation to the possibilities of each platform.
Mercado Libre: Holiday Brand Store
For Mercado Libre, I developed the experience from initial wireframe and information architecture through final visual execution. The store was structured around three key ways people shop for gifts — age, price, and interests — transforming LEGO’s extensive catalog into an intuitive holiday gift guide.
01 — Shop by Age
An intuitive entry point for shoppers looking for the right gift at every stage.
02 — Shop by Interest
Curated paths for collectors, gamers, car lovers, families, home decor enthusiasts, and creative builders.
03 — Shop by Price
Gift discovery organized around different budgets, from small details to larger builds.
The visual system combined festive characters, seasonal storytelling, curated product categories, and clear navigation, with custom “Idea de Regalo” badges extending the gifting experience into individual product listings.
From Wireframe to Final Experience
The initial architecture established a clear path from inspiration to product discovery. That structure became the foundation for the final design, allowing the experience to remain playful and immersive without sacrificing usability.
Adapting the Experience for Liverpool
For Liverpool, I adapted LEGO’s holiday creative into a new retailer-specific experience, rethinking the content hierarchy and navigation around the platform and its shoppers.
The Brand Store combines discovery by age and interests with lifestyle storytelling, product-focused banners, video content, and best sellers — creating a more editorial shopping journey while maintaining a consistent LEGO holiday identity.
Rather than replicating the Mercado Libre experience, the design system was built to flex across platforms, allowing each retailer to have its own structure and shopping experience while remaining part of the same seasonal campaign.
One Campaign, Multiple Digital Experiences
Across all retailers, the holiday system was designed to balance brand consistency with platform-specific UX. Shared visual elements created a recognizable seasonal world, while each store was structured around the unique content formats and discovery opportunities available within the retailer.
Best in Class
The Holiday Brand Store executions received significant recognition following launch. Mercado Libre selected the LEGO Holiday Brand Store as a “Best in Class” execution across vendors — not only within the Toys category.
The Mercado Libre experience was also delivered to LEGO with zero changes requested, reinforcing the strength of the creative direction, UX structure, and execution.
