3X
Revenue Growth
LEGO's Digital Transformation With BCG
LEGO was behind competitors like Target, Disney, and Walmart, and its shop experience wasn’t ready for the next stage of growth. I came in as scrum master and solution architect to turn strategy into shippable product behavior and build the infrastructure linking retail, ecommerce, and digital.
$50M
Cost Savings
24%
Digital Sales Uplift
At-a-Glance
Omni-Channel, Finally
This was the engagement-layer work that transformed LEGO from a dying brand back to a future-proof global enterprise. I helped translate the digital transformation into customer-facing product requirements across ditial and retail commerce channels, so LEGO could grow retail + e-commerce with a stronger omni-channel foundation.
- Role
- Product Manager
- Client
- BCG • LEGO
- Industry
- Retail • Toys • Omni-Channel eCommerce
- Timeline
- Jun 2015 - Jun 2016
- Team / Stakeholders
- 40
- Budget / Scale
- $16
- Systems / Technology
Oracle ATG
SAP ERP
JIRA
Figma
Problem
LEGO built a serious enterprise platform, but the customer-facing engagement layer was lagging behind the market. The omni-channel customer experience wasn't operating like a modern omni-channel storefront across retail and digital. The company needed a stronger digital product layer that seemlessly integrated with worldwide retail.
Mandate
I was the commerce systems expert responsible for solutioning + UI/UX product management across the hardest parts of the LEGO shop transformation. My job was to take broad, generalized transformation goals and turn them into shippable product requirements that designers, business leaders, and engineers could all execute against.
What I Changed
I translated very broad digital transformation into concrete product behavior across digital and retail channels. LEGO needed the shop to stop feeling like an afterthought and start behaving like an omni-channel engagement layer of a world-class retail and digital brand.
Outcome
We made the shop easier to navigate, easier to optimize, and easier to scale globally, while marrying the physical retail store experience.
Problem Statement
A Great Retail Brand Behind on Omni-Channel
LEGO had the brand, the global retail footprint, and the enterprise infrastructure. What it didn't have was a digital commerce experience that matched any of it. The shop felt cluttered, cart and checkout behavior varied too much across regions and flows, and the experience wasn't holding up against competitors who had made digital their primary channel.
The stakes were real. BCG had been brought in to drive a global digital transformation, and the commerce platform was the centerpiece. A brand with LEGO's reach and margin profile couldn't afford to leave digital revenue on the table while the omni-channel gap between its stores and its website kept widening across 6 country variants.
BCG • LEGO married the big box retail experience with digital.
“
Jørgen Vig Knudstorp
Chief Executive Officer, LEGO
What I Owned
I Turned Broad Strategy Into Shippable Product
I was the commerce systems expert responsible for solutioning + UI/UX product management across the hardest parts of the LEGO shop transformation. My job was to take broad, generalized transformation goals and turn them into shippable product requirements that designers, business leaders, and engineers could all execute against.
- 1
Experience structure
Restructured the navigation taxonomy around Sets, Bricks, Accessories, and Explore to unify the browse experience across the website and retail store floors.
- 2
Hard flows
Defined cart and checkout requirements across devices, markets, and country variants, connecting the digital purchase flow to LEGO's physical retail inventory and fulfillment model.
- 3
Strategy to product
Translated BCG's omni-channel transformation strategy into shippable product requirements, turning consulting deliverables into stories engineering could build against.
- 4
Design Authority
Established a Design Authority process to force cross-team decisions and keep delivery moving across a 40-person program without losing the retail-digital integration thread.
- 5
Device states
Owned device-specific state requirements across 6 country variants, covering the edge cases that break the omni-channel experience when a customer moves between a store visit and an online purchase.
Solution
A Better Engagement Layer for a Bigger Transformation
I helped define the product layer that connected LEGO’s enterprise stack to the customer experience. The work focused on cleaning up the shop, making it work consistently across platforms, and aligning it to how modern customers actually browse and buy across retail & digital channels.
Navigation & Taxonomy
Hierarchy, not clutter
I helped collapse a cluttered navigation model into a cleaner, more legible product structure that reduced browsing friction and made cross-category exploration feel more intentional.
Checkout & Cart
Cross-platform flows
I owned the requirements for some of the hardest cart and checkout behaviors, including account logic, gift cards, timed-out sessions, country-specific states, and flow consistency across devices.
Omni-Channel Experience
Retail + digital convergence
I helped shape a shop experience that could coexist with LEGO Stores, Amazon, Walmart, Target, and theme parks without the digital layer feeling disconnected from the broader brand or retail strategy.
Impact
Commercial Lift With Better Product Foundations
We made the shop easier to navigate, easier to optimize, and easier to scale globally
3x
Revenue Growth
$50M
Cost Savings
24%
Digital Sales Uplift
$25
AOV Lift
Problem
Behind market expectations for omni-channel retail.
01
Decision
We pushed navigation & taxonomy toward a more disciplined product structure so the shop could stop feeling like a cluttered catalog and start feeling like a modern commerce experience.
Outcome
The engagement layer supported digital & retail growth.
Problem
Navigation was cluttered, search wasn't contextual.
02
Decision
I turned broad ideas about omni-channel and global commerce into concrete requirements for cart, checkout, promotions, gift cards, and cross-device behavior.
Outcome
Cleaner product hierarchy made browsing more useful & drove AOV.
Problem
Cart, checkout, and regional behavior couldn't scale.
03
Decision
By using Design Authority and detailed PRDs, I helped convert transformation strategy into product decisions teams could actually build and ship.
Outcome
Scalable cross-platform checkout & merchandising behavior.
“
Geneson Rho
BCG Pod Lead
Recognition
Press & Accolades
LEGO's digital transformation became a management and research case profiled by Harvard Business Review and MIT (among others),and our work was part of the mechanism that supported that growth through retail channels, e-commerce, and digital platforms.
BCG Interview With LEGO CEO Jørgen Vig Knudstorp
InterviewLEGO CEO
LEGO's digital transformation became a management case study across multiple institutions and publications, reinforcing that the omni-channel infrastructure work was part of a genuine, documented corporate reinvention.
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