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The LEGO Group

As the Senior Manager of Digital Product Design at the LEGO Group China, I built and lead a team of 7 designers to deliver both consumer-facing and partner-facing digital experiences across marketing, e-commerce, retail, membership, and internal systems. On the consumer side, I oversee the design of the LEGO WeChat Mini App, Tmall Flagship Store, and Douyin Store, creating seamless and engaging brand experiences tailored to the Chinese digital ecosystem. On the partner side, I lead the design of Point of Sale systems, the Store Lifecycle Management System, Sales Assistant Tools, and data visualization dashboards to support store operations and decision-making. I drive strategic design initiatives that align user needs with business goals, foster close collaboration between local and global teams, and scale design impact through systems thinking, experimentation, and cross-functional partnerships.

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🔍 Products & Impact

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1. WeChat Mini App
As one of our key brand platforms, the WeChat Mini App plays a crucial role in driving online engagement and converting users to offline store visits. I worked closely with cross-functional teams including Marketing, Retail, Customer Relationship, Product Management, and Engineering to define a product strategy aligned with our business goals.

To ensure user needs were at the core of our solution, I led the planning of user research to uncover actionable insights. Once we aligned on both business objectives and user pain points, I oversaw the design team through the entire process—from mapping user journeys to delivering final UI designs.

After launch, we conducted multiple rounds of user interviews and collaborated with the product manager to analyze usage data. These insights guided our iterative improvements for the next product version, ensuring the experience continued to evolve based on real user feedback.

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2. Tmall Flagship Store

The Tmall Flagship Store is one of our most important e-commerce platforms, with the primary goal of helping users discover products they’re most interested in and ultimately converting that interest into purchases.

Following a similar cross-functional approach as the WeChat Mini App, I collaborated closely with the E-commerce team, Product Manager, Tech team, and my design team to define the overall product strategy. As a flagship store, we had multiple objectives to balance: increasing user engagement, building brand loyalty, educating users about the LEGO Group’s heritage and product lines, and most importantly—driving online sales.

To ensure our solutions addressed both business goals and user needs, my design team conducted user interviews and industry benchmarking. Based on these insights, we designed and delivered several new features—some aimed at encouraging repeat visits, others focused on storytelling and education. These efforts helped us create a more engaging, intuitive shopping experience that reflects the LEGO brand while supporting commercial outcomes.

3. Partner-Facing Products

In addition to consumer-facing platforms, I also oversee the design of partner-facing products that support internal teams and retail operations.

These include:

  • Point of Sale (POS) System
    A key in-store tool that empowers our store associates to better understand customer profiles and recommend tailored product combinations based on their needs and preferences.

  • Store Lifecycle Management System
    A platform designed to support the entire retail store lifecycle—from site selection and store opening to asset management and ongoing maintenance. This system helps streamline operations and improve cross-team coordination.

  • Data Visualization with Tableau
    We leveraged Tableau to transform complex datasets into clear, actionable insights. These dashboards enable our internal teams to understand key metrics at a glance and make more informed, data-driven decisions.

Through these tools, we not only enhanced operational efficiency but also enabled our teams to deliver a more personalized and consistent brand experience across channels.

Thank you for taking the time to explore my work. I bring a strategic mindset, cross-functional collaboration, and user-centered thinking to every project I lead.

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