LEGO® Creativity Studio
LEGO® Creativity Studio
Sep 2024 - Feb 2025
Platform
WeChat Mini program
Domain
Retail / Education
Location
China
Responsibility
Product design and agile delivery
It’s a safe and creative platform where children can explore building, storytelling, and problem-solving through themed LEGO activities videos. It features guided challenges, tips from creators, and reward mechanism that make learning fun and interactive.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the company.
Goal
The project aims to strengthen user engagement by reactivating inactive members, attracting new audiences, and increasing visit frequency. Additionally, it seeks to gather valuable user insights to inform future content creation and enhance overall engagement.
Strategy
it focuses on highlighting the reward mechanism to attract users and emphasize clear incentives that encourage participation. To maximize visibility and engagement, the campaign will be promoted through seasonal marketing activities, creating timely relevance and stronger user motivation.
Highlight
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Emphasize incentives
The incentive encourages user participation and drives sign-ups from non-members.
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Gamify learning experience
It motivates users to complete the full learning series by unlocking each lesson step by step and offering a reward upon completion
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Referral
Users who complete all courses will receive a certificate, which they can share it via WeChat. This gives us an opportunity to recruit and engage more users.
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Reward Mechanism
Each time a user completes a course without skipping, they will earn points which can be redeemed in the reward center.
Users who complete every course without skipping can play “Spinning the Wheel” game in the end and hopefully get the reward.
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Promoted by seasonal campaign
Integrate Creativity Studio with the seasonal campaign and adapt its visual style accordingly to enhance visibility and engagement.
Results & Insight
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Member conversion rate increase 9%
It successfully converted users into registered members and drove deeper engagement. The next phase will explore the primary drivers behind this behavior.
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67% participant finished all the courses
Despite strong retention and motivation, dropout peaked in the first series and later stabilized. The next phase will focus on supporting users through initial obstacles.
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Users like short content
Longer videos showed higher dropout
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Campaign-Driven Traffic Risk
Traffic is highly campaign-driven, dropping significantly after seasonal campaigns end. The next phase will focus on sustaining engagement beyond campaign periods.
