{"id":436599,"date":"2022-04-22T14:49:18","date_gmt":"2022-04-22T11:49:18","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/legos-digital-transformation-targets-your-inner-child\/"},"modified":"2022-04-22T14:49:18","modified_gmt":"2022-04-22T11:49:18","slug":"legos-digital-transformation-targets-your-inner-child","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/legos-digital-transformation-targets-your-inner-child\/","title":{"rendered":"#Lego&#8217;s digital transformation targets your inner child"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a29d70f395c6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a29d70f395c6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/legos-digital-transformation-targets-your-inner-child\/#%E2%80%9CLegos_digital_transformation_targets_your_inner_child%E2%80%9D\" >&#8220;Lego&#8217;s digital transformation targets your inner child&#8221;<\/a><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"%E2%80%9CLegos_digital_transformation_targets_your_inner_child%E2%80%9D\"><\/span>&#8220;Lego&#8217;s digital transformation targets your inner child&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<div>\n                            \u201cBecoming a digital consumer goods company is our ambition,\u201d says Atul Bhardwaj, Chief Digital and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">Technology<\/a> Officer of The Lego Group, in a not entirely predictable statement <span>statement \u2014 <\/span>coming from the world\u2019s most valuable manufacturer of physical toys.<\/p>\n<p>\u201cWe\u2019ll always be anchored in the physical<span> \u2014 <\/span>just to be clear<span> \u2014 <\/span>but digital needs to come in and augment that physical build process,\u201d Bhardwaj clarifies. \u201cOur business has scaled a lot in the last two years; we need to make sure that our platforms and our systems also scale.\u201d<\/p>\n<p>The Lego Group\u2019s earnings for 2021 saw revenue grow 27% year-on-year (to $8 billion), while consumer sales grew 22%. CEO Niels B. Christiansen <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.lego.com\/nl-nl\/aboutus\/news\/2021\/september\/2021-interim-results\/\">said<\/a> in September that Lego\u2019s strong financial performance would allow the company to accelerate investments in digitalisation.<\/p>\n<p>\u201cThe Lego Group is making a significant strategic investment in digital transformation; it\u2019s a multi-billion DKK (Danish krone) investment,\u201d confirms Bhardwaj. \u201cWe\u2019re trebling the size of our digital teams and accelerating our presence and our capabilities here [in Copenhagen], but it\u2019s all part of a much broader digital agenda.\u201d<\/p>\n<p>Having led digital transformation for <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a>Markt and Tesco before being hired by the Lego Group 18 months ago, Atul Bhardwaj knows a thing or two about turning what he calls turning a \u201c<em>traditional<\/em> IT team\u201d into a \u201cdigital <em>technology<\/em> team\u201d.<\/p>\n<p>When asked whether he thinks the pandemic was the real driver of Lego\u2019s growth over the past couple of years, he\u2019s adamant its success is driven by great narratives created around great products.<\/p>\n<p>\u201cThere\u2019s a lot of excitement around our build experiences,\u201d Bhardwaj insists, which begs the question: how is the magic of Lego\u2019s IRL user experience being effectively augmented by digital products, largely built for adults?<\/p>\n<figure>\n<p>                <iframe loading=\"lazy\" srcdoc=\"&lt;style&gt;*{padding:0;margin:0;overflow:hidden}html,body{background:#000;height:100%}img{position:absolute;top:0;left:0;width:100%;height:100%;object-fit:cover;transition:opacity .1s cubic-bezier(0.4,0,1,1)}a:hover img+img{opacity:1!important}&lt;\/style&gt;&lt;a href=\" https:=\"\" src=\"https:\/\/img.youtube.com\/vi\/kRHlJ3WwzDc\/hqdefault.jpg\" style=\"top: 50%;left:50%;width:68px;height:48px;transform:translate3d(-50%,-50%,0)\" height=\"240\" width=\"320\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<\/figure>\n<p>        <!--resp-video-container--><br \/>\n<em><span style=\"background-color: #ffffff;\">Lego\u2019s<\/span> video gamified\u00a0take on the Star Wars franchise.<\/em><\/p>\n<p>\u201cWhen you build digital products, you think first about who you\u2019re building these products for,\u201d says Bhardwaj, \u201cWe\u2019re asking ourselves: \u2018What are the digital needs of each of our key user groups?\u2019 We want to be product-led, engineering-led, and architecture-led in everything we do; so, we\u2019re introducing the concept of digital products to the Lego ecosystem.<\/p>\n<p>\u201cAnd we\u2019re doing this for<em> all<\/em> of our user groups,\u201d explains Bhardwaj, going on to outline the four key user segments his digital transformation efforts are focused on: \u201cconsumers, shoppers, partners, and colleagues\u201d.<\/p>\n<p>Because Lego\u2019s consumer group comprises both kids and adults, they\u2019re building separate \u201cengagement platforms\u201d for each audience. One of the objectives of these platforms is to gamify and support \u201cco-building\u201d between family and friends. Naturally, these new formats present various challenges Lego\u2019s digital teams are tasked with solving: \u201cHow do we make sure kids can engage with us digitally, in a safe way? And how do we build great communities for adults \u2013 some of whom are very experienced, and some of whom are new to building?\u201d<\/p>\n<p>When asked for a couple examples of digital transformation projects being prioritized at Lego\u2019s new \u201cdigital hub\u201d in Copenhagen, Bhardwaj says, \u201cThe difficult thing is for me to pick just one or two.\u201d<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-1385248 size-full js-lazy\" alt=\"\" width=\"1000\" height=\"542\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app.jpeg\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app.jpeg 1000w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-280x152.jpeg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-249x135.jpeg 249w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-498x270.jpeg 498w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-796x431.jpeg 796w\"\/><figcaption>Credit: <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/kottke.org\/21\/07\/build-new-creations-from-existing-lego\">kottke.org<\/a><\/figcaption><figcaption><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fgrowth-quarters%2F2022%2F04%2F22%2Flegos-digital-transformation-targets-your-inner-child%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: With its building instructions app nearing 10 million downloads, DX at Lego is now focused on automating supply chains, unifying their on- and offline shopping experiences, and building gamified \u201cengagement platforms\u201d for both children and adults.\" data-title=\"Share With its building instructions app nearing 10 million downloads, DX at Lego is now focused on automating supply chains, unifying their on- and offline shopping experiences, and building gamified \u201cengagement platforms\u201d for both children and adults. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share With its building instructions app nearing 10 million downloads, DX at Lego is now focused on automating supply chains, unifying their on- and offline shopping experiences, and building gamified \u201cengagement platforms\u201d for both children and adults. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"\/><\/a>With its building instructions app nearing 10 million <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">download<\/a>s, DX at Lego is now focused on automating supply chains, unifying their on- and offline shopping experiences, and building gamified \u201cengagement platforms\u201d for both children and adults.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-1385248 size-full\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app.jpeg\" alt=\"\" width=\"1000\" height=\"542\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app.jpeg 1000w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-280x152.jpeg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-249x135.jpeg 249w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-498x270.jpeg 498w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/brickit-app-796x431.jpeg 796w\"\/><\/noscript><\/figure>\n<p>With the consumer-centered mobile app that took Legos building manuals online already on 9.7 million downloads, Bhardwaj is now focused on creating a \u201cseamless\u201d online-offline experience for shoppers: \u201cHow do we bring together the experience you have on lego.com with the experience you have in our stores? What does that look like?\u201d<\/p>\n<p>From a partner perspective, Bhardwaj is tasked with digitizing and automating Lego\u2019s B2B interactions at scale, which means significantly upgrading the experience for resellers by revamping orders and tracking via \u201cPartner Portal\u201d webshops.<\/p>\n<p>Likewise, for the colleagues user segment (referring to the people working in Lego\u2019s offices and factories around the world), Bhardwaj says the focus is on automating \u201cas much as possible\u201d.<\/p>\n<p>\u201cWe\u2019re moving to the cloud. We\u2019re building modern APIs so that our systems can talk to each other in a more modern way; and we\u2019re also replacing all of our networking in all of our sites across the world \u2013 quite literally laying out new cables to renew <em>all<\/em> of our infrastructure,\u201d Bhardwaj says. \u201cA lot of interesting problems to solve. It\u2019s a challenging and exciting time to kick-off a career\u00a0in digital transformation at Lego.\u201d<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1385268 js-lazy\" alt=\"Lego CDTO Atul Bhardwaj; The reception at Lego's new digital hub in Copenhagen.\" width=\"1640\" height=\"923\" sizes=\"auto, (max-width: 1640px) 100vw, 1640px\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4.png\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4.png 1640w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-280x158.png 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-240x135.png 240w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-480x270.png 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-1536x864.png 1536w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-796x448.png 796w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-1592x896.png 1592w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-1200x675.png 1200w\"\/><figcaption>Credit: Matt Bates.<\/figcaption><figcaption><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fgrowth-quarters%2F2022%2F04%2F22%2Flegos-digital-transformation-targets-your-inner-child%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: Lego CDTO Atul Bhardwaj; The reception at Lego\u2019s new digital hub in Copenhagen.\" data-title=\"Share Lego CDTO Atul Bhardwaj; The reception at Lego\u2019s new digital hub in Copenhagen. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share Lego CDTO Atul Bhardwaj; The reception at Lego\u2019s new digital hub in Copenhagen. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"\/><\/a>Lego CDTO Atul Bhardwaj; The reception at Lego\u2019s new digital hub in Copenhagen.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1385268\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4.png\" alt=\"Lego CDTO Atul Bhardwaj; The reception at Lego's new digital hub in Copenhagen.\" width=\"1640\" height=\"923\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4.png 1640w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-280x158.png 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-240x135.png 240w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-480x270.png 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-1536x864.png 1536w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-796x448.png 796w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-1592x896.png 1592w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/04\/Untitled-design-4-1200x675.png 1200w\"\/><\/noscript><\/figure>\n<p><em>Featured image: The gaming room at Denmark HQ. Credit: Matt Bates.<\/em><\/p><\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. 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