The Brief

North Kingdom was contacted to help LEGO in their digital transformation. LEGO Star Wars Force Builder is a platform where kids can creatively build ships from their favourite Star Wars characters, take on challenges and participate in a community where they can share their creations.

My role in the project was to lead the UX, working closely with the Art Director and Tech Director, concepting and producing the UX deliverables first for the base app and then for the upcoming updates.


Kids land in the Wheel, a location from the LEGO Freemakers Adventures. From the Hangar they can take on two main paths: building ships creatively in the Creative Builder or taking on challenges for the Star Wars characters in the Mechanic Bay.

One of the important challenges in the project was organising all the content so everything was reachable but at the same time the main features of the app were clearly defined and easily accessible, in order to focus kids attention on them. We took the time to analyse each section and define how should it be connected to the rest, and then build a navigation that supported it.

Full structure of the base app.

Wireframes and User Flows

Designing for kids is completely different from designing for adults. Kids see things (and apps) differently, which has an impact in the way we design interfaces for them.

The UI of the Force Builder app is meant to be very visual, with big interactive elements, icons and as few text as possible, following global conventions and specific ones from LEGO when designing for kids.

Wireframes of the Galaxy Map (from the first update) and the tutorial messages from the Droid.

It was specially helpful for the team in this project to build visual flows connecting the wireframes with nodes and defining what screens were triggered when interacting with the elements and buttons of the app.

This allowed the whole team to align faster on how the navigation of the app would be.

Visual flow of all the screens a user can navigate to from the Hangar.

Art direction

The art direction and design started after there were several key screens from UX finalized. After that, both design and UX continued in parallel.

Final design comp of the Hangar.

Final design comp of the Mechanic Bay, where users take on Challenges from the SW characters.


Using Pixate and Invision I built several prototypes to iterate different sections of the app. The prototypes allowed the team to get the feel of the key interactions and understand the full flow of the app.


The app is available in the Appstore and Playstore, and has 4 stars on average in ratings on both stores. Update: Sadly, the app is no longer available.