A Lego explosion

Insights

• User Delight is about adding small, joyful moments that make an experience feel special. The unpredictable Lego explosion creates surprise and happiness, so users look forward to the next step.

• Aha! Moment is when users see the real value of a product. The surprise Lego animation helps users connect fun with progress, so they feel the app is more than just instructions.

• Lego also uses celebratory moments when you open a new bag in the Builder app. Both examples add playful animations to make digital steps feel as satisfying as real-life ones.

• Lego's progress bar personality uses animated Lego heads to make waiting fun. Both features add personality and curiosity, so users stay engaged instead of getting bored.

• Apple Fitness+ uses a running stick figure during loading. Both this and the Lego explosion give users something fun to watch, so waiting or completing steps feels less dull.