How does LEGO's UX department tap into the user's mind? - 18th May 2017

How do we create apps that are easy and intuitive for the users to use - ensuring customer satisfaction and heightened customer loyalty to our brand?

And how do we create user-friendly software tools for company employees who don't have the choice of whether to use the software or not - and for whom ease of use and efficient work processes can mean a huge difference in their work satisfaction?

In order to answer these questions, we are proud to present LEGO's Senior User Experience Architect, Janne Jul Jensen whose talk will cover the topics: “Tapping into the Users Mind” and “Starting a UX Department from Scratch"

About the presentation

Today's talk will cover two topics: The first part will explore what exactly makes some apps super easy to use while others leave the users puzzled or frustrated. We will venture inside the mind of the user to explain why some things are just so darn hard, and we will uncover how we can make software with user interfaces that “work” by leveraging the way our brains are wired.

The second part will take you on the journey of why and how LEGO has invested heavily in heightening the quality of LEGOs Enterprise UX: UX has long been seen by the industry as a competitive parameter in consumer software, but for employees who do not have the luxury of choosing their own software, does it then even matter? We will explore how good UX is more than just a competitive parameter: It can yield higher efficiency, fewer errors, fewer breaches of processes, less disturbances from coworkers needing help, and most importantly, higher work satisfaction! 

About Janne Jul Jensen

Janne Jul Jensen is Senior UX Architect with LEGO. She specialises in usability and interaction design, and applies her expertise primarily to the internal systems within LEGO. She is a frequent speaker on UX at international software conferences and she also teaches internally on her topics of expertise. For more than a decade she has worked in academia and the software industry as an expert in all things UX – including five years with Trifork where she designed apps for leading Danish companies, such as Bilka, DSB, and Danske Bank. She earned her Ph.D. degree in 2009 and a M.Sc. in Software Engineering in 2003, both from Aalborg University.

Target group

The target group for this meeting is those who work actively with user experience.The presentations will be held in English but it will be possible to speak both Danish and English in the other activities.

Event information

18th May 2017

Registration deadline:
15th May 2017

8.30-11.30 (8.30-9.00 - registration and breakfast)

Niels Jernes Vej 14, 9220 Aalborg Ø, lokale 4-107

Entry fee:
Free for members of BrainsBusiness. Non-members will pay DKK 500 ex VAT. No show fee DKK 500 ex VAT if cancellation will happen later than May 17th at 12.00.

Iben Bondegaard Andersen

Contact e-mail:


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BrainsBusiness is a large private/public partnership within the field of ICT, which works to support and develop the Danish cluster for digital technologies. We bring together a wide range of strong private and public partners and facilitate networking and collaboration across sectoral borders. The key forces behind BrainsBusiness are:

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