Lego, a brand once strictly limited to analogue play, has greatly expanded its reach in recent years. Even before the Lego Movie delighted audiences worldwide, the Lego style of imaginative build-it-yourself fun had made its mark in console gaming. But integrating actual Lego play with the digital environment is another matter, one solved by Lego Mindstorms EV3. With them, a child can use a mobile device as a canvas to imagine what to build. The app translates that vision into a design which, when built, can be piloted via the mobile device as a remote-control robot. FIVE MOBILE USER EXPERIENCE MISTAKES BRANDS MAKE 1. Brands often mistake mobile to be another digital channel when in reality it is fundamentally different. 2. Brands are not geared for the speed of change associated with mobile – not just the technology but how users interact with it. 3. Brands do not take full advantage of the analytics and insights that mobile can provide to build