BrickLink is the LEGO Group’s newly acquired treasure trove of new, rare, or used genuine LEGO® products. brick enthusiasts, was due for a serious glow-up. The infrastructure was built on old code, and any changes that have been made since the acquisition of BrickLink had been layered onto existing code. Consequently, users—both seasoned LEGO pros and casual builders—struggled in different ways with clunky navigation, stubborn search results, and a frustrating checkout process. This structured remote usability study, conducted over 8 weeks, put the site under the microscope and into the hands of real users to uncover friction points and hidden gems. Using a combination of thematic analysis and content analysis, we unearthed key opportunities to refine search functionality, supercharge filters, and streamline cart management. With insights in hand and recommendations mapped out, we paved the way for BrickLink to build a more intuitive, frustration-free experience that keeps AFOLs (Adult Fans of LEGO) and newcomers alike happily clicking "Add to Cart" instead of "Close Tab."