Lead UX Designer - Publishing Platform

At LEGO Digital Play, we’re bringing the LEGO® System-in-Play to the digital builders of tomorrow. We’re building the LEGO brand’s digital home: a place where builders of every age can create, share and discover, held to the standard of craft the LEGO brand is known for.
Our mission is to ensure the LEGO brand remains as powerful a part of people’s lives in the coming decades as it has ever been. We aim to reach players all around the world, and give them meaningful, magical and playful new experiences.
We are at the earliest phases of this new company, offering a unique opportunity to build a new entity for the world’s most beloved and trusted brand. Our culture is open, collaborative, intellectually rigorous, and creatively vibrant.

We are looking for a Lead UX Designer to define the player-facing experience of our publishing platform, with a strong focus on mobile. This is a hands-on, craft-first leadership role at the intersection of games and platform design, bringing research, interaction design and design systems together for an audience of kids, parents and adult fans.

This is a newly created role based in London, reporting to our Head of Product. You will own UX for the platform, set the design standards other teams build on, and build and lead the design team as LEGO Digital Play grows.

• Define the UX vision and strategy for player-facing platform features, grounded in research and aligned with product and engineering leadership.

• Build and lead the design team, hiring, mentoring and growing designers while staying hands-on in the craft.

• Own the design of player-facing features on mobile, from flows and wireframes to high-fidelity prototypes and implementation-ready UI specs, adapting gracefully across screen sizes, aspect ratios and orientations.

• Partner on player research, combining qualitative studies with analytics, funnel data and A/B testing to identify friction, set design direction the whole team can act on, and measure the impact of shipped work.

• Set the design quality bar through design principles, review practices and a component design system that internal teams adopt as a shared tool and that stays coherent as it scales.

• Research and design for a general audience of kids, parents and adult fans, with experiences that are age-appropriate, safe by default and playful for everyone.

• Champion accessibility and inclusive design across the platform, meeting or exceeding mobile accessibility standards.

• Partner closely with product managers, internal teams and platform engineers to balance player needs, team needs and technical realities.

• Substantial UX experience with a strong research foundation in mobile games, gaming platforms or comparable high-scale consumer mobile products.

• A track record of owning the player-facing experience of shipped, high-scale mobile products end to end, from research and vision through delivery and measured outcomes, shown in a portfolio or case studies where research clearly drove the design and quality is evident at the detail level.

• Experience leading and mentoring designers, with the ability to hire and grow a team.

• Proven ability to turn quantitative and qualitative data, such as funnels, A/B tests and player feedback, into insights that change what gets built and why.

• Experience researching and designing for a general audience from kids through adults, including age-appropriate research methods and an understanding of how age shapes comprehension, interaction and trust.

• Strong fluency in mobile design, including touch ergonomics, gesture patterns, iOS and Android platform conventions, performance-aware design and responsive layout across device classes.

• Understanding of how UI is implemented in game engines. You do not need to be an engineer, but you know why a design that is trivial in native mobile might be expensive in a game engine, and you design accordingly.

• Demonstrated experience designing and governing a mobile design system used by multiple teams, including component architecture and contribution models.

• Solid design and prototyping skills in modern tooling, including Figma, plus fluency in AI-assisted design and prototyping workflows such as prompt-to-prototype or code-based prototyping tools. Our stack is still being defined, and you will help define it.

• Excellent communication skills, with the ability to share research findings and explain design decisions to internal teams, engineers and leadership.

• Comfort working in an early-stage environment where research practices and design standards are still being defined.

• Experience designing for children in regulated digital environments.

• Experience designing UI under demanding technical constraints.

• Familiarity with engagement and monetisation patterns in live digital products, and how to apply them responsibly for young audiences.