Senior UX Designer - Publishing Platform

📍 Job Overview

Job Title: Senior UX Designer - Publishing Platform

Company: LEGO Digital Play

Location: London, United Kingdom

Job Type: Full-Time

Category: UX Design / Product Design

Date Posted: 2026-08-17

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: Hybrid

🚀 Role Summary

• Lead the player-facing experience design for a new mobile-first Publishing Platform, a critical component of LEGO Digital Play's digital entertainment strategy.

• Drive user research initiatives, translating player insights into actionable design directions and user flows for a diverse audience including kids, parents, and adult fans.

• Develop and own mobile UX for platform features, encompassing wireframes, prototypes, and UI specifications, with a strong emphasis on age-appropriateness, safety, and playful engagement.

• Utilize data analytics, funnel data, and A/B testing alongside qualitative research to identify user friction, propose and measure design improvements for the platform.

📝 Enhancement Note: This role is positioned as a Senior UX Designer within a new venture, LEGO Digital Play, suggesting a significant opportunity to influence foundational design decisions. The "mobile-first" and "publishing platform" aspects indicate a focus on user acquisition, engagement, and content delivery within a broader digital ecosystem, requiring a deep understanding of consumer mobile products and potentially game-related user journeys. The requirement to design for a general audience spanning kids to adults necessitates a nuanced approach to accessibility, safety, and age-appropriate design.

📈 Primary Responsibilities

• Partner with product management and cross-functional teams to plan and execute player research studies, synthesizing findings into clear design recommendations and strategic direction.

• Own the end-to-end UX design process for player-facing platform features on mobile devices, from conceptualization through to detailed UI specifications, ensuring research informs every stage.

• Design mobile-first experiences that are adaptable and performant across various screen sizes, aspect ratios, notches, foldables, and orientations, adhering to platform conventions.

• Develop and champion a component-based design system for internal teams to consume, ensuring consistency, scalability, and ease of use for players of all ages.

• Champion accessibility and inclusive design principles across the platform, aiming to meet and exceed established mobile accessibility standards (e.g., WCAG).

• Leverage analytics, funnel data, and A/B testing results to identify usability issues, propose data-driven design improvements, and measure the impact of implemented solutions.

• Collaborate closely with product managers, internal teams, and platform engineers to balance player needs, business objectives, and technical constraints.

• Ensure designs are age-appropriate, safe by default, and delightful for the diverse audience of kids, parents, and adult fans.

📝 Enhancement Note: The emphasis on "owning the UX" and "partnering in player research" highlights a leadership component to this role, beyond just execution. The responsibility to build a "component design system" indicates a need for strategic thinking about design scalability and reusability. The explicit mention of designing for "kids, parents, and adult fans" and "age-appropriate, safe by default" underscores the critical importance of child safety and ethical design practices within the LEGO ecosystem.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Human-Computer Interaction (HCI), Design, Psychology, or a related field is typically expected for senior UX roles.

Experience: A minimum of 5-10 years of progressive UX design experience, with at least 2 years specifically in mobile games, gaming platforms, or comparable high-scale consumer mobile products.

Required Skills:

• Extensive UX design experience with a strong research emphasis, demonstrated through a portfolio of shipped player-facing mobile work.

• Proven ability to translate quantitative and qualitative data (funnels, A/B tests, player feedback) into actionable design insights and product improvements.

• Expertise in mobile-first design principles, including touch ergonomics, gesture patterns, iOS and Android platform conventions, and performance-aware design.

• Strong fluency in modern design and prototyping tools, with specific requirement for Figma, and experience with AI-assisted design workflows.

• Experience researching and designing for a general audience spanning children to adults, with an understanding of age-shaping comprehension and interaction.

• Solid understanding of UI implementation within game engines (e.g., Unity, Unreal Engine), enabling design decisions that consider technical feasibility and cost.

• Excellent communication and collaboration skills, with the ability to articulate design decisions and research findings to diverse stakeholders including leadership.

• Comfort and adaptability in early-stage environments where research practices and design standards are actively being defined. Preferred Skills:

• Experience designing for children in regulated digital environments.

• Experience building and managing a mobile design system for platform-level consumption by multiple teams.

• Experience designing embedded UI components (overlays, webviews, native modules) that integrate within other applications.

• Familiarity with common engagement and monetization patterns in live digital products.

• Experience with localization strategies and designing for global audiences.

• Working knowledge of mobile accessibility guidelines (WCAG, platform-specific standards).

• A genuine passion for games and a strong opinion on excellent platform UX.

📝 Enhancement Note: The requirement for Figma and AI-assisted design tools indicates a forward-looking approach to design tooling. The understanding of game engine UI implementation is a crucial differentiator, suggesting the need for designers who can bridge the gap between UX best practices and technical realities in game development. The emphasis on a "portfolio or case studies demonstrating shipped, player-facing mobile work" is paramount for demonstrating practical application of skills.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase at least two comprehensive case studies detailing shipped, player-facing mobile work, clearly demonstrating how user research directly influenced design decisions and led to measurable outcomes.

• For each case study, clearly articulate the problem statement, research methodology, design process, key design decisions, and the impact of the final solution using relevant metrics.

• Demonstrate proficiency in mobile-first design, responsive layouts, and adaptive design principles across various devices and screen sizes.

• Highlight experience with designing for diverse user groups, specifically addressing age-appropriateness, safety, and inclusivity. Process Documentation:

• Evidence of experience in planning and conducting user research studies, including participant recruitment, study design, data synthesis, and the generation of actionable insights.

• Examples of wireframing, prototyping (using tools like Figma), and creating detailed UI specifications for mobile applications.

• Demonstrations of how data analytics, funnel analysis, and A/B testing were used to identify friction points and iteratively improve user experiences.

• Documentation or examples of contributions to design systems, including component design, pattern libraries, and style guides.

📝 Enhancement Note: The portfolio requirements are heavily weighted towards demonstrating research-driven design and measurable impact. Specific case studies are crucial, and they must explicitly link research findings to design outcomes and quantifiable results. The ability to document and articulate the design process, especially in the context of iterative improvement and data utilization, will be key.

💵 Compensation & Benefits

Salary Range: For a Senior UX Designer with 5-10 years of experience in London, UK, the estimated annual salary range is £70,000 - £100,000. This estimate is based on industry benchmarks for senior design roles in London, considering the specific requirements of mobile-first design, gaming platforms, and a high-profile company like LEGO. Factors such as specific skills, previous company impact, and negotiation will influence the final offer.

Benefits:

• Competitive salary and potential for performance-based bonuses.

• Comprehensive health and wellness programs, including medical, dental, and vision insurance.

• Generous paid time off, including vacation, sick leave, and public holidays.

• Pension scheme contributions.

• Opportunities for professional development, including training, conferences, and access to learning resources.

• Employee discounts on LEGO products.

• Potential for stock options or equity in the new venture.

• Relocation assistance may be available for candidates moving to London.

Working Hours: The standard working hours are approximately 40 hours per week, with flexibility expected to meet project deadlines. The role is hybrid, requiring presence in the London office for collaborative work and meetings.

📝 Enhancement Note: Salary estimation for London is based on data from reputable job boards and salary aggregators (e.g., Glassdoor, LinkedIn Salary, Payscale) for similar roles, adjusted for the specific seniority and industry (gaming/tech). Benefits are typical for senior roles in established tech companies, with a special mention of LEGO product discounts and potential equity in a new venture.

🎯 Team & Company Context

🏢 Company Culture

Industry: Digital Entertainment, Gaming Platforms, Technology, Toy Manufacturing (as part of LEGO Group). LEGO Digital Play operates at the cutting edge of digital play, blending the established LEGO brand with innovative technology.

Company Size: Part of the broader LEGO ecosystem, but LEGO Digital Play itself is a newly formed venture, likely starting with a focused team and scaling up. This implies a dynamic, startup-like environment within a large, established corporation.

Founded: LEGO Digital Play is a new initiative, indicating a culture focused on innovation, rapid development, and building from the ground up. The broader LEGO Group was founded in 1932, providing a strong foundation of brand trust and quality.

Team Structure:

• The UX Designer will be part of the Central Technology team, which forms the engineering heart of LEGO Digital Play.

• This team builds foundational platforms, tools, and capabilities.

• The role is an individual contributor reporting to the Senior Director, Product.

• Collaboration is expected with Product Managers, internal teams, and platform engineers. Methodology:

• A blend of agile development methodologies, emphasizing rapid iteration and continuous feedback.

• Data-driven decision-making, integrating quantitative analytics with qualitative user research.

• Focus on building scalable, reusable components and platforms.

• A culture that values intellectual rigor, creativity, and collaboration.

Company Website: https://careers.legodigitalplay.com

📝 Enhancement Note: The company culture is described as "open, collaborative, intellectually rigorous, and creatively vibrant." Being a new venture within LEGO means balancing the established brand's values with the agility and innovation required in the digital space. The Central Technology team's role suggests a focus on robust, scalable solutions that empower other product teams.

📈 Career & Growth Analysis

Operations Career Level: This role is a Senior Individual Contributor position. It offers the opportunity to establish and shape core UX practices for a new product platform. The seniority implies a level of autonomy and the ability to mentor junior designers as the team grows.

Reporting Structure: Reporting to the Senior Director, Product, the UX Designer will work closely with Product Management and Engineering teams. This structure facilitates direct impact on product strategy and execution.

Operations Impact: The Senior UX Designer will have a direct and significant impact on the player experience of the Publishing Platform. Their work will influence user acquisition, engagement, retention, and overall player satisfaction, contributing directly to the success of LEGO Digital Play's digital entertainment ambitions.

Growth Opportunities:

• Specialization: Deepen expertise in mobile-first design, gaming UX, design systems, or child-focused design within a regulated environment.

• Leadership: Transition into a Lead UX Designer or UX Manager role as the team and company scale, potentially managing a team of designers.

• Strategic Influence: Play a key role in defining the long-term UX vision and strategy for LEGO Digital Play's platform.

• Cross-Functional Expertise: Develop a strong understanding of game development pipelines, AI applications in play, and platform engineering through close collaboration.

📝 Enhancement Note: The "newly created role" and "early phases of this new company" suggest a high degree of influence and the potential for significant career growth as the venture matures. The opportunity to "shape something from the ground up" is a key differentiator for ambitious operations professionals.

🌐 Work Environment

Office Type: The role is based in London, indicating a professional office environment. As a hybrid role, it will involve a mix of in-office collaboration and remote work.

Office Location(s): 10 York Road, London, SE1 7. This location is in a central part of London, likely offering good transport links and a vibrant working atmosphere.

Workspace Context:

• Collaborative Environment: The culture is described as collaborative, suggesting an open-plan office or dedicated team spaces designed to foster interaction and knowledge sharing.

• Tools & Technology: Access to modern design tools (Figma required), AI-assisted design tools, and potentially robust hardware necessary for design and prototyping. The company is still defining its stack, offering an opportunity for input.

• Team Interaction: Frequent interaction with Product Managers, engineers, researchers, and potentially other designers and stakeholders within LEGO Digital Play.

Work Schedule: A standard 40-hour work week is typical, with flexibility often provided to accommodate project needs and personal work styles, especially within a hybrid model.

📝 Enhancement Note: The hybrid nature of the role implies a need for strong self-management and communication skills, with designated office days likely focused on collaborative activities like workshops, brainstorming sessions, and team syncs.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: HR or recruiter call to assess basic qualifications, cultural fit, and interest.

• Portfolio Review & Design Challenge: A deep dive into your portfolio with a focus on research-driven decision-making and measurable outcomes. This may include a take-home design challenge or an in-person/virtual design exercise simulating a real-world problem.

• Technical/Team Interviews: Interviews with the hiring manager (Senior Director, Product), potential team members (Product Managers, Engineers), and possibly other senior designers to assess technical skills, problem-solving abilities, and collaboration style.

• Final Interview: Often with senior leadership to discuss strategic fit, long-term vision, and overall alignment with the company's mission.

Portfolio Review Tips:

• Prioritize Case Studies: Focus on 2-3 strong case studies that best showcase your ability to drive design decisions through research and achieve measurable results.

• Tell a Story: For each case study, clearly articulate the problem, your role, the process (emphasizing research and iteration), your key contributions, and the final impact (quantified where possible).

• Highlight Research Integration: Explicitly show how research informed your design decisions at each stage.

• Showcase Mobile-First Thinking: Demonstrate adaptability across devices and an understanding of mobile UX patterns.

• Address Age-Appropriate Design: If applicable, include examples of how you've designed for different age groups, especially children, highlighting safety and ethical considerations.

• Figma Proficiency: Be prepared to discuss your workflow in Figma and how you leverage its features.

Challenge Preparation:

• Understand the Context: Research LEGO Digital Play, its mission, and the Publishing Platform. Consider the target audience (kids, parents, adult fans) and the unique challenges of designing for them.

• Practice Design Thinking: Be ready to walk through your problem-solving process, from understanding the brief to ideation, prototyping, and validation.

• Articulate Trade-offs: Be prepared to discuss the decisions you made, the trade-offs involved, and why you chose a particular solution over others.

• Focus on Collaboration: Think about how you would collaborate with product managers and engineers to bring your designs to life.

📝 Enhancement Note: The emphasis on research and measurable outcomes in the portfolio review and interview process is critical. Candidates should be prepared to defend their design decisions with data and research findings, not just aesthetic preferences. The "early-stage environment" means adaptability and the ability to help define processes will be highly valued.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Explicitly required for design and prototyping. Proficiency in its advanced features, component libraries, and collaborative workflows is essential.

• Prototyping Tools: Beyond Figma, familiarity with other prototyping tools that support advanced interactions or AI integration may be beneficial.

• AI-Assisted Design Tools: Experience with prompt-to-prototype or code-based prototyping tools is encouraged, indicating a forward-thinking approach to design workflows.

Analytics & Reporting:

• Analytics Platforms: Experience with tools like Google Analytics, Mixpanel, Amplitude, or similar for tracking user behavior, funnels, and engagement metrics.

• A/B Testing Tools: Familiarity with platforms for conducting and analyzing A/B tests to validate design hypotheses.

CRM & Automation: While not directly a CRM role, understanding how user data is managed and how platform features might integrate with broader user profiles or engagement systems is valuable.

Game Engine UI Implementation:

• Unity/Unreal Engine: Understanding of how UI is implemented in these engines is crucial. Designers do not need to be engineers but must understand the implications of their designs on development effort and performance.

📝 Enhancement Note: The explicit mention of Figma and AI-assisted design tools signals the company's investment in modern design technology. The requirement to understand game engine UI implementation is a key technical nuance for this role, bridging the gap between pure UX and game development realities.

👥 Team Culture & Values

Operations Values:

• Playfulness & Creativity: Inheriting the LEGO spirit, fostering an environment where creative ideas and playful solutions are encouraged.

• Player-Centricity: A deep commitment to understanding and serving the needs of players, especially children, ensuring safe, age-appropriate, and delightful experiences.

• Data-Driven Innovation: Utilizing data and research to inform decisions and drive innovation, balancing intuition with evidence.

• Collaboration & Openness: Encouraging open communication, feedback, and cross-functional teamwork to achieve shared goals.

• Quality & Craftsmanship: Upholding the LEGO standard for quality in all aspects of product development, from user experience to technical implementation.

Collaboration Style:

• Cross-Functional Integration: Active collaboration with Product Management, Engineering, and potentially other UX/design disciplines to ensure cohesive product development.

• Research-Informed Dialogue: Design discussions are expected to be grounded in player research findings and data analytics, fostering constructive debate.

• Iterative Development: A culture that embraces iteration, learning from feedback, and continuously refining designs based on user input and performance metrics.

• Shared Ownership: Encouraging a sense of shared responsibility for the product's success across all involved teams.

📝 Enhancement Note: The values are a blend of LEGO's brand ethos (playfulness, quality) and the demands of a digital product venture (data-driven, player-centric, innovative). The collaboration style emphasizes a structured, evidence-based approach to product development.

⚡ Challenges & Growth Opportunities

Challenges:

• Designing for a Diverse Audience: Balancing the needs and expectations of very different user groups (children, parents, adult fans) within a single platform.

• Age-Appropriate and Safe Design: Ensuring all player-facing elements meet stringent safety and age-appropriateness standards, especially in a regulated digital environment.

• Defining New Processes: Operating in an early-stage environment means establishing best practices for research, design, and collaboration from the ground up.

• Technical Constraints: Designing experiences that are feasible and performant within game engine environments, which can differ significantly from native mobile development.

• Balancing Platform vs. Game UX: Differentiating between the UX needs of a general publishing platform and the specific UX requirements of individual games or experiences built upon it.

Learning & Development Opportunities:

• Deep Dive into Gaming UX: Gain specialized experience in the nuances of user experience design within the gaming industry.

• Design System Development: Contribute to the creation and evolution of a scalable design system used across multiple product teams.

• AI in Design: Explore and implement AI-assisted design tools and workflows.

• Child Safety & Digital Ethics: Develop expertise in designing for children in compliance with digital safety regulations.

• Strategic Product Influence: Contribute to the foundational strategy of a new digital entertainment venture for a globally recognized brand.

📝 Enhancement Note: The challenges highlight the unique complexities of this role, particularly around audience diversity and safety. The growth opportunities are substantial, offering a chance to shape a new product and gain specialized experience in a high-demand field.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you used user research to significantly change the direction of a product. What was the insight, and what was the outcome?" (Focus on research methodology and measurable impact.)

• "How would you approach designing a core platform feature (e.g., profile management, content discovery) for an audience that includes 8-year-olds and 40-year-olds?" (Highlight age-appropriate design, safety, and inclusive UX principles.)

• "Walk us through a complex mobile UX challenge you solved. What were the constraints, your process, and the trade-offs you made?" (Emphasize problem-solving, design thinking, and decision-making.) Company & Culture Questions:

• "What excites you about LEGO Digital Play and our mission?" (Show genuine interest and alignment with the brand and venture.)

• "How do you foster collaboration with product managers and engineers, especially when there are differing opinions on design?" (Demonstrate strong communication and teamwork skills.)

• "How do you ensure your designs are accessible and inclusive for all users?" (Discuss your approach to accessibility standards and inclusive design practices.) Portfolio Presentation Strategy:

• Structure: For each case study, clearly define the problem, your role, the research conducted, design iterations, final solution, and quantifiable results.

• Narrative: Tell a compelling story about the user problem and how your design solution addressed it effectively.

• Visuals: Use high-quality visuals (wireframes, mockups, prototypes) to illustrate your design process and final output.

• Data Emphasis: Quantify impact wherever possible using metrics, A/B test results, or user feedback summaries.

• Figma Demonstration: Be prepared to quickly navigate through your Figma files or prototypes to show your workflow and design system thinking.

📝 Enhancement Note: Interview questions will heavily lean on demonstrating practical application of research, data-driven design, and collaboration skills, especially in the context of mobile-first and age-diverse audiences. The portfolio presentation is a critical component, requiring a clear, concise, and results-oriented narrative.

📌 Application Steps

To apply for this Senior UX Designer position:

• Submit your application through the provided link on the LEGO Digital Play careers page.

• Portfolio Customization: Tailor your portfolio to highlight 2-3 case studies that best demonstrate your experience with mobile-first design, user research, and measurable outcomes, especially if you have experience with gaming platforms or designing for diverse age groups.

• Resume Optimization: Ensure your resume clearly outlines your years of UX experience, specific mobile design accomplishments, proficiency in Figma, and any experience with game engines or designing for children. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process, research methodologies, and problem-solving approach using the STAR method (Situation, Task, Action, Result). Be ready to discuss your portfolio in detail and potentially complete a design challenge.

• Company Research: Thoroughly research LEGO Digital Play, its mission, the broader LEGO brand values, and any available information about the Publishing Platform. Understand their commitment to play, safety, and innovation.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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