Sr. Digital Product Designer

📍 Job Overview

Job Title: Sr. Digital Product Designer

Company: the LEGO Group

Location: Copenhagen, Denmark

Job Type: FULL_TIME

Category: Product Design / User Experience (UX) Operations

Date Posted: 2026-05-01

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

Remote Status: Hybrid

🚀 Role Summary

• Partner with Product Managers and Engineering Leads within agile "crews" to define and develop digital solutions, focusing on both the "what" and "why" of product development.

• Apply a service design approach to map complex systems, identify dependencies, and optimize human touchpoints within enterprise-scale problem spaces.

• Experiment with and integrate AI tools into the design process for research synthesis, ideation, and prototyping, sharing learnings across the design practice.

• Navigate intricate stakeholder landscapes with diplomacy and conviction, ensuring design integrity while adapting to project needs.

• Contribute to the broader design practice by participating in critiques, developing shared patterns, mentoring peers, and elevating design standards.

📝 Enhancement Note: This role is positioned within OMP (Operations, Manufacturing, and Planning) at LEGO, indicating a focus on internal enterprise-level digital solutions rather than direct consumer-facing products. The emphasis on "Product Trio" and "crews" highlights an agile, cross-functional team structure. The role requires a blend of strategic service design thinking and hands-on digital product craft.

📈 Primary Responsibilities

• Work across the full design spectrum, from initial problem framing and user research to high-fidelity UI design and prototyping.

• Utilize service design methodologies to map end-to-end user journeys, identify system dependencies, and surface critical human touchpoints.

• Proactively explore, experiment with, and document the application of AI tools within the design workflow to enhance efficiency and innovation.

• Manage complex stakeholder relationships, effectively communicating design rationale and advocating for user-centered solutions.

• Actively contribute to the growth and maturity of the design practice through peer reviews, knowledge sharing, and participation in community initiatives.

• Analyze and synthesize complex enterprise-level challenges into actionable design strategies and product roadmaps.

• Champion design principles and best practices within agile teams, ensuring the delivery of high-quality, impactful digital products.

📝 Enhancement Note: The responsibilities emphasize a holistic approach to product design, integrating strategic thinking with execution. The explicit mention of "non-consumer facing products" in the requirements clarifies the operational focus. The expectation to "help build a credible, confident voice for design" suggests a need for strong advocacy and leadership skills within cross-functional teams.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design, Human-Computer Interaction (HCI), Computer Science, or a related field is typically expected for a Senior Digital Product Designer role.

Experience: 5-10 years of professional experience in digital product design, with a significant portion focused on non-consumer-facing or enterprise-level applications.

Required Skills:

• Proven experience in full-cycle digital product design, from discovery to delivery.

• Expertise in service design methodologies, including system mapping and journey orchestration.

• Demonstrated ability to translate complex business requirements into intuitive and effective user experiences.

• Strong understanding of agile development methodologies and experience working within agile crews/teams.

• Proficient in design and prototyping tools such as Figma, Adobe XD, Sketch, or similar.

• Excellent problem-solving skills, with a capacity for critical thinking and analytical reasoning.

• Strong communication, presentation, and storytelling skills, capable of articulating design visions to diverse audiences.

• Experience navigating and influencing complex stakeholder environments.

Preferred Skills:

• Experience designing and prototyping with AI-powered tools.

• Familiarity with AI prototyping tools or platforms.

• Experience working in a collaborative, diverse team alongside product managers, engineers, and researchers.

• A strong portfolio showcasing successful non-consumer-facing product design projects.

• Demonstrated ability to mentor junior designers and contribute to design practice growth.

• A relentless desire for innovation, balanced with a pragmatic understanding of business needs and customer expectations.

• Commitment to continuous learning and professional development in design and technology.

📝 Enhancement Note: The "nice to have" section strongly suggests a preference for candidates who are not only skilled designers but also proactive learners and collaborators. The emphasis on "non-consumer facing products" is a critical differentiator for this role, requiring a different approach to user research and design problem-solving compared to B2C products.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase end-to-end product design projects, clearly defining the problem, your role, the design process, and measurable outcomes.

• Include case studies demonstrating experience with non-consumer-facing or enterprise-level applications, highlighting the unique challenges and solutions.

• Present examples of service design work, including system maps, user journey diagrams, and touchpoint analyses.

• Highlight projects where you have experimented with or integrated new technologies, such as AI, into your design workflow.

• Demonstrate proficiency in core design tools (e.g., Figma) and prototyping techniques.

Process Documentation:

• Detail your approach to user research and discovery for complex problem spaces.

• Illustrate your methods for ideation, concept development, and user testing.

• Provide examples of how you have iterated on designs based on feedback and data.

• Showcase your workflow for collaborating with engineering and product management teams within an agile framework.

• Document your strategies for ensuring design consistency and scalability across enterprise products.

📝 Enhancement Note: A strong portfolio is paramount for this role. It should not only demonstrate design craft but also strategic thinking, process maturity, and the ability to handle complex, B2B-like operational design challenges. The emphasis on "service design" and "AI experimentation" indicates specific areas to highlight.

💵 Compensation & Benefits

Salary Range: For a Senior Digital Product Designer with 5-10 years of experience in Copenhagen, Denmark, the estimated annual salary range is DKK 550,000 - DKK 850,000 (approximately $79,000 - $122,000 USD, subject to exchange rates). This range accounts for the cost of living in Copenhagen, the seniority of the role, and industry benchmarks for design professionals within large, established companies.

Benefits:

• Family Care Leave: Enhanced paid leave options for significant life events.

• Insurances: Comprehensive life and disability insurance coverage.

• Wellbeing Programs: Resources and benefits supporting physical and mental health, community building, and creative inspiration.

• Colleague Discount: Generous discount on LEGO products from day one.

• Bonus Scheme: Eligibility for a bonus based on achieved company and individual goals.

• Hybrid Work Policy: An average of 3 days per week in the office, with specific arrangements discussed during recruitment.

Working Hours: The standard working hours are estimated at 40 hours per week, typical for a full-time role in Denmark. The hybrid work policy allows for flexibility in how these hours are structured, balancing office presence with remote work.

📝 Enhancement Note: The salary estimate is based on research of senior UX/Product Designer roles in Copenhagen, Denmark, considering factors like experience level, industry (toys/manufacturing/tech), and company size. Benefits are detailed as provided in the job description, with added context for operational professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Toys & Entertainment, with a significant focus on digital transformation and internal operational efficiency. The LEGO Group is a global leader in the toy industry, known for its innovative approach and strong brand values.

Company Size: The LEGO Group is a large, multinational corporation with thousands of employees worldwide. This scale implies established processes, significant resources, and opportunities for impact across diverse business units.

Founded: The LEGO Group was founded in 1932. Its long history reflects a stable, enduring company with a deep understanding of its brand and market, now actively engaged in digital innovation.

Team Structure:

• The role operates within a "crew," a small, agile, cross-functional team typically comprising a Product Manager, Engineering Lead, and designers (including this Senior Digital Product Designer).

• This crew is part of the OMP (Operations, Manufacturing, and Planning) digital solutions team, focusing on internal enterprise systems.

Methodology:

• Agile methodologies are central, with "crews" working in iterative cycles to deliver digital products.

• A strong emphasis is placed on service design and understanding the broader ecosystem of tools, workflows, and human interactions.

• Experimentation with new technologies, particularly AI, is encouraged to drive innovation and efficiency.

• Collaboration and cross-functional partnership are key to success.

Company Website: https://www.lego.com/

📝 Enhancement Note: The LEGO Group's culture is deeply rooted in creativity, play, and a commitment to children's rights. For an operations-focused design role, this translates to a dynamic environment where innovation is valued, but also grounded in practical application and the need to improve internal business processes. The hybrid work policy reflects a modern approach to employee experience.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior Digital Product Designer role, indicating a mid-to-senior level position. It requires a strong foundation in design principles, significant practical experience, and the ability to work independently on complex challenges, mentor others, and influence team direction. The focus on OMP suggests a specialization within enterprise operations.

Reporting Structure: The Senior Digital Product Designer reports into the OMP digital solutions team, likely within a design leadership structure. Within their "crew," they work collaboratively with Product Management and Engineering, acting as the design advocate. They also participate in a broader design practice community, potentially reporting to a Design Lead or Manager for craft and career development.

Operations Impact: The role has a direct impact on the efficiency and effectiveness of LEGO's manufacturing and supply chain operations. By designing intuitive and streamlined digital tools, this role helps improve workflows, reduce errors, and enhance productivity for internal users, ultimately contributing to the company's overall operational excellence and ability to deliver products to market.

Growth Opportunities:

• Skill Specialization: Deepen expertise in enterprise design, service design, AI in design, and specific operational domains (manufacturing, supply chain).

• Leadership Development: Progress to a Lead Designer role, managing design initiatives or mentoring junior designers within the OMP team or the broader design practice.

• Cross-Functional Mobility: Gain deep insights into manufacturing and supply chain operations, potentially leading to opportunities in product management or operational strategy roles.

• Industry Influence: Contribute to the LEGO Group's reputation for design innovation by sharing learnings and best practices within the design community.

📝 Enhancement Note: The growth path for a Senior Digital Product Designer at a company like LEGO is multi-faceted. It involves deepening craft, taking on leadership responsibilities, and gaining valuable operational domain expertise, all of which are highly transferable skills.

🌐 Work Environment

Office Type: The location is "Copenhagen Hub - Løvstræde," indicating a primary office location. The company operates a hybrid work model, requiring an average of 3 days per week in the office. This suggests a collaborative office setup designed to facilitate teamwork, brainstorming, and in-person interactions.

Office Location(s): The primary office is located in Copenhagen, Denmark. The specific details about accessibility or amenities would need to be confirmed directly with the hiring team, but Copenhagen is a well-connected European capital.

Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on "crews" and "design practice" foster a highly collaborative atmosphere. Designers will likely engage in frequent discussions, workshops, and feedback sessions.

• Operations Tools & Technology: Access to industry-standard design software (Figma, etc.) and potentially specialized internal tools for OMP. The role encourages experimentation with AI tools.

• Team Interaction: Regular interaction with Product Managers, Engineers, fellow Designers, and potentially users of the OMP systems. This provides opportunities for diverse perspectives and robust problem-solving.

Work Schedule: The role is full-time with a hybrid work arrangement. This allows for a balance between focused individual work (potentially at home) and collaborative team activities (in the office). The 3-day office requirement provides structure while offering flexibility.

📝 Enhancement Note: The hybrid work environment at LEGO is designed to balance the benefits of in-person collaboration with the flexibility of remote work. For operations-focused roles, this blend can be ideal for deep work and team alignment.

📄 Application & Portfolio Review Process

Interview Process:

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

• Hiring Manager Interview: Discussion about experience, motivations, and alignment with the role's responsibilities, focusing on operational design challenges.

• Portfolio Review & Design Challenge: A key stage where candidates present their portfolio, highlighting relevant case studies. This may be followed by a design exercise or a deep dive into a specific problem relevant to OMP. Be prepared to discuss your process, decisions, and the impact of your work.

• Team Interviews: Meetings with Product Managers, Engineers, and other Designers within the "crew" and design practice to assess collaboration skills and technical fit.

• Final Interview: Potentially with a senior leader to discuss strategic alignment and long-term potential.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 projects that best showcase your experience with enterprise/non-consumer products, service design, problem-solving, and AI experimentation.

• Tell a Story: For each project, clearly articulate the problem, your specific role and contributions, the design process followed, key decisions made, challenges overcome, and the quantifiable impact or outcomes.

• Highlight Process: Emphasize your methodology – how you approached research, ideation, iteration, and collaboration. Show your thinking, not just the final visuals.

• Demonstrate AI Use: If applicable, detail how you've experimented with or integrated AI tools into your workflow and the benefits derived.

• Be Prepared to Discuss: Anticipate questions about your design choices, how you handle ambiguity, stakeholder management, and your understanding of operational workflows.

Challenge Preparation:

• Understand OMP: Research LEGO's manufacturing and supply chain operations to grasp the context and potential challenges.

• Practice Problem Framing: Be ready to deconstruct a complex, ambiguous problem into smaller, manageable parts.

• Articulate Design Rationale: Clearly explain why you made certain design decisions, grounding them in user needs, business goals, and design principles.

• Scenario-Based Questions: Prepare for questions about how you would handle specific situations, such as conflicting stakeholder feedback or tight deadlines.

📝 Enhancement Note: The interview process for a senior role at a company like LEGO will be rigorous. The portfolio review is critical, and candidates should prepare to articulate their thought process and the impact of their design work on operational efficiency.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Expected to be the primary tool for design and prototyping, given its industry prevalence and the mention of "Figma" as a nice-to-have. Proficiency in creating design systems, interactive prototypes, and collaborating within Figma is essential.

• AI Prototyping Tools: Mentioned as a "nice to have," indicating a strong interest in candidates who are exploring or can utilize AI for design tasks, potentially for rapid prototyping, ideation, or workflow enhancement.

• Service Design Tools: While not explicitly named, tools for system mapping, journey mapping, and diagramming (e.g., Miro, Lucidchart, Whimsical) are likely utilized.

Analytics & Reporting:

CRM & Automation:

• Not directly applicable to the core design responsibilities, but an understanding of how digital products integrate with broader business systems (like ERP or supply chain management software) is advantageous.

📝 Enhancement Note: The emphasis on Figma and the encouragement to experiment with AI tools highlight the modern technology stack expected. Designers should be comfortable with collaborative design platforms and open to integrating emerging technologies.

👥 Team Culture & Values

Operations Values:

• Creativity & Playfulness: Embedded in LEGO's DNA, this translates to fostering innovative solutions and a positive work environment, even within operational contexts.

• Collaboration: Strong emphasis on teamwork within "crews" and the broader design practice. Success is achieved collectively.

• User Focus: Despite being non-consumer facing, the "users" are LEGO employees, and their experience and productivity are paramount. Design decisions must prioritize their needs.

• Efficiency & Impact: A drive to create digital solutions that genuinely improve workflows, reduce friction, and deliver measurable business value within operations.

• Continuous Learning: Encouragement to explore new methods, tools (like AI), and technologies to stay at the forefront of design and operational excellence.

Collaboration Style:

• Cross-Functional Integration: Designers work hand-in-hand with Product Managers and Engineers, sharing responsibility for product success.

• Design Critique & Feedback: A culture of constructive critique is valued to elevate the quality of design work and foster shared learning.

• Knowledge Sharing: Encouragement to share insights, patterns, and best practices across the design community within LEGO.

• Diplomacy & Conviction: The ability to advocate for design integrity while being flexible and diplomatic with stakeholders is crucial.

📝 Enhancement Note: The culture at LEGO blends its playful heritage with the rigor required for enterprise operations. Designers are expected to be both creative problem-solvers and effective collaborators who can drive tangible improvements in business processes.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Enterprise Complexity: Designing for large-scale, established operational systems requires a deep understanding of existing workflows, technical constraints, and diverse user needs.

• Balancing Innovation with Stability: Integrating new technologies like AI while ensuring the stability and reliability of critical operational systems.

• Influencing Stakeholders: Gaining buy-in and alignment from various departments and levels of management for design-led solutions.

• Measuring Impact: Quantifying the ROI of design improvements in operational efficiency and user satisfaction.

Learning & Development Opportunities:

• Deep Dive into OMP: Gain specialized knowledge in manufacturing, supply chain, and planning operations, becoming an expert in the domain.

• AI in Design Exploration: Lead or actively participate in initiatives exploring and implementing AI tools for design and operational efficiency.

• Service Design Mastery: Further develop expertise in complex system design and cross-functional process optimization.

• Leadership Track: Opportunities to mentor junior designers, lead design streams within projects, or contribute to design strategy at a higher level.

📝 Enhancement Note: The challenges are typical for senior roles in enterprise design, requiring strategic thinking and strong execution. The growth opportunities are significant, offering paths for specialization and leadership within a globally recognized brand.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to shape a digital product from a very ambiguous problem space. What was your process, and what was the outcome?" (Focus on problem framing, research, and iteration.)

• "How do you approach designing for non-consumer-facing products? What are the key differences compared to consumer products?" (Highlight user research methods for internal users, understanding workflows, and measuring productivity.)

• "Tell me about a situation where you had to navigate complex stakeholder needs or conflicting feedback. How did you manage it to ensure design integrity and project success?" (Demonstrate diplomacy, negotiation, and communication skills.)

Company & Culture Questions:

• "What interests you about designing for LEGO's Operations, Manufacturing, and Planning (OMP) team specifically?" (Connect your skills and interests to the company's operational challenges.)

• "How do you see yourself contributing to our design practice and fostering a collaborative environment?" (Emphasize your teamwork, mentoring, and knowledge-sharing approach.)

Portfolio Presentation Strategy:

• Structure Your Narrative: Start with the business problem or user need, clearly state your role, walk through your design process (research, ideation, prototyping, testing, iteration), explain your key decisions, and conclude with the outcomes and impact.

• Quantify Impact: Whenever possible, use data and metrics to demonstrate the success of your designs (e.g., improved efficiency, reduced errors, increased task completion rates).

• Show, Don't Just Tell: Use visuals, wireframes, prototypes, and diagrams to illustrate your process and solutions.

• Be Ready for Deep Dives: Anticipate detailed questions about specific design choices, trade-offs, and alternative approaches you considered.

• Tailor to Operations: Frame your case studies with an understanding of operational workflows and business objectives.

📝 Enhancement Note: Interview preparation should focus on articulating your process, demonstrating strategic thinking, and showcasing how you can solve complex operational design challenges within a collaborative, agile environment.

📌 Application Steps

To apply for this Sr. Digital Product Designer position:

• Submit your application through the LEGO careers portal.

• Portfolio Customization: Curate your portfolio to prominently feature 2-3 projects that best demonstrate your experience with enterprise/non-consumer products, service design, and complex problem-solving. Highlight any experience with AI in design.

• Resume Optimization: Ensure your resume clearly outlines your years of experience, specific skills (Figma, service design, AI tools), and achievements relevant to operational efficiency and user experience for internal users. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process and decision-making for your portfolio case studies. Prepare answers for behavioral questions focusing on collaboration, problem-solving, and stakeholder management.

• Company Research: Familiarize yourself with the LEGO Group's mission, values, and their commitment to digital transformation, particularly within their operational areas. Understand the significance of OMP.

⚠️ 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.