UX Director

📍 Job Overview

Job Title: UX Director

Company: LEGO Digital Play

Location: London, England, United Kingdom

Job Type: FULL_TIME

Category: Product Design & User Experience

Date Posted: 2026-09-25

Experience Level: 10+ Years

Remote Status: On-site

🚀 Role Summary

• Lead the end-to-end user experience (UX) vision and strategy for a new, cross-platform digital product within the LEGO ecosystem.

• Establish and maintain high UX quality standards, with a strong emphasis on clarity, accessibility, and trust/safety by design.

• Build, mentor, and lead a high-performing UX team, fostering a culture of craft, accountability, and continuous improvement.

• Develop and implement robust design pipelines, processes, design systems, and workflows to ensure consistent UX quality as the product scales.

• Collaborate closely with product, design, art, and tech leads to align UX direction with the overall creative and technical vision.

📝 Enhancement Note: This role is positioned as a Director level, indicating significant strategic responsibility and team leadership. The focus on a "new LEGO digital product" suggests an opportunity to shape foundational elements of the user experience from inception. The emphasis on "clarity and accessibility" alongside "craft" points to a user-centric approach that balances aesthetic quality with usability for a broad audience, including younger users.

📈 Primary Responsibilities

• Define and own the comprehensive UX vision and strategy for a new cross-platform digital product, catering to a diverse global audience.

• Set rigorous UX quality standards, prioritizing clarity, accessibility, and the integration of trust and safety principles directly into the design process.

• Architect and implement scalable design pipelines, production workflows, and design systems to ensure consistent and high-quality UX delivery across product iterations and growth phases.

• Build, manage, and develop a talented UX team, including hiring, talent development, and fostering an environment of craft, trust, and accountability.

• Collaborate intimately with design, product management, art direction, and engineering leads to ensure cohesive alignment between UX direction and the broader creative and technical strategies.

• Champion an agile and iterative approach to UX development, leveraging continuous feedback loops, usability testing, and user research to validate and refine design decisions.

• Effectively communicate UX direction, progress, and insights to a wide range of stakeholders, including senior leadership, with clarity and confidence.

• Ensure adherence to LEGO's established design and brand guidelines while innovating for new digital experiences.

📝 Enhancement Note: The responsibilities highlight a blend of strategic leadership (UX vision, team building) and tactical execution (pipelines, workflows, agile integration). The emphasis on "trust and safety by design" and "designing for younger or family audiences" is critical and suggests a need for specialized knowledge in child safety and age-appropriate design principles, which is paramount for a brand like LEGO.

🎓 Skills & Qualifications

Education: While no specific degree is listed, a Bachelor's or Master's degree in Human-Computer Interaction (HCI), Design, Computer Science, or a related field is typically expected for director-level roles in UX.

Experience: Substantial experience at a UX Director level (10+ years) with a proven history of successfully launching high-profile, complex products across multiple platforms (mobile, PC).

Required Skills:

• UX Strategy & Vision: Proven ability to define and own the end-to-end user experience for live service products across multiple releases.

• Cross-Platform Design Expertise: Deep expertise in UX for interactive products on PC and mobile, encompassing interaction design, visual/UI craft, information architecture, and usability heuristics.

• Audience-Centric Design: Experience designing for diverse audiences, including younger and family demographics, with fluency in trust, safety, and age-appropriate design considerations.

• Team Leadership & Development: Demonstrated success in building and leading UX teams, including hiring, developing talent, setting craft standards, and fostering accountability.

• Process & Workflow Design: Strong understanding of design pipelines, production workflows, and the ability to build these systems from the ground up.

• Agile Integration: Experience integrating UX practices within agile, iterative development methodologies.

• Stakeholder Management: Excellent diplomatic and communication skills, with a proven ability to align stakeholders with varied priorities.

• Brand Adherence: Experience adhering to strict design and brand guidelines, particularly within a large consumer brand or entertainment company context.

• User Research Collaboration: Experience partnering effectively with research functions to inform design decisions with user insights.

Preferred Skills:

• Experience working with licensed intellectual property (IP) or external brand partners.

• Experience with User-Generated Content (UGC) platforms and their associated UX challenges.

• Proficiency with industry-standard UX/UI design tools, such as Figma.

• Experience leveraging data analytics and behavioral insights to drive data-informed design decisions.

📝 Enhancement Note: The required qualifications emphasize a broad and deep skill set, typical for a Director role. The preference for Figma aligns with modern design team workflows. The inclusion of "licensed IP" and "UGC platforms" suggests the product might involve collaborations or user-generated content, requiring adaptability.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Launch Track Record: Showcase a portfolio demonstrating successful launches of high-profile, complex digital products across multiple platforms (mobile, PC). Focus on products with significant user bases or market impact.

• End-to-End Ownership: Present case studies that clearly illustrate your end-to-end ownership of a product's user experience, from initial concept and strategy through to iterative development and live service management.

• Process & Workflow Documentation: Include examples of how you've defined, implemented, or optimized design pipelines, production workflows, and design systems. Detail the impact of these systems on quality and efficiency.

• Team Leadership Impact: While not a direct portfolio piece, be prepared to discuss how your leadership has shaped team processes, fostered collaboration, and driven quality improvements within your previous UX teams.

Process Documentation:

• Workflow Design & Optimization: Detail your approach to designing and optimizing workflows for UX teams, including how you integrate with agile development cycles and ensure scalability.

• Design System Implementation: Showcase experience in developing or contributing to design systems, explaining their structure, governance, and impact on consistency and efficiency.

• Quality Assurance & Accessibility: Provide examples of how you've embedded quality assurance, accessibility standards, and trust/safety considerations into design processes and documentation.

• Stakeholder Alignment Mechanisms: Document strategies and examples of how you've facilitated alignment and communication with diverse stakeholders regarding UX direction and decisions.

📝 Enhancement Note: For a Director-level role, the portfolio is less about individual UI screens and more about strategic impact, process definition, and leadership. Candidates should be prepared to articulate the "how" and "why" behind their process choices and demonstrate their ability to scale design operations.

💵 Compensation & Benefits

Salary Range: For a UX Director in London with 10+ years of experience, particularly for a high-profile company like LEGO Digital Play, the estimated annual salary range would be £110,000 - £150,000 GBP. This range is based on industry benchmarks for senior leadership roles in the tech and gaming sectors in London, considering the significant responsibility and required expertise.

Benefits:

• Comprehensive health insurance package (medical, dental, vision) tailored for senior employees.

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

• Pension scheme contributions, aligning with UK statutory requirements and potentially enhanced for leadership.

• Opportunities for professional development, including conferences, training, and leadership programs relevant to UX and digital product management.

• Employee discount on LEGO products and potentially other company benefits.

• Potential for performance-based bonuses or equity, reflecting the Director-level position and the startup nature of LEGO Digital Play.

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

Working Hours: Standard full-time working hours are typically around 40 hours per week. However, Director roles often require flexibility to meet project deadlines and strategic demands. The role is on-site, suggesting a structured work week with potential for occasional extended hours during critical project phases.

📝 Enhancement Note: The salary range is an estimate based on London market rates for similar senior UX leadership roles in the tech/entertainment industry. Actual compensation will depend on the candidate's specific experience, qualifications, and negotiation. Benefits are standard for senior roles in the UK tech sector but can vary.

🎯 Team & Company Context

🏢 Company Culture

Industry: Digital Entertainment, Toy Manufacturing, Technology. LEGO Digital Play is a new venture within the established LEGO Group, aiming to pioneer the brand's presence in digital entertainment. This unique positioning offers the stability and brand recognition of a global leader combined with the agility and innovation focus of a new digital entity.

Company Size: LEGO Digital Play is a nascent company, likely operating with a startup mentality within the larger LEGO Group. This suggests a lean, agile, and highly collaborative environment where individual contributions have a significant impact. The broader LEGO Group is a multinational corporation with tens of thousands of employees.

Founded: The LEGO Group was founded in 1932. LEGO Digital Play is a more recent initiative, established to drive the brand's digital entertainment strategy, likely within the last few years. This means the culture is being actively shaped by its founding members.

Team Structure:

• The UX Director will lead a dedicated UX team, likely comprising UX designers, UI designers, and potentially UX researchers.

• This team will operate as a core component of the product development group, working closely with Product Management, Art Direction, and Engineering.

• The reporting structure will likely place the UX Director under a Head of Product, VP of Product, or Chief Product Officer, with direct interaction with executive leadership on strategic matters.

• Cross-functional collaboration is paramount, with daily interaction expected across disciplines to ensure cohesive product development. Methodology:

• Data-Driven Design: Emphasis on using analytics, user research, and behavioral insights to inform design decisions and iterate on the product.

• Agile & Iterative Development: The team will operate within agile frameworks, focusing on rapid prototyping, continuous delivery, and iterative improvements based on user feedback.

• Design System Thinking: A commitment to building and maintaining robust design systems to ensure consistency, scalability, and efficiency across the product.

• Craft & Quality Focus: A strong dedication to high-quality design execution, balancing user needs with the brand's aesthetic and playful identity.

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

📝 Enhancement Note: The dual nature of being a "new company" within a "global brand" is a key cultural dynamic. Candidates should expect a blend of startup energy and corporate structure. The emphasis on "meaningful, magical, and playful new experiences" for children and families will heavily influence the design philosophy and team values.

📈 Career & Growth Analysis

Operations Career Level: This is a senior leadership role (Director level) within the User Experience discipline. It signifies a strategic position responsible for setting the direction, building teams, and ensuring the quality of user experiences for a significant new digital product. The scope includes both strategic oversight and the development of operational processes within the UX function.

Reporting Structure: The UX Director will report to a senior product leader (e.g., Head of Product, VP of Product) and will have direct reports within the UX team. They will work collaboratively with peers in Product Management, Engineering, and Art.

Operations Impact: The UX Director's work will directly influence the success and adoption of LEGO's new digital entertainment ventures. By ensuring an intuitive, engaging, and safe user experience, they will play a critical role in driving user acquisition, retention, and overall brand perception in the digital space, ultimately contributing to revenue generation and brand loyalty.

Growth Opportunities:

• Strategic Leadership Expansion: Opportunity to grow into a VP or Chief Product Officer role as LEGO Digital Play scales, potentially overseeing broader product portfolios.

• Cross-Functional Skill Development: Deepen expertise in product strategy, business development, and team management through high-stakes project involvement.

• Brand Innovation Leadership: Become a key figure in shaping the future of the LEGO brand in digital entertainment, with opportunities to influence new product lines and strategic initiatives.

• Mentorship & Team Building: Develop leadership skills by mentoring emerging talent and building a world-class UX organization from the ground up.

📝 Enhancement Note: The growth potential is significant, tied to the success of LEGO Digital Play. This role offers a chance to build something impactful from the ground up within a highly respected global brand, providing a unique career trajectory.

🌐 Work Environment

Office Type: The role is listed as "On-site" with a specific London address, suggesting a physical office environment. This office will likely be modern, designed to foster collaboration, and equipped with the necessary tools for creative and technical work.

Office Location(s): 10 York Road, London, SE1 7. This is a central London location, offering good accessibility via public transport and proximity to various amenities.

Workspace Context:

• Collaborative Spaces: Expect an environment that encourages open communication, brainstorming, and cross-functional team interactions.

• Tools & Technology: Access to industry-standard design and collaboration tools (e.g., Figma, project management software, communication platforms) will be provided.

• Team Interaction: Frequent opportunities for direct engagement with design, product, engineering, and art teams, fostering a cohesive development process.

• Brand Immersion: Working within a company dedicated to play and creativity will likely translate into a vibrant and inspiring physical workspace.

Work Schedule: A standard 40-hour work week is typical, but the Director role may necessitate flexibility to accommodate project timelines, international team coordination (if applicable), and strategic meetings. The on-site nature emphasizes consistent team presence and collaboration.

📝 Enhancement Note: The emphasis on an on-site role in London suggests a preference for in-person collaboration, essential for building a new team and product from scratch. The specific address places it in a key business district.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will likely conduct an initial call to assess basic qualifications, experience, and cultural fit.

• Portfolio Presentation & Deep Dive: You will be asked to present your portfolio, focusing on 2-3 key projects that demonstrate your strategic thinking, leadership, and impact on product success. Be prepared to discuss your role, the challenges, your process, and the outcomes in detail.

• Stakeholder Interviews: Interviews with key stakeholders, including peers from Product, Engineering, and Art, as well as senior leadership. These will assess your collaboration style, strategic alignment, and ability to influence.

• Team Interviews: Potentially an opportunity to meet with members of the UX team you would be leading, to assess leadership style and team dynamics.

• Final Round: Likely with a senior executive to discuss overall vision, company alignment, and final offer details.

Portfolio Review Tips:

• Strategic Focus: Emphasize strategic vision, team leadership, and process development over pure visual design execution.

• Impact & Outcomes: Quantify your achievements with data whenever possible (e.g., increased user engagement, improved conversion rates, reduced support tickets, successful product launches).

• Process & Problem-Solving: Clearly articulate the problem you were solving, your thought process, the methodologies you employed (including user research, iteration), and why you made certain design decisions.

• LEGO Alignment: Tailor your presentation to highlight experience with family/youth audiences, accessibility, and brand consistency, showcasing an understanding of the LEGO brand ethos.

• Conciseness: Be prepared to present your most impactful work efficiently, respecting the time of the interviewers.

Challenge Preparation:

• UX Strategy Exercise: You might be given a hypothetical challenge related to a new LEGO digital product and asked to outline your strategic approach, key considerations, and initial steps.

• Process Design Scenario: Be ready to discuss how you would build a UX team and its processes from the ground up in a new organization.

• Stakeholder Alignment Discussion: Prepare to discuss how you would navigate conflicting priorities or differing opinions among stakeholders.

📝 Enhancement Note: The portfolio review for a Director role is heavily weighted towards strategic thinking, leadership, and process. Candidates should prepare to discuss their experience building and scaling UX functions and demonstrating tangible business impact.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Explicitly mentioned as a preferred qualification, indicating it's a primary tool for UI/UX design, prototyping, and collaboration.

• Prototyping Tools: Proficiency with various prototyping tools beyond Figma (e.g., InVision, Adobe XD) might be beneficial for demonstrating versatility.

• Design System Tools: Experience with tools or platforms for managing and distributing design systems (e.g., Zeroheight, Storybook).

Analytics & Reporting:

• Analytics Platforms: Familiarity with web and mobile analytics tools (e.g., Google Analytics, Amplitude, Mixpanel) for understanding user behavior and informing design decisions.

• User Feedback Tools: Experience with platforms for collecting and analyzing user feedback (e.g., survey tools, in-app feedback mechanisms).

CRM & Automation: While less directly tied to UX Director responsibilities, an understanding of how CRM data and marketing automation might influence user journeys or product features could be advantageous.

📝 Enhancement Note: The explicit mention of Figma highlights its importance. For a Director, the focus will be on how these tools are leveraged to enable team efficiency, maintain quality, and inform strategy, rather than just individual proficiency.

👥 Team Culture & Values

Operations Values:

• Playfulness & Creativity: As part of LEGO, a core value will be embracing creativity, innovation, and a playful approach to problem-solving.

• User Centricity: A deep commitment to understanding and serving the needs of a diverse audience, particularly children and families, ensuring experiences are magical and meaningful.

• Clarity & Accessibility: A dedication to making products intuitive, easy to understand, and accessible to everyone, regardless of age or ability.

• Trust & Safety: Paramount importance placed on ensuring a safe and trustworthy digital environment for all users, especially younger ones.

• Craftsmanship & Quality: A high standard for design execution, attention to detail, and overall product polish.

• Collaboration & Accountability: Fostering a team environment where open communication, shared responsibility, and commitment to goals are valued.

Collaboration Style:

• Cross-Functional Integration: Expect a highly collaborative environment where UX is deeply integrated with Product, Engineering, and Art from the outset.

• Iterative Feedback Loops: A culture that embraces constructive feedback and continuous iteration as part of the design and development process.

• Data-Informed Decision Making: Collaboration will be supported by data and user insights, encouraging evidence-based discussions.

• Open Communication: An open and transparent communication style is encouraged to ensure alignment and resolve issues quickly.

📝 Enhancement Note: The values reflect the unique DNA of the LEGO brand, emphasizing play, safety, and quality, applied to a digital context. Candidates should demonstrate alignment with these principles.

⚡ Challenges & Growth Opportunities

Challenges:

• Defining a New Product: Establishing the UX vision and foundation for a completely new digital product requires significant foresight, strategic planning, and the ability to navigate ambiguity.

• Balancing Brand Heritage with Innovation: Translating the beloved LEGO brand into a novel digital experience while meeting modern user expectations and technological capabilities.

• Ensuring Trust & Safety at Scale: Implementing robust safety measures for a broad audience, especially children, within a dynamic digital environment.

• Building a Team from Scratch: Recruiting, onboarding, and developing a high-performing UX team in a competitive market like London.

• Stakeholder Alignment: Managing diverse priorities and expectations from various internal stakeholders within a large organization.

Learning & Development Opportunities:

• Pioneering Digital Play: Opportunity to be at the forefront of a new strategic direction for the LEGO brand in digital entertainment.

• Leadership Development: Significant opportunities to hone leadership skills by building and scaling a critical function.

• Industry Exposure: Working with cutting-edge digital technologies and potentially exploring areas like AR/VR or AI within the LEGO ecosystem.

• Cross-Disciplinary Learning: Gaining deep insights into product strategy, game design principles, and brand management from experienced leaders.

📝 Enhancement Note: The challenges are significant but come with commensurate growth opportunities, particularly for those looking to make a substantial impact on a globally recognized brand's digital future.

💡 Interview Preparation

Strategy Questions:

• "How would you define the UX vision for a new LEGO digital entertainment product, considering the brand's heritage and target audience?" (Prepare to discuss your framework for vision setting, audience segmentation, and brand translation.)

• "Describe your process for building a UX team and establishing design workflows from scratch in a new company." (Focus on hiring criteria, team structure, process implementation, and fostering a strong team culture.)

• "How would you balance the need for innovation in digital entertainment with the core LEGO brand values of play, safety, and quality?" (Discuss strategies for integrating brand DNA into new digital experiences while pushing creative boundaries.)

• "Walk us through how you would ensure trust and safety are embedded into the design of a digital product targeting children and families." (Detail specific design patterns, moderation strategies, and compliance considerations.) Company & Culture Questions:

• "What excites you about LEGO Digital Play and the opportunity to contribute to the LEGO brand's digital future?" (Show genuine enthusiasm and research the company's mission.)

• "How do you foster a culture of high craft and accountability within a design team?" (Discuss your leadership philosophy, performance management, and feedback mechanisms.)

• "Describe a time you had to align stakeholders with conflicting priorities regarding a product's user experience." (Prepare a STAR method example focusing on negotiation, communication, and achieving consensus.) Portfolio Presentation Strategy:

• Narrative Arc: Structure your case studies with a clear beginning (problem/opportunity), middle (your strategy, process, and solutions), and end (outcomes, learnings).

• Visual Clarity: Use high-quality visuals, but ensure they support your narrative, not replace it. Annotations are key.

• Focus on Leadership & Strategy: For each project, highlight your strategic contributions, leadership decisions, and how you influenced the product's direction.

• Quantify Impact: Present metrics and data to demonstrate the tangible results of your work. If quantitative data is unavailable, qualitative feedback is the next best option.

• Address LEGO Context: Weave in how your experience is relevant to LEGO's audience, brand, and the specific challenges of digital entertainment.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, leadership capabilities, and a deep understanding of user-centered design principles, particularly as they apply to a family-oriented, globally recognized brand.

📌 Application Steps

To apply for this UX Director position:

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

• Portfolio Customization: Curate your portfolio to prominently feature projects demonstrating end-to-end UX ownership, team leadership, cross-platform experience, and success with family/youth audiences. Highlight your process for building and scaling design operations.

• Resume Optimization: Ensure your resume clearly articulates your director-level experience, leadership achievements, and strategic contributions. Use keywords from the job description, such as "UX Vision," "Team Leadership," "Cross-platform," "Accessibility," and "Agile."

• Prepare for Case Studies: Practice articulating your approach to hypothetical UX challenges relevant to digital entertainment and brand building. Be ready to discuss how you would establish processes and lead a team.

• Company Research: Thoroughly research LEGO Digital Play's mission, the LEGO brand's values, and recent developments in digital entertainment. Understand how your skills and experience align with their strategic goals.

⚠️ 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.