Lead Service Designer

1034 LEGO Company Limited; København; Hybrid; DKK 1,100,000 - 1,600,000; Full time

Benefits offered by this job

Hybrid work policy (3 days in office)

Colleague discount

Life and disability insurance

Wellbeing resources

Career development support

Job summary

The LEGO Group is seeking a Service Design Lead within the Shopper Product organisation. You will design scalable retail experiences that connect physical and digital touchpoints and align with product strategy.

You’ll lead end‑to‑end service design across complex programs, evolving methods to fit LEGO’s scale and shopper needs. You’ll collaborate with product leadership to prioritise opportunities, shape strategy and support evidence‑led decisions.

Qualifications

• Must master the full-service design process and integrate it with product strategy.
• Over 10 years in in‑house design or top‑tier design consultancy.
• Strong hands‑on user research to uncover opportunities and inform design decisions.
• Proven ability to map and reimagine complex omnichannel journeys across physical and digital.

Responsibilities

• Lead end‑to‑end service design across cross‑functional programmes.
• Collaborate with product leadership to shape strategy and prioritise initiatives.
• Create service blueprints that articulate actors, systems, touchpoints and processes.
• Coach teams and stakeholders to align around a shared direction.

Skills

Full-service design

10+ years experience

User research

Omni‑channel journeys

Stakeholder management

Prototyping & lean experiments

Visual storytelling

English proficiency

Job description

About the role

At the LEGO Group, we believe every shopper interaction is an opportunity to create something extraordinary. As our Service Design Lead, you’ll design meaningful, scalable retail experiences that create real business value, always keeping the shopper at the heart of every decision. Working within User Research and Service Design in the Shopper Product organisation, you'll take a strategic perspective, helping define not only what we build today, but how our services should evolve to meet the needs of tomorrow's shoppers. You’ll work hand-in-hand with product leadership to help shape product strategy, identify the most critical problems to solve and support smart, evidence‑led prioritisation decisions. You’ll lead end‑to‑end service design across complex, cross‑functional programmes, connecting physical and digital touchpoints and bringing clarity to the actors, systems and processes behind the shopper experience. This is a role for a true master of the craft: someone who doesn’t simply apply established service design methods but evolves and adapts them to meet the scale and complexity of one of the world’s most loved brands.

Required Qualifications

• Deep expertise across the full-service design process, from discovery through to delivery, with the judgement to select, adapt and evolve methods according to the challenge, and a proven ability to integrate service design with broader product, commercial and business strategy.
• 10+ years of professional experience, including several years leading work within an in‑house design or innovation function or a top‑tier design consulting firm.
• Strong hands‑on user research experience, including designing and delivering strategic research using a range of methodologies to uncover opportunities and inform design decisions.
• Proven experience mapping, visualising and reimagining complex omnichannel journeys across physical and digital environments, and expertise in creating service blueprints that clearly articulate the actors, systems, touchpoints and processes behind an experience.
• Strong relationship‑building skills and the ability to establish trust with senior stakeholders, navigate ambiguity and bring people together around a shared direction.
• A strong commercial mindset, with experience partnering with business stakeholders to ensure customer needs, business objectives and strategic priorities are considered together.
• Experience designing and facilitating inclusive workshops that inspire participation, build commitment and enable diverse stakeholders to co‑create around a common goal.
• Strong expertise in prototyping and experimentation, including low‑fidelity prototyping and lean experimentation, to test and refine solutions and enable teams to learn quickly.
• Exceptional visual storytelling and communication skills, with proven experience making complex ecosystems, services and opportunities tangible, creating clear narratives and lasting reference points that build stakeholder alignment, organisational buy‑in and confident decision‑making.
• Clear and compelling communication skills, with professional proficiency in English.

Preferred Qualifications

• Experience evaluating the commercial viability and strategic value of new opportunities and service concepts, including business case development, opportunity sizing, benefits estimation and the use of quantitative data to inform prioritisation and investment decisions.
• Experience exploring how emerging AI capabilities could enhance shopper services, improve personalisation and create more intelligent and adaptive retail experiences at scale.
• Awareness of emerging developments in retail, technology and consumer behaviour, and the ability to consider their long‑term implications for shoppers and the business.

What you’ll build

Future‑state retail services and experiences that seamlessly connect physical and digital touchpoints, creating meaningful shopper experiences while delivering value for the business. Strategic opportunities, service concepts and future visions that shape product direction, inform investment decisions and fuel the digital product development process. A stronger User Research and Service Design practice, growing capability through coaching, mentoring and collaboration while helping the team continually strengthen its craft, influence and impact. If you've worked in a role where you've turned research into strategy, brought clarity to complex challenges and designed services that span multiple channels, you'll feel at home here. What matters most is deep service design experience, strong research expertise and the ability to make complexity understandable, actionable and inspiring.

Life on the team

You’ll join a team that loves asking questions, exploring possibilities and learning from real shopper needs. As part of User Research and Service Design, you'll work alongside talented researchers and service designers who are passionate about understanding people, uncovering opportunities and shaping the future of shopper experiences. As part of the wider Shopper Product organisation, you'll collaborate closely with product managers, product designers and engineers to tackle some of the LEGO Group's most interesting and complex shopper challenges. Together, you'll help shape the future of how people discover, purchase and engage with LEGO products across physical and digital channels, bringing different perspectives and expertise together to solve meaningful problems at scale. We believe the best outcomes come from combining curiosity with action, balancing long‑term thinking with practical delivery, and bringing people together around a shared understanding of the challenges and opportunities ahead.

What success looks like

Success in this role means helping the organisation make confident decisions about where to invest, which opportunities to pursue and how shopper experiences, services and digital products should evolve over time. You'll bring together research, systems thinking and service design to create clarity in complex situations, helping teams align around opportunities and confidently move from opportunity to execution. The experiences and services you help shape will create value for shoppers while supporting the organisation's long‑term ambitions.

What’s in it for you?

• Family Care Leave - We offer enhanced paid leave options for those important times.
• Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.
• Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.
• Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.
• Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.
• Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

Children are our role models

Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.

Equal employment opportunity and pay

The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.

Commitment to Children’s Rights and Child Wellbeing

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe.

Child Safeguarding Background Screening

Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Global commitment to Children’s Rights

Thank you for sharing our global commitment to Children’s Rights.

Founder story

Our founder Ole Kirk Kristiansen made his first wooden toy in 1932. He persevered against the odds until his business was a success. Constantly innovating, never compromising. Building, rebuilding, and striving for the best. It is this resilience and permanent sense of renewal that drives us forward. We are never still. We will always be creating, inventing, and having fun. Build your career brick by brick and play your part in continuing our mission to “inspire and develop the builders of tomorrow”.