UX Director

LEGO Digital Play; Greater London; On-site; GBP 90,000 - 120,000; Full time

Job summary

LEGO Digital Play seeks a UX Director to own the user experience for a new LEGO digital product. You will shape the UX vision, build a team, and align with design, product, tech, and art leads to maintain high quality as the product grows.

The role emphasizes clarity, accessibility, and an ability to translate audience needs into intuitive design for mobile and PC across audiences, including younger users and families.

Qualifications

• Extensive experience as UX Director across multiple platforms.
• End-to-end live service UX ownership through releases.
• Expertise in PC and mobile UX, accessibility, IA, and heuristics.
• Experience designing for family/audience-centric products.
• Experience with brand guidelines at a consumer brand.

Responsibilities

• Own the UX vision for a cross‑platform product and diverse audience.
• Set and uphold UX quality standards focused on clarity and accessibility.
• Infuse trust and safety into UX by design.
• Define pipelines, design systems, and ensure scalable UX quality.
• Build and lead a high-performing UX team and cultivate craft.
• Collaborate with design/art to align UX with broader vision.
• Iterate through usability testing and user feedback.
• Present UX direction and progress clearly to stakeholders.

Skills

UX leadership

Cross-Platform UX

Usability testing

Design systems

Team management

Communication

Tools

Figma

Job description

LEGO Digital Play will bring the LEGO brand into digital entertainment in new, innovative, and wholly-owned ways. Our mission is to ensure the LEGO Brand remains as powerfully a part of children’s lives in the coming decades as it has ever been. We aim to reach every kid on the planet, their parents, and adult fans of LEGO—and provide them with 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.

Role Summary

We're looking for a UX Director to own the user experience for a new LEGO digital product, shaping that experience from the ground up: setting the UX vision, and building a team to deliver it.

Together with design, product, tech and art leads, you'll align your direction with the wider creative and technical vision and establish the workflows and standards that keep quality high as the product grows.

This is a role where a philosophy of clarity and accessibility matters as much as visual craft. The right person brings deep experience in mobile UX, an informed perspective, and the ability to translate audience needs into intuitive design.

Key Responsibilities

• Owns the UX vision for a cross-platform product, designing for a broad and diverse audience.
• Sets the UX quality standard and upholds it rigorously, prioritising clarity and accessibility.
• Embeds trust and safety into the experience by design.
• Establishes the pipelines, processes, design systems, and standards that keep UX quality consistent as the product scales.
• Builds and leads the UX team, placing the right people in the right roles, empowering them to grow and own their work, and creating a culture of craft, trust, and accountability.
• Works closely with design and art leads to align UX direction with the wider creative and technical vision.
• Champions a flexible approach to UX, iterating continuously and validating decisions through usability testing and user feedback.
• Presents UX direction and progress to stakeholders with clarity and confidence.

Required Qualifications

• Substantial experience at UX Director level, with a track record of high-profile launched products across multiple platforms.
• Proven ability to define and own a user experience for a live service product end-to-end, across multiple releases.
• Expertise in UX for interactive products on PC and mobile, including interaction design, visual and UI craft, accessibility, information architecture, and usability heuristics.
• Experience designing for a range of audiences, including younger or family audiences, with fluency in trust, safety, and age-appropriate design.
• Experience adhering to design and brand guidelines at a large consumer brand or entertainment company.
• Demonstrated success building and leading UX teams: hiring, developing talent, and setting the bar for craft.
• Experience partnering with research functions to inform design decisions with user insight.
• Deep understanding of design pipelines, production workflows, and how to build them from scratch.
• Strong diplomatic and communication skills, with an ability to align stakeholders with varied priorities.
• Experience integrating UX into agile, iterative development processes.

Preferred Qualifications

• Experience working with licensed IP or external brand partners.
• Experience with UX / UI for UGC platforms.
• Proficiency with UX / UI design tools (e.g. Figma).
• Experience with data-informed design using analytics and behavioural insights.