Led concept ideation, user play testing and prototype iterations with the Digital Technology Team from LEGO.com.

Final Web Experience launched 2023 on LEGO.com/uk. Later expanded to LEGO.com/us.

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Developed rebranding strategies for LEGO® Friends' 10th year anniversary.

Transformed its storyline by capturing authentic childhood friendships and challenges. Explored adversities and celebrated imperfections.

Conceptualised Main Street Apartment Set and worked along side model designer David Tauzia.
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User Experience Design within LEGO Brand Retail Stores for marketing initiatives.

Explored Storefront design, themes, and in-store play experiences.

Hand-crafted a mock-up store physical experience from scratch at Billund Headquarters. 300+ global marketeers came to experience in person over span of 3 days.

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Led co-creation workshops to facilitate exploration for paper bag packaging, replacing plastic bags.  

Developed pre-read videos for the Building Instructions Team (BIX), along with workshop templates and surveys to collect insights on improving children's unboxing and building experience.
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