Director of Service Design & User Research

Help shape the future of LEGO® retail experiences. We’re seeking a strategic design leader to guide a small, high-impact team of user researchers and service designers, partnering closely with senior leaders to design meaningful, scalable services that delight shoppers and drive business value. Reporting to the Head of Shopper Product within LEGO Retail, you’ll coach and inspire the team to do their best work while shaping innovative retail services that seamlessly connect physical and digital experiences. You’ll bring deep expertise in user research and service design, with a proven ability to embed experience-led thinking in digitally mature, retail-focused organisations.

We’re pleased to share that we offer a hybrid working week arrangement called Best of Both, requiring 3 days in the office location and 2 days from home. Relocation and visa support to Copenhagen (only) is offered for this position. The closing date for all applications will be Thursday 5th February 2026.

• Set the vision for user research and service design, championing experience-led, user-centred ways of working and embedding them into retail, digital and product planning at a strategic level.
• Set direction and provide leadership for end-to-end retail service design, ensuring the team leads effective pre-discovery and proposition development to define customer journeys across physical and digital touchpoints, and that systems, teams and capabilities are aligned to deliver them.
• Design and shape end-to-end retail services, leading pre-discovery and proposition development to define customer journeys across physical and digital touchpoints, and aligning systems, teams and capabilities to deliver them.
• Partner and influence senior collaborators, translating user and service insights into clear narratives that inform strategy, investment decisions, retail plans and campaign execution.
• Lead, coach and grow a high-performing team of user researchers and service designers, setting clear standards and ways of working while building long-term capability, maturity and shared understanding across the organisation.
• Lead change through empathy, credibility and collaboration, building strong relationships, managing complexity, and successfully guiding teams and leaders through new ways of working and organisational transformation.

• Collaborative and empathetic people leader, trusted to guide teams through complexity and change.
• Senior leadership in service design, with a strong record of building high-performing teams and embedding user-centred practices at scale.
• Deep hands-on background in user research and service design, enabling strong judgement, coaching and pragmatic application in retail contexts.
• End-to-end service and systems thinking, spanning physical and digital experiences and connecting insight to business outcomes.
• Director-level influence and change leadership, shaping strategy and driving transformation through credibility and evidence.
• Innovative, insight-led approach, confident challenging assumptions and unlocking new opportunities through data and creativity.
• Fluent in English, both written and spoken.

• 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. 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.

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

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Thank you for sharing our global commitment to Children’s Rights. Just imagine building your dream career. Then make it real. Join the LEGO® team today.