LEGO®
SMART Play™

Interactive Experience Design

/ DESCRIPTION
Play x Strategy x Systems
I worked within the LEGO® SMART Play™ system for the past three years, contributing to the design and development of interactive, digital-physical play experiences explored across multiple franchises. My role focused on shaping experiences that balanced creative play, technical feasibility, and long-term product strategy within a complex, evolving system in play.
/ SCOPE
Experience strategy
Digital prototyping
Prototyping framework
Concept design
/ INDUSTRY
Toy Manufacture
/ LOCATION
Denmark
LEGO® Star Wars™ x SMART Play™
For the LEGO® Star Wars™ lineup, I was involved in concept design and experience prototyping, helping explore how the SMART Play system could support a cohesive and scalable product line. Beyond individual experiences, my work extended into product strategy, where I planned and facilitated cross-disciplinary workshops with stakeholders from Star Wars, building instructions, model design, and graphic design teams to align on vision, priorities, and portfolio direction.
I was responsible for defining how physical tags embedded within the set could enable playful, responsive interactions between the environment and an interactive minifigure. I ideated and prototyped a range of fun, narrative-driven tags that could be integrated into accessories, considering both what the tag represented in the story and how the system might react when it was triggered. In parallel, I mapped how the interactive minifigures could respond to different tags through sound, light, or behaviour — creating moments of surprise, feedback, and progression. The goal was to design a flexible interaction system where play could be enriched and extended.
Among many interactions I conceptualized and prototyped, one of them is the interactive cantina smoothie blender using blue milk as a narrative hook. By exploring color sensors to scan fruits, I designed light and sound responses that made the blending process playful and expressive, and mapped how the interactive minifigure would react when drinking the smoothie. The result was a simple but flexible interaction loop connecting physical input, system feedback, and character behaviour.
I was also tasked with defining what interactive moments should live inside the Millennium Falcon™, considering how the space could support meaningful, story-driven play rather than isolated interactions. I explored and prototyped interaction concepts that aligned with the narrative, physical constraints of the set, and the capabilities of the SMART Play™ system, mapping how the interactive minifigure and environment could respond through the brick's sensors and light and sound output.