LEGO®
Super Mario™

UX Design meets Physical Play

/ DESCRIPTION
I led the UX/UI design for the LEGO® MarioKart™ wave with project lead Marcus Dithmer, creating a digital experience that seamlessly complements the new interactive physical play. From designing the Racing section and tutorials to revamping the community tab and multi-language app store content, I focused on uniting storytelling and play for the August 2025 launch.
/ SCOPE
UX/UI lead
Digital Play Integration
Content Strategy

Visual Design
/ INDUSTRY
Toy Manufacture
/ LOCATION
Denmark
iPhone Frame
I worked on the development of the LEGO® Super Mario™ app, contributing to the design of digital experiences that support and extend physical play. My role focused on shaping intuitive interactions across digital and physical building instructions, training experiences, and animations, ensuring kids could easily understand how to get started while discovering deeper layers of play. Working closely with programmers, building instructions, play engineering, and content teams, I helped translate complex play logic into clear, engaging digital touchpoints that reinforced learning, progression, and longevity across the digital-physical ecosystem.

The app has received 58,000+ ratings of 4.7 on Apple's App Store.
App Experience

PAST PROJECTS

LEGO® Brick Party
Web Interactive Play

LEGO® Friends
10 Year Rebranding

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.

Web experience retired in fall 2025, when "Brick like This" board game was released in store.

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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LEGO® Super Mario
Store Journey + Exhibit

Paper Bags
User Flow Workshops

Lead and hand-crafted a mock-up physical experience from scratch, with various themed play tables and complete themed room at Billund Headquarters. 300+ global marketeers came to experience over span of 3 days.

This influenced and led to further User Experience Design work within LEGO Brand Retail Stores for marketing initiatives.

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

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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‍Read more online.