EXPERIENCE
END-TO-END UX RESEARCH
COMPANY
THE LEGO GROUP
Continuous UX research for the LEGO Play App
About:
As part of the product team working on the LEGO Play app, I led ongoing user research to better understand how children interact with the experience and what keeps them engaged. Through iterative studies embedded in the product development cycle, I investigated how users explore and play while using the app. The research aimed to uncover behavioral insights to inform design decisions and improve session time, retention, and overall play engagement.
Over time, the work also led to the development of a framework (the Digital Play-Potential Scale) for evaluating the quality of digital play experiences within the product.
My role:
I led this research initiative end-to-end as the primary researcher embedded in the product team, where I:
Identified knowledge gaps and defined research objectives in collaboration with product and design stakeholders
Designed and planned research studies focused on improving engagement and retention in the LEGO Play app
Recruited and facilitated observational play sessions with international participants, both virtually and in-person
Led qualitative behavioral analysis of user interactions during play sessions. Early studies followed standard UX research practices (e.g., holistic observation, open-ended interviews, and thematic analysis), while later studies applied a digital play evaluation framework I developed with The LEGO Group to assess learning, development, and engagement in digital play
Synthesized findings into actionable insights and opportunities for the product team
Presented research findings to designers and product managers to inform feature development
During some research sessions, other designers joined as assistants to help observe and document participant behavior.
How I worked:
I approached research as a way to uncover reliable insights about how people actually behave with a product. Research opportunities typically emerged from a combination of product discussions, observed issues in product data, and unanswered questions from previous studies. I framed research questions and study plans myself, often translating product team questions into structured research objectives and hypotheses.
Research was closely integrated with the product team. Designers and product managers were involved in shaping research directions, and I encouraged them to observe sessions or participate in analysis when possible. My goal was to ensure research continuously supported the questions designers and product teams were actively working with.
Because the LEGO Play app centers around play and creative exploration, I prioritized observational research methods that allowed children to interact with the experience naturally. Sessions were intentionally open-ended, giving children the freedom to follow their curiosity rather than completing rigid tasks. This approach revealed more authentic play behaviors and often surfaced unexpected opportunities for product improvement.
When conducting sessions with children, I focused on creating a comfortable and playful environment. I met participants at eye level, used informal icebreakers, and avoided leading questions that could influence their responses. Instead of asking children to explain their experience directly, I relied heavily on observing behavior and asking neutral questions such as “What did that do?” to understand how they interpreted the product.
After sessions, I synthesized insights through qualitative thematic analysis, behavioral pattern mapping, and comparative analysis of user paths within the app. These insights were translated into actionable outputs such as How Might We questions, usability improvements, and play opportunities that helped the team design more engaging and inspiring experiences.
At its core, my research philosophy was simple: play should remain spontaneous. The role of research was not to direct play, but to observe it closely and design products that support imagination rather than constrain it.
Testimonial:
Marie Louise’s work has played a crucial role in shaping the play experience for millions of children worldwide. She approaches her work with deep methodological insight, great attention to detail, and a strong sense of responsibility.
Joachim Blicher
Sr. Product Designer at the LEGO Group
