emagineer
An AI-powered LEGO® startup
After 4 years in the development doldrums, I lead the emagineer team from discovery to paying customers in 6 months with a $2 million raise along the way. From branding to animations and release strategy; every facet of design was required.
YEAR
2025
ROLE
LEAD PRODUCT DESIGNER & PRODUCT MANAGER
SKILLS
FULL STACK DESIGN, STARTUP, PRODUCT MANAGEMENT
emagineer
An AI-powered LEGO® startup
After 4 years in the development doldrums, I lead the emagineer team from discovery to paying customers in 6 months with a $2 million raise along the way. From branding to animations and release strategy; every facet of design was required.
YEAR
2025
ROLE
LEAD PRODUCT DESIGNER & PRODUCT MANAGER
SKILLS
FULL STACK DESIGN, STARTUP, PRODUCT MANAGEMENT
“thoughtbot was the missing link. It's third time lucky with us and our choice of development partner finally matches our energy, vision and execution strategy. Big props to the team for all of their belief and hard work 👊”
Keira Czarnota
Co-Founder & Head of Product @ emagineer
Introduction
Starting Point
Long term vision
emagineer aims to blend the real world, the metaverse and LEGO® into one creative eutopia.
The idea is to be able to take a photo of anything in the real world, including yourself.
Upload it to emagineer to get LEGO® build instructions, mostly based on the pieces you already own and identifying any ones you don’t.
Then, when you complete the build, unlock it as a digital reward in the emagineer metaverse.
Long term vision
emagineer aims to blend the real world, the metaverse and LEGO® into one creative eutopia.
The idea is to be able to take a photo of anything in the real world, including yourself.
Upload it to emagineer to get LEGO® build instructions, mostly based on the pieces you already own and identifying any ones you don’t.
Then, when you complete the build, unlock it as a digital reward in the emagineer metaverse.
Long term vision
emagineer aims to blend the real world, the metaverse and LEGO® into one creative eutopia.
The idea is to take a photo of anything in the real world, including yourself. Upload it to emagineer to get LEGO® build instructions. When you complete the build, unlock it as a digital reward in the emagineer metaverse.
Long term vision
emagineer aims to blend the real world, the metaverse and LEGO® into one creative eutopia.
The idea is to be able to take a photo of anything in the real world, including yourself.
Upload it to emagineer to get LEGO® build instructions, mostly based on the pieces you already own and identifying any ones you don’t.
Then, when you complete the build, unlock it as a digital reward in the emagineer metaverse.
3 weeks
Phase 1
Prioritisation & Feasibility
We began by stripping the big vision down to core elements and features.
As PM I organised technical feasibility spikes and ran prioritisation exercises with the entire team. Our aim was to align on what we could and wanted to build (first).
Prioritisation & Feasibility
We began by stripping the big vision down to core elements and features.
As PM I organised technical feasibility spikes and ran prioritisation exercises with the entire team. Our aim was to align on what we could and wanted to build (first).
Prioritisation & Feasibility
We began by stripping the big vision down to core elements and features.
As PM I organised technical feasibility spikes and ran prioritisation exercises with the entire team. Our aim was to align on what we could and wanted to build (first).
Prioritisation & Feasibility
We began by stripping the big vision down to core elements and features.
As PM I organised technical feasibility spikes and ran prioritisation exercises with the entire team. Our aim was to align on what we could and wanted to build (first).
7 weeks
Phase 2
Low Fidelity Prototype
Our architecture diagrams were turned into low fidelity prototypes. We placed particular care on prototyping specifics in the app that would validate or invalidate our assumption bucket list.
Low Fidelity Prototype
Our architecture diagrams were turned into low fidelity prototypes. We placed particular care on prototyping specifics in the app that would validate or invalidate our assumption bucket list.
Low Fidelity Prototype
Our architecture diagrams were turned into low fidelity prototypes. We placed particular care on prototyping specifics in the app that would validate or invalidate our assumption bucket list.
Low Fidelity Prototype
Our architecture diagrams were turned into low fidelity prototypes. We placed particular care on prototyping specifics in the app that would validate or invalidate our assumption bucket list.
High Fidelity
When we were happy with the architecture and flow of the app, we moved on to more high fidelity prototypes and more testing.
High Fidelity
When we were happy with the architecture and flow of the app, we moved on to more high fidelity prototypes and more testing.
High Fidelity
When we were happy with the architecture and flow of the app, we moved on to more high fidelity prototypes and more testing.
High Fidelity
When we were happy with the architecture and flow of the app, we moved on to more high fidelity prototypes and more testing.
Further User Testing
We spent the final three weeks of this phase working on the brand and conducting further testing to iron out final assumptions.
Further User Testing
We spent the final three weeks of this phase working on the brand and conducting further testing to iron out final assumptions.
Further User Testing
We spent the final three weeks of this phase working on the brand and conducting further testing to iron out final assumptions.
Further User Testing
We spent the final three weeks of this phase working on the brand and conducting further testing to iron out final assumptions.
Major milestone
raises $2 million in funding!
Major milestone
raises $2 million in funding!
Major milestone
raises $2 million in funding!
Major milestone
raises $2 million in funding!
7 weeks
Phase 3
Getting MVP Ready
With a solid base behind us we began working towards the details that would make the application MVP ready.
This was a more Product Management heavy time for me as we encountered many technical challenges the team had to overcome.
Getting MVP Ready
With a solid base behind us we began working towards the details that would make the application MVP ready.
This was a more Product Management heavy time for me as we encountered many technical challenges the team had to overcome.
Getting MVP Ready
With a solid base behind us we began working towards the details that would make the application MVP ready. This was a more Product Management heavy time for me as we encountered many technical challenges the team had to overcome.
Getting MVP Ready
With a solid base behind us we began working towards the details that would make the application MVP ready.
This was a more Product Management heavy time for me as we encountered many technical challenges the team had to overcome.
We endeavoured to make emagineer feel like it was part of the LEGO® world, where things come apart and are put back together. Everything from loading animations (on the left) to interactions like customising a Brickhead (on the right) were designed with care and thought.
We endeavoured to make emagineer feel like it was part of the LEGO® world, where things come apart and are put back together. Everything from interactions like customising a Brickhead (on top) to loading animations (on the bottom) were designed with care and thought.
We endeavoured to make emagineer feel like it was part of the LEGO® world, where things come apart and are put back together. Everything from interactions like customising a Brickhead (on top) to loading animations (on the bottom) were designed with care and thought.
Adding fun micro-interactions
I also spent time focusing on micro interactions to make the app fun. I sourced, created and added sound effects, gaming features and loading animations.
These all had to feel like LEGO® and bring fun to the app.
The 3D carousel style character selection was particularly fun to work on.
Adding fun micro-interactions
I also spent time focusing on micro interactions to make the app fun. I sourced, created and added sound effects, gaming features and loading animations.
These all had to feel like LEGO® and bring fun to the app.
The 3D carousel style character selection was particularly fun to work on.
Adding fun micro-interactions
I also spent time focusing on micro interactions to make the app fun. I sourced, created and added sound effects, gaming features and loading animations.
These all had to feel like LEGO® and bring fun to the app.
Adding fun micro-interactions
I also spent time focusing on micro interactions to make the app fun. I sourced, created and added sound effects, gaming features and loading animations.
These all had to feel like LEGO® and bring fun to the app.
The 3D carousel style character selection was particularly fun to work on.
Major milestone
launches a Beta and secures its first ever paying customers!
Major milestone
launches a Beta and secures its first ever paying customers!
Major milestone
launches a Beta and secures its first ever paying customers!
Major milestone
launches a Beta and secures its first ever paying customers!
Wrapping Up
Outcomes
Paying customers and a growing business
emagineer had their official commercial launch in February 2025.
The thoughtbot team stayed involved with the project for several months after the commercial launch, although we gradually scaled down as emagineer continued to hire their own team and grow their customer base.
After spending 4 years in an endless development cycle, the team and I managed to bring emagineer to market in just six months, with a significant funding raise and paying customers to boot. It was an amazing experience and a great client journey to be a part of.
Paying customers and a growing business
emagineer had their official commercial launch in February 2025.
The thoughtbot team stayed involved with the project for several months after the commercial launch, although we gradually scaled down as emagineer continued to hire their own team and grow their customer base.
After spending 4 years in an endless development cycle, the team and I managed to bring emagineer to market in just six months, with a significant funding raise and paying customers to boot. It was an amazing experience and a great client journey to be a part of.
Paying customers and a growing business
emagineer had their official commercial launch in February 2025.
The thoughtbot team stayed involved with the project for several months after the commercial launch, although we gradually scaled down as emagineer continued to hire their own team and grow their customer base.
After spending 4 years in an endless development cycle, the team and I managed to bring emagineer to market in just six months, with a significant funding raise and paying customers to boot. It was an amazing experience and a great client journey to be a part of.
Paying customers and a growing business
emagineer had their official commercial launch in February 2025.
The thoughtbot team stayed involved with the project for several months after the commercial launch, although we gradually scaled down as emagineer continued to hire their own team and grow their customer base.
After spending 4 years in an endless development cycle, the team and I managed to bring emagineer to market in just six months, with a significant funding raise and paying customers to boot. It was an amazing experience and a great client journey to be a part of.
thoughtbot CEO Chad Pytel and emagineer Founder Keira Czarnota live streamed to discuss the project right after the Beta launched. Check it out for more details!
Check out some media attention and product updates from the founding team above.
Finally, download the emagineer app from the App Store here and start building your world!
