emagineer
An AI-powered LEGO® startup
This is a plain text version of the emagineer case study. 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
This is a plain text version of the emagineer case study. 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 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.
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.
Starting point
emagineer were ahead of the game.
They knew that LEGO® experience declining users from about the age of 10, a real problem for them.
emagineer had patents and good connections with LEGO®. They also had some early branding work done.
Starting point
emagineer were ahead of the game.
They knew that LEGO® experience declining users from about the age of 10, a real problem for them.
emagineer had patents and good connections with LEGO®. They also had some early branding work done.
Starting point
emagineer were ahead of the game.
They knew that LEGO® experience declining users from about the age of 10, a real problem for them.
emagineer had patents and good connections with LEGO®. They also had some early branding work done.
Starting point
emagineer were ahead of the game.
They knew that LEGO® experience declining users from about the age of 10, a real problem for them.
emagineer had patents and good connections with LEGO®. They also had some early branding work done.
Set backs
However, the team spent about four years attempting to build the application via other partners with little success.
While they had the bones of a Rails app, the UX, UI and functionality wasn’t there and the work done to date needed to be updated and overhauled in most places.
thoughtbot were emagineer’s third partner in attempting to build their vision, and the only one to deliver a product to market.
Set backs
However, the team spent four years attempting to build the app via other partners with little success.
While they had the bones of a Rails app, the UX, UI and functionality needed to be updated and overhauled. thoughtbot were emagineer’s third partner attempting to build their vision, and the only one to deliver a product to market.
Set backs
However, the team spent about four years attempting to build the application via other partners with little success.
While they had the bones of a Rails app, the UX, UI and functionality wasn’t there and the work done to date needed to be updated and overhauled in most places.
thoughtbot were emagineer’s third partner in attempting to build their vision, and the only one to deliver a product to market.
Set backs
However, the team spent about four years attempting to build the application via other partners with little success.
While they had the bones of a Rails app, the UX, UI and functionality wasn’t there and the work done to date needed to be updated and overhauled in most places.
thoughtbot were emagineer’s third partner in attempting to build their vision, and the only one to deliver a product to market.
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).
Competitor Research
This was followed up with competitor research. We spent some time trying to see what has already been done and where our USP could lie.
Competitor Research
This was followed up with competitor research. We spent some time trying to see what has already been done and where our USP could lie.
Competitor Research
This was followed up with competitor research. We spent some time trying to see what has already been done and where our USP could lie.
Competitor Research
This was followed up with competitor research. We spent some time trying to see what has already been done and where our USP could lie.
Assumption Buckets
We documented assumptions we needed to validate.
Assumption Buckets
We documented assumptions we needed to validate.
Assumption Buckets
We documented assumptions we needed to validate.
Assumption Buckets
We documented assumptions we needed to validate.
Flows
We created ideal, longterm, midterm and minimum application flows.
What is the dream flow for a user?
What is the ultimate flow we want to end up with?
And what is the absolute minimum flow we can begin with?
Flows
We created ideal, longterm, midterm and minimum application flows.
What is the dream flow for a user?
What is the ultimate flow we want to end up with?
And what is the absolute minimum flow we can begin with?
Flows
We created ideal, longterm, midterm and minimum application flows.
What is the dream flow for a user?
What is the ultimate flow we want to end up with?
And what is the absolute minimum flow we can begin with?
Flows
We created ideal, longterm, midterm and minimum application flows.
What is the dream flow for a user?
What is the ultimate flow we want to end up with?
And what is the absolute minimum flow we can begin with?
Rebrickable Testing
By using this third party platform, we were able to test how many LEGO® sets a user would need to own to get cool cross-set build recommendations.
Rebrickable Testing
By using this third party platform, we were able to test how many LEGO® sets a user would need to own to get cool cross-set build recommendations.
Rebrickable Testing
By using this third party platform, we were able to test how many LEGO® sets a user would need to own to get cool cross-set build recommendations.
Rebrickable Testing
By using this third party platform, we were able to test how many LEGO® sets a user would need to own to get cool cross-set build recommendations.
Architecture
How will the information inside the app be organised? How will we structure all the different features?
Architecture
How will the information inside the app be organised? How will we structure all the different features?
Architecture
How will the information inside the app be organised? How will we structure all the different features?
Architecture
How will the information inside the app be organised? How will we structure all the different features?
Outcomes
After this phase we settled on four core features we needed to build for our MVP:
Users would be able to take a photo and turn themselves into a LEGO® mini figure.
Users could create sharable stickers of their mini figure.
Users could take a photo and turn themselves into a LEGO® Brickhead, complete with build instructions.
Users could upload all their sets to an inventory management system, from where we could recommend cross-set builds.
This fourth feature would also allow us to gather data on the most common bricks people own. emagineer’s LEGO® Master Builders and A.I. would then be able to create custom, cross-set builds using the most common bricks, making them accessible to most users. We added this feature to secure the data we will need in future.
Outcomes
After this phase we settled on four core features we needed to build for our MVP. Users could:
Take a photo and turn themselves into a LEGO® mini figure.
Create sharable stickers of their mini figure.
Take a photo and turn themselves into a LEGO® Brickhead with build instructions.
Upload all their sets to an inventory management system, from where we could recommend cross-set builds.
This fourth feature allows us to gather data on the most common bricks people own. emagineer’s LEGO® Master Builders and A.I. would then be able to create custom, cross-set builds using the most commonly owned bricks. This feature captures the data we need in future.
Outcomes
After this phase we settled on four core features we needed to build for our MVP:
Users would be able to take a photo and turn themselves into a LEGO® mini figure.
Users could create sharable stickers of their mini figure.
Users could take a photo and turn themselves into a LEGO® Brickhead, complete with build instructions.
Users could upload all their sets to an inventory management system, from where we could recommend cross-set builds.
This fourth feature would also allow us to gather data on the most common bricks people own. emagineer’s LEGO® Master Builders and A.I. would then be able to create custom, cross-set builds using the most common bricks, making them accessible to most users. We added this feature to secure the data we will need in future.
Outcomes
After this phase we settled on four core features we needed to build for our MVP:
Users would be able to take a photo and turn themselves into a LEGO® mini figure.
Users could create sharable stickers of their mini figure.
Users could take a photo and turn themselves into a LEGO® Brickhead, complete with build instructions.
Users could upload all their sets to an inventory management system, from where we could recommend cross-set builds.
This fourth feature would also allow us to gather data on the most common bricks people own. emagineer’s LEGO® Master Builders and A.I. would then be able to create custom, cross-set builds using the most common bricks, making them accessible to most users. We added this feature to secure the data we will need in future.
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.
Black and White
Our low fidelity prototypes were in black and white. We wanted to get feedback on the features, the flow, the UX and the architecture, not on fonts and colours just yet. This helps testers stay focused.
Black and White
Our low fidelity prototypes were in black and white. We wanted to get feedback on the features, the flow, the UX and the architecture, not on fonts and colours just yet. This helps testers stay focused.
Black and White
Our low fidelity prototypes were in black and white. We wanted to get feedback on the features, the flow, the UX and the architecture, not on fonts and colours just yet. This helps testers stay focused.
Black and White
Our low fidelity prototypes were in black and white. We wanted to get feedback on the features, the flow, the UX and the architecture, not on fonts and colours just yet. This helps testers stay focused.
Market Segmentation
After conducting 45 - 60 minute tests with tens of users, we began to see a clear market segmentation.
Market Segmentation
After conducting 45 - 60 minute tests with tens of users, we began to see a clear market segmentation.
Market Segmentation
After conducting 45 - 60 minute tests with tens of users, we began to see a clear market segmentation.
Market Segmentation
After conducting 45 - 60 minute tests with tens of users, we began to see a clear market segmentation.
Beach-head User Group
Adult Fans of LEGO® (AFOLs) were ruled out as our beachhead user group because they are happy using dated tools online. We identified children between 10-16 as our core user group.
I wrote a blog about testing applications with children based on this experience.
Beach-head User Group
Adult Fans of LEGO® (AFOLs) were ruled out as our beachhead user group because they are happy using dated tools online. We identified children between 10-16 as our core user group.
I wrote a blog about testing applications with children based on this experience.
Beach-head User Group
Adult Fans of LEGO® (AFOLs) were ruled out as our beachhead user group because they are happy using dated tools online. We identified children between 10-16 as our core user group.
I wrote a blog about testing applications with children based on this experience.
Beach-head User Group
Adult Fans of LEGO® (AFOLs) were ruled out as our beachhead user group because they are happy using dated tools online. We identified children between 10-16 as our core user group.
I wrote a blog about testing applications with children based on this experience.
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.
Design System
We began to create a Design System as we built these prototypes. While initially slower, it greatly speeds up the process for the second or third round of testing and makes for a seamless development handover.
Design System
We began to create a Design System as we built these prototypes. While initially slower, it greatly speeds up the process for the second or third round of testing and makes for a seamless development handover.
Design System
We began to create a Design System as we built these prototypes. While initially slower, it greatly speeds up the process for the second or third round of testing and makes for a seamless development handover.
Design System
We began to create a Design System as we built these prototypes. While initially slower, it greatly speeds up the process for the second or third round of testing and makes for a seamless development handover.
Positive Feedback
In these testing sessions we learned that users are on board with the features and flow.
Positive Feedback
In these testing sessions we learned that users are on board with the features and flow.
Positive Feedback
In these testing sessions we learned that users are on board with the features and flow.
Positive Feedback
In these testing sessions we learned that users are on board with the features and flow.
Branding Work Required
But they expected the brand to be more LEGO®-like and for us to strike a better balance between technical language with accessibility, making sure the copy worked for both LEGO® newcomers and experienced kids.
Branding Work Required
But they expected the brand to be more LEGO®-like and for us to strike a better balance between technical language with accessibility, making sure the copy worked for both LEGO® newcomers and experienced kids.
Branding Work Required
But they expected the brand to be more LEGO®-like and for us to strike a better balance between technical language with accessibility, making sure the copy worked for both LEGO® newcomers and experienced kids.
Branding Work Required
But they expected the brand to be more LEGO®-like and for us to strike a better balance between technical language with accessibility, making sure the copy worked for both LEGO® newcomers and experienced kids.
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.
Branding Work
We tried to incorporate emagineer’s existing brand work with a starry night theme, chosen to represent the limitless possibilities emagineer would create for LEGO® users.
Branding Work
We tried to incorporate emagineer’s existing brand work with a starry night theme, chosen to represent the limitless possibilities emagineer would create for LEGO® users.
Branding Work
We tried to incorporate emagineer’s existing brand work with a starry night theme, chosen to represent the limitless possibilities emagineer would create for LEGO® users.
Branding Work
We tried to incorporate emagineer’s existing brand work with a starry night theme, chosen to represent the limitless possibilities emagineer would create for LEGO® users.
Introducing Playfulness
We also improved readability, introduced colour gradients, playful rounded corners and more 3D, tactile elements in an effort to LEGO®-ify the app.
Introducing Playfulness
We also improved readability, introduced colour gradients, playful rounded corners and more 3D, tactile elements in an effort to LEGO®-ify the app.
Introducing Playfulness
We also improved readability, introduced colour gradients, playful rounded corners and more 3D, tactile elements in an effort to LEGO®-ify the app.
Introducing Playfulness
We also improved readability, introduced colour gradients, playful rounded corners and more 3D, tactile elements in an effort to LEGO®-ify the app.
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.
Strategy & Finances
My work included strategy and financial discussions to define which features should go behind the paywall and how pricing tiers were to be structured.
This type of strategic thinking, honed during my own startups, is what sets me apart as a designer.
Strategy & Finances
My work included strategy and financial discussions to define which features should go behind the paywall and how pricing tiers were to be structured.
This type of strategic thinking, honed during my own startups, is what sets me apart as a designer.
Strategy & Finances
My work included strategy and financial discussions to define which features should go behind the paywall and how pricing tiers were to be structured.
This type of strategic thinking, honed during my own startups, is what sets me apart as a designer.
Strategy & Finances
My work included strategy and financial discussions to define which features should go behind the paywall and how pricing tiers were to be structured.
This type of strategic thinking, honed during my own startups, is what sets me apart as a designer.
Creation of "Set of the Week"
This strategic work led me to create the Set of the week feature; a completely new feature designed specifically to drive stickiness, generate marketing content and, most of all, generate revenue.
The client loved the feature so, after some hasty design work, we included this in our commercial launch roadmap.
Creation of "Set of the Week"
This strategic work led me to create the Set of the week feature; a completely new feature designed specifically to drive stickiness, generate marketing content and, most of all, generate revenue. The client loved the feature so, after some hasty design work, we included this in our commercial launch roadmap.
Creation of "Set of the Week"
This strategic work led me to create the Set of the week feature; a completely new feature designed specifically to drive stickiness, generate marketing content and, most of all, generate revenue.
The client loved the feature so, after some hasty design work, we included this in our commercial launch roadmap.
Creation of "Set of the Week"
This strategic work led me to create the Set of the week feature; a completely new feature designed specifically to drive stickiness, generate marketing content and, most of all, generate revenue.
The client loved the feature so, after some hasty design work, we included this in our commercial launch roadmap.
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 interactions like customising a Brickhead (on top) to from 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 interactions like customising a Brickhead (on top) to from 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.
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.
Minifigure Sticker Packs
I created and mapped the sharable mini figure sticker packs, a new experience for me.
Minifigure Sticker Packs
I created and mapped the sharable mini figure sticker packs, a new experience for me.
Minifigure Sticker Packs
I created and mapped the sharable mini figure sticker packs, a new experience for me.
Minifigure Sticker Packs
I created and mapped the sharable mini figure sticker packs, a new experience for me.
App Store Ready
As we got closer to launch I setup the client’s Google PlayStore Console and Store listing.
We launched a closed Beta around Christmas of 2024.
App Store Ready
As we got closer to launch I setup the client’s Google PlayStore Console and Store listing.
We launched a closed Beta around Christmas of 2024.
App Store Ready
As we got closer to launch I setup the client’s Google PlayStore Console and Store listing.
We launched a closed Beta around Christmas of 2024.
App Store Ready
As we got closer to launch I setup the client’s Google PlayStore Console and Store listing.
We launched a closed Beta around Christmas of 2024.
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!
