Chris Davies-Anipole
Senior Ux Researcher @the LEGO Group
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WORK HISTORY
Senior Ux Researcher @the LEGO Group
London, GB
At the LEGO Group, I led user research that shaped the future of LEGO’s connected digital and retail ecosystem — bridging LEGO.com, the LEGO Insiders app, in-store digital touchpoints, and the global loyalty program. My work focused on uncovering deeper shopper motivations and designing experiences that connect the physical and digital worlds with joy and imagination.Key Responsibilities & Achievements • Led strategic discovery research to uncover emerging shopper needs, pain points, and behaviours — influencing product vision long before solutions were defined. • Translated human insights into strategic opportunity spaces, guiding teams to focus on high-impact areas for innovation and experience improvement. • Partnered with cross-functional teams — product, design, engineering, and retail — to embed the voice of the consumer into decision-making at every stage of the journey. • Delivered global research programs spanning ecommerce, membership, and omnichannel retail, driving consistency across digital and physical LEGO experiences. • Synthesised insights into clear, actionable narratives that informed roadmaps and inspired design direction across leadership and delivery teams. • Advanced the research practice by developing shared tools, templates, and frameworks for continuous learning and scaling impact across UX and service design teams. • Mentored junior researchers and designers, nurturing a culture of curiosity, inclusivity, and evidence-based decision-making.
EDUCATION
General Assembly
Agile and Lean Bootcamp, Information Technology Project Management
University of Greenwich
BSc Multimedia Technology, School of Computing and Mathematical Sciences
New Oceans
NLP Foundation, Life Coaching and Personal Development
Institute of Data & Marketing (IDM)
IDM Professional Certificate in Social Media
Striding Out Training
PTTLS, Lifelong Learning Sector
General Assembly
UX Design Immersive
Coaches Training Institute (CTI)
Fundamentals, Co-active Coaching Certification, Aiming for CPCC
Charles Bentley Associates
Accredited Unitive™ Life Coach, Life Coaching
SKILLS
ABOUT CHRIS DAVIES-ANIPOLE
I operate at the intersection of behavioural strategy and global lived experience.I guide leaders and premium brands to sharpen positioning, challenge flawed thinking, and make high-impact decisions with clarity.My approach is grounded in calm authority. I listen fully, assess deeply, and intervene with precision — particularly when direction is unclear or thinking lacks depth.I am known for measured decisiveness.I don’t react to noise.I recalibrate conversations.My perspective is shaped not only by corporate experience, but by global travel, cross-cultural exposure, and a deep focus on human behaviour beyond surface-level insight. This allows me to identify patterns quickly, see long-term implications, and bring clarity where others see complexity.I do not aim to dominate rooms.I aim to elevate them.
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