Hello I'm Will, nice to meet you — a bit about me.
I’m a London-based product designer with experience in both in-house and agency teams. Across a number of sectors, I've shaped products and experiences from inception to launch and scale, reimagined solutions and built cohesive design systems.
My expertise spans the end-to-end design process, from early discovery and research to well-crafted UI design. I’ve designed for web, mobile app and service experiences, introduced new practices within agile teams and mentored designers to support their growth - something I’m passionate about.
My goal is to create meaningful products and experiences that drive positive change. I aim to balance function with brand experience through a human-centred approach, grounded in a deep understanding of people's needs and behaviours.
My experience
Senior Product Designer
ZOE | August 2023 — Jan 2025
ZOE helps people to make smarter food choices through personalised nutrition. I’ve led design in the diet and lifestyle team, including a program of work to enhance food logging, meal planning and recipe discovery. I’ve also led initiatives to evolve ZOE’s design system.
Lead Product Designer
Onto | Oct 2021 — August 2023
Onto is an all-inclusive electric car subscription service. I led a redesign of the mobile app across iOS and Android. I also created and embedded a new design system and designed new experiences for Onto’s business service.
Senior Product Designer
Toyota Connected | July 2019 — Oct 2021
Toyota Connected delivers digital services for mobility. I led the design of a web and native app for a new company mobility service and innovation projects including enabling better accessibility for train boarding. I also managed and mentored product designers.
Principal Experience Consultant
cxpartners | Sep 2017 — Jul 2019
At cxpartners, an experience design consultancy, I led design and research in the London financial services team, working with AXA, Santander, NS&I and Hertz. This included a redesign of AXA’s healthcare web app and their car and home insurance claim experience.
Product Designer
Ve Global | Sep 2016 — Sep 2017
I helped design a web portal enabling companies to launch and manage digital marketing campaigns and designed a new customer analytics dashboard. I also delivered a customer analytics dashboard and led a 10-week UX / UI design training programme.