This is Will. I'm a proud design generalist: jack of all trades, master of some (UX and product design).

I emphasize with the system of creating great magic that earns a spot in people's lives, so when I'm not designing, you'll catch me learning and collaborating with the engineering, business, and marketing sides of the product. If you're looking for a curious craftsmen who is highly adaptable and loves a challenge, that's me.

Clients I’ve worked with


My process

#1. Ask questions and lay out all the assumptions.

If possible, it’s great at the start to pull in the relevant stakeholders and start asking questions and laying down the assumptions. What is the problem we are trying to solve? Who are we trying to solve it for? What is the business objective? What is the impact to the business or product if we solve or don’t solve this problem? Is this even a problem at all? By gathering as many assumptions and questions as possible, we are then able to group them together and reevaluate, validate, or refine the problem statement further.

#2. Generate hypotheses.

Based on the problem statement and the information we have gathered so far, can we generate some hypotheses around how might we solve this problem? Also depending on the stage the product is at, are the users we are targeting the same, or do we need to hypothesise some new ad hoc personas?

An example of the hypothesis’s format may be something like: We think that by creating <this experience> of <this persona>, we will be able to achieve <this outcome>.

#3. Develop experiments to test the chosen hypothesis.

At this stage, the experiments could be a variety of different formats: user interviews, stakeholder interviews, usability tests, wireframes, surveys etc. We’d also like to define the outcomes that will ultimately determine whether your hypothesis is valid, which will mostly come from the results of the interviews, tests, or any quantitative observations from surveys, A/B testing and so on.

#4. Test, rinse, and repeat.

Run the experiments and tests until you have enough findings to validate or invalidate the hypothesis. Design is a cycle of constant learning and evaluating, so we may run into failed experiments from time to time, but even those are extremely valuable as they serve as great lessons as to what worked and what didn’t. Part of problem solving is the cycle of diverging and converging, as we do more experiments and information gathering, we can able to either expand on new ideas or concepts that we’ve never thought or before, or we are able to eliminate options that are no longer relevant. It’s through this process that we will be able to find a solution that sticks.

#5. Share the learnings

Teaching is the best way for information to stick, and therefore allows us to learn more effectively (assuming we understand the problem and the solution to a point where we are able to explain it in very simple terms). I think it’s important to be transparent and to present your findings to other stakeholders so the teams can all be aligned as to what the problem is, and why we have come to the solution the way it is. Creating a great user experience starts from the company, so I put in extra efforts to help everyone emphasize with the users, the problems, and the solutions so we all have a common True North to sail toward.




A series of bespoke digital recipe magazines that went on to reach Finalist of the 'Australian Mobile Awards' in its first year of release. Using Ruby and front-end languages, I helped shorten each magazine's development time from 3 days to less than 2 hours.



Featuring over a hundred products, the app is a one-of-a-kind in-store kiosk that helps customers find relevant products based on the condition of their skin and needs. I helped save two weeks of the project's total budget by implementing a much simpler solution. 


Oomph & Adomatic

On top of my usual design duties, I created scripts using Javascript and Python to improve my team's workflow. The scripts saved an estimate of $17,600 – $35,000+ for the company. I also wrote documentation for the platform and held workshops to teach new designers.

Let’s build something magical.