I'm Will Cundall - a product designer who makes complex problems feel simple. I design accessible products that serve both customers and the business. I hold an MA in Graphic Design.
I'm Will Cundall - a product designer who makes complex problems feel simple. I design accessible products that serve both customers and the business. I hold an MA in Graphic Design.
I'm Will Cundall - a product designer who makes complex problems feel simple. I design accessible products that serve both customers and the business. I hold an MA in Graphic Design.
Overall Experience
10 years
Overall Experience
10 years
Overall Experience
10 years
Location
United Kingdom
Location
United Kingdom
Location
United Kingdom
Freelance
Available
Freelance
Available
Freelance
Available
Principles
Principles
Simplicity Under Pressure
I cut extra steps and unclear labels so people can move fast without thinking.
Simplicity Under Pressure
I cut extra steps and unclear labels so people can move fast without thinking
Evidence Over Guesswork
I test ideas with real users and look at the data, so decisions rest on evidence.
Evidence Over Guesswork
I test ideas with real users and look at the data, so decisions rest on evidence.
Continual Collaboration
I work inside cross-functional teams with PMs and engineers, so what we design is viable and ships.
Continual Collaboration
I work inside cross-functional teams with PMs and engineers, so what we design is viable and ships.
Communication As Craft
I explain trade-offs and share work early, so everyone understands the why and not just the what.
Communication As Craft
I explain trade-offs and share work early, so everyone understands the why and not just the what.
Principles
Simplicity Under Pressure
I cut extra steps and unclear labels so people can move fast without thinking.
Evidence Over Guesswork
I test ideas with real users and look at the data, so decisions rest on evidence.
Continual Collaboration
I work inside cross-functional teams with PMs and engineers, so what we design is viable and ships.
Communication As Craft
I explain trade-offs and share work early, so everyone understands the why and not just the what.
Principles
Simplicity Under Pressure
I cut extra steps and unclear labels so people can move fast without thinking.
Evidence Over Guesswork
I test ideas with real users and look at the data, so decisions rest on evidence.
Continual Collaboration
I work inside cross-functional teams with PMs and engineers, so what we design is viable and ships.
Communication As Craft
I explain trade-offs and share work early, so everyone understands the why and not just the what.
Stack
Stack
Framer
Framer
Notion
Notion
Spotify
Spotify
Perplexity
Perplexity
Lovable
Lovable
Microsoft 365
Microsoft 365
Slack
Slack
Figma
Figma
Adobe
Adobe
Claude
Claude
Employment
Employment
Senior Product Designer
Correla
2026 -
Senior Product Designer
Correla
2026 -
Product Designer
Linney
2021 - 2025
Product Designer
Linney
2021 - 2025
Product Designer
McCann Worldgroup
2018 - 2021
Product Designer
McCann Worldgroup
2018 - 2021
UX/UI Designer
Reading Room
2016 - 2018
UX/UI Designer
Reading Room
2016 - 2018
Employment
Senior Product Designer
Correla
2026 -
Product Designer
Linney
2021 - 2025
Product Designer
McCann Worldgroup
2018 - 2021
UX/UI Designer
Reading Room
2016 - 2018
Employment
Senior Product Designer
Correla
2026 -
Product Designer
Linney
2021 - 2025
Product Designer
McCann Worldgroup
2018 - 2021
UX/UI Designer
Reading Room
2016 - 2018
Education
Education
MA Graphic Design
Nottingham Trent University
2014 - 2015
MA Graphic Design
Nottingham Trent University
2014 - 2015
BA (Hons) Graphic Design
De Montfort University
2010 - 2013
BA (Hons) Graphic Design
De Montfort University
2010 - 2013
Education
MA Graphic Design
Nottingham Trent University
2014 - 2015
BA (Hons) Graphic Design
De Montfort University
2010 - 2013
1. Discovering The Situation
In delivery tools, drivers are juggling real-world chaos: traffic, time pressure, package scans. I strip away every unnecessary tap, every ambiguous label. The best interface is the one they don't have to think about.
2. Agree On The Problem
Next, I turn findings into clear problem statements and opportunity areas. I align with PMs, engineers, and stakeholders on what success looks like for users and for the business. This keeps everyone working toward the same outcomes instead of chasing disconnected solutions.
3. Prototype & Test Quickly
With a focused problem, I move into fast prototyping. I create lightweight flows and prototypes, then test them with real people in short, focused sessions. The goal is to validate ideas early so teams avoid expensive changes later.
4. Ship & Measure Impact
Once a direction is proven, I work closely with engineers through build, QA, and launch. After release, I track the agreed metrics and feedback, then iterate based on what we learn. “Done” means the work is reliably driving the outcomes we set—not just that it’s shipped.
1. Discovering The Situation
In delivery tools, drivers are juggling real-world chaos: traffic, time pressure, package scans. I strip away every unnecessary tap, every ambiguous label. The best interface is the one they don't have to think about.
2. Agree On The Problem
Next, I turn findings into clear problem statements and opportunity areas. I align with PMs, engineers, and stakeholders on what success looks like for users and for the business. This keeps everyone working toward the same outcomes instead of chasing disconnected solutions.
3. Prototype & Test Quickly
With a focused problem, I move into fast prototyping. I create lightweight flows and prototypes, then test them with real people in short, focused sessions. The goal is to validate ideas early so teams avoid expensive changes later.
4. Ship & Measure Impact
Once a direction is proven, I work closely with engineers through build, QA, and launch. After release, I track the agreed metrics and feedback, then iterate based on what we learn. “Done” means the work is reliably driving the outcomes we set—not just that it’s shipped.
Process
1. Discovering The Situation
In delivery tools, drivers are juggling real-world chaos: traffic, time pressure, package scans. I strip away every unnecessary tap, every ambiguous label. The best interface is the one they don't have to think about.
2. Agree On The Problem
Next, I turn findings into clear problem statements and opportunity areas. I align with PMs, engineers, and stakeholders on what success looks like for users and for the business. This keeps everyone working toward the same outcomes instead of chasing disconnected solutions.
3. Prototype & Test Quickly
With a focused problem, I move into fast prototyping. I create lightweight flows and prototypes, then test them with real people in short, focused sessions. The goal is to validate ideas early so teams avoid expensive changes later.
4. Ship & Measure Impact
Once a direction is proven, I work closely with engineers through build, QA, and launch. After release, I track the agreed metrics and feedback, then iterate based on what we learn. “Done” means the work is reliably driving the outcomes we set—not just that it’s shipped.
Tech Stack
Stack
Framer
Framer
Notion
Notion
Perplexity
Perplexity
Lovable
Lovable
Microsoft 365
Microsoft 365
Slack
Slack
Adobe
Spotify
Adobe
Adobe
Adobe
Claude
Figma
Figma
From curiosity to craft.
See how my process translates into meaningful work.
From curiosity to craft.
See how my process translates into meaningful work.
From curiosity to craft.
See how my process translates into meaningful work.
I'm Will Cundall - a product designer who makes complex problems feel simple. I design accessible products that serve both customers and the business. I hold an MA in Graphic Design.
Overall Experience
10 years
Location
United Kingdom
Freelance
Available
Principles
Simplicity Under Pressure
I cut extra steps and unclear labels so people can move fast without thinking.
Evidence Over Guesswork
I test ideas with real users and look at the data, so decisions rest on evidence.
Continual Collaboration
I work inside cross-functional teams with PMs and engineers, so what we design is viable and ships.
Communication As Craft
I explain trade-offs and share work early, so everyone understands the why and not just the what.
Stack
Framer
Notion
Spotify
Perplexity
Lovable
Microsoft 365
Slack
Figma
Adobe
Claude
Employment
Senior Product Designer
Correla
2026 -
Product Designer
Linney
2021 - 2025
Product Designer
McCann Worldgroup
2018 - 2021
UX/UI Designer
Reading Room
2016 - 2018
Education
MA Graphic Design
Nottingham Trent University
2014 - 2015
BA (Hons) Graphic Design
De Montfort University
2010 - 2013
1. Discovering The Situation
In delivery tools, drivers are juggling real-world chaos: traffic, time pressure, package scans. I strip away every unnecessary tap, every ambiguous label. The best interface is the one they don't have to think about.
2. Agree On The Problem
Next, I turn findings into clear problem statements and opportunity areas. I align with PMs, engineers, and stakeholders on what success looks like for users and for the business. This keeps everyone working toward the same outcomes instead of chasing disconnected solutions.
3. Prototype & Test Quickly
With a focused problem, I move into fast prototyping. I create lightweight flows and prototypes, then test them with real people in short, focused sessions. The goal is to validate ideas early so teams avoid expensive changes later.
4. Ship & Measure Impact
Once a direction is proven, I work closely with engineers through build, QA, and launch. After release, I track the agreed metrics and feedback, then iterate based on what we learn. “Done” means the work is reliably driving the outcomes we set—not just that it’s shipped.
Process
1. Discovering The Situation
In delivery tools, drivers are juggling real-world chaos: traffic, time pressure, package scans. I strip away every unnecessary tap, every ambiguous label. The best interface is the one they don't have to think about.
2. Agree On The Problem
Next, I turn findings into clear problem statements and opportunity areas. I align with PMs, engineers, and stakeholders on what success looks like for users and for the business. This keeps everyone working toward the same outcomes instead of chasing disconnected solutions.
3. Prototype & Test Quickly
With a focused problem, I move into fast prototyping. I create lightweight flows and prototypes, then test them with real people in short, focused sessions. The goal is to validate ideas early so teams avoid expensive changes later.
4. Ship & Measure Impact
Once a direction is proven, I work closely with engineers through build, QA, and launch. After release, I track the agreed metrics and feedback, then iterate based on what we learn. “Done” means the work is reliably driving the outcomes we set—not just that it’s shipped.
Tech Stack
Framer
Notion
Perplexity
Lovable
Microsoft 365
Slack
Adobe
Adobe
Adobe
Figma