About
About
I’m Will Cundall, a product designer who loves turning complex delivery and logistics challenges into simple, useful experiences. I care about creating products that balance real customer needs with business goals, guided by usability, accessibility, and emerging tech. I’ve designed for teams at McCann Worldgroup and Reading Room, and I hold a Master’s in Graphic Design.
I’m Will Cundall, a product designer who loves turning complex delivery and logistics challenges into simple, useful experiences. I care about creating products that balance real customer needs with business goals, guided by usability, accessibility, and emerging tech. I’ve designed for teams at McCann Worldgroup and Reading Room, and I hold a Master’s in Graphic Design.
Overall Experience
10 years
Overall Experience
10 years
Location
United Kingdom
Location
United Kingdom
Freelance
Available
Freelance
Available
About
I’m Will Cundall, a product designer who loves turning complex delivery and logistics challenges into simple, useful experiences. I care about creating products that balance real customer needs with business goals, guided by usability, accessibility, and emerging tech. I’ve designed for teams at McCann Worldgroup and Reading Room, and I hold a Master’s in Graphic Design.
Overall Experience
10 years
Location
United Kingdom
Freelance
Available
About
I’m Will Cundall, a product designer who loves turning complex delivery and logistics challenges into simple, useful experiences. I care about creating products that balance real customer needs with business goals, guided by usability, accessibility, and emerging tech. I’ve designed for teams at McCann Worldgroup and Reading Room, and I hold a Master’s in Graphic Design.
Overall Experience
10 years
Location
United Kingdom
Freelance
Available
Principles
Principles
Principles
01 → Simplicity Under Pressure
01 → Simplicity Under Pressure
01 → Simplicity Under Pressure
I design for busy, time‑pressured people, cutting extra steps and vague labels so they can move fast without thinking.
I design for busy, time‑pressured people, cutting extra steps and vague labels so they can move fast without thinking.
I design for busy, time‑pressured people, cutting extra steps and vague labels so they can move fast without thinking.
02 → Evidence Over Guesswork
02 → Evidence Over Guesswork
02 → Evidence Over Guesswork
I test ideas with real users, look at data, and run experiments so decisions are based on evidence, not assumptions.
I test ideas with real users, look at data, and run experiments so decisions are based on evidence, not assumptions.
I test ideas with real users, look at data, and run experiments so decisions are based on evidence, not assumptions.
03 → Continual Collaboration
03 → Continual Collaboration
03 → Continual Collaboration
I work inside cross‑functional teams with PMs and engineers, shaping solutions together so what we design actually ships and is viable.
I work inside cross‑functional teams with PMs and engineers, shaping solutions together so what we design actually ships and is viable.
I work inside cross‑functional teams with PMs and engineers, shaping solutions together so what we design actually ships and is viable.
04 → Communication As Craft
04 → Communication As Craft
04 → Communication As Craft
I explain trade offs, document my thinking, share work early, and invite pushback so everyone understands the why and not just the what.
I explain trade offs, document my thinking, share work early, and invite pushback so everyone understands the why and not just the what.
I explain trade offs, document my thinking, share work early, and invite pushback so everyone understands the why and not just the what.
Principles
01 → Simplicity Under Pressure
I design for busy, time‑pressured people, cutting extra steps and vague labels so they can move fast without thinking.
02 → Evidence Over Guesswork
I test ideas with real users, look at data, and run experiments so decisions are based on evidence, not assumptions.
03 → Continual Collaboration
I work inside cross‑functional teams with PMs and engineers, shaping solutions together so what we design actually ships and is viable.
04 → Communication As Craft
I explain trade offs, document my thinking, share work early, and invite pushback so everyone understands the why and not just the what.
Process
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.
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.
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.
Stack
Stack
Framer
Framer
Figma
Figma
Adobe
Adobe
Notion
Notion
Microsoft 365
Microsoft 365
Slack
Slack
Spotify
Spotify
Perplexity
Perplexity
Lovable
Lovable
Stack
Framer
Figma
Adobe
Notion
Microsoft 365
Slack
Spotify
Perplexity
Lovable
Experience
Experience
Experience
2021 - 2025
Product Designer
Linney
2021 - 2025
Product Designer
Linney
2021 - 2025
Product Designer
Linney
2018 - 2021
UX/UI Designer
McCann Worldgroup
2018 - 2021
UX/UI Designer
McCann Worldgroup
2018 - 2021
UX/UI Designer
McCann Worldgroup
2016 - 2018
UX/UI Designer
Reading Room
2016 - 2018
UX/UI Designer
Reading Room
2016 - 2018
UX/UI Designer
Reading Room
2015-2016
Digital Designer
Nottingham Trent University
2015-2016
Digital Designer
Nottingham Trent University
2015-2016
Digital Designer
Nottingham Trent University
Experience
2021 - 2025
Product Designer
Linney
2018 - 2021
UX/UI Designer
McCann Worldgroup
2016 - 2018
UX/UI Designer
Reading Room
2015-2016
Digital Designer
Nottingham Trent University
Education
Education
Education
2014-2015
Nottingham Trent University
MA Graphic Design
2014-2015
Nottingham Trent University
MA Graphic Design
2014-2015
Nottingham Trent University
MA Graphic Design
2010-2013
De Montfort University, Leicester
BA (Hons) Graphic Design
2010-2013
De Montfort University, Leicester
BA (Hons) Graphic Design
2010-2013
De Montfort University, Leicester
BA (Hons) Graphic Design
Education
2014-2015
Nottingham Trent University
MA Graphic Design
2010-2013
De Montfort University, Leicester
BA (Hons) Graphic Design
Tech Stack
Stack
Framer
Notion
Notion
Perplexity
Lovable
Microsoft 365
Slack
Adobe
Adobe
Figma