Senior Product Designer (UX) · London, working remotely

Complex systems, designed so someone can own them.

Ten years of product design, mostly enterprise and B2B SaaS, in regulated, data heavy environments. FinTech, AI, automotive, and the internal tooling that holds them together.

I specialise in the moment a designer usually gets called in too late: several systems disagree, a legacy back end can't be touched, and someone still has to make a confident decision in seconds.

See the work Start a conversation william@luxd.co.uk

Published case studies

Years in product design

Organisations across 7 sectors

LUXD client engagements to date

Selected work

Every case has its own page you can send on.

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Approach

How the work gets done.

Ownership before interface

Most hard UI problems are ownership problems wearing a UI costume. Who is accountable for this record, who is allowed to change it, and what happens when it fails. Answer that and the screen usually designs itself.

One version of the truth

Customer facing products and the back office systems behind them tend to disagree. I design for a single shared account of state across both, because two versions of the truth is where the support cost lives.

Compliance as material

Regulatory limits, AML tiers and safer gambling constraints are not checkboxes applied after the fact. Surfaced early they are planning information. Surfaced late they are failure states.

Build it, do not describe it

Working prototypes beat annotated wireframes in every stakeholder room I have been in. I build the real thing early, in code where it helps, so decisions are made against something people can use.

Handoff is the deliverable

A Figma link is not a specification. Token tables, component inventories and written build specs let engineering rebuild the work in any stack without making design decisions on the way.

AI used openly

Gemini for market and desk research, Claude for spec writing and rapid artifact generation. Every case study states plainly which decisions are mine and which output was machine assisted.

Feedback

Unedited, attributed, and from the people who were in the room.

“Will eventually delivered thirty seven screens, all clean, stylish and consistent with Ford's existing app library.”

We initially discussed seven or eight app screens over three days. Will and I were working on the designs until about 11pm on Monday night; his commitment to the project was absolutely superb.

Russell Gowers, GBS Senior Managing Consultant, Automotive SME, IBM

“You have done an outstanding job of turning this around in a very short timescale.”

I sat and reviewed all of the screens last night and, as Russell says, they are visually great and really help bring the story to life and demonstrate our understanding of the requirements here.

Paul Andrew Smith, GBS Account Lead for Ford Motor Company and Ford Credit, Partner, Industrial Sector, IBM

“Some high value projects have been transformed from heading for failure to being resounding successes.”

Will has proven himself a capable design consultant and troubleshooter, directly contributing to turning around failing projects. He has been asked for by name to take on roles above his current band.

Phil Larby, Line Manager, IBM

“Without their help the project would not have met the deadline.”

I lost my UI developer on the RBS Mortgage Agent Assist project with the tool nowhere near finished. Will was brought on with only days to complete one of the most complicated code bases I have worked with.

Andrew Cox, Senior Technical Consultant, RBS Mortgage Agent Assist, IBM GBS

All 7 testimonials →