UI Designer
Graphic Designer
Branding Designer
UX Designer
Web Designer
Motion Designer
UX Researcher
Marketing Strategist
Copywriter
Based in Madison, WI
Based in Madison, WI
Nice to meet you! I'm Will.
Nice to meet you! I'm Will.
I'm a UX/UI designer who thrives at the intersection of user delight and business results, leveraging research and user psychology to uncover the optimal patterns and flows for any given problem. I obsess over the micro-scale details without losing sight of the macro-scale strategy, injecting polish and craft into everything I touch.
I do my best work in collaborative, cross-functional teams where I can bridge the gap between product vision, business goals, and engineering constraints, turning ambiguity into concrete, executable direction.
When I'm offline, you'll find me traveling, designing games, catching live music, or getting outside with my friends.
I'm a UX/UI designer who thrives at the intersection of user delight and business results, leveraging research and user psychology to uncover the optimal patterns and flows for any given problem. I obsess over the micro-scale details without losing sight of the macro-scale strategy, injecting polish and craft into everything I touch.
I do my best work in collaborative, cross-functional teams where I can bridge the gap between product vision, business goals, and engineering constraints, turning ambiguity into concrete, executable direction.
When I'm offline, you'll find me traveling, designing games, catching live music, or getting outside with my friends.
Product Design
UX/UI Design
User Research
Usability Testing
Web Design
Graphic Design
Motion Graphics
Figma
Adobe Creative Suite
Framer
HTML/CSS
Strategic Problem Solving
Cross-functional Collaboration
Blender
Unreal Engine 5
Unity
Godot
Testimonials
Will is one of the most flexible, energetic designers I've ever worked with
Equally at home on a marketing brochure as on complex software UI and user workflows, he's genuinely invested in understanding the problem before ever touching a solution.
What impressed me most was what happened when I gave him ambiguous direction. More than once, he came back with something that far exceeded what I was even hoping for, the kind of work where you find yourself saying "let's scale that back a bit for version one." He brings his A game every day, and it shows.
He has a point of view and isn't shy about it, but holds it the right way. He justifies his decisions clearly and has a rare ability to explain design thinking to non-designers. He can walk through why he made a choice in a way that actually makes sense to developers, stakeholders, and people like me. He stays open to feedback and adjusts without ego when the situation calls for it. He's also upfront when he doesn't know something, which is rarer than it should be.
Most importantly, Will earned my confidence early and kept it. That's not something most people do.
Joe Craddock
Co-Founder & CTO @ FurnitureDealer.Net
Will's someone who sweats the details in a good way
Before starting a project, he'd go out of his way to interview subject matter experts and gather real context, and he'd actively seek feedback from multiple people while work was still in progress. That kind of awareness is incredibly helpful for producing a good result in the end.
His design fundamentals are rock solid. He has good design instincts regarding hierarchy, whitespace, contrast, balance, and more. For someone in my position, the ability to hand off or collaborate on executional work without worrying about the quality is huge.
He's also incredibly flexible. When our team needed web design support on top of his usual UX/UI work, he jumped in, asked smart questions, and got up to speed quickly. That adaptability took real pressure off the team and helped everyone do better work.
Will is easy to work with, brings a unique perspective to creative projects, and is always moving toward the next thing he can learn. Any team would be lucky to have him.
Garrett Danielson
Senior Web Designer @ FurnitureDealer.Net
Working with Will was a pleasure and a privilege
He is a rare kind of designer: sharp without being showy, generous with his thinking, and curious about those who would bring his ideas to life.
His designs rewarded close inspection. They were considered without being cluttered, polished down to the last detail, and clear in a way that did the thinking for whoever encountered them. Will anticipated the edge cases and messy moments most designs skip, and he treated implementation as part of his job, not the next person's. He walked through his reasoning so clearly that everyone left the conversation genuinely on board, not just nodding along. Buy-in did not come easily, and he made it look easy.
What set him apart, though, were the questions he asked. They had a way of changing what the rest of us were even trying to solve. Will cared about the work, and he cared about the people doing it.
I would jump at the chance to work with Will again. Whatever he turns his attention to next, the people on the other end will know quickly.
Tory Swensen
Software Engineer @ FurnitureDealer.Net
Will is one of the most flexible, energetic designers I've ever worked with
Equally at home on a marketing brochure as on complex software UI and user workflows, he's genuinely invested in understanding the problem before ever touching a solution.
What impressed me most was what happened when I gave him ambiguous direction. More than once, he came back with something that far exceeded what I was even hoping for, the kind of work where you find yourself saying "let's scale that back a bit for version one." He brings his A game every day, and it shows.
He has a point of view and isn't shy about it, but holds it the right way. He justifies his decisions clearly and has a rare ability to explain design thinking to non-designers. He can walk through why he made a choice in a way that actually makes sense to developers, stakeholders, and people like me. He stays open to feedback and adjusts without ego when the situation calls for it. He's also upfront when he doesn't know something, which is rarer than it should be.
Most importantly, Will earned my confidence early and kept it. That's not something most people do.
Joe Craddock
Co-Founder & CTO @ FurnitureDealer.Net
Will's someone who sweats the details in a good way
Before starting a project, he'd go out of his way to interview subject matter experts and gather real context, and he'd actively seek feedback from multiple people while work was still in progress. That kind of awareness is incredibly helpful for producing a good result in the end.
His design fundamentals are rock solid. He has good design instincts regarding hierarchy, whitespace, contrast, balance, and more. For someone in my position, the ability to hand off or collaborate on executional work without worrying about the quality is huge.
He's also incredibly flexible. When our team needed web design support on top of his usual UX/UI work, he jumped in, asked smart questions, and got up to speed quickly. That adaptability took real pressure off the team and helped everyone do better work.
Will is easy to work with, brings a unique perspective to creative projects, and is always moving toward the next thing he can learn. Any team would be lucky to have him.
Garrett Danielson
Senior Web Designer @ FurnitureDealer.Net
Working with Will was a pleasure and a privilege
He is a rare kind of designer: sharp without being showy, generous with his thinking, and curious about those who would bring his ideas to life.
His designs rewarded close inspection. They were considered without being cluttered, polished down to the last detail, and clear in a way that did the thinking for whoever encountered them. Will anticipated the edge cases and messy moments most designs skip, and he treated implementation as part of his job, not the next person's. He walked through his reasoning so clearly that everyone left the conversation genuinely on board, not just nodding along. Buy-in did not come easily, and he made it look easy.
What set him apart, though, were the questions he asked. They had a way of changing what the rest of us were even trying to solve. Will cared about the work, and he cared about the people doing it.
I would jump at the chance to work with Will again. Whatever he turns his attention to next, the people on the other end will know quickly.
Tory Swensen
Software Engineer @ FurnitureDealer.Net
Will is one of the most flexible, energetic designers I've ever worked with
Equally at home on a marketing brochure as on complex software UI and user workflows, he's genuinely invested in understanding the problem before ever touching a solution.
What impressed me most was what happened when I gave him ambiguous direction. More than once, he came back with something that far exceeded what I was even hoping for, the kind of work where you find yourself saying "let's scale that back a bit for version one." He brings his A game every day, and it shows.
He has a point of view and isn't shy about it, but holds it the right way. He justifies his decisions clearly and has a rare ability to explain design thinking to non-designers. He can walk through why he made a choice in a way that actually makes sense to developers, stakeholders, and people like me. He stays open to feedback and adjusts without ego when the situation calls for it. He's also upfront when he doesn't know something, which is rarer than it should be.
Most importantly, Will earned my confidence early and kept it. That's not something most people do.
Joe Craddock
Co-Founder & CTO @ FurnitureDealer.Net
Testimonials
Will's someone who sweats the details in a good way
Before starting a project, he'd go out of his way to interview subject matter experts and gather real context, and he'd actively seek feedback from multiple people while work was still in progress. That kind of awareness is incredibly helpful for producing a good result in the end.
His design fundamentals are rock solid. He has good design instincts regarding hierarchy, whitespace, contrast, balance, and more. For someone in my position, the ability to hand off or collaborate on executional work without worrying about the quality is huge.
He's also incredibly flexible. When our team needed web design support on top of his usual UX/UI work, he jumped in, asked smart questions, and got up to speed quickly. That adaptability took real pressure off the team and helped everyone do better work.
Will is easy to work with, brings a unique perspective to creative projects, and is always moving toward the next thing he can learn. Any team would be lucky to have him.
Garrett Danielson
Senior Web Designer @ FurnitureDealer.Net
Will is one of the most flexible, energetic designers I've ever worked with
Equally at home on a marketing brochure as on complex software UI and user workflows, he's genuinely invested in understanding the problem before ever touching a solution.
What impressed me most was what happened when I gave him ambiguous direction. More than once, he came back with something that far exceeded what I was even hoping for, the kind of work where you find yourself saying "let's scale that back a bit for version one." He brings his A game every day, and it shows.
He has a point of view and isn't shy about it, but holds it the right way. He justifies his decisions clearly and has a rare ability to explain design thinking to non-designers. He can walk through why he made a choice in a way that actually makes sense to developers, stakeholders, and people like me. He stays open to feedback and adjusts without ego when the situation calls for it. He's also upfront when he doesn't know something, which is rarer than it should be.
Most importantly, Will earned my confidence early and kept it. That's not something most people do.
Joe Craddock
Co-Founder & CTO @ FurnitureDealer.Net
Working with Will was a pleasure and a privilege
He is a rare kind of designer: sharp without being showy, generous with his thinking, and curious about those who would bring his ideas to life.
His designs rewarded close inspection. They were considered without being cluttered, polished down to the last detail, and clear in a way that did the thinking for whoever encountered them. Will anticipated the edge cases and messy moments most designs skip, and he treated implementation as part of his job, not the next person's. He walked through his reasoning so clearly that everyone left the conversation genuinely on board, not just nodding along. Buy-in did not come easily, and he made it look easy.
What set him apart, though, were the questions he asked. They had a way of changing what the rest of us were even trying to solve. Will cared about the work, and he cared about the people doing it.
I would jump at the chance to work with Will again. Whatever he turns his attention to next, the people on the other end will know quickly.
Tory Swensen
Software Engineer @ FurnitureDealer.Net
GET TO KNOW ME
Traveling and hiking
Traveling and hiking
I'm always chasing new experiences that push me outside my comfort zone, whether that means meeting new people, learning something new, or getting out into nature.
A few years back that meant participating in a work program through Yellowstone National Park, where I lived and worked in the park full-time for three whole months. I hiked over a hundred miles of wilderness, summited mountains, wrangled horses, whitewater rafted, cliff dived in Utah, roadtripped to Grand Teton and Zion NP, made friends from across the country and the world, and had a couple of close calls with bears and bison along the way.
That same curiosity and appetite for new experiences carries directly into my work, where I'm always hunting for the next thing I can learn to level up my craft.
Click on the photos to get a closer look!
I'm always chasing new experiences that push me outside my comfort zone, whether that means meeting new people, learning something new, or getting out into nature.
A few years back that meant participating in a work program through Yellowstone National Park, where I lived and worked in the park full-time for three whole months. I hiked over a hundred miles of wilderness, summited mountains, wrangled horses, whitewater rafted, cliff dived in Utah, roadtripped to Grand Teton and Zion NP, made friends from across the country and the world, and had a couple of close calls with bears and bison along the way.
That same curiosity and appetite for new experiences carries directly into my work, where I'm always hunting for the next thing I can learn to level up my craft.
Click on the photos to get a closer look!
GET TO KNOW ME
Making games
Making games
Games have been a throughline in my life for as long as I can remember, ultimately leading me to pursue a bachelor's degree in Interactive Media Design (graduating summa cum laude) and eventually into UX/UI and digital product design as a profession.
I've designed and shipped multiple titles, leading teams whose work has been featured and awarded at industry expos and organizations like M+DEV, IGDA Twin Cities, and UW-Stout SGX. In my free time I'm currently developing an original beast-battling, hidden-placement card game with simultaneous reveal mechanics that I plan to eventually publish as a full-fledged commercial product.
My background in game design gives me a uniquely sharp lens on digital product work. Games demand that an experience isn't just usable but genuinely engaging, and understanding what creates that kind of delight and keeps users coming back is something I bring to everything I design.
Games have been a throughline in my life for as long as I can remember, ultimately leading me to pursue a bachelor's degree in Interactive Media Design (graduating summa cum laude) and eventually into UX/UI and digital product design as a profession.
I've designed and shipped multiple titles, leading teams whose work has been featured and awarded at industry expos and organizations like M+DEV, IGDA Twin Cities, and UW-Stout SGX. In my free time I'm currently developing an original beast-battling, hidden-placement card game with simultaneous reveal mechanics that I plan to eventually publish as a full-fledged commercial product.
My background in game design gives me a uniquely sharp lens on digital product work. Games demand that an experience isn't just usable but genuinely engaging, and understanding what creates that kind of delight and keeps users coming back is something I bring to everything I design.
GET TO KNOW ME
Playing games
Playing games
Knowing how to design games means playing a lot of them first, and that's something I've been doing my whole life.
From tabletop games like Catan and Magic: The Gathering to a wide range of video game genres, the games I've played have been keystone experiences that shaped the way I think about and approach interactive media as a designer. Even before I fully understood what I was doing, I was subconsciously absorbing the conventions, patterns, and design decisions baked into every game I touched.
That accumulated knowledge base gives me a deeply internalized sense of what works and what doesn't in interactive experiences, and it quietly informs my design sensibilities to this day.
Knowing how to design games means playing a lot of them first, and that's something I've been doing my whole life.
From tabletop games like Catan and Magic: The Gathering to a wide range of video game genres, the games I've played have been keystone experiences that shaped the way I think about and approach interactive media as a designer. Even before I fully understood what I was doing, I was subconsciously absorbing the conventions, patterns, and design decisions baked into every game I touched.
That accumulated knowledge base gives me a deeply internalized sense of what works and what doesn't in interactive experiences, and it quietly informs my design sensibilities to this day.
GET TO KNOW ME
Concerts and music
Concerts and music
Music is a big part of who I am. Discovering new artists, swapping recommendations with friends, and catching live shows are things I really look forward to.
I'm especially drawn to indie music, the kind that goes against the grain, tries something different, and gives voice to perspectives that don't often get a platform.
To me, music is one of the purest expressions of the human spirit, and there's something uniquely powerful about experiencing it live surrounded by like-minded people. Concerts are one of my favorite ways to feel connected to something bigger than myself.
Click on the album covers in the grid to check out some of my favorite artists, albums, and songs!
Music is a big part of who I am. Discovering new artists, swapping recommendations with friends, and catching live shows are things I really look forward to.
I'm especially drawn to indie music, the kind that goes against the grain, tries something different, and gives voice to perspectives that don't often get a platform.
To me, music is one of the purest expressions of the human spirit, and there's something uniquely powerful about experiencing it live surrounded by like-minded people. Concerts are one of my favorite ways to feel connected to something bigger than myself.
Click on the album covers in the grid to check out some of my favorite artists, albums, and songs!
