I’m William, a Lead Product & UX Designer.

Nice to meet you

I have fifteen years of experience designing and shipping product interfaces for enterprise platforms and developer tools. Recent work includes FedEx, Cognex, CDM Smith, and Dogfish Head.

Selected clients

FedEx Developer Platform Unifying five tools into one platform for thousands of developers

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The FedEx Developer Platform is the portal thousands of developers rely on every day: for onboarding, API discovery, sandbox keys, and production credentials. Five disconnected tools, no unified experience.

Over two and a half years at Tank Design, I led product and UX design across six personas, working alongside FedEx’s engineering and product orgs to consolidate the surface into a single, governed platform.

The result: a redesigned platform that scales across business units, with shared patterns for API status, billing, webhooks, and account management. Currently live for thousands of FedEx developers worldwide.

Cognex A B2B product portal and catalog, rebuilt around how buyers actually search

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Cognex makes the machine-vision systems that inspect every Coca-Cola can and iPhone camera coming off the line. The marketing and support sites had to speak to both factory operators and procurement engineers, without losing technical credibility.

I helped lead the experience design on a multi-property redesign: cognex.com marketing, MyCognex support, and the IA that connects them. Owned the work from user research through visual production.

The result: a clearer path from product discovery to support, with an information architecture that engineering, marketing, and customer success could finally agree on.

Cognex mobile homepage and customer story

Dogfish Head A beloved craft brand, rebuilt as an e-commerce platform without losing its voice

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Dogfish Head is a craft beer brand with a singular personality: loud, weird, and devoted. The old site couldn’t carry the brand or the e-commerce ambition behind it.

I led experience design on the rebuild, balancing brand personality against the structural needs of a Sitecore XM Cloud platform that the marketing team had to live in every day.

The result: a brand-forward platform that scales across editorial, product, and seasonal campaigns. Live at dogfish.com.

Dogfish Head 60 Minute IPA campaign hero

Dogfish Head homepage beer lineup section

Dogfish Head Sea Quench Ale campaign banner

CDM Smith Twenty years of ungoverned content, rebuilt as a system

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CDM Smith is a $1B+ global engineering firm. Twenty years of accreted content across six regions, no shared component library, no editorial governance.

As Senior Experience Designer at Verndale, I led the full redesign, from information architecture and content audit to a 67-component design system built for Sitecore XM Cloud.

The result: a coherent visual language and governed component set that the regional teams can actually maintain. Currently live at cdmsmith.com.