Undeclared Major

Design help for the part that isn't figured out yet. A one-person product design studio run by William MacIvor. I've been designing and shipping software for twenty years, from billion dollar companies in hypergrowth to smaller shops just getting started. I've worked alongside founders, and been a founder myself. You get me doing the work, not a pitch team that hands you to someone junior the week after you sign.

WRM@UNDECLAREDMAJOR.CA ↗

SHIPPED AT

WHAT YOU CAN BUY

Zero to one

You have a thing that doesn’t exist yet. I design it end to end and we put it in front of real people before either of us is sure it’s right.

typically 2-3 Months · FIXED FEE

Fractional design lead

You have a small team but no-one senior to guide them. I run the practice, set the bar, and make myself unnecessary.

2 DAYS / WEEK · MONTHLY

Audit and north star

Something’s wrong, but nobody can name it. You get the diagnosis and a prototype of the version that isn’t broken.

~1 Month · FIXED FEE

HOW IT STARTS

A call

Twenty minutes. You describe the problem, and we figure out if I’m the right person to help.

A proposal

One page. Scope, timeline, fee. Usually within two days.

Week one

I’m in your tools, alongside your people, and you see work by Friday.

Then

We ship, we learn, we adjust as needed.

Case studies (coming soon)

Diagnosing a reverse flywheel and turning a 20% decline into growth

KIJIJI

Scaling online grocery delivery through the pandemic surge

instacart

Building a longitudinal care model inside a billion-dollar business

fullscript

Breaking apart a rigid dashboard into a dynamic platform

Stripe

Beating the bots and building a vertical marketplace

Shopify

Helping kids' activity operators break free of administrative toil

campas

WHAT CLIENTS AND COLLEAGUES HAVE SAID

“Will joined Kijiji at a critical time. We needed someone who could see the full picture across product, culture, and user trust, and translate an honest diagnosis into a practical plan. Will did that. He is a strategic leader who happens to come from design.”

CEO, KIJIJI

“Will’s leadership is marked by clear vision and user-centric focus. His ability to communicate transparently, his expertise in systems thinking, and his pragmatic approach consistently delivered impactful results across our projects.”

SR PM, STRIPE

“You’ll never find Will waiting for direction or getting stuck in a loop of questions — he listens, distills, and expects action. We made so much progress from his ability and desire to build upon momentum while steering design forward.”

PRINCIPAL DESIGNER, JOBBER