PRODUCT DESIGN / STUDIO OF ONE

EST. 2017 / CANADA / REMOTE

OPEN FOR WORK / Q4 ONWARD

Design help for the part that isn’t figured out yet.

Undeclared Major: 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 leverage hard-won judgement and craft skills with the latest tooling. I've worked alongside founders, and been a founder myself. You get me doing the work, not agency overhead.

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

Case studies (coming soon)

Building a longitudinal care platform inside a supplement business

fullscript / 0-1 / 2026

Shaping the marketplace flywheel and turning a 20% decline into growth

KIJIJI / turnaround / 2025

Beating the bots and growing a streetwear marketplace to 250K MAU

shopify garage x frenzy / 0-1 / 2018

Scaling online grocery delivery through the pandemic surge

instacart / design leadership / 2021

Helping kids' activity operators break free of administrative toil

campas / 0-1 / 2025

Relaunching the control center for global e-commerce

Stripe / design leadership / 2022

HOW IT STARTS

A call

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

Book here ↗

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.

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