Hi, I'm Willem, a product designer with 13+ years of experience building digital products. My work is driven by curiosity, a love of craft, and turning fuzzy problems into clear, shippable products.
My story β
I'm based in Durban, South Africa, and I've been designing digital products for over a decade. I started out in agency land, where a broad mix of clients taught me to get to the heart of a problem quickly and to design for the constraints a team actually has, rather than the ones it wishes it had.
At Conversation Lab I worked across fintech and SaaS, including early engagements with Luno and iKhokha. That led to iKhokha itself, where I reworked the purchase journey and ran it as an A/B test, then redesigned their public website. Today I'm a UX Designer at Luno, working on the core buy flow and Luno Pay across web, iOS and Android.
The work I enjoy most sits between research and craft: framing the problem with real evidence, exploring it in flows and prototypes, then sweating the details of the interface that ships β the copy, the empty states, the moment something just works. Design systems are how I keep that quality consistent as a product grows.
Through my studio, KtizΕ Digital, I also partner with founders and product teams, mostly remote work for UK-based clients, on product and web design.
FigmaFramerPrototypingDesign systemsWebflowHTML / CSS
Design process
Product design is much more than what meets the eye. I work alongside product, engineering and research on every part of how someone experiences a product.
Frame
Get to the real problem before designing anything. Understand the user need, the business goal, and the constraints the team is working within.
Explore
Move quickly and widely β sketches, flows, wireframes, prototypes β so ideas can be tested and argued about while they are still cheap to change.
Ship
Design isn't finished at handover. I stay close to engineering through build, covering the states and edge cases, so what ships is what was intended.
Measure
Put it in front of real people and watch what happens. A/B tests, analytics and feedback decide what gets fixed next, and the loop starts again.
Where I've worked β
UX Designer
Present
Crypto product design β buy flows, Luno Pay, and core transactional journeys across web, iOS and Android.
UX Designer
2023 β 2024
Purchase journey conversion work and a full public website redesign for one of South Africa's leading payment providers.
UI Designer
Agency
Digital product work for fintech and SaaS clients, including early Luno and iKhokha engagements.