I'm a global award-winning senior product designer focused on turning complex, regulated systems into intuitive, trusted experiences. I design for accessibility, data-intensive UX, and scalable platforms across fintech, DeFi, and Web3, always prioritising user empathy and measurable impact. I blend strategic thinking with hands-on delivery, guiding design across executives, engineers, policy, and product teams. I thrive in agile, high-stakes environments, build scalable design systems, mentor teams, and continuously improve products through research, usability testing, and analytics to reduce risk and boost long-term confidence.

William Butt van Gelderen

I'm a global award-winning senior product designer focused on turning complex, regulated systems into intuitive, trusted experiences. I design for accessibility, data-intensive UX, and scalable platforms across fintech, DeFi, and Web3, always prioritising user empathy and measurable impact. I blend strategic thinking with hands-on delivery, guiding design across executives, engineers, policy, and product teams. I thrive in agile, high-stakes environments, build scalable design systems, mentor teams, and continuously improve products through research, usability testing, and analytics to reduce risk and boost long-term confidence.

Available to hire

I’m a global award-winning senior product designer focused on turning complex, regulated systems into intuitive, trusted experiences. I design for accessibility, data-intensive UX, and scalable platforms across fintech, DeFi, and Web3, always prioritising user empathy and measurable impact.

I blend strategic thinking with hands-on delivery, guiding design across executives, engineers, policy, and product teams. I thrive in agile, high-stakes environments, build scalable design systems, mentor teams, and continuously improve products through research, usability testing, and analytics to reduce risk and boost long-term confidence.

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Experience Level

Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate

Language

English
Fluent

Work Experience

Senior User Interface Designer at Commonwealth Bank
June 1, 2025 - Present
Supporting the Yello mobile app, an engagement and loyalty experience on iOS and Android with over 7 million active users.
Senior Product Designer at Sendinthefox
August 1, 2023 - June 1, 2025
Product designer specialising in DeFi & Web3 products, executing UX benchmarks for smart contracts. Led DeFi projects including an Arbitrum protocol with $20M TVL and $20M raise; Infrared.Finance on Berachain with $1.35B TVL; and engagements for DoH, IP Australia, and Minikai.
Senior Product Designer at PXL Labs Design
May 1, 2024 - October 1, 2024
Senior UX and Product Designer at a DeFi-focused design studio, delivering end-to-end design across product discovery, design systems, and user research.
Associate Director - Discovery & Data Management at Deloitte Australia
May 1, 2021 - August 1, 2023
Led the design of Data Insights software leveraging AI/ML and Azure Cloud; applied Human-Centered Design to improve usability and value from data insights; conducted user testing with data scientists.
Lead Product Designer at Olympus
August 1, 2021 - July 1, 2023
Led product design for Olympus treasury; contributed to Olympus Pro bonds marketplace (>$10M daily trades); built the v2 design system in Figma; led Wallet, Flex Loans, and Transparency projects.
Lead Product Designer at ARCx
March 1, 2021 - July 1, 2021
Lead product designer for a synthetic asset Web3.0 protocol enabling on-chain liquidity and on-chain identity integration.
Lead UX Designer at Macquarie Group
December 1, 2020 - March 1, 2021
Lead UX/UI designer for Adviser Online, a digital wealth CRM for Macquarie Wealth.
Manager, User Experience Designer at Binance
September 1, 2019 - August 1, 2020
Senior UX designer for the Binance app and trading/finance design teams; led design for millions of global users.
Senior Manager Product Design, AMEA Digital Banking at Standard Chartered Bank
January 1, 2017 - September 1, 2019
Led digital banking design across 9 African markets for SC Mobile; mentored design and marketing teams; scaled lean MVPs using Feature-Driven Development.
Senior Experience Consultant at Deloitte Digital
December 1, 2014 - October 1, 2016
Senior consultant delivering human-centered design-led digital transformation for AMP and Telstra, including Goals-Based Advice and related tools; facilitated Design Thinking workshops.
Senior UX/UI Designer at Agentbo x
March 1, 2014 - December 1, 2014
UI overhaul redesign of Australia’s leading Real estate CRM; launched Agentbo x Go mobile app for Android and iOS.
Lead Mobile UX Designer at Amaysim
January 1, 2014 - March 1, 2014
Mobile-first UX design for MyAmaysim portal; information architecture and tone-of-voice strategy.
Junior Developer at General Assembly
June 1, 2013 - September 1, 2013
Web Development Immersive - Ruby on Rails, responsive web apps, databases, APIs.
Mobile Experience Designer at Ansible Australia
May 1, 2011 - May 1, 2013
Led mobile experiences for Virgin Australia, Ford Unplugged, PlayStation; collaborated with stakeholders to drive engagement.

Education

BA (Hons1) Visual Communications, Graphic Design at University of Canberra
January 1, 2001 - January 1, 2004
Web Development Immersive - Ruby on Rails & Responsive Web Apps at General Assembly
January 1, 2013 - January 1, 2013
Master Certification in UX (UXMC) at Nielsen Norman Group
January 1, 2018 - January 1, 2019
UX Management & Interaction Design Specialties at Nielsen Norman Group
January 1, 2018 - January 1, 2019
Luma Institute Certified Practitioner of Human-Centred Design at Luma Institute
January 1, 2019 - January 1, 2019
Certified Scrum Master (CSM) at Scrum Alliance
January 1, 2017 - January 15, 2026
Master Certification in UX (UXMC) at Nielsen Norman Group
January 1, 2018 - January 1, 2019
Certified in UX Management & Interaction Design Specialties at Nielsen Norman Group
January 1, 2018 - January 1, 2019
Luma Institute Certified Practitioner of Human-Centred Design at Luma Institute
January 1, 2019 - January 1, 2019
Certified Scrum Master (CSM) at Scrum Alliance
January 1, 2017 - January 1, 2017
Web Development Immersive (Ruby on Rails & Responsive Web Apps) at General Assembly
January 1, 2013 - January 1, 2013
BA (Hons1) Graphic Design at University of Canberra
January 1, 2001 - January 1, 2004

Qualifications

Master Certification in UX (UXMC)
January 1, 2018 - January 1, 2019
Certified in UX Management & Interaction Design Specialties
January 1, 2018 - January 1, 2019
Luma Institute Certified Practitioner of Human-Centred Design
January 1, 2019 - January 1, 2019
Certified Scrum Master (CSM)
January 1, 2017 - January 15, 2026
Master Certification in UX (UXMC)
January 1, 2018 - January 1, 2019
UX Management & Interaction Design Specialties
January 1, 2018 - January 1, 2019
Luma Institute Certified Practitioner of Human-Centred Design
January 1, 2019 - January 1, 2019
Certified Scrum Master (CSM)
January 1, 2017 - January 1, 2017
Web Development Immersive (Ruby on Rails & Responsive Web Apps)
January 1, 2013 - January 1, 2013
BA (Hons1) Graphic Design
January 1, 2001 - January 1, 2004

Industry Experience

Financial Services, Government, Software & Internet, Professional Services, Other, Media & Entertainment

Experience Level

Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate