I am an award-winning UX Designer and Information Architect with over 30 years of experience crafting meaningful and impactful experiences for leading brands. My focus is on human-centered design principles, transforming complexity into intuitive interfaces, and creating engaging digital products. I'm known for diving into chaos, establishing order, and developing simple, sustainable, and workable solutions to complex problems. I am passionate about championing real user needs and collaborating with talented professionals globally, bringing creativity and strategy together to deliver consumer and enterprise-level solutions. My client work spans recognized companies such as Meta, Google, PwC, Ancestry, and more.

Will Petersen

I am an award-winning UX Designer and Information Architect with over 30 years of experience crafting meaningful and impactful experiences for leading brands. My focus is on human-centered design principles, transforming complexity into intuitive interfaces, and creating engaging digital products. I'm known for diving into chaos, establishing order, and developing simple, sustainable, and workable solutions to complex problems. I am passionate about championing real user needs and collaborating with talented professionals globally, bringing creativity and strategy together to deliver consumer and enterprise-level solutions. My client work spans recognized companies such as Meta, Google, PwC, Ancestry, and more.

Available to hire

I am an award-winning UX Designer and Information Architect with over 30 years of experience crafting meaningful and impactful experiences for leading brands. My focus is on human-centered design principles, transforming complexity into intuitive interfaces, and creating engaging digital products. I’m known for diving into chaos, establishing order, and developing simple, sustainable, and workable solutions to complex problems.

I am passionate about championing real user needs and collaborating with talented professionals globally, bringing creativity and strategy together to deliver consumer and enterprise-level solutions. My client work spans recognized companies such as Meta, Google, PwC, Ancestry, and more.

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Language

English
Fluent
Czech
Intermediate
Serbian
Intermediate
Spanish; Castilian
Intermediate

Work Experience

UX Designer & Information Architect at Independent
October 1, 2017 - Present
Supported companies both large and small in creating and launching impactful consumer experiences. Worked with clients including Meta (Facebook), Guidehouse, PwC, Rocco & Roxie Supply Company, and TF Design.
Principal UX Designer at Ancestry
March 1, 2021 - August 11, 2025
Lead UX Designer for the launch of AncestryHealth, a consumer product focused on bringing the promise of personal genomics to the forefront of healthcare. Collaborated with experts across science, product, content, and engineering to realize this impactful vision.
Creative Director at PwC Experience Center
June 1, 2019 - August 11, 2025
Creative Director and UX Lead for the Los Angeles Experience Center, an internal group focused on innovation, business transformation, and experience design within PwC.
Senior Information Architect at Google Brand Studio
October 1, 2017 - August 11, 2025
Supported product and marketing teams in developing small- and large-scale consumer-facing experiences aimed at educating users about Google’s offerings. Assisted in project/product cycles including planning, user research, requirements gathering, usability testing, content strategy, and development.
Senior Information Architect at Razor
May 1, 2014 - August 11, 2025
Provided UX and information architecture services to clients such as Microsoft Xbox, Stanford Health Care, State Farm, Toyota, and US Cellular.

Education

Bachelor of Arts, Music Composition & Performance at University of California, Riverside
September 1, 1989 - May 31, 1994
BA, Music Performance and Composition at University of California, Riverside
January 1, 1989 - January 1, 1994

Qualifications

Add your qualifications or awards here.

Industry Experience

Computers & Electronics, Financial Services, Government, Healthcare, Life Sciences, Professional Services, Real Estate & Construction, Telecommunications, Energy & Utilities, Travel & Hospitality, Retail, Software & Internet, Consumer Goods, Media & Entertainment