© 2025 Will Peterson

Portrait of Will Peterson, wearing a light-colored button-up shirt with a small dark pattern. He is standing in front of a reddish wall and smiling slightly at the camera.

My Story

I got my start in UX and product design at a bookstore, of all places. I found myself obsessing over how to organize sections and make it easier for customers to find exactly what they were looking for. One day, I told my stepmom about it, and she said, “That sounds like UX.” After that, everything clicked.

My first role was as the 0 to 1 designer of Flightpath, a B2B SaaS platform for podcast analytics. While there, I transformed Flightpath from one graph and a few tables into a feature-complete platform.

For the last year I've worked a number of freelance and short term contracts for early days startups. Most notably, I worked on a ex-goolger founded stealth mode startup in agentic architecture. These roles have involved everything from web and app design, engineering, content and UX writing, and dev support.