Digital Product & Service Design
London
Whether you're starting out, scaling up or navigating change, we design what comes next, with you.
WHY WALDO
Insightful.
Agile.
Across all industries, our strength lies in rapidly understanding complex challenges and designing clear, effective solutions.
We thrive on the most intricate problems.
The unstructured, technical, high-stakes ones. The ones outside the box and without a playbook.
We navigate the complexity so you can focus on the opportunity.
We thrive on the most intricate problems.
The unstructured, technical, high-stakes ones. The ones outside the box and without a playbook.
We navigate the complexity so you can focus on the opportunity.
We thrive on the most intricate problems.
The unstructured, technical, high-stakes ones. The ones outside the box and without a playbook.
We navigate the complexity so you can focus on the opportunity.
We're industry agnostic, by design.
On familiar ground or not, our discerning approach cuts through complexity with speed and precision.
Whatever sector you're in, we help shape exceptional products, fast.
We're industry agnostic, by design.
On familiar ground or not, our discerning approach cuts through complexity with speed and precision.
Whatever sector you're in, we help shape exceptional products, fast.
We're industry agnostic, by design.
On familiar ground or not, our discerning approach cuts through complexity with speed and precision.
Whatever sector you're in, we help shape exceptional products, fast.
We design & build with you.
We work as an extension of your team, making the process smoother, more efficient, and genuinely enjoyable.
We design & build with you.
We work as an extension of your team, making the process smoother, more efficient, and genuinely enjoyable.
We design & build with you.
We work as an extension of your team, making the process smoother, more efficient, and genuinely enjoyable.
Have complex or unique requirements?
Have complex or unique requirements?
TEAM
TEAM
TEAM
Meet The Founders.
Waldo is built on the belief that technology should be truly easy to understand and use.
Specialist partners who bolster Waldo's offerings include CTOs, engineers and creative directors.
Lily Videnova
Co-Founder · Product & Design Lead
At Waldo, Lily is the design engine of the business, leading client work and setting the standard for how complex problems are understood and solved.
Lily combines a background in computer science with a master’s in Human–Computer Interaction, and has built her career on complex, deeply technical products. She quickly understands systems not just in how they work, but in how people experience them and where they break down.
That ability has shaped the pace of her career. Lily takes on problems others struggle to grasp, cutting through complexity to find the real issues, bringing clarity early, asking sharper questions, and designing practical, usable solutions.
Lily Videnova
Co-Founder · Product & Design Lead
At Waldo, Lily is the design engine of the business, leading client work and setting the standard for how complex problems are understood and solved.
Lily combines a background in computer science with a master’s in Human–Computer Interaction, and has built her career on complex, deeply technical products. She quickly understands systems not just in how they work, but in how people experience them and where they break down.
That ability has shaped the pace of her career. Lily takes on problems others struggle to grasp, cutting through complexity to find the real issues, bringing clarity early, asking sharper questions, and designing practical, usable solutions.
Lily Videnova
Co-Founder
Product & Design Lead
At Waldo, Lily is the design engine of the business, leading client work and setting the standard for how complex problems are understood and solved.
Lily combines a background in computer science with a master’s in Human–Computer Interaction, and has built her career on complex, deeply technical products. She quickly understands systems not just in how they work, but in how people experience them and where they break down.
That ability has shaped the pace of her career. Lily takes on problems others struggle to grasp, cutting through complexity to find the real issues, bringing clarity early, asking sharper questions, and designing practical, usable solutions.
Barney MacDonald
Co-Founder · Partnerships and Strategy
Barney is Co-Founder of Waldo, where he leads the business, its development, and partnerships — creating the conditions in which Lily and her team can thrive.
He began his career in live broadcast engineering, a niche, high-stakes environment with pressures similar to those of a start-up. That experience shaped his approach to work and change throughout his career — adaptable and responsive, while always careful and practical.
Over time, Barney became a trusted link between complex technology and the people relying on it. This people-centred approach to technology ultimately led to him joining forces with Lily.
Barney MacDonald
Co-Founder · Partnerships and Strategy
Barney is Co-Founder of Waldo, where he leads the business, its development, and partnerships — creating the conditions in which Lily and her team can thrive.
He began his career in live broadcast engineering, a niche, high-stakes environment with pressures similar to those of a start-up. That experience shaped his approach to work and change throughout his career — adaptable and responsive, while always careful and practical.
Over time, Barney became a trusted link between complex technology and the people relying on it. This people-centred approach to technology ultimately led to him joining forces with Lily.
Barney MacDonald
Co-Founder
Partnerships & Strategy
Barney is Co-Founder of Waldo, where he leads the business, its development, and partnerships — creating the conditions in which Lily and her team can thrive.
He began his career in live broadcast engineering, a niche, high-stakes environment with pressures similar to those of a start-up. That experience shaped his approach to work and change throughout his career — adaptable and responsive, while always careful and practical.
Over time, Barney became a trusted link between complex technology and the people relying on it. This people-centred approach to technology ultimately led to him joining forces with Lily.
OUR SERVICES
OUR SERVICES
OUR SERVICES
We translate complex technical challenges into elegant, user-centred solutions.
TESTIMONIALS
TESTIMONIALS
TESTIMONIALS
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media
"Collaborating with Waldo has been an exceptional experience; their innovative approach and dedicated team have consistently exceeded our expectations."
James Morgan-Yates
Fractional CTO, Morgan-Yates Consulting
"Engaging Waldo. to assist with the information architecture, usability and UX/UI design of our media publishing product was the best decision for our team. "
Tracie Mitchell
CTO, cyon.media