About
About Waldo: Product, UX & Service Design Consultancy
About Waldo: Product, UX & Service Design Consultancy
Our Story
How our early foundations shaped the way we design today.
Waldo is a product, UX and service design consultancy that helps ambitious organisations design complex digital products, services and internal systems.
Waldo is a product, UX and service design consultancy that helps ambitious organisations design complex digital products, services and internal systems.
Based in London and working across international markets, we bring together senior expertise in human-computer interaction, product strategy, service design and user experience.
Based in London and working across international markets, we bring together senior expertise in human-computer interaction, product strategy, service design and user experience.
Founded in 2014, Waldo began as a specialist technology consultancy for the broadcast, television and film sectors.
Founded in 2014, Waldo began as a specialist technology consultancy for the broadcast, television and film sectors.
Since then, we have grown into a multidisciplinary design practice, evolving alongside the digital technologies now central to how organisations create, manage and deliver their products and services.
Since then, we have grown into a multidisciplinary design practice, evolving alongside the digital technologies now central to how organisations create, manage and deliver their products and services.
Through our established partner network across Europe and the United States, we give clients access to senior specialist talent wherever their challenges are.
Through our established partner network across Europe and the United States, we give clients access to senior specialist talent wherever their challenges are.
Team
Meet
the Founders.
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.
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.
Barney MacDonald
Co-Founder
Product & Design Lead
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.