Question 1

What is UX design?

Accepted Answer

UX design (user experience design) is the process of creating products that are easy, efficient, and satisfying to use. It encompasses research, information architecture, interaction design, and usability testing - everything that determines how a product works rather than how it looks.
Good UX design is invisible. Users accomplish their goals without friction, confusion, or frustration. Bad UX design is immediately obvious - error messages that don't help, workflows that fight against you, interfaces that require training to understand.
We specialise in UX for complex technical products where the challenge isn't making things "simple" - it's making sophisticated functionality accessible to expert users without dumbing it down.

Question 2

What is UI design?

Accepted Answer

UI design (user interface design) is the visual and interactive layer of a digital product - typography, colour, layout, icons, buttons, and the aesthetic choices that shape how something looks and feels. While UX determines what happens when you click a button, UI determines how that button looks and invites interaction.
Great UI design creates immediate clarity. Users understand what's clickable, what's important, and where they are. It builds trust through polish and consistency. For complex products, UI design also means creating visual systems that scale - component libraries and design tokens that maintain coherence across hundreds of screens.
We believe UX and UI are inseparable. A beautiful interface that's confusing to use isn't good design. Neither is a usable product that looks unfinished.

Question 3

What is service design?

Accepted Answer

Service design looks at the complete ecosystem that delivers an experience - not just the app or website, but every touchpoint, channel, person, and process involved. It maps what happens before, during, and after someone uses your product, including the internal operations that make it work.
A service blueprint shows the user journey alongside frontstage actions (what users see), backstage actions (what staff do), and support processes (systems, policies, dependencies). This reveals where things break down - handoffs between teams, gaps between channels, moments where technology and human processes don't align.
Service design is essential when:
Multiple departments or teams serve the same users
Handoffs between systems or people cause problems
You're redesigning how a service operates, not just its interface
User experience spans digital and non-digital touchpoints
We've led service design projects for JP Morgan (300 employees across 4 continents) and complex SaaS platforms where the product is just one part of a larger ecosystem.

Question 4

What is a design system?

Accepted Answer

A design system is a collection of reusable components, guidelines, and standards that ensure consistency across a product or portfolio of products. It typically includes:
Component library - Buttons, forms, cards, navigation elements built as reusable code
Design tokens - Colours, typography, spacing defined as variables
Pattern library - Common UI patterns and how to use them
Documentation - Guidelines for when and how to use each element
Think of it like LEGO bricks for your product. Designers and developers draw from the same set of building blocks, which ensures consistency, speeds up development, and makes maintenance easier.
Design systems are especially valuable for:
Products with multiple surfaces (web, mobile, CLI, admin)
Teams with multiple designers or developers
Products that evolve continuously over months or years
Organisations that need to maintain quality at scale
We build design systems that are flexible enough for new features but rigid enough for consistency - systems that actually get used, not abandoned PDF style guides.

Question 5

What is CLI design?

Accepted Answer

CLI design (command-line interface design) applies user experience principles to text-based interfaces - the terminal windows developers use to interact with tools, systems, and infrastructure. It's a specialty most design agencies ignore because it looks "too technical."
Good CLI design encompasses:
Command structure - Intuitive hierarchies, verb-noun patterns, consistent flag conventions
Output formatting - Scannable terminal output using colour, spacing, tables, and progressive disclosure
Error messages - Clear explanations of what went wrong and what to do next
Help systems - Contextual --help output, man pages, and inline guidance
Interactive flows - Multi-step wizards and prompts for complex operations
Onboarding - First-run experiences that get developers productive quickly
Developers are users. The tools they interact with daily shape their productivity and satisfaction. A well-designed CLI can be the difference between adoption and abandonment.
We've designed CLIs for enterprise security (SPIRL), cloud governance (Stacklet), and developer infrastructure. Most agencies won't touch this - we actively seek it out.

Question 6

What is developer experience (DX)?

Accepted Answer

Developer experience (DX) is the overall experience developers have when using your tools, APIs, documentation, and platforms. It's user experience for a technical audience - people who expect efficiency, control, and transparency.
DX encompasses everything a developer touches:
APIs - Design, consistency, error handling, rate limiting
Documentation - Structure, examples, searchability, accuracy
CLIs - Command design, output, help systems
SDKs - Language idioms, error handling, authentication
Developer portals - Onboarding, reference, tutorials, community
Error messages - Clarity, actionability, debug information
Good DX reduces time-to-first-success. Developers can authenticate, make their first API call, and accomplish something meaningful within minutes - not hours or days of reading documentation.
We design for developers because we've spent years working alongside them. We understand the conventions they expect and where thoughtful design can dramatically improve their daily experience.

Question 7

What is enterprise UX?

Accepted Answer

Enterprise UX is user experience design for software used within organisations - internal tools, admin consoles, back-office systems, and platforms that employees rely on daily. It differs from consumer UX in several important ways:
Users can't leave. Employees must use the tools their organisation provides. This doesn't mean UX matters less - it means poor UX directly impacts productivity, error rates, and job satisfaction.
Users are often experts. Enterprise users frequently have deep domain knowledge. They need efficiency and power, not hand-holding. Oversimplification can be as harmful as complexity.
Multiple user types coexist. The same system serves power users, occasional users, administrators, and compliance teams - each with different needs.
Constraints are real. Legacy integrations, security requirements, compliance obligations, and organisational politics all shape what's possible.
We've redesigned enterprise systems for global banks (Citibank, JP Morgan) and consulting firms (Publicis Sapient). We understand that enterprise software doesn't have to feel like enterprise software - but you need designers who respect the constraints.

Question 8

What is a Founding Product Partner?

Accepted Answer

A Founding Product Partner is our engagement model for early-stage startups - we operate as your Head of Product with equity alignment, vesting over a standard period with a cliff.
This isn't a vendor relationship. We work as an extension of your founding team:
What we own:
Product strategy and vision
Roadmap and prioritisation
User research and customer feedback loops
UX and UI design delivery
Investor pitch support and due diligence
What you get:
Investor-credible product leadership without recruitment risk
Reduced cash burn (lower retainer in exchange for equity)
Someone who shares the stakes and cares about outcomes
Clear transition path when you're ready to hire internally
Who it's for:
Pre-seed to Series A startups
Founders who need a product leader, not just a designer
Teams preparing for fundraising
Companies building their first product
We limit Founding Product Partner arrangements to a small number at a time to ensure each company gets deep attention and enough time for us together to make real impact through to fundraising and early traction.

Question 9

What does Waldo Consulting do?

Accepted Answer

We're a London-based UX and product design consultancy specialising in complex technical products. We design enterprise software, developer tools, CLIs, data platforms, and SaaS products for companies ranging from pre-seed startups to global banks.
What we do:
Product strategy and roadmapping
User research and testing
UX and interaction design
UI and visual design
Design systems and component libraries
CLI and developer experience
Service design and blueprinting
Unlike generalist agencies, we focus exclusively on products where the underlying technology is sophisticated and users need clarity.

Question 10

What makes Waldo different from design agencies?

Accepted Answer

We specialise in technical complexity. Most agencies stick to marketing sites and straightforward apps. We've designed CLIs, data lineage tools, cloud governance platforms, and enterprise systems used by thousands. Complexity is where we thrive.
We embed with your team. We join your Slack, attend your standups, and work directly with your engineers. We're not waiting for briefs at arm's length - we understand your codebase, your constraints, and your context.
We offer aligned incentives. For startups, our Founding Product Partner model includes equity alignment. We're genuinely invested in your success, not optimising for billable hours.
We stay engaged through implementation. Design doesn't end at handoff. We work with developers to resolve edge cases and ensure the final product matches intent.
Learn more about how we work.

Question 11

How quickly can you start a new project?

Accepted Answer

Embedded retainers: Quickly. Once we agree on scope and allocation, we can begin almost immediately.
Fixed projects: A few weeks. We need time for scoping and proposal, then scheduling, but we always aim to be as quick as possible.
Founding Product Partner: A bit longer. We spend more time ensuring mutual fit - exploring your vision, your challenges, and whether partnership makes sense for both sides.
If you have an urgent need, tell us. We've started engagements very swiftly when the situation demanded it.

Question 12

How much does UX design cost?

Accepted Answer

UX design costs vary significantly based on scope, complexity, and engagement type. Here's a framework for thinking about investment:
Factors that affect cost:
Complexity of the product - A simple mobile app costs less than an enterprise platform with multiple user types, integrations, and compliance requirements.
Scope of work - Research only? Design only? Full product design including strategy, research, design, and implementation support?
Timeline - Rushed timelines require more resources and coordination. Reasonable timelines are more cost-effective.
Engagement type - Fixed projects have defined costs. Retainers offer flexibility but require ongoing commitment. Equity arrangements reduce cash but involve long-term alignment.
Typical ranges for our work:
Discovery sprint: Research, audit, and recommendations - establishes foundation for design decisions
MVP design: Strategy through high-fidelity design, ready for development
Design system: Component library, tokens, and documentation
Embedded retainer (monthly): Ongoing support, scaled to your needs
We don't publish fixed prices because every product challenge is different. We're happy to discuss specifics once we understand your situation.
What you're paying for:
Not just pixels. You're paying for designers who understand technical constraints, who embed with your engineers, and who stay engaged through implementation. The cheapest design is often the most expensive if it doesn't account for how software actually gets built.

Question 13

What engagement models do you offer?

Accepted Answer

We offer four models, each designed for different situations:
1. Product Partner For early-stage startups needing product leadership
You get a Head of Product with equity alignment. We own strategy, roadmap, and design delivery. Reduced cash retainer plus equity with standard vesting.
Best for: Pre-seed to Series A, founders preparing for fundraising, companies building their first product.
2. Embedded Retainer For teams needing ongoing, flexible support
Dedicated design resource embedded with your team on a monthly basis. We work in your tools, attend your ceremonies, scale with your needs.
Size options:
Focused: Part-time allocation
Dedicated: Near full-time allocation
Extended: Multiple designers for larger initiatives
Best for: Product companies with continuous development, teams scaling design capacity, organisations wanting long-term partnership.
3. Fixed Project For defined initiatives with clear scope
Detailed estimate upfront with specific deliverables and timeline. Payment typically structured with an upfront portion and completion payment (or milestone-based for larger projects).
Typical projects:
Discovery sprint
UX audit and recommendations
MVP design
Design system build
Best for: Specific challenges with clear boundaries, teams wanting predictable costs, one-time initiatives.
4. Advisory For strategic guidance without hands-on execution
Lightweight ongoing involvement - regular check-ins, roadmap reviews, design critiques, and access to expertise when needed.
Best for: Companies with internal teams needing direction, post-engagement ongoing support, founders wanting strategic input.
Most clients start with a fixed project or discovery sprint, then evolve into retainer or partnership arrangements once we've established fit.
Learn more about how we work.

Question 14

How much does it cost to design a SaaS product?

Accepted Answer

Designing a SaaS product typically involves several phases, each with different investment levels:
Phase 1: Discovery & Strategy Understanding your market, users, and technical landscape. Defining what to build and why.
Outputs: User research findings, competitive analysis, product strategy, prioritised roadmap.
Phase 2: UX Design Translating strategy into user flows, information architecture, and interaction design.
Outputs: Journey maps, wireframes, prototypes, usability test findings.
Phase 3: UI Design Creating the visual layer - high-fidelity screens, component library, design specifications.
Outputs: Complete screen designs, design system foundations, developer handoff documentation.
Phase 4: Implementation Support (ongoing) Working with developers during build, resolving edge cases, ensuring fidelity.
Outputs: Design QA, iteration on real implementation, refinement based on technical constraints.
Total timeline: Several months for a solid MVP, depending on complexity.
Variables that increase cost:
Multiple user types (admin, end-user, superuser)
Complex data visualisation requirements
Integration-heavy products
Compliance and accessibility requirements
Multiple platforms (web + mobile)
Variables that decrease cost:
Clear product vision and strategy already defined
Existing research and user understanding
Single user type with focused workflow
Web-only initial launch
Willingness to ship and iterate
We scope every engagement individually. The ranges above give you a framework, but your specific situation determines actual investment.

Question 15

How long does a design project typically take?

Accepted Answer

Timelines depend on scope and complexity. Here's what to expect:
Discovery & Research
Quick audit: Short engagement
Full discovery: Several weeks
Comprehensive research programme: Extended engagement
UX/UI Design
Focused feature design: Short engagement
MVP design: Several weeks
Full product design: A few months
Enterprise system redesign: Extended engagement
Design System
Component library foundations: Several weeks
Comprehensive system with documentation: Extended engagement
What affects timeline:
Faster:
Clear requirements and decision-making authority
Existing research and user understanding
Focused scope (one user type, one platform)
Responsive stakeholder feedback
Slower:
Multiple stakeholders requiring alignment
Complex technical constraints to navigate
Multiple user types and use cases
Regulatory or compliance review requirements
We'll always be honest about realistic timelines. Rushing design creates more problems than it solves - we'd rather scope appropriately than deliver work that doesn't hold up.

Question 16

Should I hire a design consultancy or build an internal team?

Accepted Answer

This depends on your stage, needs, and constraints. Here's how to think about it:
Consider a consultancy (like us) when:
You need to move fast. Hiring takes months. We can start quickly.
You need diverse skills. One hire gives you one skill set. We bring strategy, research, UX, UI, and specialist capabilities.
You're not sure what you need. An agency can flex as your needs become clearer. A hire locks you in.
You want to reduce risk. Mis-hires are expensive and painful. With us, you can verify track record before committing.
You need senior expertise without senior cost. Our clients access experienced designers without full-time executive salaries.
Consider hiring when:
You have continuous, predictable design needs and senior leadership to guide the effort. If you need full-time design indefinitely, a full-time hire makes financial sense.
You're ready to invest in management. Employees need management, feedback, career development. If you're ready for that, hiring works.
You've validated what you need. After working with an agency, you understand exactly what role to hire.
The best of both:
Many clients start with us to move fast and validate needs, then hire internally once they understand what they need. We help with that transition - defining roles, interviewing candidates, onboarding new designers.
You don't have to choose permanently. The right answer often changes as your company evolves.

Question 17

How do I know if I need a Founding Product Partner?

Accepted Answer

Consider a Founding Product Partner if:
You're technical but not product-focused. You can build anything - but you're less certain about what to build, how to prioritise, or how to make it usable. You need someone who thinks about the product holistically.
You're preparing to raise. Investors look for credible product leadership. A Founding Product Partner gives you that without the time and risk of hiring.
Budget constraints prevent you from hiring a full-time Head of Product. Senior product hires command £120–180K+ salaries plus equity. Our model provides equivalent leadership at lower cash cost.
You've tried freelancers and it's not working. Freelancers often lack strategic context. They execute briefs but don't own outcomes. You need someone invested in the bigger picture.
You want a partner, not a vendor. You're tired of agencies that treat you as a project to complete. You want someone who cares whether you succeed.

Question 18

What startup stages do you work with as a Founding Product Partner?

Accepted Answer

Primary focus: Pre-seed to Series A
This is where Founding Product Partner creates most value. You need product leadership but can't justify (or find) a full-time senior hire. Equity alignment makes the economics work for both sides.
What we look for:
Founders we believe in
A problem worth solving
Technical feasibility
Willingness to collaborate closely
Runway for an extended partnership
Post-Series A:
After Series A, most companies should hire a full-time Head of Product. At this point, we help with the transition - or shift to an embedded retainer model providing design support rather than product leadership.

Question 19

Do you help startups prepare for investor pitches?

Accepted Answer

Yes. We've helped multiple clients raise successfully, from pre-seed through to Series C.
How we help:
Product narrative: We help articulate what you're building and why it matters - translating technical capability into investor-friendly story.
Demo-ready prototypes: Interactive prototypes that let investors experience the product vision, even before engineering is complete.
Pitch deck support: Product sections of your deck - screenshots, flows, roadmap visualisation.
Due diligence preparation: When investors dig in, we're ready. Product strategy documentation, research findings, technical rationale for design decisions.
Investor meetings: We can join calls to discuss product strategy, demonstrate prototypes, or answer design questions.
What we've learned:
Investors look for evidence that you understand your users and can ship product. They're wary of technical founders with no product discipline, and non-technical founders with no ability to execute. A credible Founding Product Partner addresses both concerns.

Question 20

How do you approach legacy enterprise system modernisation?

Accepted Answer

We take an incremental approach rather than big-bang replacement:
Phase 1: Understand what exists We audit the current system - what works, what doesn't, what users actually do versus what the system assumes. We map technical dependencies and integration points.
Phase 2: Identify highest-impact improvements Not everything needs redesigning. We find the workflows that cause the most pain, the screens users see most often, the errors that waste the most time.
Phase 3: Design within constraints We design improvements that work with existing backends, APIs, and data structures. We're not asking you to rebuild everything - we're making what exists work better.
Phase 4: Plan phased rollout We create a roadmap for incremental improvement. Each phase delivers value while building toward larger transformation. Users adapt gradually rather than facing sudden change.
Why this works:
Big-bang replacements fail because:
They take too long (requirements change mid-project)
They cost too much (scope creep is inevitable)
They ignore institutional knowledge embedded in existing systems
Users resist sudden, dramatic change
Incremental modernisation delivers value continuously while managing risk.

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