Andrew Couldwell

designer and
design system

I work with startups and established businesses to consult on their products and design new or redesign existing digital products. I offer a range of services tailored to what you need — from an impartial review and audit of your product to a full-blown redesign or creating a new product from the ground up. I can set your product and team up for success with a design system, a library of components in Figma, and documentation to help your team work more efficiently after our work together is done.

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In 2019, I wrote a book about how to design and build products and websites systematically, with a focus on creating a design system and a strong digital brand. I’m proud to say the book has sold in 84 countries. While the book inspires design teams to build better products, not all companies can afford to employ designers in-house or pay inflated agency rates. When you hire me, you get all the experience and knowledge in my book chanelled into your company’s brand and product, without breaking the bank.

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As our time working together may be limited to only a few weeks or months, each of the services I offer are designed to set your business and team up for success in the long term. Depending on your needs and budget, I can provide one or all of these services:

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Design Exploration

For a new product, we’d start by discussing your business and product goals, then I would design a concept that we’d iterate on until we have a build-ready product. For an existing product, a review is a great place to start. From there we can discuss the merits of re-working what you have currently, or starting again with a new design. Ultimately, we’ll be creating a design system driven product.

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Design Library

Design libraries are a toolkit of all the component parts of your product including anything from buttons to colours, text styles, form inputs, and larger design patterns. Using this library (in Figma), anybody at your company can quickly and easily iterate on your product. Libraries keep your product consistent, save time, and free your team to focus on important tasks.

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Products evolve over time, adapting to ever-changing business needs and user behaviour. Maintaining the integrity of a product after a new design has been implemented is hard, especially if you have a team of people working on it. Documenting design decisions, intent, and use cases for design system elements helps to keep product teams in check and onboard new team members.

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Launching and growing a startup, establishing a brand, and attracting new users doesn’t stop at designing and building a great product. I can design, build, and creatively direct supporting materials like a website or transactional and marketing email templates to help you promote your new product, subscribe early adopters pre-launch, or market new features.


A few select case studies, from B2B complex back-of-house operational products to B2C customer-facing responsive websites and apps:

Let’s chat.

Drop me an email, tell me a bit about your business and product, and we can schedule a call to discuss how we can work together.

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If you’re a startup

I can help you bring your idea to life. You’d be hiring a designer, a creative director, and a product consultant. I don’t just make things pretty, I’ll also help you flesh out your product idea. I can help you get off the ground with an MVP, I can help you iterate on that MVP as you learn more about your market and users, and I can help you scale your product to become a market leader. I relish the opportunity to help startups create the best product in their field.

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If you’re an established business

Designing and building products in-house is hard, time-consuming, and expensive. Sometimes you just need to get it done, or you need a fresh perspective freed from restraints and roadblocks. What would take an in-house team several frustrating months to do, will only take me weeks. I can help you with a product consultation and audit, a product redesign, establishing a design system, and setting up your team for success. I have the experience and know-how to help your product and team thrive.

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