I’m Will Rockel, a lead designer living in Adelaide, and currently working at
Culture Amp.
I’ve helped build products in fintech, medical tech, government, real estate, NGO, marketing renewable energy, mental health, food, workflow management, and HR. I’m focused on the ways craft, research, and design-thinking can improve product outcomes, and achieve strategic goals.

For more information say hi@wrockel.com.
Selected Project Summaries
2019 - 2023
National Stewardship Trading Platform
Australian National University & Department of Agriculture, Water and the Environment
Lead Designer · 6 months · 2022

Offsetting carbon emissions by planting trees and preserving biodiversity sound like great ideas, but the existing marketplaces for carbon and biodiversity units are opaque, with irregular classifications, and expensive reporting requirements. Australian National University and the Department of Water Energy and Agriculture wanted to create a new marketplace for buying and selling environmental units.

The solution needed to lower transaction costs and complexity in environmental markets by making it cheaper and easier

  • for landowners to plan projects, and
  • to market resulting carbon and biodiversity units, and
  • buyers to find carbon credits and transact
I designed a map interface for prospecting carbon estimates on property, and to easily add that plan to an application. As this is still an emerging market, there was a special emphasis on educating landowners and guiding them through the process. Within 5 weeks we launched a pilot program in NSW. The Pilot program received applications for over 700,000 tonnes of estimated forward abatements, and resulted in ongoing government funding to establish environmental programs nationwide and expand the marketplace.
Continuous Insights for Retention and Engagement
Culture Amp
Lead Designer · 6 months · 2022
Culture Amp needed to provide managers with meaningful insights about group trends between surveys to prompt action towards focus areas, show the impact of these actions on culture and business, and make report sharing easier, so more managers have access to insights.

When I joined the team the project was several months late, and lacking a clear direction. I led two design sprints to quickly iterate concepts, define insights, and clarify the product objectives.

Engagement serves many purposes, but understanding employee retention and avoiding regrettable attrition is key for any business. By combining sentiment data with turnover data to understand why people leave we created a customisable, shareable live dashboard with employee insights for specific groups within an organisation.

The product resulted in a 4% increase in new customer conversions during sales demos.
Curating a more personal internet
Woav
Lead Designer · 12 months · 2020-2021
Woav began as a concept for improving discoverability of quality content on the internet by making it easier to audit the history and connections of web content.

During the building process, the objective shifted from building a business to creating a space for collaboration and exploring ideas about how organisations function. What we could build became less important than understanding why we wanted to build it. Prototypes became analogous to single pieces in an artist's oeuvre. Businesses are begun with an assumption that they need to continue to grow. We decided to only ever do the minimum to express our idea so that we could keep evolving the conversation. This kind of thinking is familiar to me from my artistic background, so it was interesting to apply it to the product and business strategies I used in my design career. The journey really was the destination with this one.
Next generation whole-eye OCT imaging
Culture Amp
Lead Designer · 6 months · 2022
Cylite’s industry leading Hyper Parallel Optical Coherence Tomography (HP-OCT®) device uses an array of lasers to image and measure depth and density of a patient’s eye anatomy in real time without motion artefacts. The HP-OCT replaces multiple clinical instruments with one, saving valuable space, time, and money, while providing access to more comprehensive and accurate patient data to help clinicians to make more informed decisions.

The designs needed to work across a native windows app that controlled the device, and a web-based platform for viewing the captured data. The scans were so rich in data that they could be displayed in multiple different exam types. I focused on creating clear workflows and UI patterns that would enable extensive exam formats while maintaining consistent user experiences as the platform expanded.
Mapping Bike Safety to improve city planning
Amy Gillet Foundation
‍Lead Designer ·  months · 2022
The Amy Gillet foundation is dedicated to improving safety for cyclists across Australia. It’s difficult to lobby for infrastructure change if governments can’t see where the problems are located. This was a proof of concept for a map combining crash data, transport data, and user submitted content to identify problem areas and create proposals for local and state government initiatives.
Thank you for your time. Full case studies, and additional work examples are available on request.
Linkedin
hi@wrockel.com