I’m Will Rockel, a lead product designer living in Adelaide, and working at
Culture Amp.
I’ve designed products used by millions of people in fintech, medical technology, government, real estate, NGO, 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.
Selected Projects
2019 - 2023
2019 - 2023
National Stewardship Trading Platform
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 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.
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.



Next generation whole-eye OCT imaging
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.
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
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
hi@wrockel.com