Meet Chris: Designing the confidence to click 'order'

Some people design interfaces. Some people design outcomes. Chris Henderson designs responsibility.

The kind that makes customers feel confident pressing “order” on something complex.

He has been part of WTTB for five years officially, but his influence runs deeper than that. Long before Climb Creative merged with WTTB in 2020, Chris was already shaping how customers would experience the brand. His studio helped design and build the first WTTB website in 2014, and again in 2018, well before UX became a talking point and long before print ecommerce tried to simplify itself.

Chris did not arrive to add polish, he arrived to make things work.

His background is graphic design, but his career never stayed in one lane. Since leaving university, he has always been immersed in design, developing naturally into user experience and user interface work as the problems demanded it. That journey took him as far as working within a design agency in Melbourne, Australia, where clarity, function and restraint mattered as much as creativity.

Print is complicated. Chris accepts that and then removes the pain.

At WTTB, he oversees every aspect of design that customers interact with. This spans graphic design, UX, UI and the studio department itself. Oversight, however, does not mean distance. Chris remains deeply involved in decision-making, refinement and problem-solving, constantly balancing what is technically possible with what feels safe and clear for the customer.

Where others might optimise for speed, he optimises for confidence. He asks one simple question repeatedly:

If I were the customer, would this feel clear, or would it feel risky?

That thinking shapes everything. From how products are configured, to how choices are presented, to how artwork issues are resolved behind the scenes. Chris sits at the intersection of internal process and customer journey, ensuring the two support one another.

He leads the UX direction at WTTB. He defines the logic. He sets the standard.

Dan builds the interaction that brings it to life. Chris ensures it should exist in the first place.

It is a partnership built on contrast and trust. Chris frames the system, the rules and the intent. Dan refines the moments within it. Strategy becomes experience because someone is accountable for both.

What makes WTTB’s website stand out is not just the technical stack it runs on, though that matters. It is the constant, careful refinement of how customers move through complexity without feeling it. Features are added. Flows are adjusted. Friction is reduced. Quietly. Continuously.

Chris does not chase perfection, he chases improvement.

The most rewarding moments are simple. A small change that earns positive feedback. A complex artwork issue resolved cleanly. A finished product delivered exactly as expected. Each one confirms the same thing: the system held.

Everything Chris does is in service of the customer. Every decision. Every adjustment. Every improvement.

If the site feels dependable, that is not an accident. If customers trust the outcome, that is not luck. That is stewardship. Not design for attention. Design for assurance. Print Sorcery, held together.