Start with the decision
Research earns its place by changing what a team understands, prioritises or builds.
Research-led design lead
I make difficult services easier to use.
I’m Guillermo Moreno, a hands-on product, service and UX designer. I turn research into clearer journeys, better decisions and work teams can actually ship.
Evidence to deliveryResearch, strategy, interaction design and design QA
Hands-on leadershipSenior individual contributor or embedded design lead
Complex journeysIdentity, claims, eligibility, support and content discovery
Selected work
Outcomes, not theatre.
Five projects where the design had to work across real users, operational constraints and delivery teams.
01
Making identity verification work across government
A reusable, inclusive identity service adopted by more than 30 government services.
Turning a paper-led publisher into a useful digital product
Research, information architecture and iterative design for a global legal audience.
Helping employers find the right wellbeing support
A content-heavy public health service reorganised around real employer needs.
Reducing avoidable support calls without hiding support
Claims and help journeys redesigned around what customers and care teams actually needed.
Designing a savings service people could trust
An award-winning government service for people on low incomes, taken from evidence through launch.
How I work
Close to users. Close to delivery.
I stay with the problem from the first uncertain conversation through prototypes, trade-offs and the details that reach production.
Make complexity visible
Journeys, blueprints and prototypes give policy, operations and engineering something concrete to work through together.
Test before certainty hardens
I put rough work in front of people early, then increase fidelity when the evidence supports it.
Finish the last ten per cent
Design quality depends on implementation. I work with engineers, review the build and resolve edge cases.
Experience
Built across sectors.
2024–now
UXInsights.ai
Founder and lead product/service designer for an AI-moderated research product.
2015–now
Independent consultancy
Embedded product, service and research-led UX work for public and private organisations.
2012–2015
Tristar Worldwide · Lebara
International digital design, customer journeys and conversion work.
2005–2012
Earlier design leadership
Creative direction, design management and interaction design in Madrid.