A bit more about me.
I’m Guillermo. I’m based in Vancouver, and I run BubblefishUX alongside building UXInsights.ai.
How I got here
My background is in advertising, public relations and digital media. I started in creative direction and design management in Madrid, working on everything from e-learning to interactive media. Later, at Tristar and Lebara, my work moved into customer journeys, payments and digital support.
I’ve run my own consultancy since 2015. The government and public-service projects in this portfolio come from that work, alongside projects in insurance and legal publishing.
What I’m building now
Since 2024, I’ve been building UXInsights.ai, a product for AI-moderated voice interviews. My work covers the experience from setting up a study and recruiting participants to reviewing what people said and tracing findings back to their interviews.
Alongside that, I continue to take on client work through BubblefishUX. I join teams as a senior designer or working design lead, depending on what they need.
Working together
I’m available for remote contract work from Vancouver. I’m a Canadian permanent resident and hold UK EU Settled Status. For my full work history and skills, read my CV.