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.
6 projects where the design had to work across real users, operational constraints and delivery teams.
01
Helping employers find the right wellbeing support
I used employer research to define the journeys, structure and MVP for a new digital Healthy Working Wales service.
Redesigning how people find public health information
Discovery, information architecture and iterative design for a public-health website serving citizens and professionals across Wales.
Reducing avoidable support calls without hiding support
Claims and help journeys, a mobile app redesign and a subscription product created from scratch.
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.
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.