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I help organisations turn complex digital processes into simple, user-friendly services rooted in solid user research. I specialise in turning policy, legal and technical language into clear, accessible copy and guidance that helps people complete tasks with confidence. I work across strategy and delivery, collaborating with product teams, researchers, designers and stakeholders to shape, test and improve government and public sector digital services.…I help organisations turn complex digital processes into simple, user-friendly services rooted in solid user research. I specialise in turning policy, legal and technical language into clear, accessible copy and guidance that helps people complete tasks with confidence. I work across strategy and delivery, collaborating with product teams, researchers, designers and stakeholders to shape, test and improve government and public sector digital services.

Dale Moore

Content Designer, Copywriter, UX Designer, +3

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I help organisations turn complex digital processes into simple, user-friendly services rooted in solid user research. I specialise in turning policy, legal and technical language into clear, accessible copy and guidance that helps people complete tasks with confidence. I work across strategy and delivery, collaborating with product teams, researchers, designers and stakeholders to shape, test and improve government and public sector digital services.…I help organisations turn complex digital processes into simple, user-friendly services rooted in solid user research. I specialise in turning policy, legal and technical language into clear, accessible copy and guidance that helps people complete tasks with confidence. I work across strategy and delivery, collaborating with product teams, researchers, designers and stakeholders to shape, test and improve government and public sector digital services.

Available to hire

I help organisations turn complex digital processes into simple, user-friendly services rooted in solid user research. I specialise in turning policy, legal and technical language into clear, accessible copy and guidance that helps people complete tasks with confidence.

I work across strategy and delivery, collaborating with product teams, researchers, designers and stakeholders to shape, test and improve government and public sector digital services.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Content Designer at NHS Wales

March 1, 2025 - October 28, 2025

Liaising with subject experts and stakeholders to create accessible help and support content for GP practices and patients; participating in user research to understand patient needs; drafting content for the NHS Wales app and GP practice toolkit; supporting local GP practices to promote the app and provide help where needed.

Senior Content Designer at Department for Education

February 28, 2025 - February 28, 2025

Co-designed the Plan Tech service with the UX team; researched and documented user needs; paired content writing with subject experts for school digital leads; translated technical, legal and policy language into user-friendly guidance; created online step-by-step content; drafted wireframes and prototypes; mapped and tested user journeys; reported findings at show-and-tells.

Senior Content Designer at HMRC

March 31, 2024 - March 31, 2024

Redesigned the API development hub service guide; explained OpenAPI specs to project managers and developers; chaired stakeholder meetings; demonstrated progress at all-hands meetings to help software providers implement HMRC protocols; contributed to service rollout for Making Tax Digital for Self-Assessment.

Senior Content Designer at Central Digital and Data Office (CDDO)

October 31, 2023 - October 31, 2023

Helped design and deliver a platform to enable GOV organisations to share data securely; developed the Data Marketplace; designed a secure sign-in flow; prototyped end-to-end data request and sharing journeys; liaised with heads of data sharing to promote data availability.

Senior Content Designer at Department for Education

June 30, 2023 - June 30, 2023

Designed and delivered digital services for the Early Career Framework; redesigned the onboarding dashboard for newly qualified teachers; reduced help desk calls by simplifying onboarding; collaborated with researchers, designers and developers to iterate.

Content Designer at Reading Borough Council

September 30, 2022 - September 30, 2022

User-tested existing online services; streamlined services to be quicker and easier to use; contributed to a new design system, glossary and style guide for the council website team; improved consistency and update processes.

Content Designer at NHS Digital

December 31, 2021 - December 31, 2021

Researched and prototyped a new problem-reporting process in the NHS app; signposted users to the most requested services; reduced calls to the help desk; presented findings and cost savings to stakeholders; improved app usability by removing unnecessary information.

Content Designer at Education and Skills Funding Agency (ESFA)

August 31, 2021 - August 31, 2021

Designed the application process and content for the register of apprenticeship training providers; reduced complexity; created jargon-free guidance; published using Whitehall publisher; chaired regular User-Centred Design meetings; created a glossary and style guide.

Content Designer at HMRC (Telford, UK)

January 31, 2021 - January 31, 2021

Worked on Making Tax Digital for VAT and related services; designed and built VAT services; mentored junior designers; contributed to service glossaries and accessibility; helped pass public beta assessments; contributed to the government gateway multi-factor authentication sign-in.

Senior Content Designer at AND.Digital (for Department for Education Plan Tech)

May 1, 2024 - February 28, 2025

Co-designed the Plan Tech service with the user experience team; researched and documented user needs; pair wrote content with subject experts for school digital leads; translated technical, legal and policy language into language usable for end users; created online step-by-step recommendation content; drafted wireframes and prototypes; mapped and tested user journeys; used feedback to improve the service; reported findings and progress at show and tells.

Senior Content Designer at HMRC

November 1, 2023 - March 31, 2024

Worked with developers to understand complex OpenAPI specifications and endpoints. Created an online service guide for project managers and developers explaining how HMRC’s Income tax for self- assessment works with commercial provider software. Chaired meetings with stakeholders to understand and implement further development of the service guide and release cycles. Demonstrated at all hands meetings how we were helping software providers ensure their accounting software implements HMRC’s protocols.

Senior Content Designer at Central Digital and Data Office (CDDO), Cabinet Office

June 1, 2023 - October 31, 2023

Worked with the UX design team to design and develop a platform to enable government organisations share data in a safe and secure environment. Developed the Data Marketplace platform. Liaised with government heads of data sharing teams to encourage them to make their data available for sharing with other departments. Designed a secure sign-in service. Prototyped an end-to-end user journey showing how data could be requested and shared.

Senior Content Designer at Department for Education

September 1, 2022 - June 30, 2023

Researched and documented user needs; co-designed and delivered digital services for the Early Career Framework service; pair wrote content with school digital leads; explained how to meet digital technology standards; created online onboarding and guidance; mapped and tested user journeys; reported progress at show and tells.

Content Designer at HMRC (Telford)

July 1, 2018 - January 31, 2021

Chaired weekly stakeholder meetings to understand business and legal requirements; designed, prototype, tested VAT services; contributed to the service’s design patterns; mentored junior designers and helped pass accessibility audits; contributed to multi-factor authentication sign-in service.