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I'm Dale Moore, a Lead / Senior Content Designer who helps people find what they're looking for by turning complex digital processes into simple, user-friendly experiences. I base this on solid user research and work strategically with product owners, researchers, interaction designers, business analysts and stakeholders to shape and deliver accessible services that meet user needs and regulatory requirements. On a typical day I participate in stand-ups and planning, analyse feedback and metrics, kick-off new work, storyboard customer journeys, draft prototype copy, observe user testing, and draft improvement proposals. I've collaborated on high-profile public-sector projects across NHS Wales, the Department for Education, HMRC and others, and I enjoy mentoring colleagues, pairing writing, and ensuring content remains clear, accurate and compliant while embracing agile delivery.…I'm Dale Moore, a Lead / Senior Content Designer who helps people find what they're looking for by turning complex digital processes into simple, user-friendly experiences. I base this on solid user research and work strategically with product owners, researchers, interaction designers, business analysts and stakeholders to shape and deliver accessible services that meet user needs and regulatory requirements. On a typical day I participate in stand-ups and planning, analyse feedback and metrics, kick-off new work, storyboard customer journeys, draft prototype copy, observe user testing, and draft improvement proposals. I've collaborated on high-profile public-sector projects across NHS Wales, the Department for Education, HMRC and others, and I enjoy mentoring colleagues, pairing writing, and ensuring content remains clear, accurate and compliant while embracing agile delivery.

Dale Moore

Content Designer, Copywriter, UX Designer, +2

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I'm Dale Moore, a Lead / Senior Content Designer who helps people find what they're looking for by turning complex digital processes into simple, user-friendly experiences. I base this on solid user research and work strategically with product owners, researchers, interaction designers, business analysts and stakeholders to shape and deliver accessible services that meet user needs and regulatory requirements. On a typical day I participate in stand-ups and planning, analyse feedback and metrics, kick-off new work, storyboard customer journeys, draft prototype copy, observe user testing, and draft improvement proposals. I've collaborated on high-profile public-sector projects across NHS Wales, the Department for Education, HMRC and others, and I enjoy mentoring colleagues, pairing writing, and ensuring content remains clear, accurate and compliant while embracing agile delivery.…I'm Dale Moore, a Lead / Senior Content Designer who helps people find what they're looking for by turning complex digital processes into simple, user-friendly experiences. I base this on solid user research and work strategically with product owners, researchers, interaction designers, business analysts and stakeholders to shape and deliver accessible services that meet user needs and regulatory requirements. On a typical day I participate in stand-ups and planning, analyse feedback and metrics, kick-off new work, storyboard customer journeys, draft prototype copy, observe user testing, and draft improvement proposals. I've collaborated on high-profile public-sector projects across NHS Wales, the Department for Education, HMRC and others, and I enjoy mentoring colleagues, pairing writing, and ensuring content remains clear, accurate and compliant while embracing agile delivery.

Available to hire

I’m Dale Moore, a Lead / Senior Content Designer who helps people find what they’re looking for by turning complex digital processes into simple, user-friendly experiences. I base this on solid user research and work strategically with product owners, researchers, interaction designers, business analysts and stakeholders to shape and deliver accessible services that meet user needs and regulatory requirements.

On a typical day I participate in stand-ups and planning, analyse feedback and metrics, kick-off new work, storyboard customer journeys, draft prototype copy, observe user testing, and draft improvement proposals. I’ve collaborated on high-profile public-sector projects across NHS Wales, the Department for Education, HMRC and others, and I enjoy mentoring colleagues, pairing writing, and ensuring content remains clear, accurate and compliant while embracing agile delivery.

Skills

Copywriting

Experience Level

Copywriting

Expert

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.