Clarity is a design decision.

A 23 second film. The words "Complexity loses people" are interrupted by a salmon full stop and rearrange into "Clarity is a design decision." The camera pulls back: the line is on a designer's monitor in a cut-paper room, which the website's divider redraws in pixel art before the camera pushes back in. The full stop becomes the View case studies button, which opens work cards for industrial safety, insurance and healthcare finance, each with an image from the project. It lands as the full stop of "Regulated does not have to mean rigid", where legal, quality, product and engineering collaborators gather. Then it is dragged into a language template. The slogan switches to Simplified Chinese, Arabic (read right to left), Turkish, Polish and Spanish, then back to English, while the brand zone stays locked. Engineering, product, quality and legal each react to one language in a speech bubble. Then the team approves the template. It multiplies into 2,000+ assets, one system, then the full stop draws "10+ years" and ends the name: Gustavo Quiros, UX and Product Design Lead. Designing meaningful digital experiences. The pixel character from the footer walks in and waves.

UX and product design lead with 10+ years in enterprise insurance, healthcare finance and industrial safety.

View case studies Resume (opens in a new tab)

Selected work

Case studies grouped by the industry they served. Client names are shared inside the protected pages.

  1. Lead UI/UX & Product Designer · 2025-2026 Industrial safety Packaging, documents and digital interfaces for protective equipment, moved to one brand across three continents. 2,000+ assets, 25 languages, one year. Open case study Case study is password protected
  2. UX/CX Lead · 2022-2025 Insurance A client self-service app and international web portals for a global insurer. Three products, three markets, three design systems. Open case study Case study is password protected
  3. Senior UI/UX Designer · 2022-present Healthcare finance A healthcare financial platform, from marketing site to client portal and patient billing. Open case study Case study is password protected
  4. Lead Designer · 2022-2023 Healthcare A confidential internal platform for a health system innovation lab, plus new pages and templates for its public website. Open case study Case study is password protected
  5. Lead UI/UX Designer, Creative Lead · 2017-2022 Marketing and education Research, websites, branding and campaigns for finance, education, industrial, video and photography clients. Open case study Case study is password protected

Some of this work is under client confidentiality, so the case studies are password protected.

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How I work

Explain it where it appears.

Policy terms get a plain-language explanation beside them, through tooltips and status tags, instead of a glossary somewhere else.

See the insurance study

Decide the order before the details.

At 2,000 assets, settling the sequence and the rules early mattered more than any single design choice.

See the industrial safety study

Regulated does not have to mean rigid.

Working closely with legal, quality and compliance teams made it possible to meet strict requirements and still write for people.

See the insurance study

Research keeps design honest.

Testing and journey maps point the work at real problems instead of assumptions.

See the marketing study

Systems that keep work consistent at scale

I build the tokens, components and templates that let teams ship without redesigning the same thing twice, and I decide what must stay fixed and what is free to change.

Tokens

Named color tokens and a clear type system that hold across iOS, Android and responsive web.

Insurance

Components and states

Reusable components with defined default, hover, focus and error states, ready for engineering. 100+ components across three systems.

Insurance

Templates

Locked brand zones and flexible content zones, so print and digital assets stay on brand at volume.

Industrial safety, healthcare

Shared patterns

One set of layouts and components behind marketing sites, product screens and sales material.

Healthcare finance

6 languages 3 writing systems 2 reading directions 1 component

Locked

Brand mark

Color, type and grid never change.

Flexible English · left to right

Read the instructions before use.

Flexible

Certification marks and warnings, set by region.

Script
Latin
Direction
Left to right
Text length
100% of English
Component size
Unchanged

An illustrative template, not client artwork. Simplified Chinese, Arabic, Turkish, English, Polish and Spanish run through the same component: Arabic flips the reading direction, Chinese brings its own typeface and the Latin languages stretch the line. The brand layer stays fixed and only the content changes, the zone model I used to migrate more than 2,000 assets into 25 languages.

Experience

Roles, 10+ years

  • Curae Health

    Senior UI/UX Designer, contract

    Jan 2022 to Present

  • Tata Consultancy Services

    UX/CX Lead | Senior UI/UX Designer | Senior Packaging Designer

    Jul 2022 to Jul 2026

  • Hedy & Hopp

    Lead Designer, contract

    Jan 2022 to Jan 2023

  • Token Agency

    Lead UI/UX Designer, Creative Lead

    Aug 2017 to Jan 2022

Education

  • Universitat Politècnica de Catalunya

    Master's, customer experience

    Apr 2023

  • Universidad Autónoma de Guadalajara

    Bachelor's, design engineering

    Dec 2021

Certifications

  • Google

    UX Design Professional Certificate

    2022

  • Microsoft

    Azure, Azure AI and project management

    2023

  • Adobe Creative Cloud

    Illustrator, Photoshop, Premiere Pro, InDesign

    2025

Product and UX
Product design, UX strategy, interaction design, information architecture, user flows, wireframing, prototyping, responsive web and mobile.
Research and CX
User research, usability testing, journey mapping, service design, customer experience, A/B testing, conversion optimization.
Systems and leadership
Design systems, component libraries, reusable patterns, design governance, stakeholder management, team leadership, cross-functional collaboration.
Creative
Branding, creative direction, graphic design, marketing design, packaging, visual design, videography, animation.
Tools
Figma, FigJam, Adobe Creative Cloud, Jira, Webflow, WordPress.

Paper and pixels

The desk from the film, made twice: once in cut paper, once in pixel art. Drag the line to compare them.

Cut paper

Every piece is vector, cut with edges that are never quite straight, lit by two shadows and a paper grain. It moves like stop-motion, about twelve drawings a second.

Pixel art

The same room at 192 by 108 pixels, drawn from one sprite sheet and only ever scaled by whole numbers. Both versions run the same loop: the line is typed, then the button is pressed.