Morna Simpson

WORK HISTORY

EDUCATION

ABOUT MORNA SIMPSON

With over 20 years of experience in digital design, I have found my calling as a design researcher delivering strategic customer insights for clients across various sectors and domains for digital and service design projects. I\'m most interested in commercial projects. My favourite gigs (so far) include in working in finance for the UKs largest bank, and delivering insights for a behaviour change app for a global pharmaceutical. I have the Neilsen Norman Group UX Management qualification, so I am comfortable with a breadth of approaches. My real strength is in discovery (sometimes known as the problem space or foundational research) where i can develop strategic insights. I have have been lucky to get the opportunity to innovate in research methods in this area. This has led to me developing some specialisms in digital behaviour change intervention, AI content and FCA Consumer Duty understand and support outcomes. I love a longitudinal study, that gives you the chance to go on the journey with participants and witness outcomes. This can bring depth to our understanding of thinking and behavioural styles, and pave the way for personalisation. I have developed research roadmaps, written board-level papers, and ensured adherence to global regulatory standards. I have extensive experience working remotely, whether managing remote teams or engaging research participants. I am passionate about solving problems, creating positive impact, and advancing the field of user research. Please get in touch if you think you have a project that might be a good fit. Industry qualifications. I hold certifications in Scrum Product Ownership, Agile Project Management, and Requirements Engineering, and I have completed the NN/group UX Management Certificate, demonstrating my expertise and commitment to user research, service design, and strategy.