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Adrián Ortega 🗺️🧭

@adrianortega.bsky.social
1.6K followers 137 following 159 posts

Existential holistic detective 🇪🇸 User-centred Design @ Digital Public Services Wales (DPSW) 🏴󠁧󠁢󠁷󠁬󠁳󠁿 Views my own, and all that. www.adrianortega.co.uk

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Reposted by Adrián Ortega 🗺️🧭
Ben #ActNow 🔥🌳🌊 @benaldo.bsky.social · 25/09/2026
New job role at GDS: Deputy Director for Digital Standards and Inclusive Design. Deadline end of 8th October. Public sector only... Come be my boss! If you're nice, and good. www.civilservicejobs.service.gov.uk/csr/index.cg...
civilservicejobs.service.gov.uk
Quick Check Needed
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Gavin Freeguard @gavinfreeguard.com · 18/09/2026
A huge thank you to our friends & co-organisers @transform.wales; Cath & Damien (Welsh Revenue Authority), Bec & Lee (Shared Resource Service), @daivaughan.uk & @jocarter.bsky.social for great presentations; & everyone who came to @transformgovtalks.bsky.social Cymru last night Diolch yn fawr iawn!
medium.com
TGT Cymru: TransformGov Talks x Transform Wales September 2026
Hi everyone,
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Nia Campbell @niacampbell.bsky.social · 11/09/2026
Here's the latest from the NHS Wales App team on exploring test result designs, and the things we learnt along the way. dhcw.nhs.wales/news/behind-...
dhcw.nhs.wales
Exploring how to improve test result designs in the NHS Wales App
Test results are available to many patients using the NHS Wales App. The ambition is to ensure all patients have access to this feature, and increase the range of results that can be accessed.
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Nia Campbell @niacampbell.bsky.social · 08/09/2026
Please can we stop referring to Welsh language public services as "translations" and start talking about bilingual design? 🏴󠁧󠁢󠁷󠁬󠁳󠁿
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 13/09/2026
It's been a while! But I wrote some weeknotes - this time on: - Service Patterns and the Lab - what gets in the way - governing change - designing the conditions around delivery, and the spaces the work needs bit.ly/4it1rpB
bit.ly
Weeknotes: 13 September 2026
It’s been a while since my last monthnotes in May, and those came two months after the previous ones.
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Monika Swiatek @monikasw.bsky.social · 09/05/2026
We’re recruiting a Senior User Researcher at Public Health Wales. This is an opportunity to help embed user research as a core part of how we design and deliver healthcare services, not an afterthought. Reach out if you'd like to know more about the role www.healthjobsuk.com/job/UK/Cardi...
healthjobsuk.com
Job vacancy: Senior User Researcher, Public Health Wales NHS Trust, Cardiff | trac.jobs
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 31/03/2026
March monthnotes are up. Last ones as CDPS. From tomorrow, we become DPSW. End of an era. - Order and structure need energy - From outputs to change - Thinking in the open - Lifeworlds and the death of the author Cautiously optimistic. A bit tired. A bit excited. bit.ly/47Ajowb
bit.ly
Monthnotes: March 2026
That’s a wrap.
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 17/03/2026
Dusty mindfulness
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 02/03/2026
February monthnotes are up. Transitional month. More adjustment than momentum. - Service pattern ontology + shared language - Service manual, from product to function - Service Design Cymru in person - Accidental vacuums - To climb fast, slow down - Forms. So many forms Have a read! bit.ly/4lnkYHD
bit.ly
Monthnotes: February 2026
February has been intense.
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Andrew Greenway @andrewgreenway.bsky.social · 19/02/2026
The Civil Service has a new Cabinet Secretary at a time where the bureaucracy faces a stark choice between reform and Reform. It needs a new story for state capacity, a Northcote-Trevelyan review for the C21st, and new institutions to break inertia. andrewgreenway.substack.com/p/in-permane...
andrewgreenway.substack.com
In permanence crisis
An argument for state capacity and civil service reform
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 10/02/2026
Great to see our work referenced in the wild! The service pattern library: digitalpublicservices.gov.wales/service-patt...
digitalpublicservices.gov.wales
Service pattern library
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Transform Wales @transform.wales · 07/02/2026
The FM told @willhaycardiff.bsky.social she's frustrated with the pace of digital transformation. We are too. The problem is systemic - we have an environment where it is easier to talk about change than to actually do it. Read our response, and how to fix it.
transform.wales
Why the First Minister is wrong about public sector technology delivery
This week the For Wales See Wales podcast interviewed Eluned Morgan, the First Minister of Wales. In it, she expressed her frustration at the speed of digital transformation in Wales. We agree. Howeve...
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Benjy Stanton @benjystanton.co.uk · 03/02/2026
Bit worried by this quote from @prifweinidog.gov.wales on the For Wales See Wales podcast “… it may be that having the state to do the technology bit is not the most sensible option.”
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Dafydd Vaughan @daivaughan.uk · 28/01/2026
Really excited to share a thing I've been working on: a new book from @publicdigital.bsky.social on shaping technology for transformation. Tech is a fundamental part of every organisation - but they're often hamstrung by layers of digital geology, alongside huge pressure to chase the latest hype.
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Laura Kalbag @laurakalbag.com · 27/01/2026
My book, Accessibility For Everyone, is now free and online as a website. accessibilityforeveryone.site The book was first published by A Book Apart in 2017 but it holds up! It covers web accessibility for designers, developers, content folks, and really everyone who works in tech.
accessibilityforeveryone.site
Accessibility For Everyone by Laura Kalbag
Read the book online for free.
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 06/01/2026
I published an end-of-year review for 2025. Then I forgot to share it. It’s personal, a bit rambling, and mostly about turning 40, Japan, work, rest, and reclaiming my attention. Here it is if you fancy a read: bit.ly/49G2JbY
bit.ly
End of year review 2025
Apparently this end-of-year review format was created by Molly Steenson in 2005. I came across it via content designer Luis Montanha´s End…
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 31/12/2025
Can we start adopting this worldwide please?
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 30/12/2025
December monthnotes! A short but intense month to close the year: - service manual + Future Generations Act - service pattern library going live - fundamental user needs and invisible work - boundaries, attention, and small culture shifts Take a look! medium.com/@adrian-orte...
medium.com
Monthnotes: December 2025
December was short work‑wise, but intense. I wrapped up around mid‑month and headed to Spain to spend the holidays with family.
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 01/12/2025
November felt long and short. Monthnotes on appraisals, role shifts, events, Service Manual progress, and a definition of digital. → bit.ly/MonthnotesNo...
bit.ly
Monthnote: November 2025
November felt long and short at the same time — a month where a lot moved, some visibly and some quietly in the background.
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Nia Campbell @niacampbell.bsky.social · 30/11/2025
Sunday thoughts on small acts of maintenance. medium.com/@niacampbell...
medium.com
Small acts of maintenance
Maintenance is work, but it’s also care.
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Adam Silver @adamsilverhq.bsky.social · 12/11/2025
Last week I shared my 3 laws of form design. Here’s a breakdown of the first law which is perfectly captured by a question one of my subscribers asked me: “How can we bring joy to people who use enterprise applications for 40 hours a week?”
Form design law #1: Nobody wants to use your form
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Ann Kempster @annkempster.com · 12/11/2025
Please can we stop with "Knowledge Hubs". They just don't work. They are never invested in. They are not publicised. They are out of date the second you launch it. You have to build knowledge exchange and sharing into your working practices. Making it a standalone thing DOES NOT WORK.
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Stephen Uitti he/him/it/they/hey-you @suitti.bsky.social · 12/11/2025
Never forget
Count Dracula was 412 when he moved to England in search of new blood.

Sauron was 54,000 years old when he forged The One Ring.

Cthulhu had seen galaxies flare into life and fade to darkness before he put madness in the minds of men.

It's never too late to follow your dreams!
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Nexer_Digital @nexerdigital.com · 12/11/2025
🔥 Exciting news...early bird tickets for #CampDigital 2026 are now available! We're back at the RNCM on Thurs 7th May, and we've already confirmed some fantastic speakers and workshops (with more TBA)! Check out our lineup so far, and book early birds at: www.nexerdigital.com/camp-digital...
Promotional banner for Camp Digital event. Text reads: ‘Early bird tickets are now available! 7th May 2026 · Manchester · Royal Northern College of Music. Brought to you by Nexer.’ The design features a stylized campfire made of geometric shapes in orange, yellow, and white on a purple background.
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 03/11/2025
October monthnotes are up! This time: – Finalising new guidance for the Service Manual – Service patterns and a Design System chat – Community sessions and team away days – Flywheels and solving the right problem Take a look! bit.ly/3Lm5up9
bit.ly
Monthnotes: October 2025
Back from the annual raclette weekend in West Wales and somehow it’s already November. October disappeared fast — spooky season came and…
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Jack Garfinkel @curiousscutter.bsky.social · 25/10/2025
Job change note - I’ve been a consultant in a commercial agency for 2 years. I’ve worked with companies, for international organisations, local government, national government and local government. This is what I’ve learned medium.com/@jack.garfin...
medium.com
Two year note
The last time I finished a role, I wrote about it. It was a useful thing to do and look back on. So, here I am again — I’ve been a…
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Transform Wales @transform.wales · 27/10/2025
New post on the Transform Wales blog from @niacampbell.bsky.social. We've learned the language of digital in Wales - agile, user-centred, transformation. Now it's time to learn how to live it. transform.wales/blog/2025/pr...
Learning the language of digital is only the first step. Now we need to learn the practice of it.
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Nia Campbell @niacampbell.bsky.social · 24/10/2025
Did you know that there's a Slack community for digital folks in Wales? It's called Cymru Ddigidol and you can join us here: join.slack.com/t/cymruddigi... Ymunwch a ni! Join us!
join.slack.com
Join Cymru Ddigidol on Slack
Slack is a new way to communicate with your team. It’s faster, better organized, and more secure than email.
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Nia Campbell @niacampbell.bsky.social · 10/10/2025
Super proud that our report is now out! 🏴󠁧󠁢󠁷󠁬󠁳󠁿 Massive shout out to @annkempster.com, @daivaughan.uk and @jocarter.bsky.social 🎉 We'd love to hear what you think!
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Nia Campbell @niacampbell.bsky.social · 07/10/2025
Diolch enfawr i bawb sydd wedi cyfrannu yn barod! A huge thanks to everyone who has supported our Crowdfunder so far!
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 01/10/2025
September monthnotes are up! This time: – New guidance in the Service Manual – The future of CDPS – Public design patterns in London, dignity in Edinburgh – Art, psychogeography, and patience Take a look! bit.ly/48ajyeN
bit.ly
Monthnotes: September 2025
It’s been over a month since my last weeknote, so this time it’s a monthnote.
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ADHD Pathfinding @handle.invalid · 27/09/2025
We’ve hit a new milestone at ADHD Pathfinding! In 3 months we’ve launched a survey, built a coalition, published weeknotes/blogs and started growing a community. Now we’re looking for a Comms, Content & Engagement Lead to help shape our voice. Reply here or email: adhdpathfinding@googlegroups.com
medium.com
Be the voice of ADHD Pathfinding: Comms, Content & Engagement Lead (volunteer)
A lived-experience-led role to shape how we show up in the world
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Transform Wales @transform.wales · 26/09/2025
We’re launching a monthly newsletter to provide updates on our report and give you a roundup of digital news in Wales and links to jobs. First issue out this weekend. Sign up here: buttondown.com/transformwales
buttondown.com
Transform Wales Newsletter
Be part of the conversation about digital in Wales. Subscribe to the Transform Wales newsletter for: updates on our work and report a monthly roundup of digital news in Wales opportunities to get inv...
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Priyanca a11y 🌈 @priyanca.bsky.social · 26/09/2025
Happy Friday! If you'd like to listen to a talk on considering intersectionality and compounding barriers when we think about accessibility, the recording is now on YouTube! Thank you @contentdesign.london @tomyoull.bsky.social @niacampbell.bsky.social @adrianortega.bsky.social for having me! 💖
m.youtube.com
Pep talk with Priyanca D’Souza: A more holistic approach to accessibility
YouTube video by We Are Content Club
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Transform Wales @transform.wales · 18/09/2025
👀 🏴󠁧󠁢󠁷󠁬󠁳󠁿 Test print of our book arrived today. Watch this space…
A bright yellow book cover with bold black type. The book is titled: Transforming public services for a modern Wales by Ann Kempster, Dafydd Vaughan, Jo Carter and Nia Campbell.
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Imran Hussain @imhuyorks.bsky.social · 16/09/2025
Come and join the conversation in our monthly #DesignSystemChat. This month we'll be talking about #ServicePatterns. 🗓️ Tuesday 30 September, 2pm-3pm BST 🎟️ Read more and grab a ticket here: www.eventbrite.co.uk/e/design-sys...
eventbrite.co.uk
Design System Chat - September 2025
Join us for July 2025's Design System Chat to discuss Service Patterns. Hosted by the GOV.UK Design System.
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Alastair Somerville @acuity.design · 03/09/2025
Human(e) Centred #ContentDesign talk youtu.be/azHtWjp_8LM?... (22 mins inc captions)
youtu.be
Human(e) Centred Content Design
YouTube video by Alastair Somerville
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Martin Jordan @martinjordan.com · 28/08/2025
You might not know: There used to be a hidden page for many services on GOV.UK, which would display the underlying user need through a user story and its alignment with the platform proposition. You just had to insert /info to any service landing page’s URL. I still think it’s brilliant.
GOV.UK

User needs
Register to vote
Why is this page on GOV.UK?
The user need for this page:

As a UK resident
I need to register to vote
So that I can exercise my democratic rights

The need is met when the user:
understands who is allowed to vote
know that you have to be registered in order to vote
knows what support is available at polling stations (eg for disabled people)
Understands their options if they going overseas temporarily
Understand their options if they will be overseas long term
This need is in proposition because:
It's something only government does
It's inherent to a person's or an organisation's rights and obligationsGOV.UK

User needs and metrics
Renew or replace your adult passport
All metrics are recorded over the past 6 weeks.

Why is this page on GOV.UK?
The user need for this page:

As a British person
I need to apply for or renew a passport
So that I can travel across borders

The need is met when the user:
the user knows the rules about passport photos
the user knows how long it takes to get a passport
the user knows the different ways they can apply for a passport, including Check and Send
understands the eligibility criteria to get a passport
the user knows the rules about when their passport may be taken away
knows what to do if they are abroad
knows how to get dual citizenship if they already have a passport from another country
knows how to renew a passport
as a British national born before 2 September 1929, knows how to get a free passport
This need is in proposition because:
It's something only government does
There is clear demand for it from users
It's something the government provides/does/pays for
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Jack Garfinkel @curiousscutter.bsky.social · 21/08/2025
What makes content accessible? A personal blog post from me on: - structures - senses - complexity, ‘noise’ and maintaining a sense of place - fast, shallow tests in production - testing with disabled people - hiring disabled people onto design teams medium.com/@jack.garfin...
medium.com
What makes content accessible?
Someone recently asked me how I make content accessible. That’s a short, important question with a big answer. And, it gets harder to…
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Tom Youll @tomyoull.bsky.social · 19/08/2025
Been talking about the future of content design with @niacampbell.bsky.social and @adrianortega.bsky.social… I used the analogy that we’re waiting for our ‘The Strokes’ moment that happened at the end of the 90s, when they came in and blew up the indie music scene. youtu.be/BXkm6h6uq0k?...
youtu.be
The Strokes - Hard To Explain (Official HD Video)
YouTube video by thestrokesVEVO
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Dan @dandoescontent.bsky.social · 19/08/2025
Do you think that the discipline of content design has evolved beyond it's formative roots? Do you think it is evolving at the required rate? Faster or slower than other UX disciplines?
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 04/08/2025
Happy Monday again! Some weeknotes on: - Farewells - Chasing ghosts - MIT Media Lab principles - A Moving Castle Here you go → bit.ly/45cHw7v
bit.ly
Weeknotes: Sunday 3 August 2025
Feeling a bit flat this week. It’s been meeting-heavy, so not much space or focus time for the doing — I’ve been reviewing content in…
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Ann Kempster @annkempster.com · 31/07/2025
Bluesky help: I'm pulling together a reading list around digital transformation. I've got all the usual recommendations: Lou Downe, Kate Tarling, Giles, Richard Pope, the PD book and other publications etc etc. What else is essential reading? Books, reports, blog posts etc
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Katherine Wastell @kwastell.bsky.social · 30/07/2025
Our latest @publicdigital.bsky.social book, competitive advantage by design, is here. Today, design approaches shape how modern businesses are run. This is a collection of stories that remind us of the joy of design and its transformative potential. Get your copy public.digital/pd-design-book
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Tom Freeman @tomfreeman.bsky.social · 30/07/2025
Happy 15th anniversary of the peak achievement of literary criticism, to all who celebrate
Amazon review of Pride and Prejudice, left by carlton p morgan on 30 July 2010: "Just a bunch of people going to each other's houses"
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Adrián Ortega 🗺️🧭 @adrianortega.bsky.social · 28/07/2025
Happy Monday again! Some quick weeknotes on: - Guidance on designing user-centred services - Early Service Manual content on agile delivery and good technology - Service patterns and user testing - Content Conversations and quiet change Here you go! bit.ly/3GY6HRO
bit.ly
Weeknotes: Sunday 27 July 2025
It’s been a few weeks since my last notes again — maybe I should give up and start publishing monthnotes?
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Ben Holliday @benholliday.com · 24/07/2025
This is a good post by @niacampbell.bsky.social about how content design needs to think about AI - “the way people search, explore, trust and act on information is changing right in front of us.” medium.com/@niacampbell... #contentdesign
medium.com
Considerations on user behaviour for content designers in a GenAI world
Perhaps the biggest shift we’ll see in content design will be from designing for humans who read, to the systems that act for them.
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Heledd Quaeck @helivans.bsky.social · 18/07/2025
This was a special week, and a special night thanks to @niacampbell.bsky.social and @contentdesign.london team for giving me a place to share our journey. I talked about the quiet power of content design in transforming public services (if you have the conditions for it)
Person standing at lectern with mic and screen in background

The quiet power of content design in making public services work better
Heledd Quaeck,
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Chris Kendall @ottocr.at · 12/07/2025
Maybe avoid the Iberian peninsula
A map of Europe showing the most googled “how do I?” search in each country
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