Over the past 12 years, I’ve worked across retailers, global agencies, startups and in-house teams, shaping everything from printed materials to end-to-end product experiences.
In the last seven years, I’ve specialised in Product Design, where I combine strategy, research and collaboration to solve complex problems with clarity and impact. I’m most energised by connecting the dots, uncovering opportunities across journeys, shaping ideas through experimentation, and bringing teams together to design better outcomes for both customers and the business.
End-to-end UX design and experimentation across complex digital products
Connecting the dots across journeys to uncover opportunities
Turning insights and data into clear, evidence-based design decisions
Building systems and rituals that make teams work smarter together
Name: Belén Gómez Hidalgo (yes, I have two surnames!)
How my name sounds: bel-EN, with the emphasis on the second syllable (the opposite of Helen 😉)
Pronouns: She/Her
Myers-Briggs: INFP
Interests: Unashamedly obsessed with my rescued dog, Baxter (and dogs in general). You’ll usually find me at a barre or yoga class, exploring London’s veggie food scene, or hunting for the perfect flat white. I love modernist architecture, flea markets, DIY projects, and can talk endlessly about plants, wellbeing and self-care.
some kind words.
Andrea M.
UX Designer / H&B
I wholeheartedly recommend Belen as an exceptional UX professional and teammate. Her strategic insight and deep expertise consistently lead to thoughtful, impactful decisions that elevate both user experience and business outcomes. She has a rare ability to balance big-picture thinking with meticulous attention to detail.
Lizzie B.
Sr. UX Designer / H&B
Bel was fantastic to work with, she’s a great collaborator and always brought new and helpful perspectives when I worked on projects with her. I really valued her openness and transparency and she was a real team player. Her UX design skills were really evident in her thoughtful and considered work and it’s been a real privilege to work with her.
Sabrina S.
Sr. UX Designer / Sainsbury's
Belén is a fantastic addition to any team, bringing a rare balance of professional expertise and positive team culture. Having worked with her at Sainsbury's, I was consistently impressed by her ability to execute high-quality designs while always asking the right questions to push a project forward.