I help startups & enterprise orgs build better products.
I’m Moira Gill—a UX designer focused on structure, flow, and systems.
I help startups and enterprise teams create, rebuild, and modernize their digital products. I’m the first designer you hire—the one who brings business goals, user needs, and engineering realities into the same conversation so you build the right things and build them well.
My work sits at the intersection of product strategy, information architecture, interaction design, and early design-system foundations. I focus on the decisions that make products easier to use, easier to build, and easier to scale—especially during launches, modernizations, or major product shifts.
What I Do
I help teams make sense of their product—what it’s trying to accomplish, how people move through it, and which parts are holding it back. Most of my work centers on:
Information architecture: making content and pathways understandable
Interaction design: shaping how people move through tasks and decisions
Design-system foundations: early patterns, principles, and structure
UX strategy: aligning business goals, user needs, and technical constraints
Decisions that keep products coherent as they grow.
How I Work
I partner closely with product, engineering, and business leads. My role is to translate between them—spotting where goals diverge, where users get stuck, and where the product needs clearer structure.
I’m not an engineer and I’m not a visual-branding designer. I’m the connective layer in between, making sure the experience holds together and can scale.
Background
Most recently, I led the redesign of NetBenefits, Fidelity’s employee benefits platform for 30 million users, where I focused on navigation, information architecture, and system coherence across 70+ teams.
Before that, I designed a global clinical-trials platform valued at $300M, working closely with SMEs and engineering to bring clarity to highly complex workflows.
Earlier in my career, I worked in journalism and communications, which still shapes my approach to structure, clarity, and how information is delivered.
On the side, I write On By Default, a newsletter on Substack about the systems and defaults shaping how we live and work online.