Moira Gill

I’m a UX strategist and product designer who helps teams bring clarity to complex products. With a background spanning corporate, startup, and independent work, I specialize in design systems, content architecture, and UX strategy. I love turning messy, multi-layered experiences into structures that scale and make sense to real users.

Projects

Modernizing NetBenefits.com

Led a large-scale information architecture redesign for Fidelity’s NetBenefits, a multi-million-user benefits platform. Unified fragmented navigation, reduced duplicate content, and built scalable governance for cross-team consistency. My role combined UX strategy, design-system alignment, and content architecture—translating complex product ecosystems into clearer, more usable structures.See More

Restructuring NCACPA.org’s Content Taxonomy

Revamped NCACPA.org’s content structure to help busy CPAs find resources faster. I led content research and taxonomy design, tagging five years of legacy content, and built a personalization framework that paired user interests with CRM data—reducing manual categorization and enabling cross-platform reuse across CMS, CRM, and analytics.See More

Reimagining Clinical Trial Design at IQVIA

Redesigned IQVIA’s Trial Designer to simplify adaptive-trial planning and unify fragmented tools into one workflow. Led UX strategy and design for a platform serving global researchers, transforming 30+ setup fields into guided flows and scalable visualization patterns—positioning the product for a $300M revenue opportunity.See More

Work History

Director of UX

Fidelity InvestmentsFull-time EmployeeMay 2022 - Apr 2025 • 3 yrsLed a small team designing and building reusable design patterns across Fidelity’s digital products. Worked closely with product and engineering partners to make complex experiences easier to build, use, and maintain. Built resources and standards that helped teams work more efficiently and stay aligned as the design system evolved. As a Principal UXD from 2022-2024, I led the redesign of NetBenefits.com, improving navigation, consistency, and overall ease of use for millions of users. Supported dozens of product teams as they modernized their experiences and adopted shared patterns. Helped connect the dots between product goals, user needs, and the design system that held it all together. Recognized with Fidelity’s WDX Elevate Award for contributions to UX strategy, systems governance, and cross-team enablement.

Lead UX Designer

IQVIAFull-time EmployeeApr 2020 - Apr 2022 • 2 yrs 1 moLed UX strategy and design for several clinical trial products, evolving them from MVP prototypes to mature, market-ready platforms. Designed a data modeling tool that opened a projected $300M in new revenue and savings. Ran research and usability testing with trial participants, shaping an insights playbook used by teams designing for 200,000+ patients worldwide. Partnered closely with product, data, and engineering teams to bring structure to complex workflows and improve the experience across IQVIA’s ecosystem.

Content Strategist

NCACPAFull-time EmployeeOct 2015 - Apr 2020 • 4 yrs 7 mosStarted as a content strategist leading editorial and digital communications, then expanded into advocacy work supporting NCACPA’s policy and public affairs initiatives. Helped modernize the association’s digital presence and revitalize its bipartisan advocacy arm—driving a 63% increase in donations and contributing to four legislative wins. Oversaw content strategy for the association’s magazine, website, and member community, and co-led a major website restructuring effort focused on information architecture and metadata. My work guided the content system design, improving findability, reducing marketing costs, and optimizing for user personalization. Also supported statewide financial literacy initiatives and spoke at national conferences on digital engagement strategy for membership and advocacy campaigns.

Account Planner

Capstrat (Ketchum)Full-time EmployeeJan 2014 - Oct 2015 • 1 yr 10 mosStarted as a research intern and later became a client-facing strategist supporting Deloitte, AICPA, and UNC Health Care across brand, digital, and campaign work. Translated research into clear messaging and strategy, helping teams align audience insights with business goals. Partnered with creative and account teams on web content, video scripts, and campaigns—including one recognized by PR Daily for digital and social media excellence. Also developed a pitch and messaging framework for a women-owned startup’s partnership proposal to Starbucks and was selected for BBH’s Griffin Farley strategy bootcamp, where I co-led a brand pitch for the startup Kitchensurfing at Google’s NYC office.

Education

University of North Carolina at Chapel Hill

Bachelor of Arts (BA), Journalism & Visual Communication

Springboard

User Experience (UX) Design

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