Natalie Headshot

Hi, I'm Natalie Gilmor (formerly Forman), a seasoned professional who has evolved from a technical individual contributor to a product-driven designer, team leader, and mentor. With a solid technical foundation and a passion for strategy, I specialize in building trusting and collaborative relationships across product, engineering, and design.

Throughout my career, I've embraced various roles, currently serving as the Group UX Lead for the Case Management solution at Appian. In this role, I lead a team of UX designers, utilizing rapid prototyping to evaluate new potential markets.

In my previous role as the Product Design Director at Industry Dive, I led a talented team that supported 26 publications across 23 industries, reaching over 12 million readers. Notably, Industry Dive was acquired for $525 million in 2022, a testament to the impact of our work in the B2B media landscape. My focus included overseeing the design of the digital publications, an internal content management system and the newsletters.

Away from the hustle, you'll find me coaching ultimate Frisbee and exploring the great outdoors with my husband and our Callahan, our Portuguese Water Dog.

Management values

Transparency and communication – I am committed to fostering an environment of openness and clear communication. I believe in sharing the "why" behind our team's decisions, providing insights into our strategy, and addressing any questions you may have. Transparency is the foundation of trust, and I am dedicated to keeping you informed every step of the way.

Collaboration and ideation – Great design emerges from diverse perspectives. I encourage a culture of collaboration, where everyone's voice is valued. Whether through brainstorming sessions, feedback forums, constructive critiques, or workshops, I believe these opportunities not only enhance the quality of our work but also accelerate personal development.

Iteration and standardization – I advocate for a mindset of perpetual improvement and scalability. When working on projects, I actively seek ways to enhance and standardize our solutions, ensuring they are not only innovative but also sustainable in the long run. Embracing iteration is key to our success and adaptability.

Empathy and understanding – Empathy is at the core of great design. I emphasize the importance of understanding our users and their needs. Additionally, I encourage approaching feedback with a mindset of positive intent. By assuming positive intent, we build healthier and more respectful relationships, fostering a positive and inclusive work environment.


2022 – Retail Dive, Finalist for Website of the Year in the Azbee Awards of Excellence

2020 – Industry Dives design team named Folio's Design Team of the Year

Get in touch

You can email me at