Hi, I'm Fiona 👋

I design user-centred marketplaces that drive growth

I help founders and startups create intuitive, scalable marketplaces that turn ideas into thriving businesses. Based in the UK, I collaborate with clients worldwide.

Badge - Verified Sharetribe Expert
Profile photo of Fiona MacDougall, UX Designer
Clients backed by:
Y Combinator logoAtomico logoFounders Factory logoLocal Globe logoForward Partners logoConnect logo

Services I offer

Helping you design, launch, and grow your marketplace with three core services.

1

Marketplace Validation Report

Before you invest in building, validate your idea with a 15–20 page in-depth report assessing its potential. Get data-backed insights on your market, competitors, and user demand, so you can make informed decisions with confidence.

Validate your idea >>

2

Sharetribe Setup & Configuration

Launch faster with a fully configured Sharetribe marketplace - no coding needed. I’ll set up your platform, customise the design, and configure key features so you can start acquiring users sooner.

Get started with Sharetribe >>

3

Custom UX/UI Design & Features

Take your marketplace to the next level with bespoke designs that reflect your brand’s unique personality. Whether you need advanced functionality or a polished, user-friendly interface, I’ll help you stand out and convert more users.

Enhance your marketplace >>

Why work with me

I bring hands-on experience and industry expertise to every marketplace I design.

10+ Years of UX/UI design experience

I’m a seasoned product designer with over a decade of experience, helping startups and established companies build intuitive, user-centred products. From global corporations to Series A startups and one-person side hustles, I’ve worked with them all, delivering designs that drive real impact.

Sharetribe marketplace specialist

Since 2019, I’ve partnered with 30+ Sharetribe clients worldwide, to design bespoke marketplaces and custom features that help them launch and scale faster. I know Sharetribe inside out, so you can avoid expensive mistakes and focus on growing your business.

Founder-empathy, built in

I’ve been in your shoes - growing a marketplace from scratch. Using Sharetribe, my husband and I built a photographer-booking platform in London. This expereicne gave me first-hand insight into the challenges founders face. I now bring those lessons into every marketplace I design.

Book a call

Recent issues of my newsletter, Marketplace Minute

Helpful videos

Short, practical videos answering common marketplace and design questions.

Designer vs Developer: Who Do You Need?

Not sure whether to hire a designer or a developer? This video clarifies the key differences between the two roles and helps you decide which one is right for your project.

What Does a UX/UI Designer Actually Do?

Wondering what to expect when hiring a UX/UI designer? Learn about the core skills, deliverables, and impact a designer brings to your marketplace.

UX Design vs Brand Design: What’s the Difference?

UX and brand design are both essential, but they serve different purposes. This video explains how they complement each other and why both are valuable for your business.

Some nice words from people I've worked with

Profile photo of Sridhar V, Co-Founder at InsightGig

To define Fiona as just a designer would be an injustice. She is a holistic online marketplace consultant who delivers high quality designs at lightning speed. Her ability to think through the objectives given by us, plan the entire user workflow, and finding the right solutions through her designs in a collaborative manner swiftly sets her apart from everyone else. We are very happy with the work she has done for InsightGig and would highly recommend Fiona to anyone looking for a professional designer for their online marketplace.

Sridhar V

Co-Founder at InsightGig

Profile image of Lauren Cain

If you're seeking a thorough, proactive, and professional designer with excellent communication skills, look no further than Fiona. She played a crucial role in launching my marketplace, offering valuable recommendations that saved me time and money in the long run. Acting as both a guide and designer, Fiona's expertise was invaluable during the startup phase. Despite the time zone difference, our collaboration was seamless, with completed design sections waiting for me in the morning. Fiona grasped my vision and created a design that felt clean and distinctly feminine, perfectly tailored to my target audience. Without hesitation, I would hire Fiona again for future projects.  I hesitated to write this recommendation because I'm afraid everyone will want to snatch her up!

Lauren Cain

Founder at Homebaked

Profile image of Analogr co-founder, Francis Porter

Fiona came highly recommended from Sharetribe and our vendor, Journey Horizon. She exceeded all expectations with her organisation, skill, and delivery. Her flexibility to work with us as we iterated on design was very accommodating. Besides being a joy to work with, she impressed us with her design sensibilities and UX recommendations. For a startup launching an innovative platform, Fiona was the perfect partner.

Francis Porter

Co-Founder at ANALOGr

Profile photo of Chris O'Donnell, Founder at Guide Collective

Fiona was sensational.  She quickly grasped the essence of our business and then translated that into a digital storyboard.  Everything was clear.  Importantly, she was super quick to respond.  When you are building a business, you only move to your website intermittently, but whenever I shifted attention to it, she was there.  Tell her what you want, and she will work out how to do it.  I can’t recommend her highly enough.

Chris O'Donnell

Founder at Guide Collective

Profile photo of Matthew Ryan smiling

My team love working on projects that Fiona is involved in as she has an excellent understanding of Sharetribe and knows how to deliver clear requirements. She has made our development work much easier. Fiona is also great at helping the business owner turn their idea into a working marketplace. In short she is the true definition of a user experience designer.

Matthew Ryan

Co-Founder and CEO at Journey Horizon

Marketplace design tips and advice straight to your inbox

Subscribe to Marketplace Minute to receive proven tactics to elevate the design and user experience of your Sharetribe marketplace

Latest articles