Most product teams build things. The best ones figure out what's worth building.
I'm Fiona — a senior product designer who works best close to the problem. I embed with product teams, owning design from first interview to shipped work that performs.
Improving conversion in a complex B2B marketplace
20% conversion lift across search, listings and checkout.
Redesigning the end-to-end buyer flow for a B2B packaging marketplace, including search, listings and a multi-step checkout that matched how procurement teams actually place orders.
→ — 02Designing an MVP for senior surgical residents
Launched to ten US + UK residency programs.
A new product for senior residents at Touch Surgery, built on a year of OR observation and an annotation flow that finally got out of their way.
→ — 03Finding what six dashboards couldn't see
The real cause wasn't on the team's list.
Twenty parent interviews and a journey map for a childcare service. Half the team's hypotheses held up. The other half were replaced by what families actually felt.
→Keebo
UX research into the onboarding and activation funnel for a consumer fintech navigating personal credit. Subsequently acquired by Wagestream.
2022Robin AI
Idea-stage research and the first product MVP — a tool for legal professionals working with document-heavy contracts. Forward Partners portfolio.
2019RoomLab
End-to-end user-journey research surfacing gaps between how people planned home design and how the product supported it. Forward Partners portfolio.
2018Konsileo
First design role: an insurtech startup building software for insurance brokers. Designed the core broker workflow with deep domain context.
2016–2018A decade across marketplaces, fintech, healthtech and B2B SaaS.
I came into design from insurance — first as an underwriter, then a business analyst, before retraining in 2016. That commercial instinct stayed with me meaning I tend to ask what the business actually needs before I open Figma.
I'm strongest on ambiguous problems and complex systems. I like to write things down, prototype early, and work closely with engineers and founders.
Craft
- Figma
- Figma Make
- Pen & paper
Research
- Interviews
- Usability testing
- Surveys
AI-augmented workflow
- Claude — synthesis, design, prototyping
- Lovable — prototyping
- Cursor — code-adjacent exploration