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
Alongside client work, I design and build small products for myself and the people around me. Two I'm using right now:
GymFlow
A personalised gym-programme generator and workout tracker.
My husband and I both train at our local gym and I wanted an app that builds a proper programme around our goals, equipment and injuries. I designed and built "GymFlow" in Lovable, and we've used it every session since. I'm really enjoying the process of vibe-coding a tool I genuinely use, and I keep iterating against a roadmap I maintain.
- UX is the whole point. Before any new features get built, it has to answer two questions: a) does it make a gym session smoother, and b) does it add joy? If it's not a "yes" to both, it get deprioritised.
- Knowing when not to use AI. I initally wanted to use AI to generate the programmes but it kept getting it wrong. Now a standard templates owns the programme structure, and AI is only used to adjust it when I log a specific injury or goal.
- Dogfooding writes the roadmap. With two of us using the app each day, it's quick and easy to note down the parts that annoy us and make improvements to the build.
A coaching-business CRM
A full-funnel tracker for a data-leadership coaching business.
I built this for my husband to help him run and analyse the health of his coaching business. It tracks his whole funnel in one place, from top-of-funnel audience growth through to recurring revenue so he can see the full picture in one place rather than manually stitching it together from five different tools. I'm proud to say he uses it every day.
A tight feedback loop. Designing for one real user I see every morning means features live or die on whether he actually uses them. The data is his, so I can't show it, but it's very much in production.