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 within product teams, taking full ownership of design from discovery through to work that ships, performs, and keeps improving. I'm commercially minded, data-informed, and I use AI tools to accelerate delivery and test ideas with users sooner.

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Photograph of someone using a macbook. The screen shows search page for Circulate.

PRODUCT DESIGN

Improving conversion and buyer confidence in a complex marketplace

Circulate's buyers were dropping out at key moments because the product wasn't giving them enough confidence to commit. I led end-to-end redesign of search, listings, and checkout, resulting in a 20% improvement in conversion rate and a significant reduction in support queries.

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PRODUCT STRATEGY

Shaping product strategy and roadmap for a Series A fintech

Keebo were growing fast but needed to sharpen their product direction. I worked across engineering, data, and compliance to build their OKR framework, focus the roadmap, and align the team around a clear product direction, working closely with engineering and data through to delivery.

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Illustrations of the Keebo app - onboarding steps.

DESIGN SYSTEMS

Redesigning a consumer booking product to support growth and secure £300k investment

PilatesPass needed to onboard new types of users but their booking flow only supported one use case. I redesigned the system end-to-end to handle multiple booking types (single classes, subscriptions, and blocks) in a way that could flex as the product grew. The redesigned product helped the founders demonstrate traction and secure £300k in investment.

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Photograph of someone using a macbook. The screen shows homepage for PilatesPass.

About Fiona

I'm a Senior Product Designer based in the UK, with a decade of experience across fintech, marketplaces, and consumer products, from early-stage start-ups through to scaling products that needed to mature fast. I bring the voice of the customer into every design decision, move fast, iterate in the open, and I know how to connect the quality of the design to the performance of the business. I'm currently looking for a senior in-house role where I can go deep on one product, work closely with product and engineering, and do work that shapes the direction of the business.

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