This service is for founders who are moving from idea to execution and want more than just polished screens. It’s for those who need design that reflects strategy by connecting user needs, product goals, and business outcomes.
It’s ideal if you want to:
Marketplace design isn’t just about how your product looks. It’s about making sure the experience supports adoption, trust, and growth.
User flows and journeys
Mapping how people move through your product and identifying pain points before you build.
Low-fidelity wireframes
Layouts you can test, refine, and share with your team or investors.
High-fidelity design
Professional, polished screens created in Figma.
Design system foundations
Reusable components, typography, and colours that keep your product consistent and scalable
Developer handoff
Figma files and Trello descriptions structured for a smooth build, with clear documentation.
Strategic recommendations
Notes on usability, trust, and product growth that go beyond the visuals.
My approach is collaborative and structured, so you always know what’s happening and why.
1. Discovery
We start by clarifying your goals, your users, and your priorities. This stage helps me understand your business model, the problems you want to solve, and the outcomes you’re aiming for. It’s also where we align on scope and success measures, so design decisions are always tied back to what matters most.
2. UX strategy
I map out user flows, journeys, and feature priorities to create a blueprint for your product. This is where we identify friction points, highlight opportunities to build trust, and decide how users should move through the product. By the end of this stage, you’ll have a clear view of what should be built first and why.
3. Design execution
Starting with wireframes, we refine layouts until they feel intuitive and ready for high-fidelity design. Then I create polished, professional screens in Figma that bring your product to life while staying grounded in best practice.
4. Developer handoff and support
You receive your files in full, structured and documented for a smooth developer handoff. I provide guidance on implementation and remain available for ongoing support. Many founders choose to continue working with me on a retainer so their product evolves as new features and user needs emerge.
A marketplace for luxury serviced apartments in Australia
I designed custom features that improved the booking and listing functionality. I also created tailored UI designs that aligned with Bedspoke’s premium branding, elevating the overall user experience.
A marketplace for businesses to source sustainable packaging
I designed major custom features for Circulate, enabling more complex purchasing flows and improved supplier management. I also delivered custom UI designs aligned with Circulate’s sustainable, B2B-focused branding.
A marketplace for sought-after art, furniture, and home items
I redesigned FinerFiner’s core pages, including the homepage, search, and listing pages, to improve navigation and showcase listings more effectively. My designs reflected FinerFiner’s elegant brand identity.
A marketplace for rare, one-of-a-kind studio gear and memorabilia
I designed advanced custom features for Analogr, including a timed auction and watchlists to enhance buyer engagement. I also delivered bespoke UI designs aligned with Analogr’s vintage-inspired, music-centric branding.
Every product is different, but many founders face the same design hurdles.
I help you design solutions to:
Design is a major investment, but it doesn’t need to be complicated. I offer two flexible ways to work together:
Project-based packages
Tailored to your scope and complexity. Suitable for new builds or redesigns.
Ongoing retainers
For founders who want ongoing design support each month. Ideal for scaling products or teams that need continuous guidance.
Yes, I can configure and customise Sharetribe websites using the no-code tools in the Console. However, custom designs are created in Figma. This means you can continue to use your Figma wireframes should you ever decide to move away from Sharetribe, giving you flexibility to adapt as your product grows.
I can set strong design foundations, such as colours, typography, and components to give your product a professional feel. For full brand identities, I collaborate with trusted partners and can make introductions if needed.
Of course! Whilst most clients start working with me at the idea stage, many return further down line as they build traction and gain valuable feedback and insights from their customers/suppliers.
I have a number of long-standing clients who hire me for short-term, ad-hoc projects, as and when they need me.
From Hawaii to Sydney and everywhere in between, I love working with clients all around the world. In fact, I pride myself on being able to work very effectively, asynchronously.
I use the time difference to work to my advantage and find that it works especially well with clients in America. This is because I can work whilst you're asleep. When you wake up, you'll have all day to review my designs and send me feedback. Then, the following morning (my time), I can review your feedback and jump straight into any design iterations that are required.
If we need to jump on a call, we can work together to find a time that works for us both.
I've been lucky enough to work with founders in a large range of industries. These include (but are not limited to) home improvement, health and fitness, education, consulting, child care, travel, photography, music, food and sustainability.
"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
"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
"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
"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
Whether you’re launching your first build or improving an existing product, I’ll help you design an experience that feels clear, credible, and user-focused.