Hello, I am

I'm Fiona

UX UI Designer

With over eight years of product experience, I focus on helping early-stage startups to build the right solutions through research, design and testing.

What makes me unique? Well, I'm an ex-marketplace founder and previously worked for a Venture Capital firm so I've experienced life on both sides of the deal!

I'm based in Oxfordshire, UK and have clients all over the world.

Let's work together
Profile photo of Fiona MacDougall, UX Designer
Clients backed by:
Y Combinator logoAtomico logoFounders Factory logoLocal Globe logoForward Partners logo


How you can work with me

Text - How to Design a Sharetribe Marketplace

Self-paced course

early bird price - £70

I've developed a self-paced, actionable course taking you through each step required to design your own marketplace. By the end of the course you'll feel confident using design software to create a beautiful set of wireframes ready to be built.

Sign me up!
Sharetribe Logo

Sharetribe projects

Fixed price projects - from £5,000

Having designed nine marketplaces for Sharetribe Flex clients (including my own!), you won't find any designer who knows more about Sharetribe. I can draw upon my experience to provide desktop and mobile web designs you'll love, fast!

Learn more
Fiona MacDougall sitting at a desk sketching wireframes

Custom projects

Price on enquiry

Whether you need help designing your first digital product or want to improve the conversion rate of an established startup, I would be delighted to work on your project.

Schedule free call


No-code and low-code tools I love

Sharetribe logo

Sharetribe Flex

Having built my own Sharetribe Flex marketplace and collaborated on two others, I am the UX UI design expert for Sharetribe Flex projects

Webflow logo


Webflow has quickly become my favourite no code tool as it's incredibly versatile. I'm such a big fan that I built this very website in Webflow!

Wix logo


I have built hundreds of Wix websites and now I teach others to do the same. Check out How To Build a Killer Landing Page in Wix for Jolt.

latest work

Case studies

Talobee wireframes - case study cover

sharetribe flex


Remote UX, UI and branding project for a Finnish marketplace using Sharetribe Flex.

Read case study
Talobee wireframes - case study cover

sharetribe flex

The Shoot

Two year side-hustle where I co-founded a marketplace to help people find and book UK photographers.

Read case study
Talobee wireframes - case study cover

Custom project


User research project for a European venture-backed marketplace to better understand their conversion rates.

Read case study


Some nice words from people I've worked with

Profile photo of Matthew Ryan smiling

My team love working on projects that Fiona is involved in as she has an excellent understanding of Flex 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

Profile image of Enbo Chen

Fiona has been key to designing and building the Talobee marketplace. We've challenged her with some complex requirements and the results are always excellent. She is very quick to turn the designs around and has a great eye for detail. Fiona also demonstrates a respect for UX and customer centred design. She is always passionate to solve the problem and be open-minded for changes and feedback. Fiona not only focuses on solving problems but also likes to discover the root reason behind to make the right design decision.

Enbo Chen

Co-Founder and CTO at Talobee

Profile image of Rich Serunjogi

Fiona helped my team and I to develop the initial wireframes for Business Score. She ran user research sessions to better understand user behaviours, motivations and frustrations with current market solutions. Fiona also facilitated design workshops to help us synthesise the research and provide clarity on what we needed for the MVP.

Rich Serunjogi

Founder and CEO at Business Score

Book cover - Landing Pages For Marketplaces Workbook


Landing Pages for Marketplaces

Due for release in April 2020, you can pre-order my first workbook to take you through the stages of planning, designing and building landing pages for marketplaces.

Pre-order from £5


My recent articles

Illustration of a laptop with charts popping out of it and a man standing on the keyboard.

Why do marketplaces make great businesses?

Illustration of a glowing lightbulb with a tick in the middle.

How to validate your marketplace idea

Books stacked up against each other to represent learning.

Skills you need to build a marketplace