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

Webflow websites

Webflow is my favourite website builder. It's seriously awesome! I've designed simple one-page landing pages for people to test and validate their start-up ideas, all the way to listing directories for early-stage marketplaces.

💰  price: from £2,000

📅   currently UnAvailable

Let's chat
Sharetribe Logo

Sharetribe projects

Having designed 10+ 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!

💰  price: from £5,000

📅   currently UnAvailable

Learn more
Fiona MacDougall sitting at a desk sketching wireframes

Custom projects

Do you need a UX/UI wizard to design some killer new features? Or are you looking for an experienced user researcher to uncover meaningful insights into your customers' behaviour, frustrations and motivations? Get in touch because I'd love to help you out.

💰  price: £550 per day

📅   currently UnAvailable

Get in touch


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

Here are a few of my recent projects

Case studies

Take a closer look at my work

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

RESEARCH 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 Analogr co-founder, Francis Porter

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

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