UX DESIGN & STRATEGY

Design experiences your users trust

Your product is only as strong as the experience it delivers. I help founders design marketplaces and SaaS products that feel clear, intuitive, and credible. Every decision is tied back to user needs and business goals, so your product builds trust from the very first click.
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Who this is for

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 a fit if you want to:

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Design a product that feels intuitive and builds trust from day one
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Avoid wasting money on features users don’t need
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Translate your business goals into clear user flows and interfaces
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Launch with a professional, credible design that makes users feel confident
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Ensure every design decision reflects proven UX practice

What you’ll get

UX Strategy and Design isn’t just about how your product looks. It’s about making sure the experience supports adoption, trust, and growth. You’ll get a complete package that combines strategy with execution.

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

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How it works

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

I translate strategy into design. Starting with wireframes and prototypes, 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. 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.

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Recent projects

Examples of how I’ve helped founders turn ideas into products users trust.

Bedspoke Logo

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.

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Bedspoke Wireframes
ANALOGr logo

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.

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Analogr wireframes
FinerFiner Logo

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.

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FinerFiner wireframes
Circulate Logo

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.

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Circulate wireframes

Common design challenges I solve

Every product is different, but many founders face the same UX hurdles.

I help you design solutions to:

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Onboarding flows that reduce drop-off and drive activation
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Dashboards that make complex data simple
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Booking or checkout journeys that feel smooth and intuitive
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Profiles, reviews, and trust features that build credibility
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Mobile-first designs that work seamlessly across devices

Pricing

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 UX strategy and design support each month. Ideal for scaling products or teams that need continuous guidance.

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FAQs

Do you only work on marketplaces?

Yes — marketplaces and SaaS platforms are my speciality. They bring unique challenges around trust, adoption, and engagement that require careful design thinking. My experience designing dozens of platforms means I know the pitfalls to avoid and the best practices that work.

Can you design directly in Sharetribe?

Yes, I work with Sharetribe Console configuration. Most design, however, is created in Figma. This means you’re not locked into one platform, and you have flexibility to adapt as your product grows.

Do you also do branding?

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.

What happens after design is finished?

You receive all files structured for development, with clear documentation. Many clients continue working with me on a retainer for ongoing UX improvements, new features, or support during development. That way your product keeps evolving and improving after launch.

How do you work with clients in different time zones?

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.
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If we need to jump on a call, we can work together to find a time that works for us both.

What types of marketplaces have you worked on?

I've been lucky enough to work with founders in a wide range of industries. Here are some examples of industries I have experience with:

  • Home improvement / construction
  • Health and fitness
  • Education
  • Consulting
  • Child care
  • Travel
  • Photography
  • Music
  • Food
  • Sustainability

Ready to design a product your users trust?

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.

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You’re in good company

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 photo of Sridhar V, Co-Founder at InsightGig

"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

Profile image of Lauren Cain

"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

Profile photo of Matthew Ryan smiling

"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

From the archive: Marketplace UX

Marketplace Minute is my weekly newsletter where I share proven tactics to elevate the design and user experience of your marketplace.

How should I prioritise features for my marketplace MVP?

Plus, why you should start with your riskiest assumptions

Can you scale a marketplace using Sharetribe?

Plus, essential reading for any marketplace founders looking to scale their business

How to structure your homepage to optimise for conversion

Plus, the power of a good hero image

Not ready to start yet?

I write a weekly newsletter called Beyond the Screen — practical UX for humans and AI agents, with examples you can apply to your marketplace straight away.

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