Hey, I'm Fiona
Hey, I'm Fiona
Curly hair human being who enjoys her time being a designer, creating memorable experiences, learning from challenges, and helping others to grow together
Testimonials
Testimonials
She has picked up a complex domain, problems, and journeys; she has also built up a great relationship with business users and challenged them where necessary, and she has taken things away, giving them the necessary thought before jumping to design a solution.”
Debbie Dawison / Product Manager @Tesco
Her commitment to learning, willingness to take on tasks and challenges, and highly collaborative approach have all contributed to successful project phases and a positive team culture. She is an asset to the team.
Keri Dewing / Design Manager @Tesco
She is remarkably talented and diligent, consistently demonstrating an admirable commitment to her work. Fiona always delves into every dimension of a matter to ensure she is well-informed about all possible scenarios. Her enthusiasm for learning is unwavering, and working alongside her has been a tremendous opportunity for me.
Hossein Mirsaeedi / Design Director
She is a reliable, and well-organised individual who consistently delivers high-quality work, demonstrating the standards expected of a senior. She takes full ownership of her responsibilities and can be trusted to execute and deliver to an excellent standard
Casey McLaughlin / Head of Design @Handelsbanken
She has picked up a complex domain, problems, and journeys; she has also built up a great relationship with business users and challenged them where necessary, and she has taken things away, giving them the necessary thought before jumping to design a solution.
Debbie Dawison / Product Manager @Tesco
Her commitment to learning, willingness to take on tasks and challenges, and highly collaborative approach have all contributed to successful project phases and a positive team culture. She is an asset to the team.
Keri Dewing / Design Manager @Tesco
She is remarkably talented and diligent, consistently demonstrating an admirable commitment to her work. Fiona always delves into every dimension of a matter to ensure she is well-informed about all possible scenarios.
Hossein Mirsaeedi / Design Director
She is a reliable, and well-organised individual who consistently delivers high-quality work, demonstrating the standards expected of a senior. She takes full ownership of her responsibilities and can be trusted to execute and deliver to an excellent standard
Casey McLaughlin / Head of Design @Handelsbanken
My Projects
My Projects
Project @Tesco
Designing a Planogram Review Tool
Have you ever wondered how retailers decide what products go where in-store, and how those decisions reach every shop floor?
This case study explores Tesco’s approach, and my role in building the planogram experience from the ground up.
User confidence level
8.5
Project @Tesco
Designing a Planogram Review Tool
Have you ever wondered how retailers decide what products go where in-store, and how those decisions reach every shop floor?
This case study explores Tesco’s approach, and my role in building the planogram experience from the ground up.
User confidence level
8.5
End of Benefit in transformation of the mortgage system
Project @Handelsbanken company
As part of transformation of our mortgage system, my role was to analyse the existing process and redesign it to be more intuitive, reducing the number of steps while still capturing all the necessary information.
Reduction in Processing Time
25%
End of Benefit in transformation of the mortgage system
A leading bank wanted to revamp their mobile app to provide a more user-friendly and secure experience
No. of analyzed calls
200
Reduction in calls
50%
Project @Alibaba company
Free Cancellation Feature for Flight
Numerous users raised concerns about cancellation penalties. In response, we introduced a free cancellation feature last year, which garnered positive feedback and significantly boosted sales.
Revenue growth
20%
Purchase rate
23%
Project in Shiderstore
VitaFit, Online Drugstore
VitaFit was an online platform which was selling drugs, medicines and supplements. My role was to design the website from scratch, from conducting user research to wirframing, testing and delivering the final design.
Duration
6 months
Project @Alibaba company
Free cancellation - Domestic flight
From users' feedback in analysis to providing a solution working well both for business and customers
Revenue growth
20%
Purchase rate
23%
Me and AI, how we got along so far
One of AI’s most exciting advantages is that it allows me to build web applications around topics that matter to me personally. It is especially rewarding to be both the user and the creator of these tools, and to explore ideas drawn from my own life.
Fiona's Bookclub
While organising my Book-club, I need a central space where everyone can list the books they're reading for easy access later
Track Your Habits
Finding it challenging to find a proper app, tracking habits the way I like to track them, I decided to design my own version
Personal Design Explorations
These are self-initiated projects I tried to design during my free time, exploring new design challenges and specific requirements. Each project allowed me to experiment with unique criteria and looking for ideas to improve products I regularly use.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
Me and AI, how we got along so far
One of AI’s most exciting advantages is that it allows me to build web applications around topics that matter to me personally. It is especially rewarding to be both the user and the creator of these tools, and to explore ideas drawn from my own life.
History website
Puzzle game for Kids
Goodreads redesign
Sustainable web
Personal Design Explorations
These are self-initiated projects I tried to design during my free time, exploring new design challenges and specific requirements. Each project allowed me to experiment with unique criteria and looking for ideas to improve products I regularly use.
Me and AI, how we got along so far
One of AI’s most exciting advantages is that it allows me to build web applications around topics that matter to me personally. It is especially rewarding to be both the user and the creator of these tools, and to explore ideas drawn from my own life.
Fiona's Bookclub
While organising my Book-club, I need a central space where everyone can list the books they're reading for easy access later
Track Your Habits
Finding it challenging to find a proper app, tracking habits the way I like to track them, I decided to design my own version
Personal Design Explorations
These are self-initiated projects I tried to design during my free time, exploring new design challenges and specific requirements. Each project allowed me to experiment with unique criteria and looking for ideas to improve products I regularly use.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
History website
When I travel back in time , I would like to select from a range of different places and time periods, so I can learn more about history
Goodreads redesign
Since I’m a bookworm and keep track of my books on Goodreads, I felt it was time to see how it would look if I redesigned it.
Puzzle game for Kids
A website for children to play and go around, putting together puzzle pieces
Sustainable underwear website
The goal was to showcase the business's commitment to sustainability, emphasizing their eco-friendly products.
Skills
Skills
Planner
Vibe coding
Vibe coding
Design system
Design system
Critical thinker
Creative midset
Creative midset
Workshops
Workshops
Strategic thinker
Strategic thinker
Collaboration
Collaboration
Creativity
Creativity
Empathy
Empathy
Usability testing
Usability testing
A/B testing
A/B testing
UX research
UX research
Interviewing
Interviewing
Wireframe
Wireframe
Html understanding
Html understanding
+ More
+ More