“I start by asking: What are the unnoticed details affecting how people feel about this brand?”

About Fiona

I’ve built my career around one essential question: why do some brands, products and experiences stay with people - while others disappear without trace?

My work helps brands understand what people notice, feel and remember, then turn that insight into sharper strategy, stronger customer connection and more distinctive experiences.

My perspective has been shaped by the places I’ve lived and worked. Glasgow gave me grit, substance and directness. Paris sharpened my sensitivity to aesthetics, atmosphere and the elusive je ne sais quoi. London keeps me close to contemporary culture, business and change.

My path has been diverse and unorthodox. At Apple, I saw how care, quality and detail can transform how people experience products. At Meta, Fjord and the European Commission, I worked across research, design strategy, innovation and emerging technology - learning how customer psychology, creative process and strategic judgement can make, or break, what organisations build.

My PhD in Design Strategy explored how successful products and services emerge from the relationship between customer insight, creative leadership and commercial ambition. It gave me a rigorous foundation for the work I do now: helping teams turn ambiguity into clear, distinctive and commercially relevant direction.

Links to my publications are here.

Now I share my knowledge and experience to help others develop stronger judgement and successfully realise creative ideas in crowded markets.

Today, I love working independently and closely with the personalities that make up brand and experience teams to help them unlock ideas, connect emotionally, and enable talent to flourish. I engage with clients to deliver advisory, audience insights, and bespoke team training and workshops. I also guide emerging talent at Central Saint Martins College of Art to develop customer skills and market thinking.

If you’d like to develop a distinctive point of view, and have lasting commercial and cultural impact in a changing world, I’d love to hear from you.

Get in touch

I am a London-based brand and experience strategy advisor working with design-conscious organisations, founders and creative teams.

If your brand needs sharper judgement, stronger customer connection or a more distinctive point of view, explore how we can work together.

For a first conversation, email me on fiona@fionamaciver.com, or using the form at the end of this page.

Email me

  • "Fiona Maciver is an outstanding professional who embodies the perfect balance of creativity, curiosity, and analytical rigor. Her ability to navigate complex concepts, identify patterns, and craft compelling narratives makes her an invaluable asset in creative strategy and beyond."

    — Dan Moller, Head of Creative Shop Northern Europe, Meta

  • "Fiona has a keen eye on the bigger picture and the forces of change that affect our lives. Balancing structure and the organic, she adapts the needs of the brief, bringing unique authentic value to any project. To work with Fiona means a journey that evolves and inspires to deliver fresh answers"

    — Hugh Miller, Partner, Pentagram

  • "Fiona brings the rigour of expert research planning and execution; a highly strategic perspective to how these translate into design; and the flexibility to collaborate to brilliant effect with creatives and business folks alike"

    — Ed White, Design Director, IDEO

  • "Fiona brings a rare ability to translate complex customer insight into clear, compelling strategic direction. She played a key role in shaping our thinking around customer behaviour in the transition to sustainable energy, helping us better understand current mindsets and how to shift them."

    — Fernanda Reyes, Head of Customer Experience and Insights, E.ON Growth Studio

  • “Fiona's contributions to the team were very impressive across multiple levels including innovative deliverables that set the agenda for future of AR”

    — Ivan Landabaso, Partner, JME Ventures

  • "Fiona’s exceptional strategic thinking and her keen ability to uncover actionable insights played a pivotal role in shaping the overall direction of our work streams. Fiona is a true collaborator, bringing clarity and vision to complex challenges, and her work continues to have a meaningful and lasting impact in the XR space"

    — Petra Zhivkova, Product Design Lead, Meta Reality Labs

  • "I highly recommend Fiona to anyone seeking exceptional creative leadership. She is a rare force of brilliance and inspiration; any organization would be fortunate to have her at the helm of their creative journey."

    — Sunil Sharma, AI Strategist, Technologist, Stealth Entrepreneur

  • "Fiona took time to have in depth product conversations that helped to drive strategy and execution forward. During the time we worked together, we shipped a number of key features that helped our team to exceed their goals and to deliver significant user value"

    — Kwad Kissiedu, Product Manager, Meta

  • "I cannot recommend Fiona Maciver highly enough for any business looking to raise its game on innovation. Fiona has a unique way of thinking - blending creativity with a sharp understanding of what shapes an industry. She helps you work from design through to customer, and tackles tough challenges with fresh, inspired solutions."

    – Lloyd Wigglesworth, Partner, The Alexander Partnership

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