Making brands desirable.
Global-thinking, creative strategy consultancy guiding businesses to products people love.
I design how your audience connects with your brand.
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Spot emerging opportunities
Guide leaders to identify growth areas and innovation gaps, based on shifting tech, market and consumer expectations
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Create meaningful connection
Support for creative teams to align idea + strategy to craft fresh, desirable offers that resonate with audiences. Now and in the future
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Build insights machines
Partner with businesses to stay attuned, relevant and nimble. Consistent insights that guide vision, offering and product-market fit
TRUSTED BY
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"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. Her contributions were instrumental in creating a sustainable learning experience that has empowered tens of thousands of XR creators. 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, Lead Product Designer, Meta Reality Labs
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"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, Director, IDEO
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"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, Seattle
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"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 and technology through to solutions, and tackles tough challenges with fresh, inspired solutions. Fiona apart is really skilful in her ability to energise teams, helping them see customer connections in a whole new light and turn those insights into meaningful growth."
– Lloyd Wigglesworth, Partner, The Alexander Partnership
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"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, Creative Director, D-Ford
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"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
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“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, Madrid
ABOUT
About Dr. Fiona Maciver
“It’s my mission to unleash more meaningful yet commercially competitive products. Beautiful things are better for business, better for customers, better for the world.
I’m a creative strategy consultant whose work brings the best of design + business. I've guided Meta, Ford and Lululemon to grow and shape their offering for the decade ahead. I’ve spoken about my work globally, and published in books and journals, including the Design Management Review. In 2011, I was awarded a doctorate in Design Strategy.
I’ve long embodied the art and science of successful business. My background blends design, research, tech and marketing, from roles at Facebook, Apple and Accenture, as well as teaching both design and business.
I created Maciver Inc. in 2020 to guide leaders to differentiate intelligently, and take a long-term view. I bring global experience, and expertise in art, finance, psychology and fitness to my work.
AREAS I CONSULT ON:
Experience for brand, UX and product • Differentiating by aesthetics • Customer touchpoint design • Creating products people ❤ • Audience connection • Translating insights into opportunity • Harmonising design-business effort • Using creativity strategically • Building research capability • Anticipating market shifts
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Seeding a creative ecosystem for emerging tech
Maciver Inc. worked with a global tech leader to decipher how to build a thriving ecosystem around a next-generation computing platform. By focusing on early adopters, I leveraged insights from emerging disciplines and developed strategies to incentivise engagement and seed an engaged global user base. This work laid the foundation for a new industry standard computing platform, paving the way for the tech’s long-term success
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Redefining an iconic product for a sustainable future
Maciver Inc. worked with a global automotive leader to transform an iconic vehicle into a sustainable subscription-based model. By first exploring and gathering stakeholder insights, I developed a future-ready product strategy that aligned user needs with changing market expectations. This identified new revenue streams for my client, and created enduring value
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Learner-centric innovation for the metaverse
Maciver Inc. partnered with a global MR/VR leader to design a learning ecosystem for developers using this emerging technology. Through connecting with learning experts, early users, and emerging segments, I devised an approach that enhanced short term engagement, while also delivering long term growth. The strategy paved the way for a new mode of hybrid MR learning
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Creative training for leaders
Between 2023-24, I partnered with Central Saint Martins, London, to train 150+ global professionals. My brief was to design and deliver a 5-day intensive course focused in aligning creativity with business skills. The program provided practical tools in customer connection, design strategy, and interdisciplinary collaboration, empowering delegates to drive innovation and deliver commercially impactful creative work
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Brand transformation from pure-play to tech
Maciver Inc. guided a global sportswear retailer in the transformation from product-focus towards being a multifaceted business. This included a new tech platform. Starting with exploratory research and proposition strategy, I assessed the feasibility of new product-market opportunities. This expanded the brand’s horizon for fitness tech and new subscription business models
INDUSTRIES
Industry reach
My expertise covers these sectors in particular depth ↓
TECH
EDUCATION
LUXURY
FITNESS + WELLBEING
CONSUMER + HOME
AUTOMOTIVE
HOSPITALITY
BEAUTY
PERSPECTIVES
Insights
I write for business and creative leaders. Perspectives on emerging trends, intelligent innovation and design leadership. Sign up to my latest analysis ↓
FEATURED BY
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