Experts in user experience strategy and product design
Fruto is a User Experience Strategy and Product Design agency based in Oxfordshire, UK. We partner with product-led organisations to transform how digital products are conceived, designed, and scaled. By combining user research, product strategy, and UX design, we help product leaders cut through guesswork, uncover real customer insight, and deliver digital experiences that drive adoption, growth, and competitive advantage.
Why choose Fruto?
Thrive on our expertise.
Holistic and strategic leadership
We look at the whole product ecosystem, from business goals and customer needs to technical constraints and market dynamics. Our experience goes beyond wireframes and screens: we help product leaders make sense of complexity and translate strategy into clear design direction that delivers lasting impact.
Creative and human-centred approach
We bring fresh ideas, creativity and energy grounded in real user insight. From running industry events and mentoring teams to speaking at conferences, we’ve spent over a decade shaping how UX is practised and taught. That breadth of experience means we offer perspective and imagination.
Proven experience with complexity
From scaling enterprise platforms to rethinking legacy systems and navigating disruptive markets, we thrive on solving knotty challenges. We bring clarity to ambiguity, structure to complexity, and confidence to high-stakes decisions, helping you deliver products that work for both the organisation and the people who use them.
How we work
Your partner in strategy, research, and design.
At Fruto, we partner with organisations at every stage of the digital product strategy and user experience design process.
From customer research and qualitative UX research to product discovery and UX product development, we deliver insights and design solutions that help businesses reduce risk and accelerate growth.
We combine service design consultancy, product strategy, and UX design leadership to ensure your digital product is not only usable but strategically differentiating.
Who we are
Our leadership.
Mariana Morris
Founder & CEO
Mariana has over 20 years of experience in UX strategy and design, leading teams and delivering complex digital products in a variety of sectors. She specialises in aligning user needs with business goals, helping organisations create products that improve customer experience, drive adoption, and deliver measurable impact.
James Morris
Managing Partner and Director of UX & Design
James brings more than 15 years of experience across product design, technology, and strategy. He leads multidisciplinary teams to create user-centred solutions that combine innovation with practical delivery. His expertise lies in solving complex product challenges and ensuring design decisions contribute to growth, adoption, and long-term business success.
The industry
Fruto in the UX & Oxfordshire community.
UX Oxford
We sponsor UX Oxford, a free monthly event in Oxford, co-founded by our Managing Director.
Enterprise Oxfordshire Business
We are featured on the Enterprise Oxfordshire Business (OxLEP Business).