About us
Fruto is a product strategy, transformation, and design consultancy based in Oxford, UK. We partner with complex, product-led organisations to elevate how digital products are conceived, designed, and scaled. Our approach fuses deep customer insight, product strategy, and UX expertise, enabling product leaders to cut through assumptions, uncover real user and business needs, and deliver digital experiences that drive measurable adoption, growth, and lasting competitive advantage.
Why partner with Fruto?
Experience that drives change.
Strategic perspective
We go beyond screens and features, looking at the entire product ecosystem, from business objectives and customer needs to technical realities and market dynamics. We help you navigate complexity, align teams, and translate vision into actionable design direction that delivers impact.
Human-centred approach
We challenge assumptions and bring new energy, combining creativity with evidence from real user research. Our team actively shapes the UX field through industry events, mentoring, and thought leadership, offering clients perspective, imagination, and practical expertise.
Proven record with complexity
We excel in untangling messy, multi-product environments and scaling enterprise platforms. Whether you’re modernising legacy systems or driving innovation in regulated or disruptive markets, we bring clarity to ambiguity and structure to complex challenges, helping product leaders make high-stakes decisions with confidence.
How we work
Your partner in strategy, research, and design.
Fruto partners with organisations at every stage of product strategy and user experience transformation. We embed alongside product leaders and teams to drive change from the inside: connecting vision to execution, and strategy to delivery.
Our process spans customer and stakeholder research, opportunity discovery, product strategy, service design, and UX leadership. We deliver actionable insight, prioritised roadmaps, and design solutions that reduce risk and accelerate growth, while building your team’s own capabilities for the future.
By combining strategic consultancy, deep research expertise, and design leadership, we help make your digital products not only usable, but truly differentiated and aligned to your ambition.
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).