James Morris
Managing Partner and Director of UX & Design
As Managing Partner and Director of UX & Design at Fruto, James leads teams to create high-impact, user-centred solutions that drive business success. With over 15 years of experience in product design, technology, and strategy, he combines innovation, user insight, and a deep understanding of user needs to solve complex problems and shape successful products and services.
Thriving at the intersection of design, business, and technology, James ensures that exceptional user experiences translate into real value. His leadership spans design, design operations, product strategy, and team development, setting the vision, refining processes, and challenging conventional thinking to push boundaries.
From designing cybersecurity tools for government agencies to revolutionising peer-review systems for scientific publishing – incorporating AI and machine learning – James has tackled complex challenges that demand creative problem-solving and strategic thinking. He works closely with organisations to ensure their products not only look great but also perform, convert, and create lasting value.
Beyond his work at Fruto, James is actively involved in the UX community, co-organising UX Oxford, Oxford Freelancers, and Design Jam Oxford, and previously contributing to UX in the City Oxford.
James believes that great design is more than aesthetics. It’s about solving meaningful problems, driving business success, and creating competitive, strategic advantages.
