Launching a startup in the UK is no small feat. The landscape is competitive, and users have high expectations. Without a solid understanding of your target audience, even the most innovative ideas can struggle to gain traction. That’s where a user research agency like Fruto—comes in.
At Fruto, we help startups create products that truly meet user needs. Our team specialises in gathering actionable insights through customer and user interviews, market research, usability reviews and usability testing, ethnographic research and customer journey mapping. These methods ensure that businesses design experiences that are not just technically functional but also intuitive, accessible and meet customer needs.
Why startups can’t afford to skip user research
Many startups fall into the trap of building products based on assumptions rather than evidence. The result? A product that misses the mark, leading to wasted resources, low adoption rates, and costly redesigns. Investing in user and customer research early on reduces these risks and increases the likelihood of success.
Startups that integrate user research into their product development process gain a significant edge. It ensures that features are built based on real user needs, enhances usability, and improves customer satisfaction. With the fast-paced nature of the UK startup ecosystem, an effective user experience (UX) strategy can be the difference between success and failure.
How user research strengthens startups
User Interviews – Speaking directly to users helps uncover pain points, motivations, and behaviours. This first-hand insight ensures your product solves real problems.
Personas – Creating detailed user profiles based on research ensures your design and marketing efforts are targeted and effective.
Ethnographic Research – Observing users in their natural environment provides a deeper understanding of how they interact with your product in real-world scenarios.
User Journey Mapping – Visualising the user’s path from discovery to conversion helps identify bottlenecks and opportunities for improvement.
Usability Testing – Watching users interact with your product highlights areas of friction and usability issues before they become costly problems.
Real-world impact: Fruto’s work with an AI healthcare startup
We worked with an AI healthcare startup AiSentia to improve the user experience of their digital platform. Our team conducted a thorough UX review to evaluate the usability and effectiveness of their platform. These insights were pivotal in informing our recommendations and guiding the platform's future development.
Building on the insights gained from user interviews and usability testing, we proposed additional activities to address identified gaps and enhance the platform's functionality.
Through close collaboration with the startup, we analysed the platform’s structure, design, and workflows. Our suggestions helped make the tool more user-friendly, improving trust in AI-generated insights and making it easier for clinicians to integrate the technology into their daily work.
What We Learned
Radiologists and doctors use CT scan software all the time, often alongside other systems. But sharing scans through other platforms can be tricky because of legal rules like HIPAA in the U.S. and the Data Protection Act in the UK.
One big frustration we heard? Juggling multiple software programs at once. To make things smoother, we saw the need for better connections between PAC systems (which store and send CT images) and their platform, which also displays medical images. Users also had great ideas for the future, saying this platform could be super helpful for analysing different body parts and spotting a wide range of diseases.
The competitive edge of partnering with a user research agency
The UK startup scene is thriving, but success depends on how well your product aligns with customer expectations. A well-researched and intuitive UX can set your product apart from competitors. At Fruto, we bring expertise, a proven research framework, and a deep understanding of how users interact with digital products.
Whether you're an early-stage startup creating an MVP or a scale-up looking to enhance the user experience and impact, our team at Fruto provides the strategic insights you need to succeed.
Partner with Fruto – a leading user research agency in the UK
If you’re a startup looking to create customer-centred products, Fruto is here to help. As a trusted product and UX agency working with customers across the UK, we’ll equip you with the insights needed to build products that create an impact. Whether you need product strategy, customer research, user journey mapping, or a full product UX design, our team has the expertise to support your growth.
Let’s make your product a success—get in touch or request our Start-up Brochure.