What they needed
As a fast-moving start-up, RegMetrics partnered with Fruto to bring in strategic design thinking and usability expertise. Our initial engagement focused on designing a seamless payment user journey that aligned with both user needs and business goals.
As the platform began gaining traction, particularly among researchers at leading UK universities, RegMetrics needed to evolve its approach to communicating value to this emerging academic audience. They were seeking support to refine their website, enhance clarity around their product offering, and articulate the platform's impact and benefits in a way that resonated with both academic and commercial users.
What we did for them
Fruto acted as an extension of RegMetrics, offering product UX strategy, UX/UI design, and content writing to drive their commercial goals and user engagement. This was supported by close, direct collaboration and a flexible delivery model, enabling rapid iterations and expert input.
Enabling revenue through a frictionless, trustworthy payment experience
In health tech, trust is critical, especially for platforms that handle sensitive data and payments. To support RegMetrics’ commercial goals, we designed a user-friendly payment flow that felt secure and clear to new and returning users.
Our approach included:
Collaborating closely with stakeholders to align on business objectives and user behaviours
User flow design and wireframing to gather early feedback on the experience
High-fidelity UI design for both desktop and mobile
New UI components integrated into their evolving design system
Email design templates to support post-payment communication
This work helped unlock a key revenue stream while reinforcing trust with healthcare innovators who manage high-stakes compliance.
Engaging academic audiences through user-centred design
As RegMetrics gained traction in the market, it began attracting researchers from institutions such as the University of Oxford, the University of Cambridge, University College London, the University of Birmingham, and the University of Glasgow, who were seeking to assess the regulatory readiness of their research and innovations. Recognising this as a key growth area, we collaborated with the RegMetrics team to explore how best to communicate the value of their platform to both this emerging academic audience and their broader user base.
We helped clarify the product’s positioning, making its value, roadmap, and pricing clearer, which led to key updates on the website that improved how users understood the benefits and journey. We focused on helping users see what they can do, what they’ll gain, and why it matters.
Our work included:
A refreshed homepage design optimised to accentuate expertise and value offering, and the customer reading, browsing, and buyer information collection flows.
A mobile-friendly, accessible interface optimised for usability and wider reach
Copywriting based on stakeholder interviews and user insights to articulate the product’s value to talk directly to the audiences, both specific and general
Visual consistency with their brand and UI library for a professional, trustworthy look, whilst working with the development team to ensure its feasibility and discuss optional extra flourishes and delights.
This helped RegMetrics better position itself as a credible partner to healthcare and MedTech academic innovators and has already garnered very positive feedback from those in the field.
Results
RegMetrics has successfully moved from a free-to-use tool to a commercially viable product, gaining traction with leading UK universities. The new payment flow unlocked a key revenue stream, while improvements to their homepage enhanced usability and built early trust with users.
With Fruto’s support, RegMetrics delivered a clearer, more compelling user experience, helping them communicate their value, increase engagement, and position themselves as a trusted partner in MedTech innovation.
With Fruto’s deep healthcare UX expertise, strategic design thinking, and flexible delivery, RegMetrics was able to move quickly, present a polished product, and deliver a clearer, more compelling user experience that customers understand, value, and trust.
As a spin-out company, we have a team with the crucial skills for our everyday business activities. While UX is very important, we didn't need a full-time UX person at this stage. Partnering with Fruto was ideal; they seamlessly filled this gap and collaborated with our team throughout the UX project. The Fruto team was flexible, listened to our needs, and offered valuable suggestions to improve our UX. Their medical writer was particularly impressive, expertly distilling complex regulatory information and suggesting user-friendly wording.
