Blog & resources

We like to share our learnings, thoughts, opinions and ‘how to’ knowledge on different design-related topics.

Dual Track: A better approach for more user-centric product design

Photo of James Morris
01 Mar 2024

When designing products, user needs, business goals and business requirements all need to be considered.  Great products are created when all 3 combine, but following conventional development principles means the needs of the user are often overlooked, leading to sub-par products and poor user experience.

Why using analytics in your UX process strengthens decision-making

Using analytics to support decision making for better user experience and business outcomes.

Accelerating time to market: leveraging UX for operational efficiency

In the race to bring products and features to market rapidly, a strategic focus on UX design can be a game-changer.

Brand health and key metrics to measure it

Discover brand health essentials and learn how to measure the key metrics effectively.

UX Strategy

Photo of Jessica Reynolds
13 Dec 2023

This short guide covers everything you need to know about UX strategy: from benefits, responsibilities and guiding principles, to how and when to set one.

Scaling UX design capability

Photo of Mariana Morris
04 Sep 2023

UX skills are in high demand, but hiring design talent to improve your product development can be a bit of a minefield. But there are ways to make it easier...

Leading the way in Educational UX Design

16 Dec 2022

Expert speakers discuss challenges and impact of design on digital content and services in Oxford event hosted by UX studio Fruto & partners, Oriel Square.

Understanding the role of design in product development

Photo of James Morris
07 Dec 2022

If product development isn't quite producing the results it needs to, there's a high likelihood you need to get your Design team involved sooner. Here's why...

Brand strategy to improve customer experience

Photo of Carmen M. Freile
26 Oct 2022

A brand is the perception people have of your business. It's what they think, feel, or say about your business. Planning and executing your brand elements from the beginning will help your business grow and thrive in the long term.

An introduction to Service Design and the Service Blueprint

What is Service Design and how does a Service Blueprint help you understand and design a great end-to-end experience for service users?

Technology is a wonderful enabler, but it shouldn’t drive design

Photo of Mariana Morris
16 May 2022

Improving product experiences when being influenced by conflicting interests is hard. Tech driving design decisions is not the answer. Here's why...

Remote Brand Strategy workshops at Fruto

Photo of Carmen M. Freile
13 Jan 2022

This week at Fruto, I ran a series of Brand Strategy Workshops with our whole team, helping us to clarify our internal and external brand.

Thoughts on a code of ethics for interaction design

Photo of Dave Johns
Dave Johns
08 Nov 2021

From 'stink patterns' to smartphone addiction: how can we tackle the interactions that make us spend too much time online?

Strategic vs Tactical UX

Photo of Mariana Morris
16 Sep 2021

Not sure what the difference is between tactical and strategic UX approaches, or which would be best for your next project? This post is for you.

Design leadership skills

Photo of Mariana Morris
30 Jun 2021

Expert design practitioner skills aren’t the same ones that you need for design leadership. Here’s what you need to know and learn to succeed...

Design leadership: How to establish a design-led culture

Photo of Mariana Morris
26 May 2021

A 7-step guide to establishing a design-led culture, no matter where on the UX maturity ladder you’re starting your transformation journey from.

Product design in educational publishing

Photo of Mariana Morris
25 Mar 2021

We all know that UX is a key factor in customer satisfaction. But knowing this, and actually delivering on it, aren’t always the same thing. And it certainly isn’t always a straightforward process - with internal politics, multiple user groups and external factors all impacting your ability to achieve the perfect user experience...

Running remote stakeholder workshops

In this webinar, we’ll show you how to get buy-in from key stakeholders, what pre-workshop activities we run to make sure it all goes smoothly, and tips on how to facilitate these sessions.