User research

Know your users

Make informed decisions with behavioural insight.

To validate ideas and instil confidence in your team and stakeholders, we apply a range of research methodologies to gather and analyse the in-depth data, and make targeted recommendations from the findings.

How we might do it

  • User interviews
  • Usability testing
  • Card-sorting
  • Ethnographic research
  • User journey mapping
  • Personas

Fruto have helped us get much further with a much more objective methodology. The discovery phase has given us lots of insight into what we need to improve.

How we helped our clients.

UX design for data visualisation app


Zegami is a visual search and analytics platform that allows users to explore large image datasets in an intuitive way. We worked with them to improve the user experience and user interface design of their app.

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UX research for CRM app for estate agents


Hystreet is an online CRM (Customer relationship management) app for estate agents. They needed help improving their UX for a specific customer group as well as help prioritising the UX issues.

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UX & UI design for educational website

Micro:bit Educational Foundation

The Micro:bit Educational Foundation is a not-for-profit organisation that aims to inspire every child to create their best digital future, doing this through the BBC micro:bit. We redesigned their website to improve its user experience and usability, and designed their Class management tool which teachers use to run programming lessons.

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GDS-compliant UI design and User research for the self-service Heat Pump Check Service

Department for Energy, Security and Net Zero (DESNZ)

To support this initiative, the Department for Energy, Security and Net Zero (DESNZ) wanted to create a self-service Heat Pump Check Service that the public could use to learn more about the different heat pump options. We provided the UI design and ran user research following the Government Design Style (GDS).

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Information architecture & testing for charity website

Prostate Cancer UK

Prostate Cancer UK approached Fruto to help improve the information architecture (IA) and usability of their website. Our research and design resulted in some impressive usability scores: an increase of 20.7% in the average success rate.

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UX Strategy & research partnership with global publisher

Taylor & Francis Group

Impressed by our experience in the publishing sector, Taylor & Francis first approached us looking for support with a UI Design project, but, this soon grew into a long-term partnership, covering a range of strategic and tactical initiatives across the organisation (including T&F sub-brands).

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Accessible UI design for speech therapy healthcare app

Beautiful Voice

Designing a user-friendly, AA-standard accessible interface for a startup speech & language therapy app to boost engagement and streamline future development.

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User-friendly eligibility checker for the DESNZ Warm Home Discount Scheme

The Department for Energy, Security and Net Zero (DESNZ)

The Department for Energy, Security and Net Zero (DESNZ) required an enhancement to the UK Warm Home Discount scheme’s online eligibility checker. We partnered with System C to provide UX expertise and conduct user research and iterative testing. We aimed to improve user understanding, reduce call centre enquiries and introduce features like email reminders and neighbour lookup options.

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UX review for an AI healthcare startup


AiSentia is a healthcare tech startup at the forefront of healthcare innovation in medical imaging. As one of the project consortium partners, we were brought in to help them review the user interface of their existing prototype to refine and test to improve the user-friendliness of AiSentia’s software and provide a UX strategy for future phases of work.

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User experience design for ethical AI platform

The Alan Turing Institute

The Trustworthy and Ethical Assurance Platform (TEA Platform) is an open-source tool developed by researchers at The Alan Turing Institute and the University of York. The Alan Turing Institute sought to understand potential users' perceptions of its methodology, and they identified the need for improvements in user experience (UX) of their current prototype.

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How can we help?

If you have a project in mind, any questions or if you just want to say hello, get in touch! We'd love to hear from you.

Get in touch