James Morris
Managing Partner and Director of User Experience & Design @Fruto
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WORK HISTORY
Managing Partner and Director of User Experience & Design @Fruto
Fruto is your design partner, helping you unleash the full potential of your product and service through the power of human-centred design.Key roles and duties- Co-manage the business with my business partner- Direct and evangelise User experience, our design process, quality and approach- Work and liaise with clients on a strategic and consultative basis to understand, guide, and help them quickly achieve their full potential and valuable outcomes through both UX, design knowledge and product strategy- Coach and line manage our exceptional and esteemed design team- Direct and increase the efficiency of our operations
EDUCATION
University of Wolverhampton
BSc (Hons), Web Computing
Cambridge Judge Business School
Digital Transformation: From Strategy to Execution, Business/Managerial Economics
ABOUT JAMES MORRIS
Strategic UX Design & Product Leadership | Managing Partner | Innovation, Design & Business StrategyAs Managing Partner and Director of UX & Design at Fruto, I lead teams to create high-impact, user-centered solutions that drive business success. With over 15 years of experience in product design, technology, and strategy, I combine innovation, user insight, and a deep understanding of user needs to solve complex problems and shape successful products and services.I thrive at the intersection of design, business, and technology, ensuring that great user experiences translate into real value. My leadership spans design, design operations, product strategy, and team development, where I set the vision, refine processes, and challenge conventional thinking to push boundaries.From designing cybersecurity tools for government agencies to revolutionising peer-review systems for scientific publishing, including AI and machine learning, I’ve tackled complex challenges that require creative problem-solving and strategic thinking. I work closely with organisations to ensure their products not only look great but perform, convert, and create lasting value.Beyond my work at Fruto, I’m deeply involved in the UX community, co-organizing UX Oxford, Oxford Freelancers, and Design Jam Oxford, and previously helping shape UX in the City Oxford.I believe great design is more than aesthetics—it\'s about solving meaningful problems, driving business success, and creating competitive and strategic advantages. I’ve partnered with top organisations, from leading universities to Fortune 500s and government agencies, including: Oxford University (website of the Year 2016 award winner),National Cyber Security Centre - PDNS (UK IT industry awards finalist),The Department for Energy, Security and Net Zero,Oxfam GB,Taylor & Francis,The London School for Economics and Political Science,Elsevier, NCC Group, The King\'s Fund, Nominet,Santander, and more.
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