James Morris

Strategic UX & Product Leader | Managing Partner | Innovation, Design & Business Strategy

As Managing Partner & Director of UX & Design at Fruto, I lead teams to create user-centered solutions that drive business success. With 15+ years in product design, technology, and strategy, I combine innovation, user insight, and business acumen to solve complex challenges and shape successful products.

I thrive at the intersection of design, business, and technology, ensuring UX delivers real impact. My leadership spans design quality, product strategy, and team development, where I set vision, refine processes, and push boundaries.

From cybersecurity tools for government agencies to AI-driven peer-review systems, I tackle high-stakes challenges with strategic, creative problem-solving.

I’ve worked with leading universities, Fortune 500s, and government agencies, including Oxford University, NCSC, LSE, Elsevier, Santander, and more.