My methods

I lead teams through every phase of the design process.

I’ve been exploring and refining human-centered design methodologies for over 15 years. I lead diverse, cross-functional teams—from seasoned creatives to people new to design thinking—through all phases of design. By bringing together creativity, empathy, and data, I help develop products and experiences that people love to use. I use the following steps:

Empathize

I conduct primary research—from user interviews to in-situ observation—to dismantle assumptions, understand user needs, and find new design opportunities.

Ideate

I use a variety of brainstorming techniques—each suited to the challenge at hand—to engage people in the design process and rapidly generate new ideas.

Prototype

I turn concepts into real interactions, objects and experiences (using inexpensive, easily accessible materials) to quickly test and refine solutions.

Test

I develop a test plan and environment, and facilitate user testing to gather feedback and continue iterating the most promising prototypes.

My outlook

Articles & Talks

My publications and talks about design, research and user experience. An elaboration on my process & outlook.

Putting Magic Back In Restaurants

Originally published in Modern Restaurant Management.

Alone, We Go Fast. Together, We Go Far.

My talk from the Brightloom Design Week event.

Building Something Out Of Nothing

My talk from the Design Leaders night hosted by Instacart.

Listen Up

My speech from the Toastmasters International Speech Competition.

Let's build together

If you'd like to collaborate, email me.

fruy.design@gmail.com

I thrive in entrepreneurial environments. I’m at my happiest when working alongside people who share my passion for creating experiences that truly matter. If you have a project you want to talk about, I’d love to connect.