Portrait of Ben Serbutt

Design Director +
Innovation Consultant

I help established organisations think and work differently. Using design-led collaboration with innovation, talent and leadership teams, we build new capabilities and create cultures where people and the planet genuinely thrive.

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Design leader | Innovative design thinker | AI experimenter | UX researcher | Product designer | Life-centred designer | Systems designer | Curious generalist

Dad | Non-practising Australian | Traveller | Londoner | Coffee-lover | Magazine aficionado

More about Ben
Greenpeace logo in black, stylized font on a white background.
Text that says 'Join in' with an asterisk-like symbol at the end.
Black and white logo featuring a stylized tree or plant icon next to the word "care".
Black and white graphic with the text 'WAR child', 'WAR' in bold uppercase inside a black rectangle, and 'child' in lowercase handwritten style below, separated by a white line.
Logo of Canal & River Trust featuring a black and white circular design with a river and bridge illustration, with the text 'Canal & River Trust' and the tagline 'Making life better by water'.
Haymarket logo in black text on a white background
Logo of the Young Women's Trust featuring stylized letter 'W' with upward arrows and bold black text.
The image displays the Novartis logo with stylized design and bold black text.
Stylized black and white graphic with the text "The Trampery" and a distorted effect.
Black and white HP logo with a circle and diagonal lines.
Logo of World Physiotherapy featuring a stylized globe with three shaded segments and the text 'World Physiotherapy'.
SolarAID logo with three interconnected hexagons on the left and the company's name in black text to the right.

Case studies

“Working with Ben transformed how our team approached our needs analysis and design processes… He facilitated empathy mapping sessions and user research activities that shifted our entire perspective on what our employees actually needed.”

Rachel Finch, Global Experience Lead, People Manager Development, HP

About Ben

Services

  • Two people, a woman and a man, are sitting at a table discussing a large piece of paper with diagrams or notes. The woman has short blonde hair and is wearing a beige sweater, while the man has dark hair, glasses, and a light pink shirt. They are in an office or conference room with white and blue walls, with papers and a whiteboard in the background.

    Innovation, UX research and design thinking

    Facilitating discovery workshops, rapid prototyping, and evidence-based design solutions. Recent work includes AI interface development for enterprise platforms and learning experiences that achieved 22% engagement increases.

  • Design guidelines for The Trampery logo, including clear space and minimum size specifications, featuring examples of logo and icon layouts.

    Branding and visual identity

    Creating cohesive brand systems that drive measurable impact. From growing Join In charity to 12% UK awareness to directing comprehensive rebrands for innovation consultancies, I help organisations find their authentic voice in crowded markets.

  • Six smartphones displaying environmental and climate change related content on a green background.

    Product, service and experience design

    Transforming complex user journeys into intuitive experiences. I've led design system implementations reducing delivery timelines by 18%, and UX redesigns achieving 94% improvements in user engagement across B2B and consumer platforms.

Email me today