Portrait of Ben Serbutt

Design Director +
Innovation Consultant

Ben helps purpose-led organisations match what people actually experience. As a Design Leader and Innovation Partner, he redesigns products, services and experiences so purpose isn’t just words on a wall – it’s something your audiences can feel. As a freelancer and as the founder of Eulio, he sprinkles in a little innovation magic, coaching teams and building the confidence to keep change alive long after he leaves.

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Team 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

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.

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