A photographic portrait of Catriona Campbell
With more access to technology by customers and increased channels comes more complexity for businesses. By putting the customer at the heart of the operation, we can design for success.

Catriona Campbell

EY EMEIA Advisory wavespace Leader

Matching people’s needs with what is technologically feasible.

A renowned user experience (UX) professional and entrepreneur, Catriona was one of the UK's pioneers in UX. In 2001, she co-founded the London-based experience design firm Seren, which EY acquired in 2015.

Now EY-Seren is in several countries around the world, assisting clients to create well-designed, successful brand experiences.

A global advisor to EY clients, lecturer at several European institutions and tireless advocate of experience design, Catriona has been commissioned to write a book on experience design.

Her entry to the BIMA Hall of Fame was for her outstanding achievements for the UK in the last 20 years driving the field of UX research and design forward. Catriona earned a master’s degree in Psychology from the University of Glasgow and a bachelor’s degree in Psychology from The University of Stirling.

How Catriona is building a better working world

Catriona’s pro-bono work setting the UK Government's first Usability & Accessibility standards helped to ensure UK citizens could adapt to the move to online services, “leaving no one behind.”

Employing and training hundreds of experts over the last 20 years, she has helped some of the most successful brands in the world embrace experience design. She is building a better working world by helping more people to experience, engage and enjoy digitized products and services.

Contact Catriona