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Ben van Rooy

Strategist and designer with over 15 years’ experience leading teams and executing transformational projects across the globe.


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About Me

Hello, I’m Ben. I’ve been transforming  organisations for over 15 years!

I am a strategist and designer with over 15 years’ experience leading teams and solving problems for businesses across the globe. 

Prior to starting Human Digital, I worked at the Commonwealth Bank, Monitor Deloitte, American Express, the Bank of England and GE Capital. I did my MBA at Brown University and the IE Business School and my Bachelor of Commerce from the University of Auckland.

Currently based in New Zealand, I have lived in New York, London, and Sydney.  I love hiking, open water swimming, and Mexican food.

  • Business Strategy
  • Workshop Development
  • Service Design
  • Customer Experience
  • Brand Strategy
  • Marketing

My vision

The best interactions with financial organisations aren’t just experiences that are effective and efficient.  They are the moments that surprise and delight customers in ways that create lasting relationships.

Service used to be defined as individual moments; such as making a withdrawal at a branch or applying for a new credit card.  But it has evolved into a journey, a collection of moments that define the experience that people have with your organisation.

I believe the best way to differentiate your brand is to have a great customer experience


Using the Strategy Choice Cascade as a framework to surface the essential components of your vision. The cascade serves as the output of your strategy and way to visualise and share your strategy with your organistation.


Research is conducted to identify stakeholder segments, needs, and behaviors. We focus on researching current or potential stakeholders in order to identify unmet needs and opportunities for business growth.


Using prototypes to communicate the vision and feeling of your service, without spending a lot of money to build out the full concept. They help answer questions and test the viability of ideas.


Service design is not a project, it is an ongoing exercise that continually refines the experience so it continually improves.

Years of Experience




  • Founder & Director Strategic Design at Human Digital
  • Director eCommerce & Online Payments Products at Commonwealth Bank
  • Senior Manager Strategy Consulting at Monitor Deloitte
  • Director Global Business Strategy at American Express


  • MBA from Brown University and the IE Business School
  • Bachelor of Commerce from the University of Auckland


  • American Express
  • Commonwealth Bank of Australia
  • Bank of New York Mellon
  • icare NSW
  • Macquarie Group
  • Wells Fargo Bank
  • Bank of England

Ready to start a project?

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