Speaker
Amir Azar
Head of Product Design, Eneco
Over the past fifteen years at SNS, VodafoneZiggo, Albert Heijn, and now Eneco, I keep seeing the same pattern. Design stuck in an execution role, living in the shadow of digital leaders. And every time, I've tried to change that from the inside and push design into a strategic role.
Who is Amir Azar?
I'm Amir, Head of Product Design & Research at Eneco in Rotterdam. Over the past fifteen years at SNS, VodafoneZiggo, Albert Heijn, and now Eneco, I keep seeing the same pattern. Design stuck in an execution role, living in the shadow of digital leaders. And every time, I've tried to change that from the inside and push design into a strategic role.
At Albert Heijn we rebuilt UX from a fragmented team into a full center of excellence across CX and EX. From making pretty pictures to real product strategy. At Eneco I'm doing the same thing again, but in one of the most complex industries out there. Energy transition, app first, and a team that's finding its strength again.
What is your vision on our creative industry?
The product triangle is shifting because of AI. But that doesn't have to be a bad thing. As UX we've always been trained to be ambidextrous. Look at the double diamond and you'll see what I mean.
If you want to inspire business leaders and shape strategy, you'll spend more time in the first diamond. Embracing data, finding patterns, and using your creativity to make sense of it. AI can help you filter faster and understand deeper.
If you're more drawn to execution and craft, AI lets you expand into copy, visualisation, motion, sound and code in ways that weren't accessible before. More ways to design experience than you ever had.
Don't get too carried away though. It's still a team sport. And you still need others to make it real.
What are you bringing to UX Rotterdam?
Expect honest stories, concrete lessons, and a perspective on what it really takes to make design matter in large organisations.
April 22 & 23, 2027
2 DAYS CONFERENCE TICKET
€649,-
+21% VAT
REGULAR PRICE TICKET
Regular price of tickets ends 1st of March 2027
Your ticket gives you access to:
All keynote talks on the main stage big theater and in the small theater
Any workshop (first come, first seated) across both days
Evening events: To be announced
Daily lunch, coffee, and snacks
Networking lounges (including the exclusive recruitment lounge)
Selected video & keynote slides archive after the event
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