Speaker
Krasi Bozhinkova
Product & Strategy Executive, Owtcome
Krasi Bozhinkova is a product and strategy executive with 20+ years of experience across technology, telecommunications, critical infrastructure, fintech, SaaS, and AI.
Who is Krasi Bozhinkova?
Krasi has led and advised product and transformation work with organizations including SES, Hilti, Raiffeisen Bank International, xG-AI, Mangata Networks, Sensmetry, Visualli, and others, helping teams sharpen product direction, rethink operating models, and turn complex capabilities into measurable customer and business value.
Today, through Owtcome, Krasi works with founders and leadership teams on product strategy, commercialization and difficult investment and prioritization decisions in fast-moving technology environments.
Alongside her operating work, Krasi explores how product judgment evolves in the AI era through her newsletter, Product Judgment Brief, focused on what deserves momentum, which assumptions need challenging and when to change direction. She is the host of AI Pressure Cooker, a LinkedIn Live series where she examines how AI is reshaping judgment, authority, competitive advantage, and organizational design. And she also curated Post-Optimization Paradigm Report, exploring how products and brands can move beyond frictionless optimization toward experiences built around authenticity, complexity, presence, and trust.
What is your vision on our creative industry?
I believe the creative industry is moving from an era of optimization into an era of judgment. AI is making execution faster, cheaper, and more abundant, challenging how organizations can protect their products and brands when the polished output is easier to copy.
The differentiator shifts from can we make it? to is it worth making, does it feel distinctive, and does it deserve people’s attention and trust? In the Post-Optimization report I curated, we explored this shift through authenticity, complexity, and presence: moving beyond frictionless everything toward experiences that can hold more reality, meaning and emotion.
The innovation that excites me most is not the AI-generated content itself, but AI becoming an active participant and influencer in creative and product work. It can synthesize research, generate alternatives, and remove enormous amounts of repetitive work.
The challenge is deciding what not to automate. So productive friction becomes super important to protect. It is where taste, judgment, and original ideas develop: noticing the strange signal, challenging the obvious answer, debating trade-offs, or pursuing an idea the data would not have ranked first.
That is changing my own work as well. I’m increasingly focused on how we use AI to expand the opportunity space without outsourcing the curiosity, disagreement, and judgment that make the product worth choosing.
What are you bringing to UX Rotterdam?
Good Design, Wrong Product Decision - A Masterclass in Product Judgment for Designers
I’m bringing a hands-on masterclass built around a simple tension: good design can still support the wrong product decision.
Under the working title “Good Design, Wrong Product Decision - A Masterclass in Product Judgment for Designers”, the session starts with a familiar reality for designers: teams can research well, validate ideas, collaborate closely and still end up building something customers don’t choose. The issue is often not how well the experience is designed, but whether the team is solving the right problem, creating enough value, or still following a direction that made sense under different conditions.
From there, we’ll explore how designers can move from designing the experience to shaping the direction. Participants will work with Flip, Pivot, Hack and Protect as tactical product moves for situations where the problem, audience, value proposition, or the speed of learning needs to change.
Through practical exercises and real product situations, the goal is to help designers recognize when the brief itself needs to be challenged, choose the right type of move, and contribute more confidently to the product decisions that happen before the design solution is locked in.
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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