Shaping the Energy Transition Through Design

Amir Azar, Head of Design & Research

Designing for the energy transition means working in one of the most complex and impactful domains. Amir, Head of Design & Research at Eneco, shares his view on leading a multidisciplinary team, building clarity and designing products that help millions of people feel in control of their energy. His answers are presented unchanged, with one minimal linking sentence per response for readability.

Did you ever imagine working in the energy sector?

"Not from the start. But looking back it makes sense. Banking, telecom, retail. Each one taught me something new about people, systems and complexity. At some point I started asking myself a different question. Not just what am I good at, but what kind of problem do I actually want to spend my time on? The energy transition is one of the hardest challenges out there. Making something invisible feel tangible and understandable for everyone. That's where I want to be. "

Can you tell us a bit more about what you do?

“I lead a team of designers and researchers across our consumer products, B2B services and design system.” Amir explains. “My focus is on two things that are easy to separate but shouldn't be. Creating clarity on the right problem before we design anything and making sure the conditions are right to act on what we find. That means working closely with Group Product Managers and directors to understand where the real priorities are. Because when resources are scarce, the worst thing you can do is design the wrong thing beautifully. So I spend as much time on team, process and positioning as I do on setting the direction. Design only becomes a strategic partner when it's treated like one, and that doesn't happen by itself.”

Can you give us an example of a project you are working on?

"Our app-first initiative. We're rethinking how customers interact with Eneco through our app. One way we measure success: if someone who'd rather call us starts reaching for the app instead, we're moving in the right direction. The challenge is the spectrum. The empty-nester who picks up the phone because that feels safe and the tech-savvy domotics expert on a dynamic contract. If we can make the app work for both ends of it, we reduce pressure on other channels and give customers real control. We run intensive workshops to accelerate this, bringing designers, researchers, engineers, product and CX managers together to stay focused on what matters."

“When resources are scarce, the worst thing you can do is design the wrong thing beautifully.”

What do you like the most about your job?

"What I love most is the combination. A role that spans the full journey, from early insights to final implementation, with a team that covers this wide spectrum across the company. And a domain that refuses to be simple. Energy is technical, political, and emotional the moment it affects your wallet or your home. Design here isn't about making things pretty. It's about helping people feel in control. Dynamic contracts, solar panels, heat pumps, they can all work in your favor, but only if the products we build make that visible."

What are you and your team responsible for?

"We're responsible for the full design and research practice at Eneco, across consumer, B2B and enterprise. From discovery to validation, from vision to execution, we reduce risk, spot opportunities and close gaps to streamline customer journeys. Recently we've also moved into enterprise products like Chronos, our energy trading platform, and VPP, our virtual power plant. Systems built for specialists, with humans behind them who need to make decisions under pressure. That's where design can make a real difference. Beyond the work itself, I focus on growing the team through clear career paths, UX maturity and making sure design has a voice within Tech leadership."

Can you name a project you're proud of?

“Honestly, I'm more proud of what we're building as a team than any single project.” Amir explains. “When I joined, I saw a chance to elevate design and research at Eneco. Moving from siloed execution support to real strategic partnership within the Product organisation. We challenge each other to grow in our craft and in how we collaborate. The early signals are promising, and what gives me more confidence is that the foundation is taking shape. Part of that is Spark, our design system, which allows us to move fast without losing consistency. It's how we ensure every product we ship feels like it comes from the same place.”

What makes you close your laptop with a smile at the end of the day?

"When I see team members grow with the right guidance and coaching. When a designer pushes back on a brief because they've done the research and know there's a better direction. Or when a researcher presents insights that shift the conversation. Those moments tell me we're on the right track. And what gives me energy just as much is a good honest debate about design. No compromise for the sake of it. Just people who care enough to push for what's right."

Why should someone choose Eneco? What are our unique selling points as an employer?

“The mission feels right. In my previous roles, the goal was always to get people to buy more, use more, consume more. At some point I realized that wasn't the kind of impact I wanted to make. Here we're working on something that actually matters. Helping people use less, pay less, and leave something better behind for the next generation.” Amir adds. “The complexity is fascinating. Energy touches technology, behavior, policy, emotion. It's one of the richest design challenges I've encountered. And it's a market in motion, where traditional players are making room for new entrants from other sectors and countries. That keeps things dynamic and forces you to stay sharp. You can still shape things. Eneco isn't a corporate machine where everything is set in stone. There's a real openness to rethink how we work and how we involve design in decisions that matter. That's rare at this scale.”

What responsibilities, highlights, or tools could be appealing to future colleagues?

“You'd work on products that reach millions of customers across all layers of society. Most people don't actively think about their energy until something goes wrong.” He explains. “The challenge I love is to be useful without being intrusive. Help people use energy smarter and get a grip on their costs, without making them feel like they have to become an expert. No bells and whistles, just clarity and getting to the core of what really matters. We're also building our design system Spark together with our engineering colleagues. If you care about craft, scalability and consistency, there's meaningful work here. The team is diverse in background and perspective, and we're building a culture where honest feedback is the norm.”

The energy transition demands clarity, empathy and strong design. At Eneco, the Product & Design team transforms complex systems into meaningful digital experiences that genuinely support customers.

Interested in shaping products with real impact?

Explore our vacancies

This website uses cookies

Functional

Statistics

Marketing