People Around Peax: Amit Wurgaft on UX as a Strategic Growth Driver

Amit Wurgaft, User Experience and Design Leader

At peax, we are constantly surrounded by talented individuals who shape the design and tech industry in inspiring ways. Our “people around peax” series shines a light on these professionals, giving them a space to share their insights, experiences, and visions.

This time, we’re excited to introduce Amit Wurgaft - a UX leader and consultant with a strong track record in customer-centric growth, strategic design leadership, and business impact through UX. But beyond his professional expertise, Amit brings a unique perspective shaped by music, cultural diversity, and a deep appreciation for human interaction.

01 Rethinking UX: From Usability to Business Impact

Amit’s career spans leadership roles in UX, design consulting, and product strategy, shaping how companies integrate UX into their business models. His perspective on UX has evolved significantly - from focusing on usability and aesthetics early on to seeing design as a key driver of business success.

“Great design isn’t just about creating beautiful interfaces; it’s about delivering measurable business impact. The best companies integrate UX into their strategic decision-making, not just their execution.”

For Amit, UX is not just about improving individual touchpoints - it’s about shaping the entire end-to-end experience. The companies that get this right embed design into their core strategy, ensuring that UX drives both customer satisfaction and revenue growth.

02 Aligning UX with Business Strategy

One of the most significant challenges in UX leadership is ensuring that design decisions are aligned with business goals. Amit believes that UX teams need to speak the language of business to demonstrate their value effectively.

“Instead of advocating for ‘a better experience,’ we need to frame UX discussions around key business metrics like retention, conversion rates, and customer lifetime value.”

This mindset shift is critical in moving UX from a supporting role to a strategic function. Some of the ways Amit ensures UX aligns with business success include:

Early involvement in strategic planning - mapping customer pain points before roadmaps are set.
Using UX data to drive decisions - tracking customer behavior, usability insights, and conversion impact.
Tying UX outcomes to financial metrics - demonstrating how good design reduces costs, improves efficiency, and increases engagement.

When UX is part of the core strategy, it becomes a key driver of business success, not just a design discipline.

03 Leadership, Creativity, and the Influence of Music

Beyond the business side of UX, Amit’s leadership style is deeply influenced by his background in music. As a drummer, he understands the importance of rhythm, collaboration, and adaptability - three principles that he applies directly to leading design teams.

“As a drummer, my role is to set the rhythm and keep everything in sync. That’s exactly how I lead teams - creating stability while allowing creativity to flow.”

For Amit, great leadership is like playing in a band:

🎼 Structure meets improvisation: A strong UX vision provides the foundation, but true innovation comes from experimentation and iteration.

🎼 Listening and adapting: In music and UX, success comes from being attuned to others — whether it’s users, designers, or business stakeholders.

🎼 Trust and collaboration: A design team, like a band, works best when every member knows their role but also supports and elevates each other.

Living in Barcelona, a city full of creativity and cultural diversity, has further shaped his human-centered approach to UX. Amit sees design as a fusion of influences, where the best solutions emerge at the intersection of different ideas, cultures, and perspectives.

“Innovation often comes from unexpected intersections. The best teams - and the best products - embrace diversity and open-mindedness.”

04 Scaling UX in Growing Companies

As companies scale, maintaining a strong UX culture becomes increasingly complex. Many organizations struggle with:

Viewing UX as a service function rather than a strategic business driver.
Scaling design teams while maintaining consistency and quality.

“Many companies want to be user-centric, but they lack the leadership buy-in and structured processes to make it a reality. The key is shifting UX from a reactive function to a proactive growth enabler.”

To overcome these challenges, Amit focuses on:

Implementing scalable design systems that ensure consistency across teams.
Embedding UX research into product cycles to continuously improve user insights.
Building cross-functional collaboration so that UX, Product, Engineering, CS and Support teams work together

By doing so, companies can scale without losing the user-centric DNA that made them successful in the first place.

05 The Future of UX Leadership: AI, Inclusive Design & Experience-Led Growth

As UX evolves, new challenges and opportunities emerge. Amit highlights three major trends shaping the future:

AI-driven UX - Personalization powered by machine learning is transforming user experiences, but maintaining a human-centered approach remains crucial.
Inclusive & ethical design - Companies that prioritize accessibility, transparency, and ethical AI will build stronger trust with users.
Experience-led growth (XLG) - More companies are shifting from product-led to experience-led strategies, where customer experience is the primary growth driver.

“Companies that embrace UX as a core business function will have a competitive edge. The shift from ‘designing screens’ to ‘designing holistic experiences’ is already happening.”

Businesses that focus on deepening customer engagement, rather than chasing short-term wins, will see the most sustainable success.

06 Final Thoughts

Amit Wurgaft’s insights highlight an essential shift in the industry: UX is no longer just about aesthetics - it’s about business impact, strategy, and measurable growth.

His experience in leading UX teams, consulting, and scaling design systems shows how companies can turn customer experience into a competitive advantage.

At peax, we are inspired by leaders like Amit, who push the boundaries of design, challenge industry norms, and drive real impact through UX.

Stay tuned for more inspiring voices in our “people around peax” series!