All Access: Digital CX 2026
April 21, 2026
| Free CX Network Webinar Series
Eelko Lommers is an award winning design and transformation leader with over two decades of experience shaping the future of customer, product and brand experience across global organizations.
As Director Customer Experience Design at zooplus SE, he leads the global team to elevate customer value through consistent high quality experiences, drive organizational clarity, and enable/build scalable product excellence.
Prior to joining zooplus, Eelko held several senior leadership roles at IKEA, where he guided worldwide teams across UI, UX, CX, marketing, and systems design. His work helped mature one of the world’s most iconic brands by integrating design, technology, and behavioral insight into cohesive end to end experiences.
A strategist at heart and a creator in practice, Eelko’s expertise spans experience design, digital transformation, marketing and innovation strategy, generative AI, behavioral design, and organizational change. His philosophy blends creativity with data in the belief that decisions informed by data, human understanding and both conceptual and creative thinking lead to meaningful outcomes.
Being also a writer, storyteller, musician, and advocate for the power of empathy in design, Eelko’s approach of combining design, narrative and technology has been featured in podcasts and keynotes, exploring how stories, emotion, and human behavior shape modern experiences.
Eelko is recognized for connecting creativity with strategy, technology with humanity, and teams with purpose. Whether guiding transformation at scale or designing the systems that power everyday experiences, he brings clarity, curiosity, and a relentless drive to make things better for people. He believes/he is convinced that creativity and design have the power to positively change the world as we know it// the world we know.
Day One - 21 April 2026
11:30 AM From touchpoints to journeys: Scaling customer experiences through design, data and AI
Your customers experience every interaction with your company as a single experience. They are rarely interested in how you organize yourself as a company or which teams, squads or verticals are working on different touchpoints. Only if your combined efforts are perceived as a single experience, will customers want to stay. Customers don’t think in channels or touchpoints, they approach your company touchpoints with needs and tasks they want to get done.
In this session, Eelko Lommers, Director Customer Experience Design at zooplus, will share how building experience maturity starts with reframing customer experience as multiple end-to-end journeys, not as a collection of individual touchpoints. The session will explore how zooplus invests in service design and journey architecture to create a shared “journey atlas” allowing teams to see the experience through the customer’s eyes. Paired with strong UX validation and experimentation, teams are enabled to test, measure, and evolve experiences based on real customer behavior.
We’ll also look at how this foundation enables the next wave of customer experiences: aiming for hyper-personalization at scale. By combining modular design systems, data signals, and generative AI, zooplus is experimenting with adaptive experiences that respond to customer context in real time, delivering relevance without sacrificing ethics, trust, or creativity.
Attendees will learn:
- Why journey architecture is critical for achieving coherent digital experiences
- How modular design systems and experimentation enable scalable, customer-centric personalisation
- What it takes to balance AI-driven relevance with ethical data use and human-centred design
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