AZ Experience Design founder
Anna Zhikhareva
Hello there! I'm so glad you found this page. Let me introduce myself and hopefully, we'll connect in the end.
I didn't set out to build a consultancy. I chose to fix what's broken.
Twelve years across marketing, sales, innovation, experience design, and event production — at SAP, at startups and agencies, and at global exhibitions — showed me one thing:
The human is quietly left out from the very experience designed for them, costing companies a lot of money and energy.
I watched brands spend significant budgets on venues, agendas, and activations that looked right, but changed nothing. I knew exactly why it happened — and I chose to fix it.
That's why AZXD exists.
experience designer l Founder of AZXD
Anna Zhikhareva
Hello there! I'm so glad you found this page. Let me introduce myself and explain what AZXD is all about. Hopefully, we'll connect in the end.
AZXD is a consultancy that optimizes in-person brand experiences — maximizes its opportunities and minimizes the harm and waste.
WHY?
Brand experience is the most powerful means of customer interaction - the hardest to copy and the easiest to recognise. But it's also the hardest to master because of the high influence of human behaviour.
Even if you pay 100% attention, there will still be hidden problems and opportunities. On top of that, brands tend to focus much more on operations, KPIs and business constraints.
HOW?
AZXD empowers businesses with a winning map for any brand experience. It combines your strategy, market data with human behaviour and operational creativity to ensure your brand experience is a meaningful journey for your audience and the optimal impact for you, and within your resources. No extra work for you, just a winning plug in.
AZXD is the one.
Most agencies and designers come from one direction — creative, operational, or strategic.
I come from all three simultaneously.
Every experience I design starts with the human and builds outward — through your strategy, your resources, your operational reality — until the two meet and everything falls into place.
My methodology rests on three foundations: the purpose of the experience, the human behaviour it must move, and the operational creativity that makes it real without compromise. Emotionally and physically. Nothing random. Every moment earning its place.
AZXD inside-out unique approach is what makes the difference between an experience that looks good and one that is genuinely felt — in the room, and long after it.
I love what I do because it does make a difference.
And I genuinely love what I do. Which, it turns out, people feel.
And I absolutely love to see how people who I work with genuinely get energized by it — because they start to get clarity and confidence in their efforts, which also then unlocks their creative freedom. This is beautiful. This is what I want AZXD to bring into our business world.
Let me show you how azxd can support you.
No Commitment Expected Afterwards.
© 2026 AZ Experience Design (AZXD)
owned by Anna Zhikhareva
Berlin, Germany