About

My Journey in Design & Leadership

Who I Am

15+
Years Design Experience
In tech - from startups to enterprises, 0-1 Products, Complex systems, various sectors
9+
Years Leadership Roles
Product Strategist, passionate about team empowerment
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Mostly in Startups
Innovative, fast-paced environments. Broader perspective on product and business.
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Versatile & Hands-On
Versatile and adaptable to project needs. Self-taught FE Dev.
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A People Person
Leads by connecting and understanding others; fun to work with
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In the Details
Not a micromanager, but highly attentive to details and pixel perfect

Experienced across diverse sectors

Specialized in B2B/B2C SaaS across Cybersecurity, MedTech, and E-commerce. I have extensive experience leading products from concept to launch (0 to 1), focusing on creating scalable interfaces for data-heavy systems.

Defining the UX for complex OS / HW-SW integrations, designing Enterprise solutions (CRM/CMS), and building powerful Data Visualization analytics platforms for actionable insights.

Cyber Security

Cyber Security Solutions

Defined & designed a Cyber Security solution to identify and manage threats

Security - PSIM

Physical Security Information Management

Expertise in integrated security solutions for web and mobile platforms

CRM & CMS

Customer Relationship & Content Management System

Defined & designed a CRM & CMS Web and mobile solution for affilates to manage their e-commerce platform and engage with their customers.

BI - Business Intelligence

Data Platforms

Creating platforms for effective monitoring, analysis, and understanding of complex data sets

HW-SW OS

Hardware-Software Operating Systems

Experience with complex integrated systems for controlling and monitoring digital presses

E-commerce Platforms

Conversion Optimisation

Data Driven optimisation of conversion rates for online retail platforms

What I Bring

Strategic Thinking

  • Guided by user needs, data, and business goals
  • Sharp eye for UX and visual design
  • Understand the bigger picture through collaboration

Lead with Clarity

  • Define clear structures and flows
  • Build trust and foster collaboration
  • Be the "Go-to" person for guidance
  • Bring focus amidst chaos

Thoughtful Solutions

  • Look beyond easy fixes for depth
  • Always ask "Why" to understand core issues
  • Focus on meaningful, impactful outcomes

My Professional Principles

Culture & Collaboration

  • Positive Environment Fostering an encouraging and open culture; prioritizing shared success.
  • Mentorship & Development Dedicated to coaching talent and actively elevating the design craft.

Ownership & Craft

  • End-to-End Accountability Taking full initiative, upholding integrity, and owning features or projects end-to-end.
  • High Craftsmanship Committed to maintaining rigorous quality standards and execution excellence.

Empowerment & Growth

  • Empowerment Creating conditions that enable team members or stakeholders to contribute their best work.
  • Feedback as Fuel Utilizing open feedback as the key mechanism for continuous professional growth.

Career

Head of Product Design - Landa Digital Printing

2019 - 2025

Landa Digital Printing, a 500+ employee company valued at $2-3B

Established the Product Design department from the ground up, transforming the organization from Zero UX awareness to an integrated, cross-functional design-driven environment.
Built and implemented organization-wide workflows, replacing reliance on external design support.

Led a team of Product Designers to enhance the usability of Landa's digital printing press interface, improving workflow efficiency and user satisfaction.

Designed and launched Insight Landa, a cloud-based analytics platform, delivering real-time data visualization and business intelligence to internal and external stakeholders.

Created and scaled a design system in collaboration with front-end developers.

Implemented data-driven UX methodologies, including user research, surveys, and usability testing, optimizing product usability and reducing training time.

Mentored and developed a high-performing design team, fostering a culture of continuous learning and growth.

www.landanano.com

Lead Product Designer - Ashford

2018 - 2019

Drove and created a UX Plan to revamp Ashford.com ecommerce platform based on data & analytics. Led the end to end UX process: research and analysis, requirement gathering, wireframing, high-fidelity mockups, development specifications and signoff on development.

Implemented data-driven principles within UX deliveries, relying on Google Analytics statistics and A/B tests results, created a mobile first approach and responsive design to generate higher conversion rates.

Initiated the groundwork for establishing a dedicated Product Design team unrealized due to the company's Israel site closure.

Lead Product Designer - Octopus Systems

2016 - 2018

Defining the experience of the company's product - Web cloud-based Command & Control System and native mobile applications. The platform is used by large international companies and government organizations.

Conduct user research and usability testing to identify user needs and supply UX solutions. Front End dev - Implementing changes to web product. UI Design - Improving product visibility.

www.octopus-app.com

Head of Product Design - SafeArk (Promoted)

2012-2016

Established & managed the company's digital design studio - a team of 10 UX/UI Designers and Front-End developers.

Art direction, recruitment of employees, allocation of tasks, prioritizing, performance control and budgeting. Creation of procedures and work methods for optimizing internal work in the studio and across the various departments of the company to achieve company goals.

Product Designer & FE Developer - SafeArk

2010-2012

UX & UI of the company's product - SaaS - Web based CRM & CMS system & Mobile application - Conduct market research, develop wireframes and later on the complete design for the mobile app & the web product. Develop HTML & CSS of the web product. Deliver requirements to development and work closely up to product delivery. Lead usability tests and thrive to product enhancement.

Product Designer & FE Developer - Vertical Place

2008-2010

UX, UI Design, Front end development & Project management for generating a Jewelry e-commerce website.

Conduct market research, Create UX wireframes, High fidelity mockups, define the UI, Web development of key webpages, work closely with the development team and coordinate between the company's different entities up to the site launch.

Web Designer & FE Developer - ICMega

2006-2008

Marketing Designer - DMG - DSNR Media Group

2005-2006