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Me, in Short

From the world of design and craftsmanship to the forefront of digital innovation, my career has been shaped by transformation. Drawing on my artistic roots and expertise in design thinking, I bring a unique perspective to service design, CX, and UX/UI — crafting thoughtful, user-centered solutions.

 

By blending analytical and strategic thinking, I strive to create impactful digital products and services that truly resonate with users.

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What I Do

CX/UX Research

  • Stakeholder interviews

  • Customer journey mapping

  • Service blueprinting

  • Insights synthesis & opportunity framing​​​​​​​​​​

Product Design ​

  • Mapping usage scenarios

  • User interviews

  • Personas characterization

  • Content and architecture strategy

  • Wireframes & Prototype

  • Mobile & desktop design 

Innovation

  • Facilitator of workshops & Design Sprint 

  • Design Thinking 

  • Lean UX

 

 

 

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I believe in design that starts with listening, is driven by curiosity, and ends with solutions that truly meet users where they are.

Recent Projects

Recent Projects
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EVR

UX Design for Data-Driven EV Charging Decisions

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A digital platform designed to help organizations manage and optimize EV charging across large-scale operations — cutting energy costs, boosting efficiency, and enabling smarter, data-driven decision-making.

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My role

  • UX research (personas, user journeys, task flows)

  • Product strategy & decision-support UX

  • Data visualization and UX/UI design for dashboards, filters, and AI-driven insights

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Deliverables

  • High-fidelity interactive prototype (desktop - Figma)

  • Case study & user flows

  • System architecture diagram

  • UI component library

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2025

Credit Data System

UX Design for Public Financial Literacy

Helping the Bank of Israel make credit data clear and accessible — even without a credit score.
The design focused on clear content, simple flows, and accessible UX for a general audience unfamiliar with financial terms.
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Client
The Bank of Israel
My Role​

  • Lean UX workshop with client team

  • UX concept and structure

  • Collaboration on content and tone

Deliverables

  • UX concept & wireframes

  • Sitemap & content architecture

  • Key page flows

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Matrix Experience, 2022 

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CX&UX For Elderly Patients

Designing a Digital Service for Seniors and Their Caregivers

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A strategic CX/UX project for Clalit Health Services, focused on improving healthcare access for people aged 65+ and supporting caregivers through personalized digital tools and streamlined care journeys.

 

Client
Clalit Health Care
 

My Role​

  • CX research & persona development

  • Journey mapping & co-creation workshops

  • UX concept design for age-adaptive experiences

 

Deliverables

  • User research & service blueprint

  • Mobile-first concept designs

  • CX recommendations for implementation

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Matrix Experience, 2022 

Hitkashrut

UX Strategy for Couples Navigating Religious Identity Transitions

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A nonprofit platform supporting couples in which one partner is leaving or returning to religious practice. I led the research and UX strategy phase, focusing on the emotional, social, and identity-related challenges they face during these transitions.

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This project was part of a volunteer initiative with Code for Israel, using UX for meaningful social impact.

 

Client

Hitkashrut

 

My Role

  • In-depth interviews with men and women

  • Empathy-based research into emotional experiences

  • UX strategy & concept development

 

Deliverables: 

​Research presentation

Wireframes(Figma)

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Code For Israel, 2023 

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Bento

UX/UI Design for a Lunch Sharing App

 

A mobile app for people who love home-cooked food and want to maintain a varied, healthy diet — even with a busy lifestyle. BENTO allows users to organize lunch groups or buy meals from talented local cooks.

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My Role

  • UX research

  • UX/UI design for mobile

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Deliverables

  • Interactive prototype of a lunch-sharing app

  • User flow for meal discovery and group coordination

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HIT, 2020

I.DO

Designing a Neighborhood Network for Sustainable Living

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I.DO is a location-based network that promotes sustainable living through neighborhood collaboration. The system includes a mobile app, a community bulletin board, and a local sustainability center — all designed to drive real-life behavior change.

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Approach

Using design thinking methodology, I mapped needs and behaviors and identified tools to support community-driven change toward sustainable living.

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Deliverables

  • Mobile app – concept and UX/UI design

  • Interactive bulletin board – product simulation and interface design

  • Neighborhood Sustainability Center – conceptual service design

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HIT, 2019

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