Experience
Head of Product Design
Early-stage Startup (Stealth)
Building the design foundations from scratch: product language, principles, visual system, and narrative structure.
Using systems thinking to balance near-term prototype validation with long-term platform architecture.
Introducing AI tools at each stage of the design workflow, from concepts to documentation, and reviewing AI UX patterns with the team.
Working with founders to shape product direction, turning user research and early testing into product decisions with each iteration.
Director of Product Design
AppsFlyer
Led 20+ product designers and researchers across 4 business units and 10+ products, managing resource allocation and positioning UX as a strategic partner to executive leadership.
Directed the Product Design Guild, designed the hiring process and career framework, and hired dozens of designers, including a design system lead and principal designers, mentoring them across all levels.
Headed design for the Product-Led Growth transformation, improving activation by 20% and opening 45+ expansion opportunities.
Led the definition of UX patterns for AI across customer-facing workflows and integrated them into the existing design system with product and engineering, reducing support volume by 30%.
Drove 85% design system adoption across product and engineering teams, and led a product design task force for UI accessibility that strengthened design system foundations and aligned Storybook with the front-end team.
Worked with the guild’s researcher, who set research standards for all product designers, and structured feedback cycles between design and go-to-market teams, improving iteration speed and product decisions.
Head of Product Design
Micro Focus (ex-HP)
Led global design studio for a complex B2B platform, establishing UX as a strategic partner across Product, Marketing, and R&D leadership.
Drove design system adoption across dozens of distributed teams, reaching 75% component utilization and cutting design-to-development cycle time by 35%.
Launched the “Everything UX” initiative to unify design foundations and build a shared design culture across a global, distributed organization.
Lead Product Designer
HP
Led the UX team for an application lifecycle management platform built for Fortune 500 companies, owning design quality across complex, workflow-heavy software.
Ran the design process end to end, from user research through production, balancing the technical needs of developers, QA, and product managers.
Brand and Product Designer
txtr - B2C Startup (on behalf of Fjord, part of Accenture Song)
Designed connected reading experiences for a cloud-based eBook platform and its companion hardware device, creating one product and brand identity for physical and digital surfaces ahead of European market entry.
Independent Multidisciplinary Designer
Germany/Austria
Freelanced with publishers, agencies, and brands including Vanity Fair Magazine, Wien Art Magazine, Vogt + Weizenegger, and Triad (Expo Shanghai).
Education
HTK Academy, Berlin | Communication Design Diploma with Distinction
TH Köln, University of Applied Sciences | Design International Exchange Program (KISD)
Ascola School, Tel Aviv | Industrial Design Diploma with Distinction
Professional Development
Teaching Complex Systems | 6B Academy (2026–Present)
AI for UX Design | Design Lab Academy (2025)
Building Innovative Communities | TLV Municipality Program (2024–2025)
Mentorship & Community
Mentor, Sapir College: Guiding B.A. students in the Technological Marketing program.
Mentor & Consultant, MEET & MIT Partnership: Guiding high school students through tech and entrepreneurship projects, and advising on the design curriculum.