Fundbox

Building Teams Under Constraints

Head of Product Design and UX, Position, 2017-2019

The Challenge: Joined a “product built of steel,” where every design change required months of approval and engineering often deemed requests impossible. Navigated strict regulatory and technical constraints—leaving little room for traditional UX approaches.

My Approach: Transformed technical and regulatory constraints into creative momentum, delivering innovative communication solutions that advanced product, business goals, and user value.

Team Building: Established, structured, and mentored the product design department, building its culture and operations across two time zones with a mix of Israeli and San Francisco-based designers to address capability gaps and foster collaboration. Recruited continuously to support rapid growth in a competitive talent market.

Strategic Impact: Influenced company-wide user-centered product strategy. Became a strategic partner in roadmap building. Reported directly to the COO and was empowered to transform the company’s approach to UX and its organization. Elevated UX clarity, reducing support escalations.

Business Value Example: Solved a company-wide onboarding challenge by creating a comprehensive fintech terminology dictionary and knowledge management system, integrating input from all departments. This improved onboarding and, to my knowledge, remains in active use.

Original product and brand design by the brilliant Roy Oppenheim.

Graphics and funnel developed under my direction by the talented designer Orly S. Boojor. View More>

Wellybox

AI Powered Receipt Management

Product Strategy & UX Design, Project, 2022

The Challenge: Transform a B2B SaaS platform to help users efficiently browse and manage thousands of receipts—while solving a critical onboarding drop-off caused by trust concerns around granting full mailbox access to an AI system.

My Approach: Drove roadmap development together with the CEO while designing hands-on in Figma. Redesigned the core product experience from the ground up.

Key Innovation: Created a guided, graduated onboarding funnel while redesigning the core interface with Gmail-familiar patterns and systematic color-coding for faster workflow navigation.

Impact: Delivered a comprehensive platform transformation that simplified complex workflows and significantly improved onboarding completion rates.

RemindMe app - Coming Soon!

Independent Product Endeavor, 2025

The fastest way to turn fleeting thoughts into calendar reminders — quicker than Google Calendar.
Designed for speed and focus, RemindMe helps busy people schedule reminders fast to get things done.

The Challenge: Standard reminder creation involves too many steps and clustered screens, causing busy people to lose their train of thought or skip capturing important tasks altogether.

My Solution: A streamlined tap > type > schedule flow that gets you back to what you were doing in seconds. No navigation maze, no friction. You can even preset default times or invite your spouse with a tap — so they remember to pick up the laundry.

My Role: Conceived, designed, and managed a cost effective development process, working with a skilled development team via Upwork to bring this utility to life.

Personal Motivation: Sometimes designing for yourself leads to solutions others need too.

Always in Action

Anticipating User Needs

Entrepreneur, 2015-2017

After managing a PC utilities software portfolio and overseeing cart and ePayments management, I launched my own initiative designing innovative utility software that simplified complex user processes, essentially pioneering what Chrome suggests today, back in 2015. My vision was to enable efficient device usage when most users struggled with basic functionality.

The Challenge: PC users needed shortcuts for complex processes.

My Solution: Designed toolbar utilities that reduced multi-step actions while enabling automated execution of commonly needed functions.

Business Innovation: Designed a chargeback protection strategy using separate transactions to bundle my own low-cost utility products (recurring $2–3) with premium downloads. By isolating utility transactions from higher-risk premium sales, this approach protected merchant reputations from chargeback penalties while enabling cost-free distribution of my products through established merchant networks.

Result: Developed a complete product portfolio and generated waiting list of customers, digital merchants and payment aggregators. Development paused when Windows 10 transformed the downloads industry.

Recovery time: longer than I'd care to admit.

GetWaltz
(stealth-mode name "FinMe"):
From Pitch to MVP
Strategic Product Development, Consultant, 2022

The Challenge: Transform an investment-winning presentation into a functional MVP, transitioning from concept to buildable product.

My Role: Led user journey mapping workshops collaborating with an early payments product manager and development team during the company's pre-scale phase.

Approach: Facilitated cross-functional sessions to map detailed user flows and communication touchpoints for target customers, ensuring MVP design focused on proven value propositions from original pitch.

My Contribution: Delivered comprehensive user journey mapping and feature prioritization framework that prepared the product for development phase.