I'm a senior product designer based in Israel, with 17+ years in design.

I studied visual communication at Bezalel, started in branding and book design for 30+ clients, then moved into product. For the last six years I designed eCommerce at Wix: checkout, the side cart, and the editor merchants use to design their own checkout.

My favorite kind of problem is a messy one: long flows, edge cases, too many stakeholders. I untangle them until they feel obvious, and I sweat the details most people only notice when they're wrong.