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I see the world through design.


Colors, shapes, light, shadow, texture, and line are how I understand and organize reality.

VISUAL COMMUNICATION (UI)
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I’ve always been curious about how things work— and why.

​

That curiosity drives my UX approach: observing behavior, questioning assumptions, and designing experiences that simply feel right.



I’m drawn to complexity— not to make it visible, but to hide it.


USER EXPERIENCE (UX)
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I’ve been drawing for as long as I can remember.



Illustration is a tool I use to think differently about design- it brings soul, personality, and warmth to products and brands.

When I’m starting a project or feeling stuck, I return to drawing- to open up ideas, loosen thinking, and let creativity breathe.

ILLUSTRATOR
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Bring structure to chaos.



I deconstruct complexity into clear foundations- tokens, components, and rules- so products can grow without losing clarity or character.

​

I break things down to understand them. Then I rebuild them with intention.

DESIGN SYSTEM EXPERT
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Creating has been part of my life for as long as I can remember.
I began with painting as a child, studied art and design through high school, earned a scholarship from the Tel Aviv Museum, and worked as a graphic designer during my military service.
That journey led me to study Visual Communication at Bezalel and still shapes how I design today.

CREATIVE ROOTS
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Israeli. Married. Father of two boys.

​

Family, curiosity, and making things with my hands shape the way I see the world and the way I design.

PERSONAL CARD
Property 1=CREATIVE ROOTS.png

Creating has been part of my life for as long as I can remember.
I began with painting as a child, studied art and design through high school, earned a scholarship from the Tel Aviv Museum, and worked as a graphic designer during my military service.
That journey led me to study Visual Communication at Bezalel and still shapes how I design today.

CREATIVE ROOTS
Property 1=PERSONAL CARD.png
PERSONAL CARD

Israeli. Married. Father of two boys.

​

Family, curiosity, and making things with my hands shape the way I see the world and the way I design.

Property 1=UX.png
USER EXPERIENCE (UX)

I’ve always been curious about how things work— and why.

​

That curiosity drives my UX approach: observing behavior, questioning assumptions, and designing experiences that simply feel right.



I’m drawn to complexity— not to make it visible, but to hide it.


Property 1=UI.png
VISUAL COMMUNICATION (UI)

I see the world through design.


Colors, shapes, light, shadow, texture, and line are how I understand and organize reality.

Property 1=DESIGN SYSTEM EXPERT.png
DESIGN SYSTEM EXPERT

Bring structure to chaos.



I deconstruct complexity into clear foundations- tokens, components, and rules- so products can grow without losing clarity or character.

​

I break things down to understand them. Then I rebuild them with intention.

Property 1=ILLUSTRATOR.png

I’ve been drawing for as long as I can remember.



Illustration is a tool I use to think differently about design- it brings soul, personality, and warmth to products and brands.

When I’m starting a project or feeling stuck, I return to drawing- to open up ideas, loosen thinking, and let creativity breathe.

ILLUSTRATOR
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Wix On-stage
Design System:

Wix On-stage Design System: Design System is a collection of components, elements, and guidelines intended to be reused in different combinations to maintain consistency in style and behavior across products and teams.

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Tokens Becoming Structure

Moving from outdated numeric tokens to a modern base-semantic-component structure. This shift created a unified language across product and engineering, improved consistency, and enabled scalable design decisions.

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AI Assistant for Design System Documentation

AI assistant that turns design-system documentation into an interactive knowledge base, making guidelines faster to find, easier to understand, and scalable as the system grows.

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Led Wix’s cross-product design baseline and contribution process, improving consistency, scalability, and speeding up design and development across all verticals.
Building the Shared Language of Wix Apps

Led Wix’s cross-product design baseline and contribution process, improving consistency, scalability, and speeding up design and development across all verticals.

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Error messages were only visible on hover or click, making them inaccessible and hard to find, causing user frustration and sometimes leading to abandonment during payment.
Error Pattern for Inputs Elements

Error messages were only visible on hover or click, making them inaccessible and hard to find, causing user frustration and sometimes leading to abandonment during payment.

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Moving from outdated numeric tokens to a modern base-semantic-component structure. This shift created a unified language across product and engineering, improved consistency, and enabled scalable design decisions.
Tokens Becoming Structure

Moving from outdated numeric tokens to a modern base-semantic-component structure. This shift created a unified language across product and engineering, improved consistency, and enabled scalable design decisions.

Read-More->
Brand identity and UX/UI design for Index, a FinTech company delivering benchmark indices and data tools, focusing on clear visuals and intuitive tables for complex financial data.
Index: research and development

Brand identity and UX/UI design for Index, a FinTech company delivering benchmark indices and data tools, focusing on clear visuals and intuitive tables for complex financial data.

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The Time Picker is an interactive UI component enabling precise time selection with clarity and minimal cognitive load, supporting booking, scheduling, appointments, events, services, and forms.
Time Picker as a System Component

The Time Picker is an interactive UI component enabling precise time selection with clarity and minimal cognitive load, supporting booking, scheduling, appointments, events, services, and forms.

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Net.Haver is an Israeli social platform for adults with intellectual disabilities, designed to expand social connections and improve quality of life.
Net.haver: social media platform

Net.Haver is an Israeli social platform for adults with intellectual disabilities, designed to expand social connections and improve quality of life.

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The On-Stage design system team's role is to ensure all of the products are aligned to the design standard by creating a baseline design for all products. We are the gatekeepers for all new products and components.
Wix On-stage Design System

The On-Stage design system team's role is to ensure all of the products are aligned to the design standard by creating a baseline design for all products. We are the gatekeepers for all new products and components.

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An AI assistant transforming design-system documentation into an interactive knowledge base, making guidelines easier to find, understand, and scale as the system evolves.
AI Assistant for Design System Documentation

An AI assistant transforming design-system documentation into an interactive knowledge base, making guidelines easier to find, understand, and scale as the system evolves.

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‘Sipur Kis’ is an independent theatre company creating performances for children, combining puppetry, movement, crafts, and object theatre in shows, workshops, and activities.
Sipur Kis: Puppet and Movement Theater

‘Sipur Kis’ is an independent theatre company creating performances for children, combining puppetry, movement, crafts, and object theatre in shows, workshops, and activities.

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A UX/UI redesign for Škoda’s website, translating the brand book into a modern digital experience that simplifies complex automotive data across devices.
Skoda Israel Website

A UX/UI redesign for Škoda’s website, translating the brand book into a modern digital experience that simplifies complex automotive data across devices.

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Accordion is a scalable design-system component built for multiple product scenarios, helping users navigate dense information clearly and efficiently.
Accordion Across Products

Accordion is a scalable design-system component built for multiple product scenarios, helping users navigate dense information clearly and efficiently.

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Projects
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