I help teams build products people actually want to use.

How I think about design

Design is a thinking tool, not a deliverable. The wireframe, the prototype, the spec — those are outputs. The real work is the clarity that comes before them: understanding what's broken, why it's broken, and what success actually looks like for the people using the product.

I've worked at the extremes — software where a wrong tap could halt an autonomous drone mid-mission, and consumer games where a confusing screen means a player churns in three seconds. The discipline is the same. You define the risk, you understand the user under pressure, and you design to reduce friction at exactly the right moment.

How I lead teams

Leading design is less about taste and more about creating the conditions where good thinking can happen. I've managed teams of 4–6 designers across concurrent product tracks — and what I've learned is that most process problems are really communication problems in disguise.

I run a tight loop: context in, questions out, decisions documented, outcomes measured. I protect the team from ambiguity upstream so they can move fast downstream. I also believe strongly in showing work early — imperfect work shared at 40% invites collaboration; polished work shared at 90% invites polish notes.

I've mentored junior designers, partnered with PMs and engineers as equals, presented strategy to C-suite, and navigated the messiest kind of product challenge: redesigning something that's already working well enough that no one wants to break it.

AI as a design tool, not a shortcut

I integrated AI tooling into my team's workflow before it was a job description requirement. Not to replace thinking — to compress the distance between a hypothesis and a testable artifact.

AI in my process means: faster research synthesis across large user data sets, rapid concept generation for early-stage exploration, smarter microcopy iteration, and documentation that actually keeps pace with the design. It's made my team more confident, not more dependent.

Outside the work

I lecture on UX and product design — there's nothing that sharpens your thinking faster than having to explain it from first principles to a room full of students who will absolutely call you out if something doesn't make sense.

I'm a gamer, which is why working on 1v1.LOL felt like a lucky accident. Understanding games as designed systems — feedback loops, progression architecture, the moment a player decides to come back tomorrow — changed how I think about product engagement entirely.

I'm Israeli, based in Israel, and have worked with global teams across the US, Europe, and Asia. I'm comfortable in the room where everyone has a different definition of “done.”