15+ years in design, working on flight and mission systems, defense, enterprise data and other complex fields.
Two years at Redis as a researcher taught me how much of the job is refining the questions.
I head the Visual Design department at Studio 6B, and teach UX research at Tel Aviv University.
I work with AI across the whole chain — research synthesis, design, prototype, shipped code. Not as a party trick. It’s how this page got built.
Nine years building a design organization for flight and mission systems in defense: Leading the design, the training program, the onboarding pipeline, the client strategy.
In defense software, “we’ll fix it next release” isn’t a plan.
At Redis, I built the research operating system: one protocol from intake to archive, a Critical User Journey program run across four journeys, a Voice-of-Customer program with its own dashboard, the console’s navigation rebuilt on card sorts and tree tests, and a churn survey that couldn’t count churn, rebuilt.
Two of them I built with AI: the dashboard, and — for migration, the hardest journey — an interactive map designed with Claude, built with Claude Code, deployed solo. The map is still in use by the people planning the roadmap. I teach the workflow now.
Here is an anthology of projects I worked on over the years. Some are commissioned, and some are private “side quests”.
An essay in UX Collective, a daily podcast written, voiced and illustrated entirely by AI, an emoji sticker pack about poop, a year of covers for the Making History podcast, an album branded for the singer NoaBe, a McLuhan-inspired social-podcasting concept — and the hand-drawn user portraits that turn up all over the serious case studies.
I’m based in Tel Aviv. 15+ years in design, alongside research and teaching, and I still like the parts nobody puts on a slide.
At Studio 6B, a design academy, I head the Visual Design department — around twelve concurrent cohorts, roughly 180 students, and a team of instructors. I write the curriculum and I teach it. They learn to use AI without sounding like it — when to reach for it, when to leave it alone, and how to keep their own voice.
At Tel Aviv University’s Coller School of Management I co-lecture Interactive Experiences and Virtual Communities, a graduate course taught with Prof. Lior Zalmanson.
If you’ve got something good to build and decent people to build it with, I’d like to hear about it.
An essay on what the AI frenzy does to a decade of hard-won product discipline. UX Collective.