Before I designed interfaces, I designed conversations.
My path into User Experience wasn’t traditional. It began in a call center at an investment house. Every day, I heard people trying to navigate bureaucracy and complex financial systems while juggling stress, deadlines, and uncertainty. Those conversations revealed the human side of poor UX - the confusion, the anxiety, the impact - and they’re the reason I became a designer.

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Today, I design digital products at one of Israel’s largest banks, working across a wide range of financial domains including transfers, FX, checkbooks, account management, and more.
Operating inside a regulated, high-scale environment taught me how to build clarity and trust into products that millions of people rely on.
Beyond my day-to-day work, I also contributed to building the bank’s Design System, defining component behavior, documenting patterns, and supporting a unified language across teams.
I approach design through a balance of empathetic understanding and data-driven insight. I analyze usage patterns, behavioral metrics, and decision points to identify friction and measure the real impact of design changes.