About

I started in branding. Product design changed how I think about everything.

Senior Product Designer with 10 years across creative direction, branding, and complex B2B SaaS. Based in Israel.

10 yrs

of product design experience

B2B product companies

academic degrees in design

My career started in creative direction and visual communication, leading teams, building brand identities, working with major clients. For five years I built things that looked exactly right. Moving into product design shifted everything. Suddenly the work wasn't just about how things looked. It was about how systems behaved, how decisions rippled downstream, and how real people navigated complexity every day.

Since then I've worked across supply chain management, cybersecurity, cloud-native observability, and enterprise ITSM. The common thread: complex B2B products, real enterprise users, and real pressure to get things right. I've led design systems, introduced product-led growth motions, and integrated AI into design workflows.

Experience

My journey.

Ten years across creative direction, branding, and complex B2B SaaS. From visual systems to systems thinking.

2025 - Now SysAid Senior Product Designer
- Led design of the first self-serve trial, introducing a Product-Led Sales motion to a historically sales-only product.
- Led the company's design system, improving consistency and scalability across the product.
- Introduced AI-driven design workflows connecting Figma, Claude, and the design system.
2024 - 2025 groundcover Product Designer
- Simplified data ingestion workflows, enabling self-serve configuration and reducing dependency on support.
- Designed RBAC system enabling scalable self-serve permission management.
- Led integration of proactive AI-powered insights into the product experience.
2022 - 2024 Onebeat Product Designer
- Designed workflows for a supply chain management platform serving retail and distribution.
- Conducted user research and mapped journeys to improve usability.
- Built and scaled a cross-product design system.
2021 - 2022 Transmit Security Senior Marketing Designer
- Led design of marketing assets for a B2B cybersecurity company.
- Ensured brand and product consistency across all touchpoints.
2016 - 2021 David & Yosef Creative Director
- Led a team of designers delivering branding and visual communication for major clients.
- Defined design direction and ensured high-quality execution across all creative output.

Education

How I trained as a designer.

M.Des, Design & Innovation Management.

Bezalel Academy of Arts and Design

A research-led master's program at Israel's leading design school, exploring design at the intersection of organizational strategy, systems thinking, and product innovation. My graduation project, Baloop, became a reflective support system for youth mentors experiencing burnout and emotional strain during wartime.

B.Ed.Des, Visual Communication.

NB Haifa School of Design (Wizo)

Product Design - UI/UX, Sprint Master.

Studio 6b · Sagi Shrieber · 2020

What I do outside of work.

I mentor product designers.

Through ADPList and Startup Designers IL, I work with designers navigating career transitions, building their practice, and finding their voice in product work.

I volunteer with youth.

From 2013 to 2021, I served as an education coordinator and youth mentor with IGY (Israel Gay Youth). I built educational programs, led seminars and workshops, and guided youth groups through processes of social empowerment.

Contact

Say hello.

I'm always open to thoughtful conversations about product design, complex B2B SaaS, AI, and new opportunities.

Email LinkedIn Mentoring Resume