hello.
I'm Efi - A Product Designer
Shaping products through strategy, research, and design
Selected Work
Over the past decade, I’ve designed a diverse range of digital products — from consumer-facing websites and mobile experiences to commerce platforms and complex enterprise systems. My work spans B2B and B2C products across customer service, sales, commerce, and business operations. Explore a selection of featured projects below.
Good design is obvious.
Great design is transparent.
About
I'm a Product Designer who enjoys turning complex products into experiences that feel simple, intuitive, and genuinely useful.​ Over the years, I've designed enterprise B2B and customer-facing (B2C) products for global organizations, leading projects from early discovery and research through strategy, design, validation, and delivery. I love understanding how people work and uncovering the real problems behind their challenges.
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Outside of work, I'm a huge movie enthusiast, a proud fan of pop music (no guilty pleasure here), and anything that brings back the nostalgia of the '90s. You'll also find me enjoying sci-fi, dragons, and Jurassic Park more times than I'd like to admit.
Most importantly, I'm happiest spending time outdoors with my kids, family, and friends - because the best experiences aren't always the ones we design.
⟡ Product Discovery ⟡ UX Research ⟡ Product Strategy ⟡ Enterprise UX
⟡ Figma ⟡ Interaction Design ⟡ Prototyping ⟡ Design Systems
⟡ B.A. in Knowledge Management and Web Technologies
Bar-Ilan University
