Product design · Systems · Build

I make complex products clear.And stay until they ship.

Senior product designer, nine years across fintech, mobile and games. I design complex flows, build the systems that hold them together, and work close to implementation and QA.

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4 years designing 50K, a CySEC-regulated trading platform
Leading SmallHeroes end to end, with AI-assisted implementation

9+ years · Fintech · Mobile · Games · Product systems

50K
12Tech
Ready Steady Games
NO GAME

About

Designer by training. Builder by habit.

I started in games and 3D — modelling, rigging, texturing, lighting, and eventually the interfaces built around all of it. That background still shapes how I think about hierarchy, motion and visual systems.

Over time I became more interested in the experience around the visuals than in the visuals alone. For the past four years I've designed 50K, a CySEC-regulated margin trading platform — the app, the internal tools, the marketing surfaces and the design system connecting them.

I also work close to implementation: writing HTML and CSS, building working prototypes, and directing AI coding agents — defining the brief, reviewing what comes back, testing it and deciding what ships. That is how SmallHeroes gets built: I lead the product and the experience, agents carry a large part of the execution.

I've also led a small design team, and mentored a designer moving from marketing into product design.

Selected experience

2026 — now

SmallHeroes

Founder · Product & Design Lead

2022 — now

50K

Senior Product Designer · Fintech

2021 — 2023

Ready Steady Games

Art Director & Design Lead · Partner

2020 — 2022

12Tech

Product Designer

2017 — 2020

NO GAME

3D Generalist → UI Artist

Full CV

What I bring

Product systems

Complex flows, UX and UI, prototyping and the design systems that keep them consistent.

From design to delivery

HTML and CSS, working prototypes, developer handoff and implementation QA I can fix rather than only report.

Visual craft

Motion, 3D, art direction and storytelling — the part that decides whether a product feels finished.

Selected work

Two products, in depth.

One inside a company, one entirely my own. Below is the short version of each — the full case study for both is a page of its own.

01 / Fintech · CySEC-regulated / 2022 — present

50K

Margin trading platform · iOS, Android, Web

Visit 50K

Making margin trading readable
for people who have never traded.

Leveraged access to global stocks, ETFs, commodities and indices, through a regulated platform. For a first-time trader the category reads as a wall of charts, tickers and percentages.

50K market discovery: popular instruments, a watchlist and a live chart — **Find something**Watchlist, movers and news, ordered by what a person actually looks at first.

50K order entry for a Tesla position: required margin, value, share count and the likely profit or loss before confirming — **See what it costs**Required margin and likely profit or loss update while the amount can still be changed — not after you confirm.

50K radar: market movers, indices and a market-news card — **Keep up without drowning**Market movement written as a sentence first, with the numbers under it rather than instead of it.

For four years I've been the product designer on all of it — the trading app, the marketing site, the internal admin tools and the design system underneath the three. The work was never about removing complexity; it was about revealing the right thing at the right moment, and being honest about the rest.

Role: Senior Product Designer
Period: 2022 — present
Surfaces: iOS · Android · Web · Admin · Marketing
Team: Sole designer; led two designers at peak

Show consequence before commitment

Margin, exposure and likely profit or loss update while the amount can still be changed — not in a confirmation dialog once the decision is already made.

One question at a time

Registration and suitability were rebuilt as single-question steps, each one saying why it's needed and how much is left. Progress is always visible, and finishing a step is acknowledged.

50K — full case study 8 sections · ~7 min Regulation and constraints · rebuilding KYC screen by screen · order entry state by state · making market data readable · the design system, light and dark.

Read the case study

02 / Independent product / 2026 — present

SmallHeroes

Personalised children's books · Hebrew · גיבורים קטנים

Visit SmallHeroes

A parent pays for a book
that doesn't exist yet.

Resilience storybooks in Hebrew. A parent fills in a few small details and a photo — their child becomes the hero of a story about the thing they're actually struggling with.

An open SmallHeroes book: Yuval and her mother at the clinic door with Buni the bunny beside them, and the Hebrew story text on the facing page

A spread from a finished book — Yuval's clinic visit, with Buni. Illustrated and narrated in Hebrew, right to left, and the same child on every page.

The story doesn't just reassure — it shows the child that they aren't the only one who feels this, and hands them small, concrete steps they can actually take, the same steps the companion takes in the book. I lead the whole thing: proposition, UX, visual system, story rules, illustration pipeline, pricing, reader and delivery — with AI agents carrying much of the implementation under my review.

The hard design problem isn't the book. It's asking a parent to pay ₪59–₪99, for their own child, for something that only exists once they have.

Role: Founder, designer, builder
Period: 2026 — present
Scope: Proposition · UX/UI · Visual system · Pipeline · Pricing
Status: Pre-MVP, entering a supervised pilot

Trust before payment

Samples, promises and timings describe what the product can genuinely produce today. Waiting, retries and human review are designed states, not a spinner and an apology.

No child gets rejected by a form

Nothing blocks a photo for skin tone, lighting, sharpness or face size — only a genuinely unreadable file. You can always continue without one, with an honest warning that the hero may not resemble your child.

Consistency before automation

A beautiful page is easy. A believable book needs the same child, the same companion and the same world across every scene — so nothing is trusted from a single image, and a human approves the book before it's delivered.

SmallHeroes — full case study 6 sections · ~5 min Why consistency is the whole product · the photo decision · personalising without a form · designing the wait · what actually ships.

Read the case study

Earlier work

Where the rest of it came from.

Games taught me visual systems, motion and 3D. Fintech taught me what happens when a screen is unclear and it costs somebody money.

032020 — 2022 · Product Designer · 12Tech

TOKast

Short-form podcast app · iOS & Android

Podcasts cut down to minutes, in a feed built for one thumb and one pair of headphones.

I designed UX and UI for three social and content products at 12Tech. The one that broke out was TOKast — where the sound design and the audio interactions carry most of the experience, and the interface has to get out of the way. Playback, discovery, creator profiles and the whole listening loop.

It launched with a roster of well-known Israeli creators and journalists, so it had to feel finished on day one rather than beta.

Audio UXFeed designCreator toolsMotioniOS · Android

042021 — 2023 · Art Director & Design Lead · Part-time, partner

Ready Steady Games

Indie games, mobile and PC

Head of design in practice — art direction and UX/UI at the same time, across the studio's titles.

I ran the visual direction and the interface across the studio's games: environments, effects, characters in-scene, and the whole look of each title — built with the developers rather than handed to them.

Heavy in-engine Unity work. I built and QA-ed the UI myself instead of describing it, which is the fastest way to find out that a layout only works in Figma. Two days a week plus evenings, as a partner in the studio.

Art directionKey artUnityGame UIVFXPhotoshop · After Effects

052017 — 2020 · 3D Generalist → UI Artist · NO GAME

United Legends

Competitive card-battler

Every country gets its legendary hero, and that hero is a card and a unit on the board.

I started here as a 3D generalist, in what was effectively a character factory: concept, modelling in Maya, rigging, texturing, animation, lighting and render, then into Unity. Dozens of heroes and environments, all of which had to read at thumbnail size on a phone and still hold up as key art.

In the last year I moved to UI artist and led a visual overhaul that lifted the whole game a level — progression, economy, the arena meta and the shop. It shut down anyway; it never made enough money. That's the part I'd want to talk about, because the work was good and the outcome still wasn't.

3D · MayaRigging & animationTexturingRenderingGame UIEconomy & progressionUnity

Let's build something worth using.

Open to senior product design roles — especially where product, systems and AI meet. Also available for selected collaborations.

Email me Download CV LinkedIn ↗

I make complex products clear.And stay until they ship.

Designer by training. Builder by habit.

SmallHeroes

50K

Ready Steady Games

12Tech

NO GAME

Product systems

From design to delivery

Visual craft

Two products, in depth.

50K

Making margin trading readable for people who have never traded.

Show consequence before commitment

One question at a time

SmallHeroes

A parent pays for a book that doesn't exist yet.

Trust before payment

No child gets rejected by a form

Consistency before automation

Where the rest of it came from.

TOKast

Ready Steady Games

United Legends

Let's build something worth using.

Making margin trading readable
for people who have never traded.

A parent pays for a book
that doesn't exist yet.