Shopify.com 2022-23
Leading Shipping teams
Leading the design vision and strategy for an improved image experience on Booking.com. Acting on research insights and data to create a foundation for an AI-driven gallery.
01
MLUX
Having worked and various ML experience and gaining expertise in this domain, I worked on the UX strategy in the ML centre of Booking.com.
I worked to define the processes and exchange between ML and UX and redefine the roles of UX crafts to enable effective ML products.
02
PERSONALISATION
I spearheaded a team of UX to define and write the UX guidelines for personalisation in Booking.com.
I've played an essential role in the foundational ethnographic research of personalisation for travel.
Being the domain expert I've presented and advised multiple teams about the specific aspects of personalisation for travel.
03
HOLISTIC DATA INFORMED DESIGN
I enjoy working with both qualitative and quantitive data sources and translating them into a cohesive design vision and strategy. In my work, I often synthesise exploration researches, tactical research, surveys, and data analysis. Working in Booking.com made me an expert in a/b experimentation, starting from experiment design, setup, and analysing results into actionable insights and hypotheses.
Booking.com 2019-20
Redesigned image experience
Leading the design vision and strategy for an improved image experience on Booking.com. Acting on research insights and data to create a foundation for an AI-driven gallery.
I care about the people I work with
I listen carefully and empathetically, I regularly ask myself what I can do to help people around me achieve their goals. Quite often I will ask this directly.
I take the time to think through and provide the best advice I can or simply listen when needed.
Feedback culture
I promote a feedback culture in my team, I ask for it often and work with my team on delivering constructive feedback. Nurturing a safe and open environment is critical for collaboration and dealing with issues as they arise is far easier than waiting for them to build up and compound.
UX is a team work
I promote collaboration between all UX crafts. Research, Copy and Design should work closely from the early stages to uncover and define a mutual understanding of the problem and opportunities. I make sure to establish team processes and have all UX team members share progress regularly and provide feedback and insights to each other.
UX strategy in context
I always start by gaining a deep understanding of the business strategy. I firmly believe a good UX strategy has to mirror and work hand in hand with the business one.
I also love getting into all of the technical detail of implementation. Sometimes a UX vision can easily get lost by making technical compromises. On the other hand, innovative solutions can often arise from technical constraints and possibilities.
Intentional growth
I work with every team member to define clear yearly growth goals according to individual and business needs. I base these on personal SWOT analysis and build a measurable growth plan towards it with regular checkpoints.
Managing Stakeholders
When presenting and aligning with stakeholders I adapt my communication to the audience. I will always advocate for user-centricity and its value but I make sure to explain its importance to the listener and how it contributes to their goals.
Leadership
Areas of passion
For more than 4 years I've been focusing on ML-driven experiences, touching upon various domains including personalisation, Voice interactions, Computer vision and Recommendations.
These innovative technologies bring with them exciting opportunities for improved experiences but also many yet-to be-answered, user-centric aspects to explore.
Users perception and mental models of how ML works, what it can do, the way they hope to benefit from it and the concerns they have around privacy and sense of autonomy; all are context depended and play a critical role in the success of an ML product adoption.
About
Ever since I was a child I wanted to be an inventor. I loved collecting skills and was thrilled to imagine the things I could accomplish with my newly acquired ones.
Skill after skill my career path changed direction, today I have over ten years of experience in UX design, research, branding, front end development, and a variety of tools and frameworks, both in companies and as a freelance.
These days I I lead multiple global teams, simplifying complex shipping processes at Shopify.com.
Previously I managed the UX team for Booking.com AI centre in TLV working on a variety of Machine Learning focused products.
When I’m not on the job I like to run (marathons) and spend time with my family (check out the video below).
Shopify.com 2022-23
Shopify shipping UX Leadership
I joined Shopify to lead multiple teams at the dynamic intersection of the digital and logistical realms.
My primary goal was to streamline various aspects of shipping products for merchants. This encompassed enhancing the shipping checkout experience, optimizing settings, implementing robust address validation systems, and improving tracking capabilities.
