Staff Product Designer with 14+ years of experience turning ambiguous, high-stakes problems into products people can actually use, three times as part of a founding team. I work across proptech, foodtech, fintech, healthcare, edtech, and energytech, translating complex business logic into clear, structural design decisions.
I specialize in taking products from 0→1, owning everything from problem definition and information architecture to interface design, validation, and rollout. I've also thrived within larger organizations, navigating high-ambiguity products, multiple stakeholders, and competing business and user needs.
I led the 0→1 strategy and design for Liora's energy-credit platform, turning dense regulation into a landing page enterprise buyers understand at a glance, plus a self-service logged-in experience built to scale. I also led the DoctoDoc app at Medway from concept to launch, and earlier founded Melvi's healthcare platform from scratch, from patient search to continuous-care tools.
At Creditas, I redesigned the digital wallet, unifying checking account, credit card, and corporate benefits into one financial ecosystem that prevents transaction errors. I also led design standards across iFood's Delivery Partners app, and, as part of Loft's founding team, built the broker CRM that lets real estate agents manage negotiations independently.
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2025 – 2026
Founding Designer @
Liora EnergiaLed the platform's 0→1 strategy and design, turning complex energy-credit regulation into a landing page enterprise buyers understand at a glance, and structuring a self-service logged-in experience built for management, retention, and scale.
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2023 – 2024
Staff Product Designer @
MedwayLed the creation of DoctoDoc, a medical career marketplace with transparent job data and crowdsourced hospital reviews, from concept to launch, partnering with the branding team on strategy and consistency.
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2021 – 2023
Founding Designer @
MelviFounded the design practice and led development from scratch of the app that makes finding and managing medical care easier, along with the web platform and landing page for client acquisition.
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2021 – 2021
Staff Product Designer @
CreditasStructured the redesign of the app's digital wallet, unifying checking account, credit card, and flexible benefits into one payments ecosystem with a hierarchy built to prevent transaction errors.
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2020 – 2021
Staff Product Designer @
iFoodTook on technical leadership of the Delivery Partners app, giving couriers clear visibility into the metrics that affect their standing, while setting design standards across all logistics products.
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2019 – 2020
Founding Designer @
LoftBuilt the design area from scratch, leading design and development of the platform that lets real estate brokers manage negotiations independently, along with the core product.