Product designer focused on one question for 20+ years: can the user complete their task without thinking too hard? The tools have changed — Fireworks, Photoshop, Sketch, Figma, now AI — but the work hasn't. I've spent two decades reducing friction across e-commerce, fraud prevention, and fundraising, with a recent focus on AI-assisted workflows that compress design-to-development cycles without compromising the senior judgment that ensures the user's experience is right.

Skills

Design: UX Research, Wireframing, Prototyping, Mockups, Multi-channel UX/UI (web, mobile, app, watch), Conceptual Prototyping (Voice, VR, AI), Legal/ADA Compliance, Analytics, User & A/B Testing, Dev Handover.

Software: Figma, Lovable, AI Tools (Claude, BuildAndShip.ai, Gemini, ChatGPT), Adobe CC (Photoshop, Illustrator, InDesign), HTML/CSS, UserTesting, Jira, Confluence, Lucidchart, Google Workspace.

Collaboration: Jira, Confluence, lucidchart, Meet, Zoom, Roam, Slack, Google Docs/Sheets/Slides

Languages: English, Dutch, Hebrew, Yiddish and French

Experience

September 2025 - May 2026

Charidy, Remote - Head of UX/UI Design

A global fundraising platform powering campaigns for thousands of nonprofits, with a complex dashboard.

Led the modernization of Charidy's legacy admin platform, owning the end-to-end redesign pipeline, from Figma design, AI-assisted review, and AI-driven conversion to responsive, dev-ready HTML.

• End-to-end design pipeline: Produced UX designs in Figma, cross-checked each design with AI for best practices and improvement opportunities, then converted to clean, responsive, mobile-ready HTML using AI. Handing developers production-grade markup instead of static specs and compressing delivery from ~2 months of dev work to ~1 week from design to production. Owning the design decisions while AI handled translation to dev-ready HTML
• Design system: Established a consistent design language across the platform with typography, color palette, a unified border and spacing scale, and reusable component patterns codified as CSS custom properties.
• Cross-platform redesigns: Delivered UX work across the Dashboard, from creating new campaigns, Teams hierarchy & management to a new Marketing Hub, and Settings. Applying a consistent "From X to Y" problem-solution framing to surface the impact of each redesign.
• AI concept: Conceptualized and prototyped an AI assistant for the Charidy platform to help nonprofits surface insights, draft donor communications, and navigate complex campaign data.
• Stakeholder communication: Authored and presented an internal Q1 2026 UX progress deck showcasing design contributions across product areas, aligning leadership on direction and impact.

March 2024 - June 2025

Art To Frames, New York - Head of UX/UI Design

A custom photo frame company, with several thousands items with unlimited options.

Led UX/UI strategy and design for all customer-facing touch points on a high-traffic e-commerce platform, including Homepage, Product Detail, Cart, Checkout, and targeted landing pages across desktop and mobile.

• Spearheaded a complete UX redesign of core ecommerce detail page (mobile & desktop), resulting in improved usability and increased cart conversion by 20%.
• Modernized complex product customization flows (size, frame, matting, glass, hardware), streamlining decision-making and reducing friction across devices.
• Introduced intuitive visual hierarchy to guide and enhance user confidence and engagement.
• Built high fidelity prototypes and conducted user testing and research to identify pain points, resulting in data-driven design improvements before and during development.
• Created high-performing, product-specific landing pages to drive targeted conversions.

May 2021 - Feb 2024

NoFraud, New York - Head of UX/UI Design

Heading the UX/UI design for all Products. Starting from concept & research, Process Mapping, User Journey Mapping, UI prototyping, all the way to User Testing.

• NoFraud Checkout: Led the end-to-end design and launch of NoFraud Checkout (5/5 stars on BigCommerce), a standalone checkout that beat the 85% industry mobile abandonment rate while maximizing legitimate approvals through real-time, pre-gateway fraud prevention.
• Merchant dashboard: Visually organized complex transaction data so analysts and merchants could monitor revenue, identify issues, and demonstrate ROI at a glance.
• Chargeback workflow: Revamped case submission into a single dashboard for businesses and internal teams.
• Onboarding & verification: Designed portal onboarding, plan selection, and ID/credit-card verification flows to build user confidence and let legitimate orders through.
• AI-generated post-purchase upsell: Designed an upsell experience that catches users at the right moment with relevant products to drive incremental revenue. Compliant with ADA, PCI, and legal requirements.

Juli 2020 - may 2020

S&F Supplies, New York - Head Designer

Marketing material for a wholesale supplier. Magazines, flyers, banners, product photography, sample booklets and web design with custom user pricing.

September 2010 - May 2020

B&H Photo, New York - Mobile UX lead

Leading the UX design for the mobile website. Increasing customers' confidence that helped increase mobile visits by over 100%.

• Understanding customer feedback, improving interactions with current design trends to enhance the user experience, resulting in happy customers and reduced complaints.
• Research data & analytics, to improve conversion of the Detail Page, Cart & Checkout pages, and many other pages.
• Seeing enhancements through all steps, with developers, programmers & QA teams, to ensure all improvements work as intended.
• Awards received for: Best-in-class mobile website baymard.com

March 2007 - Present

ShmuliPhoto.com, New York - Photographer

Event photographer, family photoshoots. Photo editing & album design.

January 2010 - August 2010

The Boxery, Brooklyn - Head of Retail

Converted a wholesale business into a retail e-commerce website. Web design, product photography, data entry, product research, SEO and Google ads. Run day to day operations of the retail website, customer service, pack & ship orders.

March 2007 - December 2009

Spotlight Design, Brooklyn - Designer

Print design, flyers, brochures, posters & product photography.
Web design and develop in HTML, ASP/PHP with CSS