I grew up in Tel Aviv and came to London to do my Master’s at the Royal College of Art.

My path into product design wasn’t a straight line. I started as a storyteller - directing animated short films and music videos, writing scripts, and thinking constantly about what makes a narrative resonate. At its core, storytelling is about understanding people deeply enough to know what they want and need to feel next.

During my Master’s, I discovered design research and design thinking, and something clicked. The same instinct that made me want to understand an audience could be applied to solving real problems - not just visually, but systemically. The tools I used to build fictional worlds could also help design better real ones.

What excites me most about design is finding solutions in unexpected places. I’m drawn to the connections between seemingly unrelated ideas - a news app mechanic that becomes a paywall strategy, or the way a filmmaker builds tension and rhythm to guide an audience through a story becoming a way to think about product onboarding and user flow.

That’s the kind of thinking I bring to everything I work on.