I lead product design at eToro, where I design tools that help everyday investors make sense of complex financial decisions. I spend my time in three places: in front of users learning what they actually need, with product managers shaping what we build next, and in Figma and AI tools making sure what ships is worth shipping.
Career
Leading design for AI products and growth experiences. Building Tori, eToro's AI agent for everyday investors, and shaping how the team turns research and data into decisions that ship.
Owned activation and onboarding across multiple markets, most notably the KYC redesign and the FTD wizard. Paired Mixpanel funnels with Fullstory sessions to find friction and ship A/B tests against it.
Designed monday.com's first home for product announcements, the page and the publishing system behind it, used by teams across the company to ship updates on a shared cadence.
TECHIDO
Designed websites and brand systems for clients across industries, UX, UI, illustration, and front-end.
How I work
PRINCIPLE 01
Most of what people say isn't the real answer. The job isn't to ask the right questions, it's to listen for what someone doesn't quite know how to say. The best decisions I've shipped came from interviews where the user contradicted themselves three times and I held space for all three.
PRINCIPLE 02
My closest partner on any project is the PM, not the engineer waiting on the handoff. The hard conversations, what we're solving, who for, and what we're explicitly not going to do, happen before Figma opens. By the time I'm laying out screens, the strategic questions are already settled. That's why the work ships.
PRINCIPLE 03
I run A/B tests, comb Mixpanel funnels, and pull Fullstory sessions because I want to see what users actually do, not what they say they do. But numbers don't make decisions, they pressure-test them. The hard part is knowing when a metric is telling you the truth and when it's noise dressed up as signal.
Tools
Education
Reichman University
Dual-degree program, Business Administration and Psychology. The combo I draw on every day: how decisions get made, and how people actually behave inside them.
Let's talk :D
