I fell in love with UX 9 years ago while I was studying instructional design. Solving problems and organising information was always my thing, I just didn't know it had a name! I left the comfortable world of corporate training and never looked back.

I've worked at Netcraft, a prestigious design agency in Israel. I went on to AVG Antivirus, leading the design of a 100 million users app, and later moved to the Citi Innovation Lab where I designed complex financial systems. Nowadays I am a Senior Product Designer at WeWork, working to improve the billing and payments areas. I continue running design workshops, lecturing on design events and mentoring new designers. I have a wide design and teaching background, and I enjoy learning new areas and tools every day.

I was born Uruguayan but I'm Israeli by choice. I am a lover of technology and nature. I enjoy baking delicious cakes, travelling to exotic locations, diving and reading.

My design philosophy is that beautiful products are worthless if not suited to the user's objective and need. I act upon data, research and apply user-centred design on every process I take part of. Observations, interviews and data analytics are my usual tools of choice, and they help me discover aspects that I could never guess alone. I stand by functional design that has a goal and a defined use case; design that feels familiar and keeps conventions while including a pinch of creativity, innovation and delight.


Senior Product Designer WeWork Jan 2019 – Present Tel Aviv, Israel
Product Designer and UX Lead Aqua Security Mar 2018 – Dec 2018 Ramat Gan, Israel
Senior UX Architect, Team Lead Citi Innovation Lab Aug 2015 – Dec 2017 Tel Aviv, Israel
Mobile UX Designer AVG Jul 2013 – Jul 2015 Tel Aviv, Israel
UX Designer Netcraft May 2012 – June 2013 Ramat Gan, Israel
Application Specialist and Customer Training NICE May 2010 – June 2012 Raanana, Israel
UX Consultant and Lecturer Freelance Jan 2010 – May 2018 Israel


M.Sc. Social Media and Web Technologies Linnaeus University 2013 – 2017 Vaxjo, Sweden
B.A. Instructional Design Holon Institute of Technology 2009 – 2011 Holon, Israel


Public SpeakingLecturingBaking


UX ResearchUX StrategyInformation ArchitectureUser ScenariosWireframingProduct DesignUI DesignPrototypingComplex SystemsCopywriting & MicrocopyUX Team Management