Work Experience

2016 – 2017

Fortscale Security

Cyber security software company

Principal User Experience Designer

In charge of the end-to-end UXD process and deliverables for Fortscale award winning User Behavior Analytics product.

2012 – 2016

The global leader in virtualization and cloud infrastructure

Senior User Experience Designer

Lead UX designer working on SAAS, on-premise, and mobile products focusing on the financial and business aspects of running cloud solutions in large organisations.
In charge of the end-to-end UXD process and deliverables.
Pioneered the use of interactive prototypes as a design, validation, and customer communication tool.

2 Patents pending around information visualisation and UI innovations.

2005 – 2012

EMC Documentum
Enterprise content management software manufacturer
Principal Interaction Designer
Lead the user experience design for a number of Documentum globally leading enterprise software products (browser and client – server applications) including an all-new, innovative system of mission critical transactional content management.  Process and deliverables included user research, contextual inquiries, task analysis, task flows, wire frame designs, interactive prototype and functional specifications.
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Software development company.
Senior Information Architect
Established and lead the user experience in-house team. Directed a complete redesign of Catapult™, the company’s flagship product, using a user-centered methodology resulting in a web based, task oriented, intuitive interface.
Mentored junior staff and introduced awareness for usability matters throughout the organization. Worked closely with company’s clients to create a product that best suits the user needs while maximizing the client’s business goals.
Listed as inventor in a US patent (PCT/US2006/013542) for UI innovation

2003 – 2004

Netwise (formerly known as Addwise Infomanage)
User interface, information architecture and web development company
Senior UI and usability consultant, head of the UI team
Lead and managed a variety of UI projects; in charge of time and work planning, client meetings and presentations and oversight of junior staff work.
Responsible for the user-centered design work flow: research, client and user interviews, users and tasks analyses, information architecture, user interface definition, style and standard guides and usability tests.

Clients included:

  • BMC (large software company)
  • Ministry of Treasure (Israel)
  • Orange (cellular phone provider)
  • Yellow pages, Israel
  • Mizrachi Bank

Lectured in professional conferences, and lead workshops:

    • Internet World (Tel Aviv) 2004
    • Microsoft Israel Usability seminar 2004

2000 – 2003

Aaron Marcus and Associates (
User interface design company
Senior Designer / Analyst
Led teams on analysis and user–centered design projects. Designed UI and visual appearance for applications and web-based environments.

Clients included:
• Visa
• ACM (the Association for Computing Machinery)
• Federal Reserve Bank
• Tiscali (a leading European ISP)

Lectured in international professional conferences:
• Wireless World (NYC) 2002
• CHI 01 (Seattle) 2001
• UPA meeting (Washington DC) 2001

1998 – 2000

Amdocs LTD.
Telecommunication software company
Team leader of the new media team
Responsible for design and creative management of multiple projects, including interactive systems, computer based training CD-ROMs, and computer based video clips shown in conferences worldwide

1996 – 1997

Macom Networking LTD.
Web presence company.
Web designer
graphic and interaction design of websites:
• Israeli site of Dun and Bradstreet
• The Youth Hostel Association in Israel
• “Hebrew a Living Language” – a Hebrew learning site

1992 – 1995

Commercial and Editorial Freelance Photographer
• Produced and photographed photo essays for leading news papers and magazines
• Studio stills and portraiture appearing in commercial ads and catalogs

UXD Skills

UX & UI Design
Usability Protocols
Persona Creation
Information Architecture (IA)
User Testing
Contextual inquiries
Requirements Definition

Windows and Mac platforms
Microsoft Visio
Axure (prototyping tool)
Microsoft Office
Adobe Photoshop
Adobe Dreamweaver
Balsamiq (wireframe tool)


1995 – 1996

Utrecht School of Design, Holland –
Master degree (MA) in Interactive Multimedia granted by the Royal College of Arts, London.
An inter-disciplinary, project-oriented program.
The final project resulted in an educational CD-ROM for the Arnhem Museum of Arts.