Role: Lead UX/UI Designer

Team: 2 Designers, Product Management, 5 Developers

Duration: 12 months

Overview:

We took Twik’s basic Personalizations and transformed them into powerful, user-friendly Addons, controlled through a streamlined Visual Editor. This redesign gave users more control and drove significant engagement and revenue improvements.

Problem:

Twik’s original Personalizations were too basic, offering limited customization and frustrating users who needed more flexibility to optimize their sites. Many clients felt they weren’t getting the full value of Twik’s capabilities, leading to dissatisfaction, underutilization and ultimately churn. Our goal was to empower every client—regardless of their tech skills—to harness the platform's full potential.

🔗 Screenshot of the old Personalizations interface

Solution:

We rebranded Personalizations as "Addons" and introduced the Twik Visual Editor, a no-code UI that allowed users to easily customize and manage their site elements. The new interface simplified the user experience while offering far greater control and flexibility.

🔗 Screenshot of the new Visual Editor interface

Collaborating closely with our development team, we integrated advanced AI features, allowing users to make powerful adjustments without needing technical skills. This collaboration also involved partnering with top AI companies to ensure high-quality results.

🔗 Video of the Visual Editor's custom addon setup

Results:

The shift to customizable Addons within the Visual Editor transformed how our users interacted with Twik, leading to significant improvements across the board.

• User Engagement: Addon usage and creation surged, as users embraced the new flexibility.

• Client Satisfaction: User satisfaction scores increased with resounding positive feedback on the intuitive design.

• Revenue Impact: Sites using the new Addons saw a significant uplift in average revenue per visitor (ARPV), as well as a total revenue uplift, directly boosting overall sales.

Role: Lead UX/UI Designer

Team: 2 Designers, 4 Developers, 1 Data Analyst

Duration: 4-6 months

Overview:

At Twik, users were often stuck in the frustrating “Learning Mode,” especially small businesses with low traffic. Our goal was to replace this unclear phase with a transparent progress bar that quickly educated and engaged users, making Twik's value immediately clear.

Challenge:

Twik’s initial “Learning Mode” was supposed to be a temporary phase where the system observed user behavior before delivering personalized content. Sounds cool, right? Well, not so much when small businesses found themselves stuck in this mode for what felt like an eternity. With Twik silently “learning” in the background, users were left scratching their heads, wondering why they weren’t seeing the platform's magic at work. This led to confusion, frustration, and an overwhelming sense of “Did I do something wrong?”

🔗 Screenshot of the old "Learning Mode" UI

Solution:

To solve this, we reimagined the entire “Learning Mode” experience and turned it into a dynamic, educational journey complete with a progress bar. Here’s what we did:

• Visual & Data Enhancements: Added early analytics insights like revenue, real-time users on-site with geolocation mapping, and key metrics. This gave users something tangible to look at while Twik continued to learn.

🔗 Screenshot of the enhanced data and analytics section

• Order History: Created a chronological order log showing every transaction and whether Twik or the control group deserved the credit. No more guessing games!

🔗 Screenshot of the new order history log feature

• Transparent Progress: We introduced a clear progress bar to show exactly where users were in the learning process. Each stage came with a tutorial video that we scripted and filmed professional actors to add a human element, making the technical stuff more digestible.

🔗 New progress bar flow

Results:

• Client Understanding: The revamped progress bar helped reduce customer support inquiries about “Learning Mode”.

• Engagement: We saw an increase in user engagement within the first week of launching the new feature.

• Conversion Rates: Sites that moved past the learning phase experienced a significant revenue uplift of faster than those in the previous iterations.

• Customer Satisfaction: Post-implementation surveys indicated an increase in customer satisfaction, with users specifically praising the clarity and transparency of the new onboarding process.

Role: Lead UX/UI Designer

Team: 2 Designers, 1 Product Manager, 4 Front-end Developers, 2 QA Engineers

Overview

Creating a consistent, scalable, and responsive design system was crucial for unifying our product's look and feel. Enter twikUI, a design system meticulously crafted in Figma to streamline our design-to-development process, improve collaboration, and ultimately deliver a more cohesive user experience across all touchpoints.

The Problem

As Twik’s product offerings expanded, the inconsistency across various components became increasingly apparent. Designers and developers were constantly navigating a tangled mess of styles, colors, and components, leading to inefficiencies, errors, and, ultimately, a fragmented user experience. It was clear that a unified design approach was needed.

The Solution

To address these challenges, I spearheaded the creation of twikUI in Figma. This design system was built with a focus on scalability, responsiveness, and ease of use. We implemented a modular approach, creating a library of components that could be easily adapted and reused across various products and platforms.

Key Elements of twikUI:

• Responsive Design: Every component was designed with adaptability in mind, ensuring that our UI remains seamless and user-friendly across all devices.

• Scalability: The system was built to grow with our product, allowing new components and styles to be easily integrated without disrupting existing designs.

• Variables: Colors, typography, and spacing were standardized using variables, enabling quick adjustments and ensuring consistency across the board.

• Design Tokens: We’re preparing to convert the design system into design tokens, which will facilitate better communication and implementation with our developers, ensuring a smoother handoff and more consistent final product.

The Results

The implementation of twikUI has significantly improved the consistency and efficiency of our design and development process. Here's how it’s made an impact:

• Design Consistency: Achieved a massive reduction in UI inconsistencies across products.

• Development Efficiency: Reduced design-to-development handoff time, thanks to the clarity and precision provided by the organizational method.

• User Satisfaction: Saw an increase in user satisfaction scores, attributed to the more cohesive and intuitive user interface.

Conclusion

twikUI has not only streamlined our internal processes but has also enhanced the overall user experience by providing a unified, consistent, and scalable design language. As we continue to expand our product offerings, twikUI will be an integral part of ensuring that our design and development teams stay aligned and efficient.

• Managed a diverse portfolio of freelance projects across various industries (Sphot, Brainstorm BGU, Triple X, and more), delivering tailored designs that met unique client needs and business goals.

• Developed end-to-end product designs, including wireframes, prototypes, and high-fidelity visuals.

• Adapted quickly to different design challenges, leveraging creativity and technical skills to solve problems.

• Built strong client relationships through clear communication, reliability, and consistently exceeding expectations, leading to repeat business and referrals.

Summary: Incorporating AI and accessibility into your design process can enhance user experience and broaden your product’s reach. This article discusses how to integrate these elements effectively in your projects.

AI and accessibility have become indispensable components in modern product design, offering both innovation and inclusivity. When used thoughtfully, AI can enhance personalization, automate repetitive tasks, and predict user needs. However, without careful consideration, AI can also complicate the user experience by creating opaque systems that users struggle to understand. Striking a balance between innovation and usability is key.

Here’s how to incorporate AI and accessibility into your design:

1. AI for Personalization, but Keep It Transparent.
AI offers powerful personalization tools, adapting content, features, and layouts to individual user preferences. For example, AI algorithms can recommend relevant products based on previous user behavior or adjust interfaces according to user habits. However, while AI can be useful, transparency is essential. Avoid creating a “black box” where users don’t understand how decisions are made. Provide clear explanations or settings where users can see and control how AI impacts their experience.

2. Automating with AI While Maintaining Control.
AI can simplify tasks, from automating data entry to predictive text. However, ensure users retain control over these automations. It’s crucial to allow them to opt-out of certain features or manually adjust AI-suggested actions. This balance fosters trust, ensuring that users feel empowered rather than overwhelmed by technology.

3. Prioritize Accessibility from the Start.
Accessibility should never be an afterthought. From the very beginning of the design process, ensure that your product is usable for people with disabilities. Adhere to best practices such as using high color contrast for readability, providing descriptive alternative text for images, and ensuring that every part of your user interface can be navigated via keyboard for those who cannot use a mouse.

4. AI to Improve Accessibility.
AI can be an incredible tool for enhancing accessibility. For example, speech recognition technology allows hands-free navigation for users with mobility impairments, while AI-driven alt text generators help visually impaired users understand images. Integrating these capabilities helps create a more inclusive product for a broader audience.

5. Testing with Real Users.
No matter how well-intentioned, AI and accessibility features must be tested with real users. Incorporating user feedback, especially from those with disabilities, will uncover pain points that you may not have anticipated. Whether it's ensuring your AI works as expected or validating that your accessible design choices are functional, user testing is key to refining the experience.

6. Legal and Ethical Considerations.
Both AI and accessibility bring unique legal considerations. Ensure your AI-driven features respect user privacy and that your product meets accessibility standards, such as WCAG (Web Content Accessibility Guidelines). Beyond legal compliance, designing with these principles demonstrates your commitment to creating ethical, user-centric products.

By thoughtfully integrating AI and accessibility into your design process, you create products that are not only cutting-edge but also inclusive. A balance of personalization, transparency, and accessibility will ensure that your designs reach a diverse and broad user base, improving overall user satisfaction and engagement.

Summary: A successful project kick-off lays the groundwork for collaboration, clarity, and shared ownership. Here, we explore how to conduct a kick-off meeting that aligns your team and stakeholders, ensuring smooth sailing from day one.

Kick-off meetings often set the tone for the entire project. As a product designer, it’s easy to get caught up in the deliverables — wireframes, user personas, and feature lists. But the true value of a kick-off lies in ensuring everyone is on the same page. This meeting is more than just a discussion of logistics; it's about establishing trust, building rapport, and getting stakeholders excited about the project’s possibilities.

Here’s how you can lead an effective project kick-off:

1. Start with a Clear Agenda.
Ensure that every participant knows what to expect. This includes the project scope, objectives, roles, and timelines. Share the agenda beforehand so everyone arrives prepared and the meeting stays on track.

2. Focus on Objectives, Not Just Deliverables.
Rather than overwhelming the team with technical specifics, focus on the 'why.' Explain how the project aligns with business goals or user needs. This approach engages stakeholders and encourages a deeper investment in the project’s success.

3. Establish Roles and Communication Channels.
Make it clear who is responsible for what. Equally important is how everyone will communicate. Whether it’s daily stand-ups, Slack updates, or weekly meetings, set expectations early to prevent miscommunication.

4. Create Room for Questions and Collaboration.
Encourage your team to ask questions. A kick-off isn’t just about dictating information; it's about fostering a collaborative atmosphere where everyone feels involved. It's essential for uncovering potential blind spots or identifying resources the team might need.

5. Conclude with a Unified Vision.
Wrap up the meeting by reiterating the project’s goals and next steps. Everyone should leave the room with a clear understanding of the direction and a shared sense of ownership.

Kick-off meetings are about setting a strong foundation for the project. They create a shared understanding of the project’s goals and foster collaboration, setting the tone for the entire team’s work. By clarifying roles, timelines, and communication, you ensure the team is aligned, confident, and ready to move forward.

Summary: Effective handoffs are crucial to maintaining design integrity from concept through to development. This article delves into the best practices for a seamless transition.

Ensuring that a project transitions smoothly from the design phase to development is pivotal in preserving the integrity and intent of the design throughout the product development process. The key to a successful handoff lies in providing comprehensive, detailed documentation that goes beyond mere design specifications to include user flows, edge cases, and the reasoning behind each design decision.

Utilizing tools like Figma, Slack, Monday and FigJam can streamline these handoffs, but the real success factor is sustained, regular communication with the development team. Setting up routine check-ins during the development phase is crucial to resolve any queries or issues promptly, ensuring that the design vision is perfectly aligned with the technical execution.

This proactive approach and open communication help ensure that the final product faithfully reflects the original design concept, leading to better outcomes and fewer revisions.

Summary: Successful hiring of junior product designers requires a focus on intangible qualities that showcase a candidate's ability to grow within a team.

Selecting the right junior product designers is pivotal in shaping a team that is not only skilled but also vibrant and adaptive. While a solid technical foundation is important, the true indicators of a promising designer often lie beyond their current abilities.

1. Eagerness to Learn.
   A genuine passion for learning and improving is critical, as junior designers will need to absorb feedback and acquire new skills quickly to thrive in a fast-paced environment.

2. Curiosity About User Needs.
   Seek out designers who are naturally curious about user pain points and demonstrate a desire to understand and address real-world challenges through their designs.

3. Collaboration Skills.
   Design is rarely a solo effort. Candidates should be able to communicate effectively, share ideas, and work well with cross-functional teams to bring projects to life.

4. Problem-Solving Approach.
   Evaluate how candidates break down complex problems, their approach to creative solutions, and their ability to explain the reasoning behind their design choices.

5. Openness to Feedback.
   The ability to listen, adapt, and iterate based on constructive feedback is essential for professional growth, especially in junior roles where learning is constant.

6. Potential Over Perfection.
   A polished portfolio is not always a sign of a great designer. Look for signs of creativity, critical thinking, and the potential to grow, even if their work isn’t flawless.

Building a successful team starts with hiring individuals who bring the right attitude and potential, ensuring long-term success beyond just technical skills.

Summary: Transitioning from an individual contributor to a lead product designer involves a significant shift in focus. This article explores the key skills and mindset changes necessary to effectively manage a design team while ensuring business success.

1. Shift from Execution to Strategy.
   Focus on the bigger picture by aligning design with business goals and long-term outcomes.

2. Cultivate Strong Communication Skills.
   Communicate clearly with your team and stakeholders to ensure alignment and understanding.

3. Give Constructive Feedback.
   Provide actionable, encouraging feedback that helps your team grow while maintaining consistency.

4. Develop Leadership and Mentorship Skills.
   Inspire and support your team’s growth while fostering a collaborative environment.

5. Align Design with Business Objectives.
   Ensure design decisions contribute to user needs and business goals, focusing on metrics like user retention.

6. Balance Creativity with Practicality.
   Encourage innovation while keeping designs feasible and aligned with project constraints.

7. Build Relationships with Stakeholders.
   Collaborate with stakeholders to ensure design is valued and understood at all levels of the organization.

8. Delegate and Empower Your Team.
   Trust your team with execution while focusing on leadership and strategic decisions.
   
   By focusing on communication, mentorship, and aligning design with business objectives, you can lead your team to success while driving meaningful impact for your organization. The role is both challenging and rewarding, offering the opportunity to shape not only products but also the future of your design team.

Summary: Thriving as a product designer in the fast-paced startup environment requires agility, the ability to wear multiple hats, and a relentless focus on the user. This article outlines how designers can successfully navigate the startup hustle.

Startups are known for their speed, innovation, and often, a bit of chaos. As a product designer in a startup, you’ll likely encounter shifting priorities, limited resources, and the need to juggle multiple roles. While these challenges may seem daunting, they also offer tremendous opportunities for growth, creativity, and impact.

1. Embrace Agility.
One of the most essential qualities for a product designer in a startup is adaptability. In these environments, change is the only constant. You may be iterating on designs one day and pivoting to an entirely new direction the next. The ability to move quickly, gather feedback, and adjust your designs accordingly is critical. This doesn’t mean sacrificing quality but rather prioritizing iterative progress over perfection.

2. Be Prepared to Wear Multiple Hats.
In larger organizations, product designers can focus solely on their craft. But in startups, you’ll likely be called upon to wear multiple hats. One day you might be conducting user research, and the next you’re helping with front-end development or marketing collateral. Being versatile and open to learning new skills is invaluable in a startup environment. It’s not uncommon to step into roles beyond design, and doing so helps you gain a broader understanding of the business as a whole.

3. Stay User-Focused.
Despite the fast pace, it’s essential to maintain a user-first mindset. The startup’s success often hinges on the ability to solve real user problems in innovative ways. As a product designer, you serve as the advocate for the user. Make sure that your designs are informed by research, whether through user testing, interviews, or data analytics. Keeping a pulse on the user experience ensures that your designs remain grounded in solving the right problems.

4. Prioritize Communication and Collaboration.
In startups, cross-functional collaboration is key. You’ll be working closely with developers, product managers, and often the founders themselves. Clear and efficient communication is crucial to ensure that everyone is aligned on goals and timelines. Regularly sync with your team to gather feedback, understand constraints, and share your design progress. This collaboration fosters a sense of shared ownership and keeps the project moving forward.

5. Manage Time and Expectations.
Startups operate under tight deadlines and rapid release cycles. As a designer, you need to be realistic about what can be accomplished within a given timeframe. Prioritize the most impactful tasks and learn to say no when necessary. Managing both your own time and the expectations of your team ensures that you can deliver quality work without burning out.

6. Thrive on Feedback.
In a startup, feedback loops are short and frequent. Whether it’s user feedback, input from stakeholders, or developer constraints, you’ll be making adjustments regularly. Learn to embrace feedback as a tool for growth and improvement. Incorporating insights from various sources will not only make your designs better but also build stronger relationships with your team and users.

7. Be Ready for Uncertainty.
Startups often face uncertainty, whether it’s funding issues, shifting market demands, or unforeseen challenges. As a product designer, your role will be to bring clarity through design, even when the path ahead isn’t entirely clear. Embrace the uncertainty as part of the process and stay flexible in your approach.

In conclusion, thriving as a product designer in a startup requires more than just design skills. Agility, versatility, communication, and a user-centric approach are key to navigating the startup hustle. By adapting to the dynamic environment and embracing the unique challenges, you’ll not only succeed but also contribute to the growth and innovation that define startup culture.