Hey 👋

I'm Assaf, a Product Design Lead (UX/UI) and Design System Expert based in Tel-Aviv, Israel. I focus on designing digital products from the first concept to production.

While my professional expertise in Design Systems ensures product consistency and accelerates development cycles, my most important system is the one I manage at home with my wife, Danielle, and our two sons, Gon and Yaari. ❤️

I thrive on translating complex business goals into elegant, intuitive, and visually compelling digital solutions, driven by a passion for continuous learning and the challenges of creating great digital experiences.

I design intuitive, user-centered digital products that drive real impact for startups, scale-ups, and global companies. I lead projects from concept to production, combining strategic thinking with hands-on design execution. My work spans complex platforms, mobile apps, and design systems, with a strong focus on clarity, usability, and visual polish.
Skilled in Figma, prototyping, and cross-functional collaboration, I thrive in fast-moving environments where design can make a real difference.

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You say goodbye? 

Send me an email or call me at 052.8383632

and I say hello!

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