Nice to meet you! I’m Hemda, mother to Gal and Barak, and Ron’s partner. I’m a designer with 15 years of experience in visual communication and over 8 years in product design. My work has spanned diverse industries, including finance, marketing, cybersecurity, gaming, and more.

I started my career at the newspaper Haaretz, focusing on typography and infographics for various editorial projects. Later, I joined Meitav-Dash as a sole designer, where I transitioned into digital product design within the finance sector. I then led an independent design studio, partnering with digital marketing agencies and delivering custom design solutions to various businesses.

At Orbotech, I led major design initiatives, such as building a full-scale content library with the R&D team. At Buildots, a construction tech startup, I focused on crafting innovative features and elevating the product's UX through user research, prototyping, and design system management.

Most recently, I was a product designer at Similarweb, where I led the design of Shopper, a B2B SaaS platform for Amazon sellers. I collaborated closely with product, development, and data teams to build intuitive and effective user experiences.

Today, I work as a freelance product designer and serve as a UX/UI designer within a military technological unit, where I tackle complex challenges in high-stakes environments. My expertise spans UX research, product design, branding, and marketing design. I’m especially passionate about helping startups from the ground up—shaping their vision, building strong design foundations, and supporting their growth through thoughtful, user-centered design.