I'm a UX Team Lead who enjoys turning complex products into experiences that feel simple, approachable, and enjoyable.
Over the past decade I've designed products across fintech, automotive, low-code development, and AI. Today I lead the UX team behind Wix Harmony at Wix, where I'm helping shape the future of AI-powered creativity.
Building a visual app platform @ Wix Blocks
Wix Blocks is a visual development platform that enables technical creators to build, manage, and publish native Wix apps. Unlike traditional developer tools, Blocks was designed for a new generation of creators who combine product thinking, design, and development skills. As UX Team Lead, I led the end-to-end experience across the platform, from project setup and drag and drop editing to coding, app consumption in the Wix Editor, testing, and publishing. My focus was on simplifying complex workflows while preserving the flexibility and power technical creators need.
- Role
- UX team lead, end-to-end product experience
- Focus
- Visual app development, editor flows, testing, publishing
Redesigned the main workspace to better support the natural creation flow. I simplified the navigation hierarchy, clarified the relationship between design and configuration, and prioritized widget creation before editor-specific configuration, reducing cognitive load throughout the experience.
Designed the Editor Experience, giving app creators full control over how their apps are configured inside the Wix Editor. Builders could create custom settings panels, define editing behaviors, and build native-feeling interactions that seamlessly integrate with the rest of the Wix Editor.
Designed the Dashboard Interface experience, enabling Blocks users to create back office pages for managing their app and its data. The goal was to keep the creation experience consistent with widget building, using familiar editor elements and drag and drop patterns, while supporting the code logic needed to control app data behind the scenes.
Designed the end-to-end release flow, guiding creators from testing their app to publishing and version management. The experience simplified a technical deployment process into a clear, step-by-step workflow, helping creators confidently release updates while maintaining full control over versioning.
Shaping an AI-first creation platform @ Wixel
Wixel is an AI-powered content creation platform that helps users turn ideas into professional-quality social posts, images, videos, logos, presentations, and documents. Built from the ground up as an AI-first product, Wixel combines multiple creative workflows into a single, intuitive experience across desktop and mobile. As UX Team Lead, I led the UX of the platform during its early stages, translating a broad product vision into a scalable design system and a cohesive user experience. One of the biggest challenges was building a unified platform while onboarding seven different products, each with unique workflows and requirements. Rather than designing isolated experiences, we created a shared platform that could adapt to different content types while maintaining consistency, speed, and simplicity.
- Role
- UX team lead, product foundations and AI-assisted workflows
- Focus
- AI creation, lightweight editing, mobile-first creation
Building Wixel meant designing a platform that could support fundamentally different creative workflows while feeling like a single product. Every new content type introduced unique requirements, from video timelines and PDF page navigation to forms, guest lists, and specialized editing tools. My role was to identify common patterns, platformize interactions, and create flexible UX foundations that allowed new capabilities to scale without increasing complexity.
Designed two complementary creation modes: Gallery View for browsing and managing multiple assets, and Focus View for distraction-free editing of a single asset. This balance allows users to stay organized while switching seamlessly into deep creative work.
Designed a mobile-first creation experience that brings AI generation and editing into a single, seamless workflow. The interface was optimized for small screens, allowing users to generate, refine, and edit content without losing context or interrupting their creative flow.