I'm a web designer

coming from a background of industrial design

I started my career as an industrial designer and spent a lot of my time exploring relationships between people and products. As time went by I realized that more than anything I am interested in what happens to those relationships over time. And so shifting from core hardware design to focus on designing experiences, regardless of the medium, felt natural. But are these really seperate things? Today I see things a bit differently.

Every Designer is a UX designer

I used to get asked how I made the transition from ID to UX. Although these are two different professions, there isn't a big difference in how they think through a problem. An industrial designer is also an experience designer, even if he's not called that. Think of the basic things we use everyday — the shoes you're wearing, the car you're driving, or the chair you’re sitting on. Every product has a unique user experience which you might like or hate. The person who designed it was not called a UX Designer in all cases, however, these designers designed the product with a user in mind. An architect designs buildings, and every second you’re inside a building or near one, you are experiencing it. Did the architect design the experience for it? Of course. Yet do we call her a user experience designer? No.

I am a Product Designer

Whether I'm designing hardware or software, Research, UX, Information architechture, etc. - are a given.

My interest in the relationship between users and products goes back a long way. While still in college, I designed two award winning projects that examine these connections.


Booklifier ProductBooklifier Product

The first, Booklifier (combining the words book + amplifier), brings excitement to book reading by artificially creating atmosphere and intensifying our emotions while we read. (* This project was done before the Kindle was born, before e-books were a popular thing and before audio books were invented). The thought about the ways in which new technologies seem to be changing the experience of reading triggered my work on this project. The problem - Television, the Internet, and other new media, have caused many people to spend less time reading.

My house in JerusalemMy house in Jerusalem

This is one wall in the house I grew up in. My dad is a professor, and every single wall in our house has a bookshelf against it...

While researching about book-reading habits, I discovered a study from the University of Chicago that reveals that one in two Americans do not read books at all, and those who do devote less than half an hour a day to reading. In response to this concern, there are various products that attempt to encourage reading.

Products that encourage readingProducts that encourage reading

The fast pace of today's modern lifestyle does not leave room for the slowness of reading.

Most people would rather fill up a free hour in front of the TV or the computer. Booklifier gives new meaning to the experience of reading, making it relevant again.

For example, picture yourself traveling in the woods (in the book), in a dark forest, and you are frightened. Your feeling of fear would normally be X. The booklifier increases it to be X+5. In this way, your reactions while reading reach an extreme and a new reading experience is created. You really feel like you are "inside" the book.

How it works

The computer translates the biometric indications and transforms them into an audio visual display. The information is transformed from the reader's body by means of wireless methods to the computer. The receiver inside the product obtains the measurements and produces an audio visual display using amplifiers and Led lights. A battery inside the product radiates energy to the amplifiers and light.

Playful, Useful Tableware

The second is a set of tableware that responds to our basic need as humans to touch, feel, and explore objects at hand. Hair twirling, finger tapping, nail biting, or pen flicking are common examples.

This set of tableware offers a solution to this need, by offering a fun way of serving and drinking coffee, which creates a conversation between the drinking utensil and the user. In order for these items to "respond", one has to act on them. To each familiar object I've added a new function, which is at once fun to play with and has an important role when drinking.

Playful TablewarePlayful Tableware

For example, the teapot's shape is inspired by a racing car. It's circular side walls determine the "course": it is to be rolled on the table surface, until it reaches the cup and fills it up.

The tall coffee cup has wheels on it's bottom so you can push it back and forth like you would a toy car. These wheels are connected to a spring, that goes all the way into the cup through the handle, where it is connected to a propeller. As the user plays with the cup, driving it back and forth on the table, it causes the propeller to swirl in the liquid.

Notable Awards

Product Hero, Expedia

Best Presenter Award, Smith, PM Academy

Featured Artist of the year, Filter Talent

First-place, final project, Industrial Design, Bezalel Academy

Third place, Architecture Competition, The Synagogue as an Egalitarian Space, Kolech, the 4th International Conference in Israel

Most Outstanding Innovative Idea, Microsoft Research Design Expo

First-place, final project, glass and ceramics design, Bezalel Academy

Press, Public Speaking, Teaching, Exhibits

Meet Noa Dvoskin, Co-Founder of VillageHunt, Interview with Moms Can Code (2017)

Shopping for Your Little Ones Just Got Easier Thanks to These Local Parents, Interview with Seattle's Child (2017)

Instructor, School of Visual Concepts, Preparing students for a certificate in User Experience Design (2016/17)

Lecturer, IDSA Oregon Chapter, Portland, Oregon (2010)

Presenter, Product Design Exhibition ‘In Second Gear’, Tel Aviv, Israel (2006)

Group Exhibition, Ben Gurion International Airport, Israel (2006)

Group Exhibition, Museum for Israeli Art, Ramat Gan, Israel (2005)

Lecturer, Design & Technology Conference, Israel Museum, Jerusalem (2005)

Group Exhibition, 2nd Ceramic Biennale, Eretz Israel Museum, Tel-Aviv, Israel (2005)

Lecturer & Booth Presenter, Microsoft Research Design Expo, Redmond, Washington (2004)

Site History

Previous versions of this site's design have been archived for your browsing curiosity.

Version 1 - 2009-2011

Version 2 - 2012-2013

Version 3 - 2014-2017