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Lia Dolev

About Lia Dolev.

Freelance product designer (UX/UI) for B2B SaaS, AI and cybersecurity products. 20+ years of experience, based in Israel.

Who is behind the studio

I'm a freelance product designer (UI/UX) for B2B SaaS and enterprise platforms: complex, data-heavy systems and AI products. I work closely with product and engineering, often as the first or only designer, turning messy ideas into clear, structured products, from the first flows to scale.

At GfK, Optibus and Gigya I was the only designer in the company, owning research, specification and design end to end with the CEO, product and R&D. That is still how I work: close to the people who build the product, often as the first or only designer.

Earlier in my career I worked agency-side, designing project by project across fintech, defense and healthcare, for clients such as Microsoft, Elbit Systems, the Israeli Ministry of Defense and Bank Hapoalim. That is where the range behind the B2B and enterprise work comes from.

Career highlights

  • PlaxidityX Scaled design from one product to seven, built the design system, and designed an AI-driven XDR platform. A product I designed was presented at a global conference and led to collaborations with Google.
  • Gigya Sole designer from early-stage startup to the company’s $350M acquisition by SAP, with 700+ enterprise customers and 1.5 billion customer identities under management.
  • Optibus Sole designer through the $12M Series A, and led the company rebrand.
  • GfK Designed RegioGraph, a geomarketing platform that won Top Retail Product 2017. Acquired by NielsenIQ.
  • General Motors Owned UI/UX for the Bolt EV and Hummer Off-Road apps.

How I work

I make complexity usable: I structure complex systems so people can understand and operate them, and I design flows, architecture and consistency across a whole product, not one screen at a time. I move forward under constraints, make the trade-offs explicit, and keep momentum with product and engineering.

I design in Figma, with AI in the loop: Cursor, Claude, Lovable and Make.com for design-to-code and automation. I work in Hebrew and English, remotely or hybrid, with clients in Israel, Europe and the US.

Studies and recognition

  • AI development, Hebrew University of Jerusalem (in progress)
  • AI agents and automation, Jezreel Valley Academic College
  • UX Design (UXer) and visual communication design (Asqola)
  • Top Retail Product 2017, RegioGraph (GfK)
  • Writing on product design on Medium and in the articles section

Check it yourself

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