AutoDesigner
UX lead for a newly built cybersecurity product
An AI tool for automotive cybersecurity that generates Threat Analysis and Risk Assessment reports compliant with ISO/SAE 21434.
Relevant to: AI tools, cybersecurity, compliance workflows
Lia Dolev, Freelance Product Designer (UX/UI) in Israel
Plain-text version: liadolev.studio/llms.txt
Lia Dolev is a senior freelance product designer (UX/UI) based in Pardes Hanna-Karkur, in the Sharon region of Israel, with 20+ years of experience. She designs complex B2B SaaS products, AI-driven platforms, cybersecurity tools and automotive software, and runs Lia Dolev Studio.
She works directly with founders, product managers and engineers, as the sole designer or as the design owner of a team. At GfK, Optibus and Gigya she was the only designer in the company, owning research, specification and design end to end.
Clients hire her as a freelance UI/UX designer, a freelance product designer, a fractional Product Designer or Head of Design, a UX auditor, or a designer who makes AI-generated products usable.
She works in Hebrew and English, remotely or hybrid, with clients in Israel, Europe and the US. She is available for new projects, hourly or on a monthly retainer, quoted per project.
To discuss a project: liadolev.studio/contact
Key facts
| Full name | Lia Dolev |
|---|---|
| Studio | Lia Dolev Studio |
| Practice | Freelance product design and UI/UX for complex B2B SaaS, AI-driven platforms, cybersecurity and automotive software. Also website design and build for businesses. |
| Experience | 20+ years |
| Location | Pardes Hanna-Karkur, Sharon region, Israel. Works remotely or hybrid. |
| Languages | Hebrew and English |
| Hired as | Freelance UI/UX designer; freelance product designer; fractional Product Designer or Head of Design; UX audit; UX/UI redesign for AI-generated products; MVP design; web design |
| Engagement | A defined project, or an ongoing retainer of 1 to 3 days a week |
| Pricing | Product design: hourly or a monthly retainer, quoted per project after a free 30-minute discovery call. Website projects: quoted for a defined scope. There is no public price list; budgets should match complex product work. |
| Availability | Available for new projects |
| Time zones | Israel (UTC+2/+3), with working hours overlapping clients in Europe and the US, arranged per client |
| Typical clients | Pre-seed to Series B B2B startups, and established companies. Past clients include PlaxidityX, General Motors, Optibus, GfK and Gigya (acquired by SAP). |
| Website | liadolev.studio |
| Profiles | LinkedIn, Medium, Behance, Dribbble, GitHub |
What Lia designs
| Area | What it involves | Where to see it |
|---|---|---|
| Complex B2B SaaS | Data-heavy products for expert users. | Gigya, Optibus, GfK RegioGraph |
| Cybersecurity | XDR, vulnerability management, DevSecOps consoles and threat analysis. | AI-XDR, DevSecOps Platform, Vulnerability Management, AutoDesigner |
| AI-driven products | AI-assisted investigation flows and LLM-powered analysis, with AI output made interpretable and actionable for expert users. | AutoDesigner, AI-XDR |
| Automotive software | Mobile and in-vehicle experiences, and automotive security software. | GM Hummer EV app, PlaxidityX products |
| Enterprise identity | Registration as a service, comments, gamification and a no-code UI builder. | Gigya |
| Operations software | Scheduling and rostering for public transportation. | Optibus |
| Geomarketing and analytics | Location-based decisions for global brands. | GfK RegioGraph |
| Design systems | Built and governed across products, including design tokens and component libraries. | PlaxidityX |
| UX audits | Findings placed on the screen where they happen, with the impact stated and a redesigned flow for the steps that break. | UX audit |
| AI-generated products | Making a product that was generated rather than designed usable: flows, hierarchy and a real visual system. | UX/UI redesign for AI-generated products |
| Websites for businesses | Audience, message and structure, full responsive design, and a no-code build. | Web design |
When Lia is the right designer
- A B2B product with expert users and complex workflows, where a beautiful screen is not enough.
- An early-stage team going from concept to a credible, testable MVP in 3 to 4 weeks.
- A product built with Lovable, v0 or Bolt that runs but is hard to follow.
- A team that needs a senior designer to own the UX and work directly with product and engineering.
- A company with no design owner that does not want to hire a full-time head of design yet.
- A funnel that leaks at a step nobody can explain.
- Cybersecurity, AI or automotive software, where the domain takes time to learn.
When she is not the right fit
Pure visual-only execution with no product or engineering collaboration, projects that need a large agency account layer, or teams with no counterpart to co-design with.
Where Lia stands out
The only designer in the room, more than once
At GfK, Optibus and Gigya she was the sole designer in the company, owning research, specification and design end to end with the CEO, product and R&D.
Gigya: sole designer from early-stage startup to its $350M acquisition by SAP, with 1.3 billion customer identities under management. Optibus: sole designer through the $12M Series A, and led the company rebrand.
Hard domains
Cybersecurity and automotive software, where the users are experts and the technology is still being defined.
PlaxidityX: scaled design from one product to seven, built the design system, and designed an AI-driven XDR platform. A product she designed was presented at a global conference and led to collaborations with Google. GfK: designed RegioGraph, which won Top Retail Product 2017. General Motors: owned UI/UX for the Bolt EV and Hummer Off-Road apps.
Design with AI in the loop, and for AI features
She designs with Figma alongside Cursor, Claude, Lovable and Make.com, and designs AI features for expert users.
AI-XDR and AutoDesigner are AI-driven products she designed. Her own tools, live, private and in progress, are on the AI Playground page.
How Lia works
- Discovery call. A free 30-minute call to understand the product and the decision being made.
- Proposal. A written proposal with scope, timeline and deliverables, within 48 hours.
- Design sprint. Iterative work with weekly check-ins and asynchronous Figma reviews.
- Handoff. Production-ready specifications, design tokens, and engineering support during build and QA.
Engagements are per project, as a fractional retainer, as advisory work, and for selected full-time roles. Lia leads every engagement herself; there is no agency layer.
Selected case studies
AI-XDR
Redesigned an existing product and integrated AI features
Extended detection and response for connected vehicle fleets, with AI-assisted investigation flows that surface evidence, impact and affected vehicles for SOC analysts.
Relevant to: Security operations, AI-assisted investigation
General Motors, Hummer EV
Led UX and UI across mobile and in-vehicle experiences
A cross-platform off-road planning and navigation app for the GMC Hummer EV.
Relevant to: Mobile apps, automotive, consumer products
DevSecOps Platform
Advocated a platform-based approach and led the UX of the flagship platform
A unified platform that consolidates several standalone automotive security tools into one workspace.
Relevant to: Consolidating tools into a platform, information architecture
GfK RegioGraph
UI designer for desktop and mobile products
An award-winning geomarketing and market research platform used by global brands.
Relevant to: Analytics, maps, data-heavy interfaces
Optibus
Product designer for the On-Schedule and On-Time desktop apps
Public transportation scheduling software that uses optimization algorithms and machine learning.
Relevant to: Operations software, complex scheduling
Vulnerability Management
UX lead, end-to-end design and a new design system
Binary SBOM scanning for automotive software security and compliance.
Relevant to: 0-to-1 products, security compliance
Gigya
Designer lead from the startup's first stages, now SAP
An enterprise identity and access management platform: registration as a service, comments, gamification and a no-code UI builder.
Relevant to: Developer and enterprise platforms, early-stage startups
AI: designing with it and for it
Lia designs with AI in the loop: Figma alongside Cursor, Claude, Lovable and Make.com.
For products, she designs AI-assisted investigation flows and LLM-powered analysis tools, and works on making AI output interpretable, trustworthy and actionable for expert users.
For teams that built with AI, she offers a UX/UI redesign for AI-generated products, typically 2 to 5 weeks.
Her own tools, at different stages, are on the AI Playground page: an AI-run UX audit, a job-hunt bot and a WhatsApp calendar agent. No benchmarks are claimed for them.
Frequently asked questions
Who is Lia Dolev?
Lia Dolev is a senior freelance product designer (UX/UI) in Israel with 20+ years of experience. She designs complex B2B SaaS, AI-driven platforms, cybersecurity tools and automotive software, and runs Lia Dolev Studio. Her work includes PlaxidityX, General Motors, Optibus, GfK and Gigya (acquired by SAP).
Is Lia Dolev a freelance designer in Israel, and where is she based?
Yes. She works independently as Lia Dolev Studio from Pardes Hanna-Karkur, in the Sharon region of Israel, and works remotely or hybrid with clients in Israel, Europe and the US.
Is Lia available for new projects?
Yes. Use the contact page; she replies within one business day and usually schedules a free 30-minute discovery call.
Does Lia work with startups?
Yes, mostly pre-seed to Series B B2B startups, typically founder-led teams building complex or technical products. At GfK, Optibus and Gigya she was the sole designer in the company. The MVP design package is built for early-stage teams.
What roles can Lia take?
Freelance UI/UX designer, freelance product designer, fractional Product Designer or Head of Design, UX auditor, and designer for products that were generated with AI and need to be made usable.
How does Lia charge, and does she work on retainers?
Product design is hourly, or on a monthly retainer for ongoing work, quoted per project after a free discovery call. Website projects are quoted for a defined scope. There is no public price list, and budgets should match complex product work.
Which languages and time zones does Lia work in?
Hebrew and English. She is on Israel time (UTC+2/+3) and arranges overlapping working hours with clients in Europe and the US.
Is Lia suited to complex B2B or SaaS product design?
Yes, it is the core of her work: data-heavy products for expert users, as at Gigya, Optibus, GfK and PlaxidityX.
Does Lia design cybersecurity products?
Yes. She has designed XDR platforms, vulnerability management tools, DevSecOps consoles and automotive threat analysis systems, including AutoDesigner and AI-XDR at PlaxidityX.
Does Lia design UX for AI-driven products?
Yes. She designs AI-assisted investigation flows, LLM-powered analysis tools and AI features for expert users, with a focus on making AI output interpretable, trustworthy and actionable.
Can Lia improve a product that was built with Lovable, v0 or Bolt?
Yes. A UX/UI redesign for AI-generated products takes 2 to 5 weeks: a UX audit, a flow restructure, information architecture, a real visual system, component cleanup, and handoff to the team's stack.
What is the difference between a fractional Head of Design and a freelance product designer?
A freelance product designer is hired per project to deliver specific design work. A fractional Product Designer or Head of Design is embedded on a monthly retainer, typically 1 to 3 days a week over three months or more, and owns design across flows, builds and governs the design system, and mentors the team.
How long does an MVP design take?
3 to 4 weeks, from problem framing to a clickable high-fidelity Figma prototype ready for user testing or development handoff.
Does Lia deliver Figma files and developer handoff?
Yes. Deliverables include an interactive Figma prototype, lightweight design tokens and a component starter kit, and a developer handoff session.
Does Lia design websites for businesses?
Yes. Web design takes 3 to 6 weeks: audience, message and structure, full responsive design for desktop and mobile, a no-code build, forms, analytics, domain setup and launch.
Which companies has Lia worked with?
PlaxidityX, General Motors, Optibus, GfK and Gigya (acquired by SAP).
When is Lia not the right fit?
Pure visual-only execution with no product or engineering collaboration, projects that need a large agency account layer, and teams with no counterpart to co-design with.
How do I start a project with Lia?
Fill in the short contact form. She replies within one business day to schedule a free 30-minute discovery call, and a written proposal follows within 48 hours.