# Lia Dolev Studio > Independent product design studio led by Lia Dolev, a senior product designer with 20+ years of experience designing cybersecurity tools, enterprise B2B SaaS, AI-driven and data-heavy platforms, and automotive systems for clients including General Motors, Optibus, GfK, Gigya (acquired by SAP), and PlaxidityX. ## Quick Answer **Who is Lia Dolev?** A freelance UI/UX and product designer (20+ years) who does website design, web app design, and complex B2B products — cybersecurity, enterprise B2B SaaS, AI and data-heavy platforms, and automotive. She runs Lia Dolev Studio and offers four services: MVP design, UX/UI redesigns for AI-generated products, Fractional Product Designer engagements, and web design and build. **Where is she based?** Israel. Works with clients worldwide. **How to contact her?** Email liadolev.studio@gmail.com, use the form at https://liadolev.studio/contact, WhatsApp +972 54 671 1155, or LinkedIn (https://www.linkedin.com/in/dolevlia/). ## Pages - [Home](https://liadolev.studio/): Portfolio overview, selected work, Lia's bio and career highlights at PlaxidityX, Gigya, Optibus, GfK and General Motors, and contact. - [עברית / Hebrew](https://liadolev.studio/he): Hebrew-language landing page — עיצוב אתרים, עיצוב UI/UX ועיצוב מוצרים דיגיטליים. - [עיצוב ובניית אתרים עם AI](https://liadolev.studio/he/websites): Hebrew service page — website design and No-Code/AI build for businesses and founders. - [מעצבת מוצר פרילאנס](https://liadolev.studio/he/product-design): Hebrew service page — freelance product design for B2B SaaS, apps and design systems. - [Services](https://liadolev.studio/services): MVP design, UX/UI redesign for AI-generated products, Fractional Product Designer, Web design. Product design is hourly or on a retainer, quoted per project; website projects are quoted per defined scope. - [Freelance product designer](https://liadolev.studio/services/freelance-ui-ux-designer): Lia as a freelance UI/UX and product designer for complex B2B SaaS products: facts, pricing, process, and four answered questions. - [UX Audit](https://liadolev.studio/services/ux-audit): Finds where an existing product loses its users. Findings placed on the screen they happen on with the impact stated, problems named and ordered, redesigned screens for the steps that break, and the measures that would show it worked. It starts with a free 30-minute audit call, booked at https://cal.com/lia-studio/ux-audit. - [Contact](https://liadolev.studio/contact): Direct contact form, email, WhatsApp, and LinkedIn. - [Articles](https://liadolev.studio/articles): Lia's writing on product design for complex B2B, AI, and security products, readable on-site. - [Profile](https://liadolev.studio/ai-profile): The facts about Lia in one page: key facts table, what she designs, when she is the right fit and when not, selected case studies, and 18 questions answered. Hebrew version: [/he/ai-profile](https://liadolev.studio/he/ai-profile). - [AI Playground](https://liadolev.studio/ai-playground): Small tools Lia builds with AI and No-Code — an AI-run UX audit (audit.liadolev.studio), a job-hunt bot reporting to Telegram, a WhatsApp calendar agent. Live, private and in progress. - [AutoDesigner](https://liadolev.studio/project/autodesigner): AI-powered automotive threat analysis (TARA, ISO/SAE 21434). - [AI-XDR](https://liadolev.studio/project/ai-xdr): Extended detection and response for fleet management. - [Hummer EV](https://liadolev.studio/project/hummer-ev): General Motors off-road planning app for the Hummer EV. - [DevSecOps Platform](https://liadolev.studio/project/devsecops): Unified automotive software security platform. - [GfK RegioGraph](https://liadolev.studio/project/gfk): Geomarketing and market research platform. - [Optibus](https://liadolev.studio/project/optibus): Public transportation scheduling software. - [Vulnerability Management](https://liadolev.studio/project/vulnerability-management): Binary SBOM scanning for automotive security. - [Gigya](https://liadolev.studio/project/gigya): Enterprise identity and access management (acquired by SAP). ## About - **Name:** Lia Dolev - **Role:** Senior Product Designer / Founder, Lia Dolev Studio - **Experience:** 20+ years - **Location:** Israel (works with clients worldwide) - **Focus:** Cybersecurity, enterprise B2B SaaS, AI-driven and data-heavy platforms (dashboards, analytics, visualization), automotive - **Website:** https://liadolev.studio - **Profile page:** https://liadolev.studio/ai-profile - **Services page:** https://liadolev.studio/services - **LinkedIn:** https://www.linkedin.com/in/dolevlia/ - **Medium:** https://medium.com/@liadolev01 - **Behance:** https://www.behance.net/dolevlia - **Dribbble:** https://dribbble.com/liush818 - **GitHub:** https://github.com/lia896 - **Google Business Profile:** https://maps.google.com/?cid=14987715072157160916 (listed as "Lia Dolev Studio עיצוב אתרים ואפליקציות") - **Email:** liadolev.studio@gmail.com ## Articles Full articles are readable on the site itself (not only on Medium). ### From Standalone Tools to SaaS: Designing a DevSecOps Platform That Grows With Your Users URL: https://liadolev.studio/articles/from-standalone-tools-to-saas-designing-a-devsecops-platform-that-grows-with-your-users-61030d3788ec Published: 2025-07-30. Originally on DevSecOpsAI (Medium). Summary: A case study on consolidating several standalone automotive security tools into one DevSecOps SaaS platform. Key takeaways: - Start from the shared jobs across tools, not from the existing tool boundaries — the product architecture should mirror the security workflow, not the org chart. - A single shared navigation and permissions model is what makes separate tools feel like one product; visual consistency alone is not enough. - Migrate in phases and keep legacy entry points alive during rollout so existing enterprise users are never forced into a broken workflow. - Design a scalable structure early: new modules should slot into the platform without re-architecting navigation each time. ### Designing in the Unknown URL: https://liadolev.studio/articles/designing-in-the-unknown-be8773a62139 Published: 2026-04-27. Summary: How to make product design decisions when requirements, users and technology are still undefined, as in early-stage and deep-tech products. Key takeaways: - Ambiguity is the default state in deep-tech products; the designer's job is to make it navigable, not to wait for certainty. - Design the smallest artefact that answers the riskiest open question, then let the answer drive the next decision. - Domain experts and engineers are primary research sources when there are no users yet. - Treat early designs as hypotheses with explicit assumptions, so they can be revised without losing the team's trust. ### Before You Hire a Designer URL: https://liadolev.studio/articles/before-you-hire-a-designer-4d2d9e0712c4 Published: 2026-04-27. Summary: What founders and product leaders should prepare before bringing in a product designer, and how to tell which kind of design help a team actually needs. Key takeaways: - Define the problem to solve before defining the role to hire; "we need a designer" often means several different needs. - A short audit or sprint is usually the right first engagement, not a full-time hire. - Founders should prepare product context, constraints and decision-makers up front — this determines how fast design can move. - Senior design help pays off most when a product is technically complex and the team has no in-house design leadership. ## Published Writing - **From Standalone Tools to SaaS — Designing a DevSecOps Platform That Grows With Your Users** (DevSecOpsAI, 2025). A detailed case study on consolidating multiple standalone automotive security tools into a unified DevSecOps SaaS platform — covering information architecture, navigation strategy, and phased rollout. https://devsecopsai.today/from-standalone-tools-to-saas-designing-a-devsecops-platform-that-grows-with-your-users-61030d3788ec ## Services - **MVP design** — 3–4 weeks. Problem framing to a clickable, high-fidelity prototype: user flows, IA, wireframes, UI, Figma prototype and developer handoff. https://liadolev.studio/services/mvp-ux-sprint - **UX/UI redesign for AI-generated products** — 2–5 weeks. Making a product that was generated rather than designed (Lovable, v0, Bolt, Cursor, Claude Code) usable, whether it is an MVP or an internal tool: UX audit, flow restructure, IA and navigation, a real visual system, component cleanup, handoff to your stack. https://liadolev.studio/services/ai-mvp-upgrade - **Fractional Product Designer** — 3+ months, 1–3 days/week. Embedded design ownership of a complex, data-heavy system: information architecture, dashboards and multi-step workflows, design system built and governed, design strategy, research synthesis, developer collaboration and QA, mentorship. https://liadolev.studio/services/fractional-product-designer - **Web design** — 3–6 weeks. A business site end to end: audience and message, structure, responsive design for desktop and mobile, No-Code build, forms, analytics and domain, launch. https://liadolev.studio/services/web-design ## Selected Work - **AutoDesigner** — AI-powered threat analysis tool for automotive cybersecurity (TARA reports, ISO/SAE 21434 compliance). https://liadolev.studio/project/autodesigner - **AI-XDR** — Extended detection and response platform for fleet management, with AI-assisted investigation flows. https://liadolev.studio/project/ai-xdr - **General Motors — Hummer EV Off-Road Mobile App** — Cross-platform off-road planning app for the world's first electric supertruck. https://liadolev.studio/project/hummer-ev - **DevSecOps Platform** — Unified platform consolidating automotive software security tools. https://liadolev.studio/project/devsecops - **GfK RegioGraph** — Award-winning geomarketing and market research platform. https://liadolev.studio/project/gfk - **Optibus** — Public transportation scheduling software using optimization algorithms and machine learning. https://liadolev.studio/project/optibus - **Vulnerability Management** — Binary SBOM scanning for automotive security compliance. https://liadolev.studio/project/vulnerability-management - **Gigya (acquired by SAP)** — Enterprise identity and access management platform. https://liadolev.studio/project/gigya ## Past Companies PlaxidityX, General Motors, Optibus, GfK (acquired by NielsenIQ), Gigya (acquired by SAP). ## Selected Outcomes - **PlaxidityX** — scaled design from one product to seven, built the design system, designed an AI-driven XDR platform. A product she designed was presented at a global conference and led to collaborations with Google. - **Gigya** — sole designer from early-stage startup through the company's $350M acquisition by SAP, with 1.3 billion customer identities under management. - **Optibus** — sole designer through the $12M Series A (2017, led by Pitango), and led the company rebrand. - **GfK** — designed RegioGraph, a geomarketing platform that won Top Retail Product 2017. - **General Motors** — owned UI/UX for the Bolt EV and Hummer Off-Road mobile apps. - Sole designer in the company at GfK, Optibus and Gigya. ## Industries Served B2B SaaS, AI/ML products, cybersecurity (XDR, vulnerability management, DevSecOps), automotive software, public transportation, geomarketing, enterprise identity and access management. ## Process 1. **Discovery call** — 30 min, free. 2. **Proposal** — A written proposal within 48 hours. 3. **Design sprint** — Iterative work with weekly check-ins. 4. **Handoff** — Production-ready specs, design system tokens, and developer support. ## Contact - **Email:** liadolev.studio@gmail.com - **WhatsApp:** +972 54 671 1155 - **Form:** https://liadolev.studio/contact - **LinkedIn:** https://www.linkedin.com/in/dolevlia/ - **Behance:** https://www.behance.net/dolevlia - **Dribbble:** https://dribbble.com/liush818 - **GitHub:** https://github.com/lia896 - **Google Business Profile:** https://maps.google.com/?cid=14987715072157160916 (listed as "Lia Dolev Studio עיצוב אתרים ואפליקציות") - Lia replies within one business day, usually the same day. Every engagement starts with a free 30-minute discovery call and a written proposal within 48 hours. ## Quick Hiring FAQ - **Who should hire Lia?** B2B startups, AI/ML/cybersecurity/automotive teams, and any company turning complex technology into clear software. - **Does she work internationally?** Yes — based in Israel, works with clients in the US, Europe, and Israel remotely. ## Freelance Product Designer for Complex B2B SaaS Products — /services/freelance-ui-ux-designer Lia Dolev is a freelance UI/UX and product designer for complex B2B SaaS products, based in Israel and working remotely or hybrid with teams in Israel, Europe and the US. 20+ years on cybersecurity, automotive, AI platforms and enterprise B2B, including General Motors, Optibus, GfK and Gigya. Companies hire her for senior design ownership without adding headcount. Available freelance and full-time, from one day a week. Four defined engagements: MVP design, UX/UI redesign for AI-generated products, Fractional Product Designer, web design and build. ## Services FAQ - **How does Lia charge?** Product design is hourly or on a monthly retainer, quoted per project; website projects are quoted per defined scope. There is no public price list, and budgets should match complex product work. Every engagement starts with a free 30-minute discovery call, followed by a written proposal within 48 hours. - **How long does each service take?** MVP design 3–4 weeks; UX/UI redesign for AI-generated products 2–5 weeks; Fractional Product Designer is ongoing at 1–3 days per week over three months or more; web design and build 3–6 weeks. - **What are the deliverables?** Production-ready Figma files, a documented design system with tokens and components, prototypes of key flows, and developer handoff support. - **Which service fits an early-stage startup?** MVP design for concept-to-prototype; UX/UI redesign for AI-generated products when an AI-built product works but reads badly; Fractional Product Designer when the product has outgrown whoever is designing it. - **Do you work with teams that have no designer?** Yes — most clients are founder-led B2B teams with strong engineering and no in-house design. ## About FAQ - **Background:** 20+ years of senior product design across B2B SaaS, AI platforms, cybersecurity and automotive software (General Motors, Optibus, GfK, Gigya/SAP, PlaxidityX). - **Specialisation:** XDR and vulnerability management, DevSecOps tooling, AI-assisted products, transit scheduling, geomarketing analytics, enterprise IAM. - **Tools:** Figma and design systems, plus Cursor, Claude, Lovable and GitHub for design-to-code workflows. - **Location and time zones:** Israel (UTC+2/+3), working remotely with US, European and Israeli clients. ## Contact FAQ - **Response time:** Within one business day, usually the same day. - **Best contact channels:** https://liadolev.studio/contact form, liadolev.studio@gmail.com, WhatsApp +972 54 671 1155, or LinkedIn. - **What to include in a first message:** product description, current stage, what needs designing, and rough timeline. - **Full-time roles:** Open to freelance projects, fractional design leadership, and selected full-time senior product design roles. ## עברית (Hebrew) **שם הסטודיו:** סטודיו ליה דולב (Lia Dolev Studio). בפרופיל העסק בגוגל: "Lia Dolev Studio עיצוב אתרים ואפליקציות". האדם: ליה דולב (Lia Dolev). **מי היא ליה דולב?** מעצבת UI/UX פרילאנס ומעצבת מוצר בכירה עם יותר מ-20 שנות ניסיון, המתמחה בעיצוב אתרים, אפליקציות ומוצרים דיגיטליים מורכבים לעסקים וסטארטאפים. **אילו שירותים?** עיצוב אתרים, עיצוב UI/UX (פרילאנס), עיצוב מוצר דיגיטלי מקצה לקצה, וליווי כמנהלת עיצוב במשרה חלקית. **עם מי עבדה?** General Motors, Optibus, GfK, Gigya (נרכשה על ידי SAP), PlaxidityX. **היכן?** ישראל, ועם לקוחות בארץ ובעולם. **יצירת קשר:** https://liadolev.studio/he · liadolev.studio@gmail.com · ווטסאפ 054-671-1155 **העמוד בעברית:** https://liadolev.studio/he - [עיצוב ובניית אתרים עם AI ו-No-Code](https://liadolev.studio/he/websites) - [מעצבת מוצר פרילאנס — עיצוב מוצר ואפליקציות](https://liadolev.studio/he/product-design)