hi, i’m yael

Hi, I’m Yael.

When I design, I chase the why before the how - a beautiful screen only matters if it’s solving the right problem. For 12+ years I’ve turned that thinking into high-performing digital experiences across web, brand, and performance marketing.

These days I incorporate AI to move faster without compromising craft - speeding up research, ideation, and production while keeping the bar for design high.

I’ve worked across startups and global brands including Lightricks, IKEA, and Laline, collaborating closely with marketing, product, and CRO teams.

I’m based in Ramat Gan (originally from sunny Eilat), and when I’m not in Figma you’ll probably catch me scouting a newly-opened café to test their coffee.