I'm a product designer

coming from a background of industrial design

I started my career as an industrial designer. By making products and watching people use them, I discovered I'm mostly interested in human behavior in relation to the products I create. And so shifting from core hardware design to designing experiences, regardless of the medium, felt natural. But are these really seperate things?

About MeAbout Me

Every Designer is a UX designer

I used to get asked how I made the transition from Industrial Design to User Experience Design. 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 she'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.

I am a Product Designer

Put titles aside, whether I'm designing hardware or software, I research, learn by exploring and asking, diagram and define logic, build prototypes, create visual and functional harmony and make it happen.

As I was graduating in 2005, I was fortunate to be picked by one of my professors to join his tech startup. That is how I entered the world of User Experience design, which at that time was a relatively new profession, one that could not yet be learned as a degree. But my interest in the relationships 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. 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. (* This project was done before e-books and audio books were popular).

My house in JerusalemMy house in Jerusalem

This is one wall in the house I grew up in. Every single wall in my parents 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 bring stories to life.

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.

Booklifier ProductsBooklifier Products

Playful, Useful Tableware

Playful TablewarePlayful Tableware

The second project 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.


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.

Cup on WheelsCup on Wheels
Sugarfree DispenserSugarfree Dispenser
Boxer CupBoxer Cup
Technical DrawingsTechnical Drawings
Playful TablewarePlayful Tableware

Notable Awards

Product Hero @ Expedia

Most Outstanding Innovative Idea @ Microsoft Research Design Expo

Best Presenter Award @ Smith Design Agency

Featured Artist @ Filter LLC Newsletter

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

First-place, Industrial Design @ Bezalel Academy

First-place, Glass and Ceramics Design @ Bezalel Academy

Press, Public Speaking and 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