Resume

Collaborative & proactive design expert who uses the voice of the customer to address business and consumer needs by designing accessible, understandable user experiences, for customers across the globe.

About

Education

University of Michigan | Bachelor of Science in Information | School of Information, User Experience | September 2013 - April 2017

Tel Aviv University | Study Abroad | January - June 2016

Skills & Tools

User Experience | Interface & Product Design | Wireframing | Prototyping | Accessibility Design | Sketch | Figma | Invision | Mural | Adobe Suite | Final Cut X | HTML | CSS

Experience

Experience

Senior Product Designer

Resy - an American Express Company | April 2024 - Present

  • Lead design efforts to transform Resy into a high-performing American Express credit card acquisition channel, driving customer engagement and business growth

  • Established foundational acquisition strategies, enabling teams to experiment and optimize towards ambitious NAA goals

  • Partnered across Enterprise teams to ensure a seamless rollout, including e-Apply, shaping final landing page designs to highlight the Resy & Amex co-brand

  • Work closely with engineers and QA to ensure flawless implementation, conducting comprehensive design and functionality testing

  • Design targeted educational experiences to inform users about co-brand and credit card benefits, leveraging unique user groups based on vaulted credit cards and dining history

  • Conduct UX research to refine credit card acquisition placement and messaging during reservation process, optimizing click-through and conversion rates

  • Utilize analytics to uncover new NAA placement opportunities, prioritizing high-engagement iOS users, leading to enhancements in user profiles, payment methods, and “remind me later” functionality

  • Streamline and simplify login/sign-up experience by identifying friction points and removing redundant steps to improve user adoption

  • Expanded UX support to Amex Dining concierge system, leading design initiatives to enhance reservation process for agents, improving efficiency and usability, creating a more comprehensive and seamless experience

Senior Product Designer

American Express | May 2022 - April 2024

Credit Card Shop Design: March 2023 - April 2024

  • Led design on enhancing partner benefits and the Business Rose Gold card launch, contributing to an anticipated incremental lift of $142 million in revenue

  • Led redesign of Delta Business credit cards in response to Delta SkyMiles rewards program changes, optimizing desktop and mobile, to highlight new benefits, enhance user experience, and drive business card acquisitions— contributing to an annual business impact of $50 million

  • Successfully launched revitalized, redesigned & upgraded 3 co-branded Delta Business Credit Cards, resulting in expected $50 million+ in revenue in first year 

  • Mentored & supervised junior designers, providing guidance & feedback to foster professional growth & development

  • Collaborated with designers, researchers, copywriters, marketing & product teams to develop consumer-centric, revenue generating experiences on a global scale

  • Created high fidelity mocks, prototypes and build kits, accounting for Amex Design Language System, branding & marketing preferences, & accessibility governance

  • Partnered with developers to ensure user experience designs are developed & launched seamlessly within the product timeline

  • Part of core working team to set the standard for usage of badges & tags across the American Express ecosystem

  • Implemented new patterns & components to be used across American Express shop design to save time on development

E-Apply Journey Design: May 2022 - March 2023

  • Lead UX designer for Australia, Canada, France & United Kingdom markets

  • Designed & uplifted credit card application journeys, contributing to an increase in submit rate of 7.5% & annual revenue of $1.2 million

  • Collaborated with researchers to design prototypes for extensive qualitative, quantitative & A/B testing research projects

  • Worked closely with compliance & legal teams to adapt to emerging international market regulations & laws

User Experience Designer & Technical Specialist

IBM | June 2017 - April 2022

Client Engineering Team

  • Partnered with IBM clients to identify their business needs, consult on best practices & leverage IBM technology to achieve their goals

  • Translated user needs into compelling, creative concepts using rapid prototyping, sketching, & storyboarding

  • Led ideation & brainstorming sessions, using design thinking methodologies, for client teams within the context of their business challenges to identify opportunities & generate big ideas to enhance their digital experiences

IBM Financial Services

  • Recognition Experience Honoree awarded in 2021 to top 2% of IBM employees honoring leadership & contributions to transform client experiences

  • Worked with sales teams to identify opportunities, understand customer requirements, & assist in selling products in complex technical environments working with 80+ companies

  • Created & presented custom demos of IBM Hybrid Cloud Management & Platform portfolio

  • Facilitated proof of technologies & concepts for Fortune 500 clients to provide technical understanding of IBM solutions

  • Served as liaison between IBM offering management team & clients to provide positive user experience in all areas through entire sales cycle

IBM Summit Program: June 2017 - December 2017

  • Completed IBM Global Sales School training in top 10% of class focusing on software demos & case study presentations