Making Complex Systems Human

I’m a Content Designer and Strategist who finds the most joy at the intersection of logic, language, and human behavior. My work is driven by a single mission: taking complex, high-stakes information and transforming it into a clear, supportive, and intuitive digital experience.

My experience spans a broad spectrum. I’ve had the opportunity to architect national-scale digital infrastructures for Gov.il, where I helped unify the digital voice of an entire country. More recently, I’ve focused on the cutting-edge of Health-Tech, designing AI-driven conversational journeys and behavioral content strategies that help users navigate their health with confidence.

I believe that great content is built on a foundation of research and structure. Whether I’m engineering a national knowledge base or defining the "voice" and "personality" of an AI product, I focus on reducing cognitive load and building user trust. I specialize in UX Writing, Knowledge Architecture, and Behavioral Research, ensuring that every interaction feels human-scale, no matter how complex the system behind it.

Beyond the Screen: I am a firm believer in the nuances of language—the kind found in a perfectly placed word or in prose. I am an avid reader of literature in both Hebrew and English, always exploring how words shape our perspective. This same curiosity drives me in my spare time to enthusiastically research emerging AI tools and follow the latest developments in the field. I bring this blend of linguistic precision and technological innovation, along with a deeply human-centric perspective, to every product I touch.

Core Capabilities

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Strategy & Architecture

• Knowledge Engineering: Designing structured content infrastructures for large-scale systems.
• Information Architecture: Mapping complex user journeys and hierarchical data environments.
• Content Governance: Establishing scalable methodologies and Style Guides.
• Localization Leadership: Managing multi-lingual ecosystems (Hebrew, English, Arabic, Russian). </aside>

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UX & Product Writing

• UX Writing & Microcopy: Crafting clear, empathetic, and action-oriented interfaces.
• Complex Info Simplification: Translating "Legalese," jargon into human-scale language.
• Onboarding & Trust Design: Creating transparent flows for sensitive data environments (e.g., GovID).
• Accessible Content Design: Ensuring digital services are inclusive and easy to navigate for all. </aside>

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AI & Behavioral Design

• Conversational AI Design: Shaping the "voice," tone, and interaction flows for AI-driven mentors.
• Behavioral Content Strategy: Using persona research and psychological triggers to drive engagement.
• Just-in-Time Information: Optimizing content delivery (Push/AI) based on real-time user needs.
• Persona Development: Translating research insights into actionable product-content strategies. </aside>

Selected Case Studies

Note: This portfolio represents a selected subset of my work across product strategy, content design, UX Writing, and organizational leadership.

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Senior Content Designer | AI & Behavioral Research

Transforming intricate data into intuitive experiences. I leverage behavioral research and AI-driven insights to design content systems that bridge the gap between technical complexity and human needs, driving engagement and user-centric growth at scale.

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