I help startups create successful products and amazing experiences
Some of the Great Companies I’ve Worked With
- Taboola
- Tipalti
- Elbit
- Datorama
- Cycognito
- Augury
- Soluto
- Nova
- Finanda
- E-Teacher
- Intel
- Optimal Plus
- Webeyez
- Oxitone
- Sarine
- Segmanta
- Blossom KC
Hi, I’m Shahaf 
a product and experience expert.
I’ve helped create close to 100 products used by hundreds of millions of users worldwide. I’ve worked with early stage startups and big global corporates, leading teams in the creation of wonderful products that delight people and make real impact.
How can I accelerate your product work?
Create Product Experience Concept
Are you embarking on a new product effort and need help to quickly create a simple and easy-to-use experience? I’ll work with your team to build a solid experience that helps your team, users, and stakeholders understand and fall in love with the new product, building alignment and reducing time to market.
Solve Complex Experience Problems
Does your product have a complex experience, such as a highly technical flow that needs to be simple and self-explanatory, an information-heavy screen that should be used at a glance, a sensitive multi-user interaction or a legal requirement that breaks the experience? I’ll work with you to quickly and simply solve these critical flows and remove any bottlenecks to the user.
Refine Product Definition
A great product begins with a clear strategy. I’ll work with your team to make sure your strategy is bulletproof. From making sure we’re solving real problems and providing value, clarifying and testing assumptions, having a clear measurement of impact, and making sure the product or feature advances the overall strategy of the company and is the best use of your resources.
Assess Your Experience
Need an objective professional eye to take a look at your product and asses product and experience issues? I’ll review your product and provide you with a detailed and actionable report, with prioritized findings and recommendations for solutions.
Conduct Product Research
How do users experience your product? What are the reasons they use (or don’t use) your product or new feature? We’ll use a variety of methodologies (interviews, field observations, user testing, and more) to provide you with a clear and actionable picture of your user expectations, needs, and actual experiences with your product.
Lead Product Workshops
The success of a new initiative depends on getting the right information and the right people on board. The Product Concepts Workshop creates a focused and rapid structure for your team to understand the problem space, ideate solutions, and test them. The result is a core experience that takes all the different factors into account and can be implemented immediately.
Train and Upskill Your Teams
Upskill your product and experience team through 1:1 (or 1 : team) mentorship on product and experience capabilities. From advanced experience skills, through learning how to conduct research, to stakeholders management and building alignment around product and design decisions – I’ll mentor your talents so your team can achieve more and grow.
"Let's make some product magic!" 
My journey (and not-so-secret love story) with digital products began in the early days of the commercial internet – as a self-taught full-stack developer and (what is now known as) product manager.
I started my own product and web agency during my studies at Bezalel (One of Israel’s top design academies). After couple of years we’ve merged with my best friend’s agency to become one of Israel’s biggest and most successful Product Design agencies – Pumika.
We’ve led close to 40 super-talented designers and product people in cutting-edge efforts with Israel leading start-up companies. We were doing everything – from Cyber systems to educational SaaS, games, medical IOT, fintech, Adtech, disrupting travel and hospitality, reinventing driving, rethinking Cloud Management and Data Analytics, dabbling in AI, and much more. We’ve worked with companies that became unicorns and companies that were acquired by the biggest names in silicon valley and everything in between – and helped them change the world. As co-owner, apart from running the company, I’ve established and led the Product Strategy, Research and marketing teams.
At 2019 we were acquired by Soluto (the Israeli R&D center of the US-based Insurance giant Asurion) and I became a Senior Director of Product Management – leading product teams on global efforts, working on the product strategy, and building new Product Research and UX writing teams, it was fun!
Nowadays I’m working with product companies and entrepreneurs, helping them make better products and experiences and build new capabilities. My passion, now as always, is helping people to use technology and its magic to create a better future and life for people.