About Me
I'm Sela, a full-stack designer based in Tel Aviv. I’m driven by curiosity, creativity, and a deep interest in how people interact with digital experiences. I thrive in environments that encourage continuous learning, meaningful design, and collaboration.
What I Do
In my current role, I do much more than design screens:
I lead design trainings and give lectures
I mentor junior designers and teach Figma
I conduct UX audits for digital products
I help companies build and structure design systems
I create impactful, narrative-driven presentations
I'm especially drawn to projects with social, political, or human-centered value.
My Approach to Design
Design is never about making things pretty. It's about making them make sense. I believe in creating experiences grounded in logic, data, and research, not just aesthetics. I approach every project with questions: What is the goal? Who is the user? What matters most? Curiosity drives me, but so does precision. I aim to craft interfaces that are consistent, intuitive, and clearly communicate their purpose.
To me, boldness is not a gimmick. It's a tool, when used with restraint and contextual awareness. Good design must deliver real impact, not just visual delight.
I also recognize that user needs constantly evolve, and staying tuned in is part of the job. I believe trust is not only built between people, but also between the user and the product. That’s why knowing your audience is everything. We design for designers, and for every unique voice they bring.
Beyond Design
Outside of work, I’m curious about politics, accessibility, music, wine, art, and how design connects across cultures and disciplines. I’m energized by exploration, whether it’s testing new tools or getting lost in a new city.
Experience Snapshot
5+ years in UX/UI design
Leading design efforts at IPG
Deep experience in cross-functional teams
Passionate about design systems, mentorship, and research-driven work
Let’s build something that matters.