I’m Shelly, a London-based Senior Product Designer with over 9 years of experience creating user-centered products across B2B, B2C, and B2B2C environments.

I hold a B.Design in Visual Communication, majoring in UX/UI Design, from H.I.T (Holon Institute of Technology).

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Currently, I’m part of the Innovation team at Gen, where I design intuitive, cross-platform experiences in cybersecurity. I’ve worked on Midy, an identity protection platform, and later joined the Anti-Scam and Emerging Tech team, designing features for Norton 360 across iOS, Android, macOS, Windows, and web. My work includes Safe Social, an AI-powered feature protecting users’ social media accounts, and contributions to Genie, Gen’s AI assistant.

Previously, at ATG (Auction Technology Group), I helped bring the auction industry online, enhancing the Bid Widget and improving key e-commerce areas like account creation, MFA, and navigation.

Before that, I spent over four years at Minute Media, designing a Video Management System (VMS), video player, publishing site templates, CMS tools, and CTV apps.

I’m passionate about solving complex UX challenges, facilitating workshops, and using AI tools to enhance creativity and innovation in the design process.