Writing on complex product design .

The ROI Hides in the Feature Nobody Mandated

CEOs often ask me to justify a B2E feature in isolation. Wrong frame. The mandated features get compliance, not adoption. The feature that gives the field worker something back — offline schedules, a camera report that kills minutes of typing, a payslip without a call to HR — is what makes them open the app at all. And once they open it, your mandated workflows finally get used. Don't price a feature by its own ROI. Price the adoption it unlocks across the whole product.

Movement

What One Glance-able Dashboard Actually Returns

The dashboard in Movement (Ichilov's corporate checkup app) wasn't a 'nice to have' — it was the business case. In a B2B2C benefit, a product nobody reopens isn't a benefit, it's a cost that gets cut at renewal. So I designed the home screen to answer one question on open: where am I in my care right now? Purchased checkups, next appointment, latest measurements, recent results. The most expensive feature isn't the complex one — it's the one that drives downloads but no return visits, because you pay acquisition twice. Retention is the ROI. Design for the moment of reassurance, not screen time.

Government & Public Sector

CEOsPersonalization & Tailored Models

Personalization That Survives Public Scrutiny

When CEOs hear 'personalization' they picture a consumer feed that learns you. In a public service, that's a liability — citizens didn't opt into being profiled, and any hint of differential treatment invites fairness questions you don't want to answer in public. So I reframe it as relevance, not prediction. Not a model guessing what you want — a service showing each person only what actually applies to them, driven by their situation, not surveillance. A parent sees the parent path. Someone who already applied sees status, not a fresh form. That cuts confusion and call volume, and every tailoring decision stays explainable. The efficiency of personalization, without the consumer-playbook downside.

CEOsPersonalization & Tailored Models

Ministry of Defense

When the Right Move Is One Voice for Everyone

Personalization is sold as an automatic win. On the Ministry of Defense public portal, one consistent voice for everyone was the stronger play. A government portal that silently reshapes itself per visitor trades credibility for cleverness. I designed clear paths for citizens, partners and press to find what's relevant - segmented audiences, but the same truth for all of them. Personalization pays off when relevance is the bottleneck. When trust is the product, consistency wins.

Hacker U

Converting Prospects into Students: How Does Enrollment-Screen Design Affect the Bottom Line?

CEOs of education institutions: you invest millions in marketing that brings in prospects - but they abandon at the enrollment screen. In the Hacker U project we redesigned the enrollment screen as a structured conversation, not a standard form. A 5%-10% improvement in conversion rate = hundreds of thousands of shekels a year. This is the highest-ROI investment there is.

CEOsPersonalization & Tailored Models

Enterprise Mobile

Personalization Is How a Mandated App Starts Feeling Like Mine

When CEOs hear 'personalization' in a B2E app they think marketing. It's bigger than that: it's how an app the company mandated starts to feel like the employee's own. The worker's shift, site, pay, and tools — surfaced first, in their role and language — so a technician's app and a dispatcher's app feel like different products. Compute it from cached context so it survives offline, draw on HR data without crossing into surveillance. Relevance drives adoption, and adoption justifies the whole investment. People protect tools that feel built for them.

Academic & Research Systems

Digital in Academia: How Does Professional Product Design Strengthen the International Reputation of a Research Institution?

CEOs of research institutions: your digital systems are your international showcase window. A foreign researcher connecting for the first time gets an impression of either "an outdated institution" or "a top-tier one." Working with the Weizmann Institute, we invested in a visual language that reflects its academic standards. Design = a strategic reputation asset, not an expense.

Government & Public Sector

What a GovTech Feature Actually Returns

In govtech, the most expensive feature you own is the call center. Every feature I design is judged on one question: does it let a citizen finish a task without picking up the phone? That's not UX polish — that's deflected cost, avoided complaints, and risk you never have to explain to the press. ROI in the public sector isn't about adding features. It's about which ones quietly retire a cost. Spread investment evenly and you ship five half-features that all still route to a human. Pick one self-service path and make it genuinely complete. The return shows up in the queue that didn't form.

Hacker U

What the Salary Table Really Earned: Feature ROI on HackerU

Leaders always ask me to justify a single feature. On the HackerU site, my favorite answer is the potential-salary table on the course page. It's not decoration — it's a behavioral anchor placed exactly where doubt peaks, reframing tuition as an investment right before someone decides to enroll. Feature ROI on a conversion site isn't about how impressive the feature looks. It's about whether it removes the one objection between a serious visitor and a decision.

Shomrat Hazorea

Digital as a Force Multiplier for the Physical Chain: How Do You Raise Sales Without Hurting Your Branches?

CEOs of physical chains: don't be afraid of digital — turn it into a "force multiplier" for your branches. In the Shomrat Hazorea project we designed a process where the customer researches on the site and arrives at the branch with the rep already knowing what they were looking for, what budget, and which models. Digital = the branch's ally, not its replacement.

Shibolet & Co.

What the Events Feed Actually Returned

The fair CEO question about any internal feature: what did it return? For Shibolet's community hub, my answer is the events feed. The old site was a notice board people were told to check. The feed made firm life visible and joinable — so people could open it by choice. In a firm where talent IS the product, that shift from obligation to belonging is the ROI. Don't measure internal tools by clicks. Measure them by whether people show up without being asked.

Enterprise Mobile

The Employee App as a Lever for Organizational Culture: How Does Design Affect Engagement, Retention, and Recruitment?

CEOs: a competitive salary has become the baseline – the differentiator is the employee experience. In our enterprise mobile app project, we proved that a well-designed app affects retention and recruiting power. Candidates who see an app on par with the big tech companies get the message: "This organization invests in its employees."