Hello!

I’m Asaf, a Principal Product Designer and design systems consultant. I help product designers and design teams work more smoothly with design systems; making them easier to use, more intuitive, and better aligned with how designers actually think and work.

I’m a freelance Principal Product Designer with over 12 years of experience designing digital products and scalable design systems for tech companies. I’ve worked with startups, scaleups, and global brands on cross-platform products across healthcare, education, e-commerce, and entertainment. Products and features I’ve designed have been , and still are used by millions of people worldwide.
In recent years, I’ve specialized in design system consulting for product teams, building scalable systems and improving adoption through team training, supporting, and coaching. I believe systems should support creativity, not limit it, and that many design systems today are too complex, too abstract, and too code-driven to be useful for designers.

I offer

Hands-on Design System Support

I join your team to help build, refine, and implement your design system directly within your day-to-day workflow. I embed myself with the design team, offering hands-on support and coaching as we work together. From token structure and component libraries to designer onboarding and design-engineering collaboration.
I support where it’s needed most.

Workshops & Team Coaching

Live, hands-on sessions with your design team to teach system thinking, token usage, and best practices. I focus on making abstract concepts practical and designer-friendly.

System Setup & Foundations

Starting from scratch? I’ll help you create a scalable, intuitive design system tailored to your team’s real-world needs, not someone else’s framework.

Design System Health Check

A comprehensive, objective review of your current design system, from foundational structure and component logic to naming conventions, usability, and team alignment. I’ll help you understand what’s working, what’s not, and how to evolve your system to better support both designers and developers.

Companies I worked with

Work

While some projects may appear older and perhaps even outdated in terms of design trends, they hold a special value to me and played a big role in my journey. Each piece tells a story of growth, challenges, and the joy of creating.
Soundcloud − Design system, improving design process, user experience and development velocity.

2020-2023

Soundcloud − Design system, improving design process, user experience and development velocity.

2020-2023

Design system, improving design process, user experience and development velocity.

2020-2023

More recent projects will be added soon.

Let's work together

If your team is looking for an experienced design systems consultant or Figma design system expert, I’d love to help you build a system your designers actually want to use.
Say hi

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