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.

About

I’m a 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.

Mission

Design Systems for Designers

Over the years, I’ve worked on mobile apps, web platforms, and full-scale design systems for companies big and small.

In recent years, I’ve become increasingly focused on design systems, and alongside my passion for education, I see my mission as making design systems more designer-friendly.

Many of the products and systems I’ve worked on reflect this mission in action.

How I built a designer-first design system at Soundcloud

Hands-on Design System Support

Hands-on Design System Support

I embed directly with your design team to build, refine, and support your design system - offering hands-on help with tokens, components, onboarding, and design-engineering collaboration wherever it’s needed most.

I embed directly with your design team to build, refine, and support your design system - offering hands-on help with tokens, components, onboarding, and design-engineering collaboration wherever it’s needed most.

Workshops & Team Coaching

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.

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

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.

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

Design System Health Check

A comprehensive review of your design system. From structure and components to naming, usability, and team alignment. I’ll help you spot what’s working, what’s not, and how to evolve it to better support designers and developers.

A comprehensive review of your design system. From structure and components to naming, usability, and team alignment. I’ll help you spot what’s working, what’s not, and how to evolve it to better support designers and developers.

Companies I worked with

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

✌️