About

Hi, I'm Refael. I'm a Product Manager and UX Strategist, with a background in Full-Stack development and UX/UI.

My journey into product comes from a combination of three areas: product thinking, user experience, and architecture.

I built my professional experience in the eCommerce industry, where I developed and scaled complex Shopify platforms for dozens of leading brands in Israel and around the world - platforms and sales channels that generated millions of shekels in revenue each month.

Throughout these projects, I led product decisions alongside project managers, improved workflows, and translated business requirements into precise technological solutions and products, down to the pixel. Working closely with merchants, I identified friction points in their workflows and created solutions that save time, shorten processes, and increase the bottom line.

Alongside a product mindset that puts the user experience at the center, with the goal of achieving better business results, I believe that the right architecture is the foundation of every successful product. It helps create a smooth user experience on the customer side, while also creating efficient and cost-effective processes for the business.

This combination has given me a holistic view of the product lifecycle and the ability to connect three worlds - product, user experience, and technology - and bridge between them through user needs, business goals, and the systems and architecture behind the scenes.