Hola! I’m Nati, Senior Director of Product Design at Salesforce.
I build and grow design teams, shape product strategy, and help organizations turn complex challenges into meaningful experiences. My work spans enterprise products, AI-powered workflows, and the people who bring them to life.
I spent over a decade as a hands-on product designer, from consumer security to banking, workspaces and construction tech, before moving into design management.
Real projects, each one a case in aligning design strategy with a business roadmap across a lot of stakeholders.
The Scheduling Console journey, from identifying the opportunity and advocating for it to guiding design through delivery.
How I grew the Israel Field Service design team from two to seven, developed capabilities, and increased its organizational influence.
Design challenges around trust, autonomy, human control, and complex workflows.
Hands-on work from my years as a full-stack product designer at Buildots, WeWork, Aqua and Citi, from research and flows to detailed UI. Each project opens as a PDF.
Design that ships and changes how people work every day. My team's latest release met platform standards, solved requests customers had waited years for, and laid the ground for AI-first workflows.
My role is strategy and leadership, but when a project is urgent and pivotal, I own it. I recently spent six months as lead designer on a major transformation and set the direction the team now builds on.
I give designers big, visible problems before they feel ready. Then I protect their focus so they can do the best work of their careers.
I prototype with AI to put working experiences in front of stakeholders sooner, so decisions happen faster. I also bring my team along as we adopt new tools and workflows.
I’ve loved the printed word since I was young, and writing is still where I think most clearly. Most of these pieces started as notes to help a friend or to sort out my own thinking on a topic.
Some lessons land better in conversation. To grow as a manager, and help others do the same, I hosted Israel’s first podcast for design managers.
Building things on my own time keeps my design skills sharp beyond my day-to-day work, from idea to shipped product.
A private space for families to save their kids’ stories, photos and first moments, together with the people who love them.
A clear view of where the money goes: spending by category, income, savings and investments over time. The link opens a sample with demo data.
A daily health plan with a weight log and streaks to keep me going.
A volunteering project with a group of social workers, to help them pitch the solution they need to the government. The prototype makes it easy to attend cases in both regular and emergency situations, and to hand over and follow up on cases between social workers.
A configurable timer for circuit workouts, built for my own training sessions.