Creative partner. Strategic thinker. Bold, lean product design for launches that matter.

12 Years
designing apps

500+ Pivotal user insights uncovered

9 Teams coached
and built

17 Product
launches

As a startup founder, I understand the highs and lows of building a business. As your fractional Head of Design, I offer both:

Strategic product guidance
Together, we’ll cut through the noise to solve your trickiest product dilemmas. I’ll help you make smart (often free) design decisions that amplify value for your audience.

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Launch-ready designs
From sharp UX flows to full app design and ICP discovery experiments, I create and stress-test designs to make your vision real, tangible, and ready for growth.

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Contact me

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Design that creates impact

Coming soon: the fashion PLM crafted for designers, by designers. Info →

Groove: a coworking and accountability community for freelancers. View →

Get to know me through past projects: social, educational, ecomm & more. View →

Why leaders work with me

  • “Tova is smart, detail oriented and very enjoyable to work with - I used to look forward to our meetings each week! The whole design process was streamlined and efficient from start to finish. She is able to incorporate product vision and user feedback very well into the designs. She also provided valuable insights on conducting user interviews, surveys and branding. I look forward to working with her again!”

    Prathima Rao, Founder & CEO, Kin Parenting

  • “I can’t recommend Tova highly enough. Her innate curiosity and attention to detail unearthed important insights that were tremendously helpful in the development and refinement of our products.”

    Dale Nirvani Pfeifer, Founder & CEO, Goodworld

  • "Every conversation we have, I walk away a little clearer - not because you push a single right answer, but because you help frame decisions around where someone actually is right now. That's rare and incredibly valuable for entrepreneurs."

    Shai Stern, Founder, Gotavi

  • “Working with Tova was a pleasure. Aside from being reliable, she has a lot of important insights beyond aesthetics and helped us get into the minds of our users and optimize our product work accordingly. Tova is trustworthy and results-driven -- we'll definitely be working with her again!”

    Cori Widen, User Research Lead, Lightricks

  • “Tova has been invaluable both to the development of Voiceable’s product and to high-level company strategic decisions. Tova’s input and insights are always focused not only on the customer (which she represents well) but also on the long-term and end game. She is an asset for every team working on innovative products.”

    Gill Bar-Yosef, Founder & CEO, Voiceable

How I work with you

Idea stage entrepreneurs →

Early stage startups →

Growth stage businesses →

Designed to bring your ideas to life

Contact me here for a free brainstorm session, or send me a message on LinkedIn - I’d love to hear what you’re creating!

This is me! (big into yoga for most of my life)