Creative partner. Strategic thinker. Code based product design your agents can use without you.

12 Years
designing apps

500+ Pivotal user insights uncovered

9 Teams coached
and built

17 Product
launches

Photo of Tova with curly brown hair, wearing a navy blue top and beige pants, sitting on a wooden stool with pens in her hands, against a white wall.

As a 2x startup founder, I understand the highs and heartbreaks of building a business. I offer:

Strategic design sprints
For targeted upgrades + brainstorming sessions

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Fractional Head of Design services
Full support for hitting PMF or growth

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Contact me
A shiny, metallic, abstract sculpture with swirling chrome stripes

Hey founder or product leader! You’re using AI to push further and faster than ever possible. But something still isn’t clicking with users:

Has your product caught a case of Franken-bloat?

➺ You're having to spend lots of time helping people onboard.

➺ Engagement on core features is lower than it should be.

➺ Your interface is ultra dense. But you can’t pull any of it out.

➺ Your product doesn't look like your brand anymore.

Work with me to get:

Core design systems in html and .md

A real component library in html, plus product-unique UX directives your front-end agent can actually follow when you drop them into your codebase.

A standout UI and icon system

A UI pass on your main flows, so your product looks like it belongs to you: Higher-end, more trustworthy, and not the same as ten other competitors’.

Strategic design advice on-call

We’ll make the leanest, boldest design moves to get you closer to product-market fit, putting more gas behind your agentic workflows.

Selected work

  • Close-up of several women dressed in colorful, fashionable outfits, mainly featuring pink and blue clothing.

    Madeline

    The fashion PLM crafted for designers, by designers. Pre-launch info →

  • A colorful digital illustration of a smartphone displaying a video call with four smiling people and a dog, against a vibrant purple background with orange and pink geometric shapes, and a pink circle saying "Let's Groove" in the center.

    Groove

    A coworking and accountability community for freelancers. View work →

  • Smartphone screens displaying a doodle app with bright colors and playful design, surrounded by yellow smiley face emojis on a purple background.

    NoomaLooma

    Creative wellness app where you swap scrolling with creative play. Info →

See more projects

Why leaders work with me

  • “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 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

  • “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

Let’s jam on it

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

Good questions

  • Someone who takes responsibility for your product experience, to move it off your shoulders. That ranges from being a brainstorm partner to someone who executes on front-end code.

  • When you need senior-level product design & strategy expertise but aren't ready for a full-time hire. (A senior full-time hire usually means at least a year's commitment at $155K or more, while working with me is usually a commitment of a few months and under $15K.)

  • I work with small, lean teams, either just starting out or starting something new inside a larger organization.

  • Believe it or not, 1-3 weeks. Remember: If I can't make sense of your product quickly, your users can't either, and that’s part of how we learn what to fix.

  • Teams give me direct access to their codebase. I use Claude Code to create new designs from the existing code, and I can open pull requests for the engineers when needed.

  • I work with founders & leaders to define product design strategy, then with CTOs or engineers to execute and implement it in the code.

  • I work based on packages, not hourly. You can try a project-based sprint, usually one month, or a mini retainer for longer support. You can see the options and pricing on my packages page.

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

Tova practicing yoga in a plank pose on a mat outdoors, with wooden barrels and plants in the background.