Skip to main content
Available for freelance & full-time

Product designer for startups and global tech.

Experienced UI/UX designer for B2B SaaS and enterprise platforms.Cybersecurity  •  Enterprise B2B SaaS  •  AI & Data  •  Automotive

Let’s talk
PlaxidityX logoGeneral Motors logoOptibus logoGigya logoForescout logoGfK logoStampli logoDocAuthority logoWhoDoYou logoiFOREX logo

Complex products, made usable

Cybersecurity · AI

AutoDesigner

An AI tool that turns an uploaded architecture image into a data flow diagram and a pre-filled threat analysis report — a guided, editable workflow aligned with ISO/SAE 21434, end to end.

  • UX Lead
  • 0→1 Product
  • AI Workflow
  • Enterprise SaaS
View case study
AutoDesigner
Mobility · Mobile

General Motors · Hummer EV

Off-road trip planning for the world's first electric supertruck. Energy-aware routes, offline maps and trips in progress — screens built to be read in the field, not at a desk.

  • iOS
  • Android
  • UX & UI
  • Automotive
View case study
Hummer EV app — discover off-road trailsHummer EV app — energy-aware trip planningHummer EV app — trail detail and trip start
Cybersecurity · AI

AI-XDR

Extended detection and response for vehicle fleets. I reorganised a fragmented set of screens into one investigation journey — alert, evidence, impact, affected vehicles, mitigation — with AI insight at each step.

  • Product Design
  • Dashboard
  • Information Architecture
View case study
AI-XDR
Platform · DevSecOps

DevSecOps Platform

Separate security tools pulled into one platform. A modular navigation model that lets each product stand alone or work as a suite, plus a Projects hub that links workflows across them.

  • Platform UX
  • Design System
  • Navigation Model
View case study
DevSecOps Platform
Website · Design & Build

Teamly HR

A marketing site for an HR platform — clear on what the product does and who it is for, and built to move the visitor to act. Designed and built end to end, responsive at every size.

  • Web Design
  • No-Code Build
  • Responsive
Visit live site
Teamly HR
Mobility · SaaS

Optibus

Public-transport scheduling built on optimisation algorithms and machine learning. Priority-based alerts that surface real disruptions, and scenario views that let planners weigh trade-offs.

  • B2B SaaS
  • Scheduling
  • Complex Flows
View case study
Optibus
Lia Dolev

Hi, I’m Lia.

I'm a freelance product designer (UI/UX) for B2B SaaS and enterprise platforms: complex, data-heavy systems and AI products. I work closely with product and engineering, often as the first or only designer, turning messy ideas into clear, structured products, from the first flows to scale.

Career highlights
  • PlaxidityX Scaled design from one product to seven, built the design system, and designed an AI-driven XDR platform. A product I designed was presented at a global conference and led to collaborations with Google.
  • Gigya Sole designer from early-stage startup to the company's $350M acquisition by SAP, with 1.3 billion customer identities under management.
  • Optibus Sole designer through the $12M Series A, and led the company rebrand.
  • GfK Designed RegioGraph, a geomarketing platform that won Top Retail Product 2017. Acquired by NielsenIQ.
  • General Motors Owned UI/UX for the Bolt EV and Hummer Off-Road apps.

What clients say

“It was a pleasure working with Lia. She's a real UX & product expert and a great team player. I hope we will collaborate again in the future.”
Lior BenderskiProduct Leader & Entrepreneur
“I had the pleasure of managing Lia during her freelance engagement at General Motors. Lia is a talented Product Designer with a great eye for detail and a real ability to make complex products feel simple and intuitive. During her time with us, she worked on the Bolt EV and Hummer EV Off-Road mobile experiences, collaborating closely with Product and Engineering to create intuitive, high-quality user experiences.”
Shani AvnetProduct Design Lead at Salesforce | AI Platform
“I've had the pleasure of working with Lia for the past 2 years. She's an exceptionally talented lead product designer who consistently delivered across seven different initiatives—each with its own unique challenges. Her ability to handle constant context switching while maintaining a high standard of design quality speaks volumes about her adaptability, focus, and strong problem-solving skills. On top of that, she brings a great sense of team spirit, always contributing positively to collaboration and momentum.”
Elad ZingerDirector of Product Management at Paragon
“Lia is both a dedicated and talented user interface designer. At GfK, her main focus was the UI design for a unique geo-location insights application. This required creative thinking, active listening and gaining an understanding of a field in which she had little prior experience. Lia successfully cracked the visual challenges at hand and produced attractive, high-quality designs that we could successfully demonstrate to key clients.”
Gidon HallsideCo-Founder at PhoneDue
“Lia is a very talented designer and UX expert. She helped us in a new venture in a timely fashion, with budget constraints, and still managed to produce high quality assets. We will work again and I highly recommend her.”
Adam PeledFounder & CEO at Really Great Tech
“Lia is a super-talented designer. Her work is visually appealing - clean and effective. She also moves quickly and is very open to collaboration and working together to build great UI.”
Yoav SchwartzAI Security at Meta
“Lia is a talented designer. She worked in Gigya for about 6 years and was responsible for all design tasks. She handled many aspects of the product, including sophisticated B2C widgets and B2B console. She is extremely professional and extremely creative, very technical and well familiar with implementation limitations when providing UI solutions which look great, responsive and customizable. I will be happy to continue working with her in the future.”
Ron Ben ChenBuilding Secured Clouds, Riding the Edges
“Lia is a very dependable, creative and talented UI designer with attention to details and commitment for excellent design. She's been doing a fantastic job for Gigya with designing several end-user widgets, website design and many other asset creations both web and mobile. She has a strong, professional work ethic, and is very pleasant to work with.”
Etay GellerVP of Product Management
“I've managed Lia directly for over two years in Gigya and would love to recommend her. Lia is a highly talented user experience, web design and creative professional, with the ability to turn high level design guidelines to detailed and in-depth deliverables. She excels in quickly and efficiently designing web and mobile layouts and has extensive experience working with project and product managers to deliver designs in the required time frame and within budget.”
Itamar NovickFirst check to AI founders | Pre-Seed/Seed at Recursive Ventures

On Medium

All articles

Jul 2025

From Standalone Tools to SaaS: Designing a DevSecOps Platform That Grows With Your Users

From Standalone Tools to SaaS: Designing a Strategic Platform That Scales “We didn’t start with a platform - we grew into one. And that made all the difference.” Shifting from standalone tools - some even on-prem - to a …

Read on Medium

Apr 2026

Designing in the Unknown

Not every product comes with a clear user base, an established market, and a shelf of research to borrow from. Sometimes you’re designing something that doesn’t quite exist yet. You’re building an MVP in a domain that’s …

Read on Medium

Apr 2026

Before You Hire a Designer

Six things you can do right now to audit, understand, and improve your own product Most founders I talk to know something is off with their product. The UI feels inconsistent. Users take longer to onboard than they used …

Read on Medium

let’s talk.

Tell me a bit about your product and what you need. I usually reply within one business day.

I’ll only use your details to reply to you. No lists, no newsletter. Privacy policy

Questions before we start?
What kind of product designer is Lia Dolev?

Lia Dolev is an experienced freelance product and UI/UX designer who designs complex digital products —B2B SaaS, enterprise platforms, AI-powered tools, cybersecurity and automotive software. The work is turning dense workflows and data-heavy interfaces into something a person can actually read and act on.

How much does a project cost?

Product design is billed hourly or on a monthly retainer, and website projects are quoted for a defined scope. Every engagement is quoted per project after a discovery call, with a written proposal sent within 48 hours.

How long does a project take?

An MVP design takes 3–4 weeks and a UX/UI redesign for AI-generated products 2–5 weeks. A Fractional Product Designer is an ongoing engagement of 1–3 days a week over three months or more, and a website runs 3–6 weeks end to end.

What do I actually receive at the end?

Production-ready Figma files, a documented design system with tokens and components, prototypes for the key flows, and developer handoff support so engineering can build without guesswork.

Can Lia improve an existing product rather than start from scratch?

Yes, and it is a large part of the work. UX audits, flow restructuring, information architecture and UI repair on products that grew complex as they evolved — including AI-built MVPs that run but do not read. Most clients are founder-led teams with strong engineering and no in-house designer.

How do we start?

Book a free 30-minute discovery call. You get a written proposal with scope, pricing and timeline within 48 hours, and work can usually begin the following week.

© 2026 Lia Dolev Studio