Hi, I'm Masha.
Over 4 years working as a UX designer within SaaS: from concept to launch
10+ years in design, with a growing focus on user research, systems thinking, and strategy
Diploma in UX UI Design and a Bachelor of Fashion Design, and a Master in Design Futures (Research) in progress
An Aussie swimmer, surfer, and waterpolo player
Research-led UX designer turning complexity into clear, intentional experiences. Based in Israel.
LET'S DIVE IN BELOW
iCount Sign: creating an integrated signing solution
iCount Sign is a digital signing feature which enables iCount users to efficiently manage essential documents like sales agreements, employment contracts, and NDAs. iCount Sign aims to streamline clients' daily operations by allowing easy upload, customisation, and secure digital signing of PDF documents, empowering users to handle critical business transactions with speed and ease.
iCount POS: redesigning the storefront experience
The iCount POS tablet application was redesigned to transform the storefront experience for small business owners. This project was focused on making inventory management more intuitive and transactions faster, allowing retailers to better serve their customers. Long-standing user pain points were addressed through thoughtful UX improvements, such as improving item-to-cart time and storefront tidiness.
Strategic pivot: rebranding for the US market
When iCount needed a new name to enter the US market, I led a five-phase, research-driven process spanning brand positioning, concept generation, and audience validation - ending with a board-approved name and a launch messaging concept. But the most interesting part was the name that shouldn't have won.
This project challenged me in new ways and allowed me to tackle design through a strategic lens.
Figma localiser plugin: A solution for bilingual file management
An internal localiser plugin concept to streamline our bilingual design workflow by enabling multiple languages to be managed within a single Figma file - removing the need for duplication.
The goal was improved collaboration and centralised copy management between the iCount designers, copywriters, and developers.
Inventory: a redesign for structure and clarity
The iCount inventory allows users to manage their items or pricelist, and ranges from basic to advanced.
This redesign focused on simplifying the user experience and cleaning up a cluttered and disorganised interface.
Additionally, future development includes item variants in order to complement popular selling platforms on the market.
CASE STUDIES
CASE STUDIES
iCount Sign: creating an integrated signing solution
iCount Sign is a digital signing feature which enables iCount users to efficiently manage essential documents like sales agreements, employment contracts, and NDAs. iCount Sign aims to streamline clients' daily operations by allowing easy upload, customisation, and secure digital signing of PDF documents, empowering users to handle critical business transactions with speed and ease.
iCount POS: redesigning the storefront experience
The iCount Point-of-Sales tablet application was redesigned to transform the storefront experience for small business owners. The project was focused on making inventory management more intuitive and transactions faster, allowing retailers to better serve their customers. Long-standing user pain points were addressed through thoughtful UX improvements.
Figma plugin: A solution for cross-team bilingual file management
An internal localiser plugin concept to streamline our bilingual design workflow by enabling multiple languages to be managed within a single Figma file. The goal was improved collaboration between designers, copywriters, and developers.
STRATEGY DESIGN
WOW, I CAN SEE IT'S GREEN HERE!
Design is about intention...
...and for me, that means doing my best for people and the environment. In order for this portfolio to be accessible to all, I've made sure that all colour contrasts meet at least Level AA WCAG 2.2 standards (and this is a standard I do my best to hold for all of my designs).
For our planet (and your loading times!), I’ve done the following to reduce my carbon footprint:
1. Reduced image, GIF, and video sizes by at least 50% through compression
2. No overly vibrant images
3. No autoplay on videos
4. Minimum use of custom fonts
All these are little steps that reduce the energy consumption and processing power required to load and render web pages, resulting in a slightly greener website.