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I
REFAELI
MA
📍 Based in Los Angeles, California
DESIGN PHILOSOPHY
I design for the problem beneath the problem. Most products fail not in execution, but in definition, solving the wrong thing, beautifully.
My work begins before the interface, in the tensions and misalignments no one has named yet. I don’t start with screens. I start with structure. Then I build systems that resolve what actually matters, shaping behavior until the right action feels natural, almost inevitable.
Good design, to me, is invisible.
Not because it lacks craft, but because it removes the need for attention. Everything works as it should: quietly, precisely, on purpose.
10+
YEARS EXPERIENCE
40+
PRODUCTS SHIPPED
20M+
USERS IMPACTED
HOW I WORK
Design is not how it looks. It's how decisions are made.
A few principles that shape how I work, balancing structure, intuition, and the space in between.
Most work rushes to solutions. I don’t. A well-crafted answer to the wrong problem is still failure. I spend time where it matters, defining the real tension beneath the surface. When the problem is clear, the solution becomes obvious, often simpler than expected.
Problem > Solution
The right question matters more than a fast answer
Busy work can look like progress. It rarely is. I anchor teams in outcomes, not activity, aligning every decision to a measurable objective. Process exists to support direction, not replace it. If the goal is clear, the path can stay flexible.
Objectives > Operations
Purpose guides process
Design is full of strong opinions. Only some are right. I prioritize signals over assumptions, grounding decisions in data, behavior, and real user feedback. Not to remove intuition, but to sharpen it. Good judgment is informed, not guessed.
Evidence > Opinion
Data aligns faster than debate
More is not better. Clarity comes from restraint. I remove what competes for attention so what matters can stand on its own. Whether in interface, system, or communication, space is what allows meaning to emerge.
Space
> Noise
Clarity lives in the pause
MADE REAL
A selection of recent work in digital product and interaction design, focused on clarity, systems, and intelligent expereiences.
VERIZON
IDENTITY ARCHITECTURE
Leading the evolution of Verizon’s Identity & Profile ecosystem, designing the invisible architecture that connects households, devices, behaviors, and services into one intelligent system.
Built to power Personalization, Behavioral Intelligence, and AI-driven experiences across Home and Mobile, this work shifts Verizon from managing products to understanding relationships, transforming a traditional utility platform into a connected operating system for modern households.
This work spans Unified Parental Controls, Authentication, Profile Architecture, Device Attribution, Personalization Systems, and AI-powered synthetic user frameworks, shaping the infrastructure that future Verizon experiences will be built upon.
VERIZON HOME APP
A product people only opened when something went wrong. Low trust, low engagement, and a system that felt fragmented.
We reframed it. From a reactive utility into a more proactive, intelligent experience. One that surfaces what matters, guides action, and earns trust over time.
BLUEJEANS BY VERIZON
In the middle of the pandemic, a collaboration platform became something more. A space where work, communication, and human behavior converged.
This was a technical chapter. Where engineering expanded the possibilities, and design made them legible. Not just shaping interfaces, but reshaping habits through structure and intent.
KIA NEW ERA
KIA New Era explored how a brand identity extends beyond form into a unified digital ecosystem, where mobile, web, and in-car experiences shape one coherent expression.
*Final design renderings are confidential; visuals shown are for illustrative purposes only.
FORD
MUSTANG MACH-E
The Mustang Mach-E demonstrates how digital interfaces and physical controls can work together, using a hybrid touchscreen and rotary dial to create intuitive, tactile interaction within a minimalist system.
*Final design renderings are confidential; visuals shown are for illustrative purposes only.
BMW ID 7.0
The BMW i7 elevates this further, positioning digital experience as a core part of luxury, where technology, space, and interaction redefine what a flagship vehicle feels like.
*Final design renderings are confidential; visuals shown are for illustrative purposes only.
OTHER THINGS I MAKE
Not everything lives on a screen.
Some ideas take shape in materials, form, and experiments.
LEIRA LOUNGE CHAIR
2016
Creative Director | Product Design
CONTACT
Let's make something
worth keeping.
Whether you have a role, a project, or just want to talk design, I'm always up for a good conversation.
Based in LA, working everywhere.
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