I'm Asaf

I’m a leading UX and product designer with over 12 years of experience.

I lead the User Experience and product design in Trustpeers an Incident Response adaptive SaaS platform.

I’m part of the founding team that introduced fleet formula to the world, a company that revolutionized the way people book luxury cars online and became the standard for the online luxury rental landscape.

I’ve helped big companies such as American Express, Employers Direct UK and Monarch achieve their online potential.  


I graduated with honors in typography design from Bezalel Academy of Art & Design, and lecture on digital design & usability at leading universities in Israel.

I studied User Experience Design at the Technion Israel Institute of technology

I am an animal lover, an Aikido and Yoga instructor, a music enthusiast and recreational Oud player, and a proud husband and father. Israeli and Österreich citizen, I love to travel (who doesn’t?).

Want a martial arts master designing your next UI project?

Feel free to Contact me