Bank Hapoalim
During my five years at Bank Hapoalim’s design studio, I led the UX/UI strategy for the Business Division, specializing in complex financial products and capital market platforms. I was responsible for driving cross-departmental processes, initiating significant system upgrades, and delivering creative design solutions that streamlined digital experiences within the bank's ecosystem.
Redesigning the Digital Experience
As digital demand surged during the pandemic, I recognized that external solutions failed to meet our complex needs. I independently initiated a redesign that aligned the business site with the bank’s new app and marketing language, creating a unified ecosystem. This strategic vision was praised by management and led to me spearheading the platform's complete UX/UI overhaul.
Old vs. New
Pain Points
System Dependency
A shared codebase between business and private sites, meaning any design change required extreme caution to avoid cross-platform impact.
Resource Management
Navigating complex budget allocations across multiple departments, requiring strategic prioritization of design tasks.
Complex User Archetypes
Redesigning for experienced users accustomed to data-heavy interfaces who were resistant to drastic flow changes.
Technical Rigidity
Working within strict legacy system limitations that demanded high-impact solutions with minimal backend disruption.
The Solution
Visual Ecosystem
Alignment Establishing a unified design language that aligned the business site with the bank’s app and marketing assets.
Consistent Component Architecture
Standardizing layouts, button placements, and hierarchy to reduce cognitive load and improve navigation speed.
Strategic Interface Expansion
Transitioning the workspace from 1400px to 1920px to maximize data visualization and professional productivity.
Stakeholder Buy-in Strategy
Utilizing high-fidelity prototypes and data-driven presentations to demonstrate value and secure long-term investment in future code updates.
UX Research & Insights
User Research & Validation
Analyzing behavior patterns and end-user needs to validate the new interface and refine the user experience in real-time.
Hierarchy & Visual Distinction
Identifying friction points and enhancing information hierarchy, with a focus on making the interface accessible to diverse audiences and senior users.
Prototyping Complex Interactions
Building prototypes to test data-heavy processes, specifically optimizing table management and repetitive bulk operations.
Bridging Research & Visual Language
Integrating deep UX insights with a new visual identity to create an intuitive experience within a complex enterprise system.
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Work Process & Methodology
Foundation & Hierarchy
Restructured the main dashboard to establish a clear visual hierarchy, serving as the design blueprint for the entire platform.
Systematic Uniformity
Standardized internal screens and complex data tables to ensure a consistent, predictable user experience across all modules.
Prototyping & Validation
Developed interactive prototypes to communicate design intent and gather critical feedback from stakeholders before development.
User-Centric Testing
Conducted live usability sessions with actual bank clients to identify pain points and refine the interface based on real-world behavior.
Case Study:
Streamlining the Transfer Process
This workflow showcases a clean, hierarchical layout designed to simplify complex financial actions. By placing instructional text alongside input fields, I maximized screen real estate and minimized scrolling. The integration of intuitive icons and a clear visual structure ensures a seamless, efficient experience, transforming a technical task into a user-friendly journey.
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Old vs. New
Daily Deposit Flow
This example showcases a streamlined daily deposit process, focusing on a precise information hierarchy and clean visual layout. By utilizing intuitive icons and a minimalist structure, I transformed a routine financial task into a fast, frictionless, and clutter-free user experience.
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Old vs. New
Dark Mode:
A Professional Workspace
Recognizing that business clients use the bank’s platform as a high-performance worktool rather than a casual portal, I introduced a dedicated Dark Mode—a first in Israeli banking. Inspired by global trading and capital market software, this interface reduces eye strain and aligns with professional standards. This revolutionary move transformed the digital banking experience into a modern, focused workspace tailored for heavy-duty financial operations.
Conclusions & Key Learnings
Simplifying Complexity
Making complex regulatory processes intuitive, balancing high-level functionality with universal accessibility
Unified Experience
Establishing a consistent visual language across platforms to increase user confidence, familiarity, and adoption
Innovation Under Constraints
Delivering creative, user-centric solutions within rigid technical, budgetary, and regulatory frameworks
Simplifying Complex Banking Processes
This project focused on solving a complex functional challenge. I took a heavy, regulation-filled process and focused entirely on the UX logic: how to filter, organize, and simplify the steps. After months of refining the information architecture and microcopy, I transformed a bureaucratic headache into a clear and efficient digital workflow.
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A Fresh Perspective:
Beyond the Table
Design Shift
Leading the transformation from a data-heavy table system to a modern design approach. This was my first project implementing a primary filtering component.
Ecosystem Alignment
Bridging the gap between the professional website and the bank’s modern mobile app to ensure a consistent brand identity.
Card-Based Interface
Restructuring information into intuitive cards using icons and bold colors, making complex financial data easy to scan.
Visual Hierarchy
Extracting key insights from dry, traditional deposit documents. By highlighting the essentials, I turned a bureaucratic form into a clear, visual journey.
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External Digital Ecosystem
Beyond core banking, I led the design of specialized external projects, including a dedicated system for managing and signing complex real estate documents. The goal was to ensure total visual consistency with the bank's evolving brand identity, aligning the interface with the new mobile app and upcoming website. To simplify heavy bureaucratic workflows, I integrated a custom illustrative language, transforming a technical process into a friendly, accessible, and modern user experience.
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The Business App
Elevating Professional Identity
Driven by the surge in digital engagement, I redesigned the Business App to establish a distinct professional identity. I developed a unique illustrative language inspired by modern workspaces and urban mobility, replacing the leisure-oriented motifs of the private app. By merging prominent business branding with a clean, functional UI, I created a sophisticated gateway tailored specifically for corporate clients.
Old Vs. New
Illustrations, Animations and Fun
I proposed combining a scooter with a business client to create an urban, light-hearted feel. This concept aims to integrate illustrations into both the application and the website
Simplifying Complexity Transforming intricate processes into intuitive interfaces, balancing deep functionality with broad usability.
UX Continuity Building a unified visual language across platforms to boost user trust and shorten the learning curve.
Innovation Under Constraints Delivering creative, user-centric solutions within rigid regulatory, technical, and budgetary frameworks.
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From Individual to Mass:
Salary Transfer
The Salary Transfer process was developed through direct engagement with major corporate clients, uncovering a critical need for high-volume data management. While the private app focuses on individual transactions, I designed a bulk-operation system from scratch to handle hundreds of recipients simultaneously. The core challenge was mastering complex data density and multi-user workflows while maintaining the bank's familiar and intuitive visual language.
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Seamless Real-Time Payments:
Zahav (RTGS) System
A streamlined interface for real-time payments (RTGS) and foreign currency transfers. I simplified the use of Zahav numbers (IBAN codes), transforming a complex regulatory procedure into a fast, user-friendly digital flow. This ensures immediate, irrevocable transfers of large sums with maximum security and real-time confirmation.
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Signature Complexity:
Approval Cycles
UX design for the "Transactions for Signature" system, managing complex approval cycles for large enterprises. Covering over 20 distinct signature workflows, this project was one of my most extensive challenges. I transformed a data-heavy, multi-layered approval process into an intuitive interface, ensuring total clarity and seamless tracking for multiple stakeholders throughout the signature chain.
Old vs. New
