← All work
June 2021 – July 2025

iCount — Chief Design Officer

Leading design & product strategy at Israel's leading cloud accounting platform

Role
CDO
Duration
4 years
Customer growth
×2
SaaS growth
+135%

As Chief Design Officer, I led the company's design and product strategy — integrating design and user experience as core pillars of growth.

What I built

  • 🎨 Full-scale rebranding — new logo, brand identity, marketing website
  • 📱 Full product redesign — SaaS system, 2 mobile apps, 1 tablet app
  • 👥 Built the design team from scratch — workflows, culture, strategic alignment
  • 📈 Established the marketing team — brand consistency & strategy
  • 🤝 Cross-functional leadership — product, dev & marketing

Key achievements

  • 📊 Customer base doubled in 3 years (40K → 80K+)
  • 💰 Increased average customer lifetime value
  • 🏆 Higher retention, satisfaction & revenue
  • 🚀 Elevated market positioning & brand
  • 📋 NPS tracking & user research culture established
iCount — product overview

Case study & visuals coming soon