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Freelance UI/UX designer for complex B2B SaaS products

Lia Dolev · UI/UX · Israel · remote or hybrid

I’m Lia Dolev, a freelance UX designer and freelance UI/UX designer in Israel, designing since 2005. If you need to hire a UX designer for a B2B SaaS product, I work as a freelance product designer and SaaS UX designer, from dashboard UX design to complex systems and AI products: as a contract product designer or UX contractor for a defined project, or as a fractional product designer and fractional head of design alongside your team. I also work as a design system consultant and run UX audits.

I’ve designed complex B2B SaaS products in cybersecurity, automotive and AI, usually as the first or only designer in the company: General Motors, Optibus, GfK, Gigya and PlaxidityX.

Experience

Designing since 2005. 20+ years on B2B products

Specialties

B2B SaaS, complex systems, analytics and AI. Dashboards and multi-role, permission-based systems, in cybersecurity and automotive

Product design

Not only a good-looking UI: user research, wireframes and prototypes in Figma, flows and information architecture

Design systems

Built and owned design systems for multi-product platforms

Product leadership

Led product design and built products from scratch, often as the first or only designer

Availability

Available for freelance projects, contract work or fractional. Also suited to long-term partnerships

Based in

Pardes Hanna-Karkur (Sharon), Israel. Remote or hybrid with teams in Israel, Europe and the US

Pricing

Hourly or a monthly retainer, quoted per project after a 20-minute call

How can I help

MVP design

From problem framing to a clickable, high-fidelity prototype in 3–4 weeks.

AI product design

Products where AI does the work, or built with Lovable, v0 or Cursor: clear flows, real hierarchy, output users can act on.

Fractional Product Designer

Senior design ownership 1–3 days a week: information architecture, dashboards, the design system.

Web design

Clear, responsive sites for businesses, designed and built.

Not sure which? Book a 20-min call

Selected work

How we work

  1. 01

    Discovery call

    A 20-minute call to understand the product, the team, and the decision you are trying to make.

  2. 02

    Proposal

    A written proposal with scope, timeline and deliverables — within 48 hours.

  3. 03

    Design sprint

    Iterative work with weekly check-ins, async reviews in Figma, and direct communication on Slack or email.

  4. 04

    Handoff

    Production-ready specs, design tokens, and engineering support during build and QA.

What clients say

“It was a pleasure working with Lia. She's a real UX & product expert and a great team player. I hope we will collaborate again in the future.”
Lior BenderskiProduct Leader & Entrepreneur · Stampli
“I had the pleasure of managing Lia during her freelance engagement at General Motors. Lia is a talented Product Designer with a great eye for detail and a real ability to make complex products feel simple and intuitive. During her time with us, she worked on the Bolt EV and Hummer EV Off-Road mobile experiences, collaborating closely with Product and Engineering to create intuitive, high-quality user experiences.”
Shani AvnetProduct Design Lead at Salesforce | AI Platform
“I've had the pleasure of working with Lia for the past 2 years. She's an exceptionally talented lead product designer who consistently delivered across seven different initiatives—each with its own unique challenges. Her ability to handle constant context switching while maintaining a high standard of design quality speaks volumes about her adaptability, focus, and strong problem-solving skills. On top of that, she brings a great sense of team spirit, always contributing positively to collaboration and momentum.”
Elad ZingerDirector of Product Management at Paragon
“Lia is both a dedicated and talented user interface designer. At GfK, her main focus was the UI design for a unique geo-location insights application. This required creative thinking, active listening and gaining an understanding of a field in which she had little prior experience. Lia successfully cracked the visual challenges at hand and produced attractive, high-quality designs that we could successfully demonstrate to key clients.”
Gidon HallsideCo-Founder at PhoneDue
“Lia is a very talented designer and UX expert. She helped us in a new venture in a timely fashion, with budget constraints, and still managed to produce high quality assets. We will work again and I highly recommend her.”
Adam PeledFounder & CEO at Really Great Tech
“Lia is a super-talented designer. Her work is visually appealing - clean and effective. She also moves quickly and is very open to collaboration and working together to build great UI.”
Yoav SchwartzAI Security at Meta
“Lia is a talented designer. She worked in Gigya for about 6 years and was responsible for all design tasks. She handled many aspects of the product, including sophisticated B2C widgets and B2B console. She is extremely professional and extremely creative, very technical and well familiar with implementation limitations when providing UI solutions which look great, responsive and customizable. I will be happy to continue working with her in the future.”
Ron Ben ChenBuilding Secured Clouds, Riding the Edges
“Lia is a very dependable, creative and talented UI designer with attention to details and commitment for excellent design. She's been doing a fantastic job for Gigya with designing several end-user widgets, website design and many other asset creations both web and mobile. She has a strong, professional work ethic, and is very pleasant to work with.”
Etay GellerVP of Product Management
“I've managed Lia directly for over two years in Gigya and would love to recommend her. Lia is a highly talented user experience, web design and creative professional, with the ability to turn high level design guidelines to detailed and in-depth deliverables. She excels in quickly and efficiently designing web and mobile layouts and has extensive experience working with project and product managers to deliver designs in the required time frame and within budget.”
Itamar NovickFirst check to AI founders | Pre-Seed/Seed at Recursive Ventures

let’s talk.

Tell me a bit about your product and what you need. I usually reply within one business day.

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Questions before we start?
What kind of products does Lia Dolev design?

Complex B2B SaaS products for expert users: cybersecurity (XDR, vulnerability management, DevSecOps consoles), automotive software, AI-driven platforms and enterprise systems. Past work includes PlaxidityX, General Motors, Optibus, GfK and Gigya (acquired by SAP).

How does Lia charge?

Hourly or on a monthly retainer, quoted per project. There is no public price list. Website projects are quoted for a defined scope.

Where is Lia based, and does she work remotely?

Pardes Hanna-Karkur, in the Sharon region of Israel. She works remotely or hybrid with teams in Israel, Europe and the US, in Hebrew and English.

Can I hire Lia as a freelance or contract designer?

Yes. Either a defined project or an ongoing retainer, and she is also suited to long-term partnerships. Fractional work is available too.

What is the difference between a freelance and a fractional designer?

A freelance product designer is hired per project to deliver specific design work. A fractional designer is embedded on a monthly retainer, typically 1–3 days a week over three months or more, and owns design across flows, builds and governs the design system, and mentors the team.

Does Lia do UX audits?

Yes, as a separate service. It finds where an existing product loses its users, with findings placed on the screen where they happen and a redesigned flow. It starts with a 20-minute call.

Does Lia work with developers and deliver Figma files?

Yes. She is experienced in ongoing work with product managers, development teams and QA. Deliverables include prototypes, Figma files, design tokens and a developer handoff session, with continuous collaboration and QA during the build.

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