Refaeli Ma · Experience Architect

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.

Problem > Solution

The right question matters more than a fast answer.

Problem > Solution

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.

Objectives > Operations

Purpose guides process.

Objectives > Operations

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.

Evidence > Opinion

Data aligns faster than debate.

Evidence > Opinion

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.

Space > Noise

Clarity lives in the pause.

Space > Noise

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.

Made Real

A selection of recent work

Digital product and interaction design, focused on clarity, systems, and intelligent experiences. Not just what shipped, but what it took to get there.

· Identity Architecture · 2026–Present

01 / 04

Verizon Identity Architecture

Most people never see this work. That's the point. Leading Verizon's Identity & Profile ecosystem, creating the invisible structure that connects households, devices, behaviors, and services into one intelligent system.

· Mobile · iOS & Android · 2023–2025

02 / 04

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.

· Collaboration Platform · 2021–2023

03 / 04

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.

· Automotive HMI · 2020–2021

04 / 04

Iconmobile

The dashboard is never the product. The experience begins long before someone touches a screen and continues long after they leave the vehicle. Working in automotive taught me to design for context, constraints, and human behavior at scale. It reinforced a belief I still carry today: the best experiences emerge when every part of the system works together so naturally that the technology fades into the background.