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Sr. product designer
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With 5+ years of experience, I simplify complex B2B SaaS, BI, and hardware products by leading design direction, driving UX decisions, and delivering pixel-perfect execution.
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About me
I’m Ayala Steinfeld, a senior product designer focused on creating intuitive, beautifully refined interfaces where purpose meets pixel-perfect detail. Grounded in systematic thinking and strong UX, I connect research, technology, and design to build simple, meaningful digital experiences.
What I bring to the table
Transforming complex B2B SaaS, BI, and OS platforms into intuitive, high-impact products through UX strategy and pixel-perfect design.
Building and owning cross-product design systems that align teams, enforce consistency, and speed up development.
Leading features from research and wireframes to pixel-perfect Figma UI, interactive prototypes, and clear dev handoff.
Case studies · 4 projects
Define and design an innovative concept to replace the existing system used by press operators.
Real-time and historical press data reports that gained immediate popularity among users and stakeholders.
An advanced operating system designed for operators of Landa’s printing presses.
Define and design an intuitive query system that simplifies complex data exploration into actionable visual insights.
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AI Assistant
In this project, I was responsible for designing a new and innovative interface to replace the existing system used by press operators.( The goal was to create a user-friendly interface that would significantly reduce the learning curve, enable operators to complete tasks accurately and efficiently, and prevent actions that could potentially harm the press.
Role: UX Specialist, Lead Designer, Product Designer
Landa's printing press Landa Digital Printing, founded in 2002, revolutionized the printing industry with its groundbreaking Nanography® technology. Each Landa press measures between 18-21 meters in length and weighs about 35 tons. Its operating system runs across three 43-inch screens, one of which is a touch screen.
Overview Landaˇs original interface, LIA, spanned three screens and offered full control over ink, paper feed, pressure, diagnostics, and more, designed for both operators and FSEs. Over time, it proved too complex for daily use: training took over six months, and most errors required FSE intervention. To solve this, we created S OAP Simple Operator Application, focusing on core tasks to simplify workflows, reduce training, and enable operators to troubleshoot independently.
My role UX Research
I conducted interviews with operators to validate pain points and challenges .
I analyzed findings together with team members who visited customers and observed their daily operations. I helped define a new UX concept based on user needs, business goals, and technical constraints.
UX/UI Design
I created user flow diagrams to map key tasks and system interactions .
I defined and led a clear design language tailored to the needs of the users. I designed intuitive, task-focused interfaces that simplify daily operations and reduce the learning curve.
The interface is spread across three large screens
Challenges V ery complex UX - User Experience is not intuitive.
All options are available to the operator, even that he needs only ~ 25% of the functions. Steep Learning curve: Operators face difficulties with time-consuming and complex training processes due to the technical nature of the system and its many interrelated subsystems. Over-reliance on support: There is a frequent need for external field service support, which increases downtime, costs, and operational inefficiencies. The system is unstable and fails to monitor issues. The presses require FSE to be stationed wherever there's a press, which wastes a lot of money and causes reliability concerns about the press.
Design challenge: screen reflections and mirror
Goals E Simplify press operation and reduce cognitive load. E Increase operator confidence and reduce dependency on FSEs. E Shift to a predictive and preventive approach to minimize mistakes and downtime. E Reduce onboarding time and training periods.
Solution - New concept
After realizing operators were overwhelmed by a complex system, we rethought the entire mental model. The original LIA exposed all actions at once, causing mistakes, long training, and reliance on FSEs. We introduced Path, a task-based assistant guiding users step-by-step.(
To support this new approach, I redesigned the scree
n layout: ¥ Right screen: Path - a structured flow that represents the optimal w ay to operate. ¥ Center screen: Queue - a flexible space for personal planning and manua l decisions. ¥ Left screen: Monitor - shows only machine-related info relevant to the operator.
Before Screens order - Today
After Screens order - New Concept
Design Proces I led the process from the ground up, conducting on-site observations and interviews with operators and support engineers. The main issue was cognitive overload, not lack of training. I adopted a task-based approach, mapping workflows, identifying pain points, and designing the Path assistant with wireframes and interactive prototypes. The final design balances guidance for new operators with flexibility for experienced users and was approved by leadership with a multi-million dollar budget and team expansion.
New Printing Job in Path
Put more focus to the current printed job
During field observations, we saw that over 80% of operators manually opened the PCC-a real- time print scan used to inspect color and quality. To streamline their workflow, we made the PCC automatically visible throughout the print process, ensuring support without extra actions.
Before Troubleshooting
In the current troubleshooting process, the operator must first recognize the issue and know that a technical job is required. He then need to locate the correct job from a list of over 100 options. Once selected, the operator must configure the job with precise settings-any mistake can worsen the machine's condition. In some cases, they may also need to change the machineˇss state or even replace physical components, adding further complexity to the process.
After Troubleshooting
Print Assistant
W hen the operator identifies an issue during printing, they tap the Print Assistant button.
This opens a screen with calibration options tailored to the specific type of problem. Once a problem type is selected the press begins automatic registration adjustments until the issue is resolved.
Next step toward a solution
The "red flow" suggests to the user the actions required to fix the issue.
Before Queue
We received positive feedback on the Queue screen, which had already undergone a redesign in recent years.( As a result, we didnˇt implement major changes, but rather focused on removing unnecessary functionality and refining the navigation experience.
After new Queue
To simplify the machineˇs complexity, we decided to remove operator involvement in state decisions. This included eliminating the Print Control, a highly central component, and the ˝chocolates˛ view of subsystems. After thorough discussions with engineers and developers, we enabled the machine to autonomously manage state changes-allowing operators to stay focused on printing and ultimately boost productivity.
Before Monitor
Today, operators typically open the monitor across two screens, filled with dozens of tabs and infinite scrolling theyˇve grown accustomed to viewing. Around 70% of the information currently shown is irrelevant to their needs and is used mainly out of habit, often learned from other operators. We analyzed the essential content required during operation and created a new, clear screen that consolidates all necessary functions-removing unnecessary and confusing data.
After new Monitor
W hen a filter / blanket and more need to be replaced - an indication of: near end of life is
displayed, you can click on it, and add it as a task in the recommended tasks. I created a diagram of the machine, when a component in the machine needs to be replaced or repaired - you can see the exact location.
Success Metrics & Impact Projected
Task completion time: ~40% reduction for first-time users.
Support dependency: Expected 50% fewer FSE calls. Onboarding time: Reduced from 6 months to 2–3 months. Leadership approval: Multi-million-dollar investment and team expansion. Operator confidence: Improved clarity, efficiency, and trust.
Insight Landa
The cloud-based platform allows users to track both real-time and past data from industrial printing presses connected to the cloud. It delivers practical insights that help optimize operations and lower expenses.
Role: Full Ownership - Product Designer
Overview Insight is a cloud-based platform for managing industrial printing presses, but the system only supported one static daily target per press. For production managers dealing with seasonal peaks, maintenance days, and shifting workflows, this felt rigid and frustrating - the tool simply didnˇt t reflect the reality of their work. I saw an opportunity to turn that frustration into a flexible, empowering design that adapts to their needs and gives them back control.
Context Stakeholders
Production Manager (external stakeholder)
Primary users who monitor performance and productivity Operations Manager (internal stakeholder) Field representatives who gather customer feedback and requests. Insight Product & Development Teams Responsible for implementing and delivering improvements.
Challenge Production managers faced three major pain points:
Lack of flexibility-( no way to set different goals for different dates, shifts, or maintenance days. No historical view-( managers couldnˇt track progress over time to understand trends. No intra-day insights-( they couldnˇt see when productivity peaked or dropped during the day.
These gaps made it hard to plan ahead, optimize resources, or make data-driven decisions.
Before: There is a daily target on the main dashboard. Only one target can be set.
my Proces Research
I started by talking directly with production managers and account service managers. Through conversations, I uncovered frustrations like:
˝I want to set different targets for different times of the year, but the system only allows one daily target.˛(
˝It would really help to know if mornings are more productive than afternoons, so I can plan resources better.˛ - Production Managers
¡ Alongside qualitative insights, I dug into customer data. One surprising pattern emerged: about 12% of customers dedicated one fixed day each week to machine calibration and maintenance. That insight became a critical design driver - goals couldnˇt just be tied to dates; they also needed to be tied to days of the week.
Design Phase 1
Flexible Target Settings
I designed a new settings flow that let managers define a default daily goal, while adding exceptions by date or day of the week. I used a simple table-based UI, so they could edit directly in-line instead of juggling popups or dialog boxes. Subtle color accents highlighted exceptions without overwhelming the view.
Option 1: Select a custom targets by dates (default) - Calendar opens
Option 2: Select a custom targets by days of the week
Design Phase 2
actual vs. target report
I created a report that balances clarity with engagement by combining charts, playful visual cues, and flexible views. The design highlights key insights at a glance while keeping the experience approachable, with options to dive deeper only when needed.
Design of Report Overview
In the settings area, users define their daily targets. These changes are immediately reflected in the Overview section, providing them with a clear visual representation of their performance against their goals. This seamless integration simplifies the tracking process and allows users to gain quick insights, helping them achieve the goals they've set for themselves
Design of Report Gamification
To track performance, I designed a periodic percentage score that shows how much of goals users achieved. My focus was to make the experience motivating rather than stressful, so I introduced a playful twist: custom-drawn emojis. Because emojis are part of our everyday communication, they feel familiar and engaging rather than childish, setting a lighthearted and encouraging tone. This approach encouraged users to follow their progress with a smile, and reinforced positive energy around reaching productivity goals.
Design of Report print time trends
I introduced line graphs that divided the day into morning, afternoon, and night. This gave managers a simple way to spot their ˝golden hours˛ and allocate resources more effectively. I created a new, informative tooltip in a dark design to make it stand out within the colorful graph.
Design of Report Summary
I added a quick summary to give users a clear overview of key data at a glance, showing how many days in the selected period they were below, met, or exceeded their target. The area is kept clean and free of decorative elements to ensure the information remains minimal and easy to digest. When only one day is displayed, the summary is hidden, and the print volume is integrated into the score area under the emojis.
Design of Report Data table
Detailed tables with export options allowed managers to dive deeper into raw data whenever they needed more precise analysis. This is a fixed convention in Insight's reports to ensure clarity and consistency.
KPIs To measure the impact of the new design, we tracked usage data and feedback over a 3-month pilot:
Adoption Rate - 91% of production managers actively used the new flexible goals feature within the first month. Report Usage - Weekly view rate by production managers reached 86%, indicating strong and immediate adoption. Goal Accuracy - Managers adjusted targets more frequently, leading to a 22% improvement in hitting realistic daily goals. User Satisfaction - Post-launch survey showed a 4.6/5 average satisfaction score, with many citing the emojis as ˝a small thing that makes a big difference.˛
Looking Ahead I would add AI-powered predictions to suggest optimal future targets based on past data,
seasonality, and maintenance schedules. Alongside this, smart, positive notifications-like “Morning productivity is up 15%-you’re on track for your seasonal goal”-would transform the platform from a passive monitor into an active, supportive partner.
LIA - Press OS
The Landa Interface Application (LIA) is an advanced operating system designed for operators of Landa's nanographic printing presses. The interface is spread across three large screens (one of them touch enabled) and consolidates all essential information the operator needs -including ink management, paper feed, printhead control, and pressure monitoring - in a clear and user-friendly way.
Role: Product Designer
Overview The previous system displayed print jobs in a card view that showed only 5 jobs at a time. With the release of "Continuous Printing", operators stopped merging small jobs into one long run and began sending many small jobs individually-creating queues that suddenly grew to dozens or even hundreds of items. The card-based layout could no longer support this scale, so we introduced a List View that enables operators to see and manage many more jobs at once.
My role As the product designer, I led the end-to-end design process - from identifying user pain points and gathering requirements, through exploring design alternatives, to creating the final list view solution. My role included conducting user research, defining the information hierarchy, and designing a clear, scalable interface that enables users to efficiently manage hundreds of jobs.
Challenge The challenge was to support users managing hundreds of jobs, moving beyond the limitations of a card-based view. A key part of this was presenting a large amount of information in compact rows - surfacing as much detail as possible while keeping the interface clear, organized, and easy to use.
Before: Cards view - showed only 5 jobs at a time.
my Proces Research
I analyzed the daily workflow of our primary persona, the Machine Operator.( Operators were struggling to manage queues of 40+ jobs using the legacy interface.
"I need to see the 'big picture' of the queue and tweak job details without losing my place".
¡ Insight: The existing "Carousel View" was visually appealing but functionally inefficient for large batches. Operators spent too much time scrolling horizontally and clicking into cards just to verify basic parameters like substrate or quantity.
Key Design Decisions
Solution -( List view
S mart Truncation - Job names and substrate names reveal both the beginning and end of
the string, preserving meaningful identifiers such as job numbers and material types, ensuring critical file versioning info is never hidden. Dynamic Quantity Display - The interface presents both “Copies” and calculated “Sheets,” updating instantly during inline editing. Visual Thumbnails - Each job includes a thumbnail preview with page-count indicators for multi-page jobs, making the list more visually scannable.
Design Navigation
Multi-select popup
Selecting more than one job (by checking the job checkbox) will display a floating pop-up allowing the user to perform actions to multiple jobs.
Drag-and-drop extends across long distances and autodetects scrolling when the user reaches the top or bottom of the visible list. Multi-selection behaves predictably, preserving job order even when selected items are non-consecutive. Precise navigation is possible through direct ˝move to position˛ input, which adds a level of accuracy previously impossible. This model allowed the queue to support both rapid adjustments and carefully controlled sequencing.
Design Printing now
sticky printing panel
The Challenge: In a long scrolling list, operators risked losing track of the machine's live status while managing future jobs deep in the queue.
The Solution: I designed a Persistent Active Job Panel fixed at the top of the list view. This "sticky" area displays real-time progress and critical status of the currently printing job. It empowers operators to freely scroll, search, and reorganize the queue without ever losing situational awareness of the active production run.
Design Time-line
Quick Preview & Precision Stopper
To keep the workflow seamless, I added quick image previews on hover so users don't have to leave the timeline. I also introduced a draggable 'stopper' feature, allowing users to pause print runs instantly without having to trigger 'missing resource' errors like they did before. This simple change fixed a major pain point and made the entire process much smoother and more intuitive.
Design Job card Row types
I brought all the features from the card view into a clean, minimal list layout thatˇs fully dynamic. Users can now easily drag rows, toggle columns, and resize them to customize the workspace to their specific needs. Itˇs a much simpler way to handle complex data without making the interface feel cluttered
Impact Once deployed, the new List View quickly became the preferred working mode for complex environments. Operators managing long queues embraced it immediately, and more than 80% of customers with over 30 jobs adopted the new layout as their primary workflow. The redesign transformed the queue from a friction point into a reliable, efficient, and intuitive operational tool.
DATA EXPLORER
I led the product design for a strategic national initiative aimed at establishing a data-driven employment policy infrastructure. The projectˇss core challenge was to bridge the gap between a complex, secure Data Lake and diverse end-users, ranging from government officials to researchers and policy analysts.
Role: Product Designer
Context My Role & Impact
Architecting the Dynamic Query Engine: I designed a sophisticated, multi-layered "Dynamic Query"
interface. Unlike a standard BI tool, this mechanism allows users with varying levels of data literacy to conduct complex explorations through an intuitive, guided process without technical SQL knowledge.
Balancing Accessibility with Privacy: I integrated strict privacy and de-identification constraints into the UI/UX flow, ensuring that users receive immediate, actionable insights while the system automatically maintains regulatory compliance and data security.
Simplifying Data Complexity: I transformed raw metadata and complex statistical structures into a clear visual language. My focus was on "Micro-copy" and intuitive navigation to ensure the portal serves as a daily workspace rather than a one-time report.
User-Centric Design for Diverse Personas: I developed a modular design system that supports different "depth levels"-from high-level executive dashboards to deep-dive interactive analysis- tailoring the complexity of the interface to the specific needs and literacy of each persona.