Maayan Sinai
Portfolio · Confidential
Incorrect password. Please try again.
Product Designer · Design Manager
A Product Design Leader who believes great products are built at the intersection of people, technology, and business. Over 19 years, I've led teams, shipped hands-on work, and partnered with companies from early-stage startups to established organizations. Today at ThinkUp I lead a design team while staying deeply involved in product strategy, discovery, and hands-on design.
Target Audience
Early-stage entrepreneurs and startup founders seeking validation.
The Challenge
ThinkUp guides first-time entrepreneurs through market validation and investor readiness. The product requires users to invest real effort long before seeing results. Getting them to believe in the value early enough to keep going was the core design problem.
The Impact
By redesigning onboarding around Perceived Value, showing users what the platform already understood about their idea before asking them to take a single step, we achieved a 17.8% retention improvement. One design decision. Measurable from day one.
Onboarding: Enter your idea
Perceived Value: AI reads your idea before you take a step
For You: Personalized intelligence, desktop
For You: Personalized intelligence, mobile
Cross-device: Seamless handoff to desktop
Adaptive Homepage: First visit, guided path
Adaptive Homepage: Full progression map
Target Audience
Internal Zynga game teams and non-data users working with complex performance data.
The Challenge
Mavens builds experimentation and analytics tools for mobile gaming studios. Game teams make hundreds of A/B testing decisions daily. Speed is survival. The design north star became: how many good decisions can a team make per second?
The Impact
By redesigning the experimentation workflow and introducing a new analytics layer, we tripled decision velocity. Feature launch cycles shortened from weeks to days. 3x faster decisions across active game studios.
Screens shared under NDA. Confidential, for intended recipients only.
From Setup to Launch: Audience targeting
From Setup to Launch: Experiment creation
Actionable Reporting: One-click readout generation
Experiment Analytics: Live performance monitoring
Making Complex Data Readable: Spend by creative group
Making Complex Data Readable: Full scorecard view
Target Audience
Professional services firms and organizations, from entry-level to C-suite, across multiple disciplines and roles.
The Challenge
Ovvio is a project management platform built for professional service firms. Growth was blocked by a heavy sales-led onboarding process. The challenge: design an experience so clear that a firm could onboard itself and reach value without any help.
The Impact
The redesigned self-serve onboarding transformed growth. 54% DAU 84% MAU and 4x more firms per month after launch. Engagement numbers that placed Ovvio among the top-performing tools in its category.
Entry-Level Persona: Grouped task list view
Individual Focus: Task detail and context
One Source of Truth: Docs and tasks in one place
Power User: Bulk actions, full control
Team Workflow: Kanban for collaborative progress
Manager and C-Suite View: Full team overview
Target Audience
Adults 16-46, family anchors and memory keepers spread across generations and distance.
The Challenge
FamilyStars connects families through shared photo challenges. Most users would be reluctant participants, joining because someone else invited them, not by choice. Value had to be visible before anyone else responded. The experience itself had to feel worth sharing before the family even showed up.
The Impact
By designing for the reluctant participant first and making the act of inviting as rewarding as receiving a response, we built a loop where sharing the app was part of using it. The product shipped to the App Store after my engagement ended.
The Hook: Understanding the product before joining
Warm-up: The challenge that gets everyone in
Viral Loop: Inviting the reluctant participant
Active Home: The family is participating
Initiator's View: A clear path before anyone joins
Challenge Discovery: Browse by mood
Active Challenge: Participation with a countdown
No-Install Entry: Respond without downloading the app
Bravo: The moment that makes you want to share
Challenge Discovery: Browse by theme
Feeling Nostalgic: Challenges that bring back memories
Let's Eat: Challenges that connect over food
UXI Live 2026
The stage for product design in Israel
Every product has a moment early in the experience where a new user silently decides whether it is worth their time. Most products are designed around features. Few are designed around that moment.
This talk draws on a real case from ThinkUp, walking through the design decisions behind a 17.8% lift in activation-stage retention. Not a redesign. A shift in focus: from explaining how the product works, to showing users what they gain from staying.
Design Manager · Mentor · Design Thinking Facilitator · Product Designer
I am a Product Design Leader who believes great products are built at the intersection of people, technology, and business.
Over the past 19 years, I've designed products, led teams, facilitated innovation processes, and partnered with organizations of different sizes, from early-stage startups to established companies. Along the way, I've learned how to balance strategic thinking with execution, align diverse stakeholders around a shared vision, and help teams navigate complexity while staying focused on the people they're building for.
Today, as Head of Product Design at ThinkUp, I lead a team of product designers while remaining deeply involved in product strategy, discovery, and hands-on design.
Working on AI-native products has challenged me to rethink not only how we design products, but also how design teams work. Together with my team, I explore ways to combine human judgment, creativity, and AI capabilities to create better experiences and more effective design processes.
What I enjoy most about leadership is helping people grow. Creating space for learning, supporting others through challenges, and watching them achieve things they didn't think were possible is one of the most rewarding parts of my work.
Whether I'm designing a product, mentoring a designer, facilitating a workshop, or leading a team, I believe meaningful progress starts with curiosity, thoughtful questions, and a genuine desire to understand people.
Lead with empathy · Stay curious · Keep creating
Experience
Always looking forward to diving into new design adventures!