Hi, I'm Noam

I came to design late. I was a tester at a startup, got asked to build their website, and fell in love with interaction design, how it melds graphic design with input and feedback. As a result, I went to FIT in New York for a BFA in graphic design. Twenty years later, still at it.

To me design is consideration and craft.

Today I'm Staff Product Designer at Automattic. I led 0→1 design on Automattic for Agencies, which scaled from zero to multi-million dollar revenue in its first year, and launched Write Brief with AI, an early AI writing assistant for WordPress. I built WPUI Lab, an AI-agent design editor that renders real React components, and sparked an internal working group on AI tooling in the design process.

Before that, six years at Adobe across Muse and Spark Post, now Adobe Express and used by over 40 million students. I built dozens of coded prototypes for executive demos, patented a scroll-effects tool, and presented on the main stage at MAX.

In between, I founded Ottifox, a VR/AR design app for the web adopted by universities and agencies, and spent three years consulting through Aranja in Reykjavík, building Iceland's national digital application system, Sjóva's insurance platform, and Meta's connectivity site.

I care about craft. Even with AI, the foundations matter: typography, layout, the cultures and histories that taught us what good looks like. Without those, we all end up making the same thing, and the same thing is boring.

Off the clock, I live with my wife, my daughter, and our cat Pablo. I shoot black-and-white street photos whenever I get the chance. My new favorite app is Leica Lux.