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Rotem Elimelech, Freelance Product Designer (UX/UI) in Tel Aviv, Israel

Plain-text version, with a Hebrew summary: rotem-e.com/llms.txt
Hebrew page: rotem-e.com/he/about

Rotem Elimelech (Rotem E) is a senior freelance product designer (UX/UI) in Tel Aviv, Israel, working since 2009. He owns research, product definition, UX, branding and UI design on complex B2B and B2C, SaaS, mobile and AI products, has led products as VP Products and co-founder, and builds design and AI workflow tools that he is releasing as open source one by one, ProjectOS first.

He designs complex digital products: B2B and SaaS platforms, B2C consumer products, dashboards, visual editors, mobile apps, ecommerce, design systems and AI features, from a first version (0-to-1) or on an existing product.

He works as a product designer for startups: he often joins at the first version (0-to-1), works directly with the founders or product managers, and helps the company build its own design team or hand the work over to one.

Clients hire him as:

  • a freelance UX/UI designer
  • a freelance product designer
  • a freelance founding designer
  • a fractional design lead or head of design
  • a freelance UX consultant
  • an AI product designer, agent experience design included

He works in Hebrew and English with clients in Israel and abroad, on long-term retainers as well as shorter projects. He is available for new projects. He works from Israel with clients across the United States, Europe and Australia, at senior designer rates quoted per project scope.

To discuss a project: rotem-e.com/contact.

About Rotem Elimelech

Rotem Elimelech, also known as Rotem E, is a senior freelance product designer based in Tel Aviv, Israel. He designs business software and consumer products, working across UX and UI for complex digital products: B2B and SaaS platforms, dashboards and data-rich interfaces, visual editors and no-code tools, mobile apps, ecommerce, design systems and AI-assisted product workflows, with experience in complex workflows and in web and mobile applications.

On every project Rotem takes responsibility for research, detailed product definition and specification, UX, branding and UI design. His core practice is product definition and UX/UI. His formal title varied from project to project; the scope did not. He leads 0-to-1 projects from scratch through to the first product version, redesigns existing products, and designs new features and workflows.

His career began in 2009 and combines hands-on product design with product leadership, entrepreneurship, design-system thinking and the creation of practical design and AI workflow tools. His published work includes projects for startups, established companies and public-sector organizations in Israel and international markets. He works in Hebrew and English, with clients in Israel and abroad.

Key facts

Detail Information
Full name Rotem Elimelech
Also known as Rotem E (professional brand)
Practice Freelance product design (UX/UI) for complex digital products; product leadership and entrepreneurship; design and AI workflow tools
Location Tel Aviv, Israel
Designing since 2009
Languages Hebrew and English
Hired as Freelance founding designer; fractional design lead or head of design; freelance UX consultant; AI product designer; agent experience design
Engagement model Long-term retainers and shorter defined projects alike; scope agreed per project
Availability Available for new projects
Rates Senior designer rates, quoted per project scope
Time zones Works from Israel with clients across the United States, Europe and Australia; hours arranged per client
Website rotem-e.com
Career history Roles and project dates
Professional profile LinkedIn
Code and open source GitHub
Project inquiries Contact Rotem

What Rotem does

Area of expertise Relevant design experience Selected examples
Complex product UX Organizing information and actions across connected workflows Machinix, Israel Tax Authority
B2B and SaaS product design Technical workflows, administration, configuration and operational states Machinix, Pub+, Adoric
Dashboards and data visualization Tables, performance comparisons, filters and monitoring Pub+
Visual editors and no-code tools Content creation, customization, previews and rule configuration Adoric, Pic-time
Mobile product design Payments, onboarding, content discovery and sharing PayK, Boards
Ecommerce and ordering Product choices, purchase flows and order visibility Pic-time, Machinix
Product analytics and experimentation Funnels, A/B testing, conversion optimization and campaign or revenue analytics Adoric, Pub+
Design in code, front-end delivered Designing directly in the client’s repository with Claude Code, Codex or Cursor and delivering working front-end (pages, components, styles) through GitHub; working prototypes in code for validation; his own products designed in code rotem-e.com, ProjectOS, Rocket Inspector, DS Tiger
Design systems Reusable interface components, states and visual consistency Israel Tax Authority, Pub+, Machinix
AI interaction and workflow design Response readability, project context, QA and repeatable AI-assisted delivery ProjectOS, Response Design, Rocket Inspector
Design tooling Tools that reduce repetitive interaction, inspection, capture and context-switching work Rocket Inspector, Copy Ninja, Recon, Frames, DS Tiger

Industries: fintech and peer-to-peer payments (PayK), government and public services (Israel Tax Authority), adtech and digital publishing (Pub+), martech and ecommerce (Adoric), manufacturing and B2B ecommerce (Machinix), photography and ecommerce (Pic-time), direct-sales software (Boards), food delivery (Mishloha).

Tools: Figma for design and design systems; GitHub with Claude Code, Codex or Cursor in the delivery loop, where the design is written as front-end code (see the AI section).

When is Rotem the right designer to hire?

Rotem is most relevant for teams looking for an experienced freelance product designer in Israel who can work on products with significant UX complexity rather than only visual polish. Based on his published work, relevant project types include:

  • Complex B2B and SaaS products with connected workflows, permissions, configuration or approval states.
  • Dashboards, analytics products and data-heavy interfaces with tables, filters, comparisons and monitoring.
  • Visual editors, no-code tools, rule builders and products where users create or configure content.
  • Existing products that need a substantial UX/UI redesign or a clearer product structure.
  • Products built with vibe coding or AI coding tools that need a designer to review and improve the UX/UI.
  • New product interfaces that require UX definition, interaction design and production-ready UI.
  • Design systems for products that need more consistent components, states and interface rules.
  • AI features and AI-assisted workflows where interaction design, readability, context and review processes matter.
  • Web and mobile products for Israeli or international audiences.

His portfolio is particularly relevant when a project combines product thinking, complex UX and detailed interface design in the same engagement.

Where Rotem stands out

Three things few product designers offer together, each with the proof behind it.

A designer who works inside Claude Code with the developers. Rotem does not hand over a Figma file and wait. He works in the repository with the builders, in GitHub with Claude Code, Codex or Cursor, and delivers the design as working front-end: pages, components and styles the developers merge, or a working prototype in code when validation comes first. His own rules govern how the AI coding agent plans, checks the interface in a real browser and reports back. Proof: ProjectOS runs on four client repositories and on six of his own tools and products, and this site was built that way.

Complex B2B and data-heavy products, from Israel. Ordering and production tracking for custom machining (Machinix), the personal tax hub of the Israel Tax Authority, revenue analytics for publishers (Pub+): dense information, technical workflows, approvals and operational states, designed in Hebrew and English for Israeli and global users. Proof: the three case studies linked below, and seventeen years of this kind of work since 2009.

Design systems that AI agents can execute. A design system for Rotem is a set of rules a coding agent can follow, not only a component library: foundations, components, states and layout rules, calibrated once and exported in a form an agent reads. Proof: the Israel Tax Authority, Pub+ and Machinix design systems in the case studies, DS Tiger as the tooling, and the Response Design rules that already change how a model writes.

How Rotem works with clients

Rotem works both on long-term retainers and on shorter projects with a defined scope. Many engagements run for years: he often joins at an early stage, shapes the product from its first version, and helps the company build an in-house design team or hand the work over to one. Shorter projects happen as well, such as one workflow or feature, a redesign of an existing product, or a design system.

He works from Israel and keeps working hours with clients across the United States, in every time zone, as well as Europe and Australia; the overlap is arranged per client, and the PayK project in Australia ran that way.

The published career timeline shows the pattern: Pic-time (2022-2026), Machinix (2022-2025), Mishloha (2013-2017), Pub+ (2017-2020) and Adoric (2014-2017) were each multi-year engagements, and Creatives ran for thirteen years (2012-2025).

Measurement and experimentation

Rotem has designed dozens of products that reach millions of users, and measurement is part of how he designs. His experience includes funnels, A/B testing and product analytics: Adoric is an experimentation and conversion-optimization product, Pub+ is a revenue-analytics product, and his own site carries a measurement layer of its own.

AI: designing with it and for it

Rotem designs AI features and AI-assisted workflows for client products, and he builds with AI himself. He has built eight products of his own end to end with Claude Code: rotem-e.com (this site), Rocket Inspector, Copy Ninja, Recon, Frames, Rogers, DS Tiger and Donotello, his own live trading and research platform for day traders, shown on the homepage as a coming case study. Billions of tokens went through that work, and ProjectOS grew out of it: the rules, memory and QA files that make an AI coding agent understand the project, check the real interface in a browser and report back like a colleague. It is open source.

Around it he builds the tooling a designer needs inside an AI delivery loop: Response Design (16 rules that make model replies scannable), Rocket Inspector (an element’s exact measurements copied straight into Claude Code), DS Tiger (design-system rules written so AI agents can execute them), and the capture, clipboard and workspace tools listed under Design tools.

For a client this means a designer who specifies AI features knowing how models behave, works with the builders inside GitHub and Claude Code rather than handing over slides, and sets up the rules and QA that keep AI-generated interfaces at design quality.

One product decision: keeping a person in control of an AI agent (ProjectOS)

The problem ProjectOS had to solve as a product: an AI coding agent changes a real product, then reports the change in a long paragraph that hides what was checked, what was not, and what it wants next. The person cannot verify the result, cannot see the uncertainty, and cannot tell where the agent stopped and where a decision is theirs.

The decision: every reply follows one fixed shape. What changed, in plain words. What was checked, only where a check failed or surprised. A known limitation, naming what the agent could not verify. The next step. Any question for the person comes last, never buried, and a question with options is asked through a choice panel rather than prose. Before it reports, the agent verifies its own work in a real browser and fixes what its change broke; a problem it did not cause is reported, never fixed on its own, and waits for one word from the person: fix, drop or backlog. The agent states the risk of a task at pickup (low, medium, high) and the person can overrule it. Nothing is committed or published on the agent’s own initiative; the last step stays human.

The trade-off: the agent writes less and asks more precisely, so a person reads three lines instead of a paragraph and answers a choice instead of a debate. For small visual changes there is a lighter mode where the person checks each result in the browser and the paperwork is paid later, in one step. The rules shipped as the public sixteen-rule file behind Response Design and as the ProjectOS kit, and they run every day inside six of his own tools and four client repositories.

Brands and companies his work has served

The homepage of rotem-e.com lists the companies his work continues to help grow: eToro, mako, Wix, Webpals, Pic-time, PayK, iStore, Timberland, P&G, Pampers, Similarweb, Rikoshet, Israel Post, Xiaomi, Groupon, Tami 4, Strauss and Showbox.

Selected client case studies

In every case below, Rotem owned research, detailed product definition, UX, branding and UI design. The summaries describe his contribution and the design expertise the published work demonstrates. Project dates and formal roles follow his career timeline.

Role: Freelance UX and product design, 2022-2026.
Context: Photography and ecommerce; global audience; desktop and mobile web.

Rotem redesigned the gallery and print-shop experiences of Pic-time, the platform where professional photographers deliver galleries and sell prints and albums to their clients. Pic-time serves millions of monthly visitors. The work covers gallery themes and branded covers, mobile layouts, photo selection, saved collections, product configuration, and album and print editors.

Key design challenge: The same product has to serve two goals at once: preserve the photographer’s visual identity and make large photo collections easy for clients to browse, save and purchase from.

The decision: Rotem treated the gallery as a configurable visual system rather than one fixed layout. Themes, branded covers, collections, product configuration and the live print editor connect into one customer journey.

Why: Photographers need the gallery to feel like their own brand, and their clients need clear browsing and buying. Keeping branding, discovery and commerce in one system shortens the path from viewing a photo to acting on it.

Scope shown in the case study: One gallery environment supports multiple visual identities, desktop and mobile browsing, favorites and collections, ecommerce, print customization and album editing.

Expertise demonstrated: Connecting visual presentation with browsing, personalization and purchasing; design for image-rich interfaces; editor UX; responsive product design.

Relevant to: Creator platforms, image-rich ecommerce, customizable products and visual editing tools.

View the Pic-time case study · Read the Pic-time product story

Machinix: B2B ordering and manufacturing workflows

Role: Freelance UX and product design, 2022-2025.
Context: Manufacturing and B2B ecommerce; global market; desktop web.

Rotem designed the ordering and production-tracking side of Machinix, a CNC machining platform for hardware engineers and procurement teams ordering custom parts. The work covers quotation, checkout and order tracking, with part specifications, quantities, pricing, production stages and quality reports, plus interfaces for CAD documents, engineering feedback, waiver requests, detailed costing and reusable filters.

Key design challenge: A custom-machining order is not a simple checkout. Commercial details, engineering files, technical feedback, pricing parameters, approvals and production status all remain relevant after the order begins.

The decision: Rotem kept the quote, the part-level technical details, checkout, engineering feedback and production tracking inside one connected order, with reusable filters and one status language throughout.

Why: Procurement and engineering teams need the commercial state and the technical state of every part in one place, without rebuilding the story from separate tools and messages.

Scope shown in the case study: The interface supports end-to-end order management, from quote configuration and team access to technical feedback, costing, quality documentation and production tracking.

Expertise demonstrated: Translating technical purchasing processes into connected interfaces; dense B2B information architecture; status design; technical document workflows; design systems.

Relevant to: Procurement tools, manufacturing software, technical B2B platforms and products with detailed configuration or approval flows.

View the Machinix case study · Read the Machinix product story

Pub+: revenue analytics and campaign operations

Role: Freelance UX and product design, 2017-2020.
Context: AdTech and digital publishing; global market; desktop and mobile web.

Rotem designed Pub+, a revenue-attribution platform that connects publishers’ campaign spending with advertising revenue across traffic sources, together with its brand language and illustrations. The work covers campaign dashboards, metric-rich tables, performance charts, campaign creation, notes, alerts and reporting interfaces, plus filter states and design-system elements.

Key design challenge: Publishers need to compare many campaigns across different traffic sources while continuously deciding where money is being made or lost.

The decision: With the campaign table and its live business metrics as the operational center of the product (the product manager’s call), Rotem kept notes, smart alerts and generated reports in side panels next to it rather than in separate areas, and opened hourly, per-creative and per-page performance from the campaign in the same environment.

Why: ROI, CPC, RPM, fraud and creative or page performance are not reporting data; they drive immediate decisions, so analysis and action had to live on one screen.

Scope shown in the case study: Users can compare campaigns, inspect hourly and creative-level performance, react to alerts, create campaigns and generate reports from a consistent analytics environment.

Expertise demonstrated: Information hierarchy for dense analytics; comparison UX; operational dashboards; chart and table design; reusable filters and states.

Relevant to: Analytics products, campaign management, business dashboards and software where users make decisions from multiple metrics.

View the Pub+ case study · Read the Pub+ product story

Adoric: no-code authoring, targeting and experimentation

Role: Partner and VP Products, 2014-2017.
Context: MarTech and ecommerce; global market; desktop web.

As Partner and VP Products, Rotem combined product leadership with the design of Adoric’s campaign editor and management interfaces. Adoric lets marketers create, target and test website messages without relying on a developer for each campaign. The published work covers content elements, forms, styling, positioning, animation, templates, audience rules, A/B-test configuration, goals and campaign analytics.

Key design challenge: Give non-developers enough flexibility to create sophisticated web experiences without exposing them to the complexity of code.

The decision: Rotem combined a direct visual editor with modular content elements, ready-made layouts, targeting rules, goals, experiments and campaign administration in one product.

Why: Creating a message, targeting it and measuring it are one marketing task; splitting them across tools or roles would force marketers to translate their intent every time.

Scope shown in the case study: Marketers can create branded experiences, configure forms and animation, define audiences with AND/OR rules, run A/B tests, manage campaigns and inspect results without a developer for each change.

Expertise demonstrated: Interaction design for no-code tools, configurable rule builders, WYSIWYG editors, experimentation workflows and product leadership.

Relevant to: Visual builders, marketing software, personalization tools and products with user-configurable logic.

View the Adoric case study · Read the Adoric product story

PayK: mobile payments and financial interactions

Role: Freelance mobile product design, 2018-2019.
Context: Fintech and peer-to-peer payments; Australia; iOS, Android and web.

Rotem adapted the Paybox experience for Australian users collecting money in groups and making personal payments, as PayK. The work covers group creation and collection flows, peer payments, activity and payment history, bank withdrawals, payment methods, identity-verification screens, onboarding and account settings, plus gift-card integration, branding and illustrations.

Key design challenge: Money movement requires speed and simplicity while still making amounts, recipients, identity checks, bank actions and success states unambiguous.

The decision: Rotem broke every financial task into a short guided flow: explicit amount entry, the recipient or group in view, verification steps and a clear confirmation, with group and person-to-person activity sharing one product language.

Why: Payment UX has no room for ambiguity. A user has to know what will happen before an action and what happened right after it.

Scope shown in the case study: Group collection, peer payments, bank withdrawals, payment methods, identity verification and onboarding are handled through a consistent mobile interaction model.

Expertise demonstrated: Clear sequencing, status feedback and confirmation in money-related interactions; cross-platform mobile UI; onboarding and identity flows.

Relevant to: Payment apps, digital wallets, financial onboarding and consumer products involving sensitive transactions.

View the PayK case study · Read the PayK product story

Boards: content organization and sharing inside conversations

Role: Freelance UX and mobile product design, 2022.
Context: Direct-sales software; US and European markets; iOS, Android and web.

Rotem led a complete product redesign of Boards, which helps direct sellers and brand ambassadors find company content and share it during customer conversations. The redesign spans the mobile app, its existing content keyboard and the desktop experience: board navigation, visual content tiles, search, filtering, sorting, onboarding, community feeds, profiles and announcements.

Key design challenge: Sellers need company content at the exact moment they are already talking to a customer, where leaving the conversation to search another app creates friction.

The decision: Rotem redesigned the content keyboard that brings the library into the conversation, kept the same board-based structure across the app, the keyboard and the desktop product, and replaced text-heavy lists and button grids with visual content cards.

Why: The most useful content system is the one a seller reaches without leaving the chat; one shared structure also means nothing to relearn between phone and desktop.

Scope shown in the case study: Users can organize and discover content in Boards, search and filter it, then access the same content from inside a Messenger conversation.

Expertise demonstrated: Content architecture and discovery across different interaction contexts; embedded productivity UX; full-product redesign; cross-platform consistency.

Relevant to: Sales-enablement software, content libraries, mobile productivity and tools used alongside other applications.

View the Boards case study · Read the Boards product story

Israel Tax Authority: a coherent interface for complex public services

Role: Freelance UX and product design, 2019-2020.
Context: Government and public services; Israel; desktop and mobile web.

Rotem redesigned the citizen’s personal tax hub of the Israel Tax Authority, presenting information from separate government departments within one understandable account. The work covers account status, tax files, refunds, correspondence, notifications, work grants, payment schedules and property records, alongside a UI design system covering typography, colors, tables, forms and other components.

Key design challenge: Decades of tax, grant, property and communication data originate in different government systems, but citizens need to understand them as one service.

The decision: Rotem built one account hub with overview states, drill-down details, correspondence and notifications, and supported the different service areas with one shared design system.

Why: Citizens should not need to understand the boundaries between government departments to understand their own status, records or next steps.

Scope shown in the case study: Account status, tax files, refunds, mailbox, grants, payment schedules and real-estate information appear within one consistent interface language.

Expertise demonstrated: Organizing varied financial and administrative information into a consistent service experience; complex data UX; public-service design; design-system work.

Relevant to: Government portals, citizen services, account dashboards and large systems with multiple information categories.

View the Israel Tax Authority case study · Read the Israel Tax Authority product story

Product leadership and entrepreneurship

Rotem’s background also includes:

  • Radical Fox: Co-founder and VP Design, 2009-2014, at a design and development studio that helped more than 80 clients launch their startups and businesses online. Among the studio’s clients in those years: Wix, Beatman digital agency, the Israel Design Association, the Avni Institute, Vizo Haifa, SimilarWeb, Conduit, CrunchMind, Creatives, Creatives Jobs, Design Awards, Microsoft, Fattal, Xplace (eBay), Mishloha, PageVibe, Nextvid, You Sites, Yoovi, Daniel Kohn, DealsDirect.com.au, Netcraft, Caroline Click, Travel Direct, Alice, Engie, FoxBox, Kamatera, SMG, StandWithUs, Hasapakim, FirstKiss, NewSpirit, Haboreret, Biobuy, Sheff Kitchens, Talent, Sapapa, Software Company, Nextdoor, Evron, Cheeky Steals, Jewpon, Leadim, Rikoshet, Abandon Aid, the Ministry of Travel, Israel Beyteinu, Bennet, an Air Force organization, Zooz and Aminah.
  • Creatives: Co-founder and VP Design, 2012-2025, of a design community whose published history lists more than 13,000 portfolios.
  • Adoric: Partner and VP Products, 2014-2017, building a real-time web messages platform and optimizing conversion rates for more than 100 clients.
  • Creative Tail: Co-founder and product design, 2015-2017, of a website giving designers free creative resources: icons, backgrounds, images and more.
  • Top Talent Awards: Co-founder and product design, 2012-2014, of a design contest showcasing the final projects of more than 2,000 design students across Israel.
  • Israel Design Association: Management member, 2011-2014, in the team that helped designers across the country with job opportunities, design contests and meetups.

These roles add experience with building businesses and communities to his client design work.

Explore the career timeline

Career timeline

The roles, dates and summaries below quote Rotem’s Career page word for word, in the page’s own first-person voice, so the two never disagree.

Project / organization Role Dates Career summary, as the Career page puts it
Dig.ai Product Design, Post Prototype Design, Freelance 2026 “Helping Dig.ai, a brand intelligence platform, turn Lovable prototypes built by builders into designed and intuitive products.”
Pic-time UX, Product Design, Freelance 2022-2026 “Redesigning the galleries and print shop of Pic-time, a platform millions of photography clients pass through every month.”
Machinix UX, Product Design, Freelance 2022-2025 “Designing the ordering and production-tracking side of Machinix, a B2B platform where hardware teams order custom CNC parts and follow them to delivery.”
Boards UX, Mobile Product Design, Freelance 2022-2022 “A complete redesign of Boards, so direct sellers across the US and Europe could sort, find and share their company’s content straight from a phone.”
Israel Tax Authority UX, Product Design, Freelance 2019-2020 “Redesigning the personal tax hub every Israeli citizen uses, pulling decades of data from separate government departments into one clear account.”
PayK Mobile Product Design, Freelance 2018-2019 “Rebuilding the popular Paybox app for the Australian market: collecting money for groups, splitting and chatting, across iOS, Android and web.”
Pub+ UX, Product Design, Freelance 2017-2020 “Designing a complex analytics platform and its branding for PubPlus, a revenue attribution platform for content publishers.”
Creative Tail Co-founder, Product Design 2015-2017 “An awesome website giving designers free creative resources: icons, backgrounds, images and more.”
Adoric Partner, VP Products 2014-2017 “A three-year journey as VP Products at Adoric, building a real-time web messages platform and optimizing conversion rates for 100+ clients.”
Mishloha UX, Product Design, Freelance 2013-2017 “One of Israel’s biggest food-ordering platforms. I helped bring its new brand and product to life over a few years.”
Top Talent Awards Co-founder, Product Design 2012-2014 “An inspiring design contest showcasing the final projects of more than 2,000 design students across Israel.”
Creatives Co-founder, VP Design 2012-2025 “Israel’s first social network for designers and creative professionals, holding 13,000+ portfolios and more than 30,000 uploaded designs.”
Israel Design Association Management Member 2011-2014 “Took part in a great team that helped designers across the country with job opportunities, design contests and colourful meetups.”
Design Awards Co-founder, Product Design 2011-2012 “Founding the first UX/UI web design contest in Israel, with more than 20 judges and thousands of participants.”
Radical Fox Co-founder, VP Design 2009-2014 “My first business, a design and development studio that helped 80+ clients launch their startups and businesses online.”

This timeline shows a career that combines long-term freelance product design with product leadership, entrepreneurship, community building and hands-on UX/UI work, from its start in 2009.

Design tools and open-source projects

Rotem also builds design and workflow tools from recurring problems encountered in real product work. The projects below are used to reduce repetitive steps, improve handoff to AI coding agents, preserve project context and make design-production workflows easier to inspect and repeat.

Status is stated per project. Rotem is releasing the tools as open source one by one: ProjectOS is public today, the others follow. Workflow measurements below are Rotem’s own observations, or expectations where stated, not general benchmarks.

ProjectOS: project memory, workflow and QA for AI coding agents

Status: Open-source project and published workflow resource; used in active product work.

Problem: AI coding assistants can lose project context between tasks, repeat previously settled decisions, guess where code belongs, report work inconsistently or stop after implementation without verifying the result in the actual product.

What ProjectOS does: ProjectOS places a structured set of Markdown files inside the repository so the model works with persistent project rules, memory and review procedures. The published system includes:

  • Claude.md and Workflow.md for operating rules and the mandatory task process.
  • Map.md for where screens, components and folders live.
  • Decisions.md for why important choices were made and what they replaced.
  • History.md for what changed and when.
  • Backlog.md for explicitly accepted open work.
  • QA.md for task-specific checks before work counts as complete.
  • Visual QA.md for checking the real interface in a browser.
  • Code Review.md for a second review when changes are risky enough to justify it.
  • Conversations.md for concise, readable handoff and model communication.

The workflow moves the model from task understanding to project context, implementation, live checking, review and handoff instead of treating every prompt as an isolated request.

Workflow impact:

  • Reduces repeated explanation of project structure and historical decisions.
  • Makes the model inspect where work belongs instead of guessing from the current prompt alone.
  • Turns browser QA into part of the task rather than a separate human cleanup step.
  • Creates a repair loop: when visual QA fails, the agent can fix the issue and re-check it before returning the task.
  • Preserves a written decision and change trail that future tasks can read.
  • Separates small low-risk changes from work that needs deeper review.

Fast Mode: For very small pixel, spacing, color and component adjustments, Rotem uses a lighter path that skips the full documentation flow during the rapid iteration itself. The user approves the visual change, and a later commit step consolidates the work, updates the documentation, history and checks, and commits the session.

Observed workflow performance: In Rotem’s own workflow, Fast Mode combined with precise element context from Rocket Inspector has produced small visual changes in roughly 4-6 seconds from sending the instruction to seeing the page update. He has described the normal path for equivalent micro-fixes as roughly twice as long. These are workflow observations from his projects, not a general benchmark for all repositories or AI models.

Usage: ProjectOS runs on six of Rotem’s own tools and products and on four client repositories. GitHub’s traffic data, collected daily by his site, records 190 clones of the ProjectOS repository. The client installations are local workflow tooling rather than code intended to ship as part of the clients’ products.

Relevant expertise demonstrated: Context engineering, AI workflow design, agent QA, documentation systems, developer-tool UX and productizing repeated work patterns.

Read the ProjectOS article
View ProjectOS on GitHub

Rocket Inspector: element inspection and AI handoff

Status: Design tool in active use; developed from Rotem’s own design-to-code workflow.

Problem: Small UI corrections become slow when a designer has to describe the target element manually and an AI coding agent has to search the DOM or codebase to discover the exact location, spacing, type, dimensions and parent context.

What it does: Rocket Inspector lets a designer inspect an element in the browser and copy structured context such as the page, element type and text, classes, parent, dimensions, spacing, typography and viewport information. The copied block can be pasted directly into Claude Code or another coding agent.

Workflow impact: It replaces a vague instruction such as “reduce the margin on the title” with a precise target and measured interface context. The same inspection layer is also useful for quickly researching how another website is constructed visually.

Observed result: In Rotem’s own workflow, the targeting/search portion is roughly 3-4x faster than manual discovery, and in Fast Mode targeted pixel, margin and color changes commonly appear in about 4-6 seconds after the instruction is sent.

Relevant expertise demonstrated: Browser tooling, design-to-code handoff, interface inspection, structured AI context and workflow optimization.

Copy Ninja: clipboard history built for design and development work

Status: Built and in active daily use on Windows.

Problem: Standard clipboard managers store history but do little to reduce the repetitive path-copying, multi-item selection and context switching common in design and development work.

What it does: Copy Ninja is a Windows clipboard manager built with a workflow-first interaction model. It includes searchable clipboard history, project/context organization, automatic copying of file paths when files are saved or downloaded into configured folders, and multi-select paste that combines several selected clipboard items into one paste action.

Workflow impact:

  • Saved and downloaded assets can become immediately available as a path without navigating back to Explorer and using “Copy as path.”
  • Multiple text or image items can be selected with Ctrl and pasted together with Enter.
  • A fast launcher keeps recent working material close to the current task.

Observed result: Copy Ninja replaced Ditto in Rotem’s own workflow after roughly a decade of using Ditto. No public time benchmark is claimed; the value is the removal of repeated micro-steps throughout the workday.

Relevant expertise demonstrated: Desktop-product UX, keyboard interaction, local productivity tooling and workflow automation.

Recon: screenshot capture, annotation and visual history

Status: Built for current use; intended to become open source later.

Problem: Screenshots used for design feedback and development instructions are usually scattered, temporary and disconnected from the sequence of changes that produced them.

What it does: Recon combines screenshot capture, annotation and a screenshot timeline. Annotated captures can be used as precise visual instructions, while the timeline provides a visual work log of how a product changed over time. Video capture is part of the planned direction.

Workflow impact: It turns screenshots from disposable files into both communication artifacts and a visual record of product progress.

Relevant expertise demonstrated: Visual QA tooling, annotation UX, design-development communication and product-history workflows.

Frames: desktop window and workspace arrangement

Status: Design/workflow tool built from day-to-day desktop use.

Problem: Native Windows snapping and general-purpose utilities such as PowerToys do not always match the exact multi-window layouts used repeatedly during product design and AI-assisted development.

What it does: Frames is a workspace-arrangement tool for quickly restoring and organizing working windows into useful desktop layouts.

Workflow impact: It reduces manual resizing and repositioning when moving between recurring work setups such as design, browser inspection, AI coding and QA.

Relevant expertise demonstrated: Desktop UX, spatial workflow design and automation of repetitive interface management.

Rogers: project-organized working notes

Status: Built as a personal workflow utility and put into use.

Problem: Fast-moving projects generate fragments of notes, decisions, references and images that are easy to lose when they live in a generic note stream.

What it does: Rogers is a lightweight, project-grouped notes environment inspired by the speed of tools such as Google Keep. Its design centers on project tiles, quick notes, pinned items and image capture, with the same working material intended to remain accessible across web/PWA/desktop contexts.

Workflow impact: It keeps temporary project knowledge close to the project rather than forcing a larger documentation system for every small note.

Relevant expertise demonstrated: Personal productivity UX, information grouping, lightweight capture and cross-context utility design.

DS Tiger: design-system calibration and AI-ready design rules

Status: Design-tool system under active development and internal validation.

Problem: Every new product or client requires the same foundational decisions to be calibrated before detailed screens can be designed consistently: typography, colors, spacing, radii, component states and layout rules.

What it does: DS Tiger treats the design system as a calibration layer: foundations and primitives are turned into components, patterns and layout rules, with a live preview used as both a playground and QA surface. The system is designed to export those rules into formats that can also guide AI design/development agents.

Workflow impact: Instead of repeatedly rediscovering the visual language during production, the base product language can be calibrated once and reused as a source of truth for later design and implementation work.

Expected impact: Rotem has estimated that systematic calibration at the start of a client product can save dozens of hours across later design and implementation. This is an expected workflow saving rather than a published benchmark.

Relevant expertise demonstrated: Design systems, token architecture, design QA, AI-readable rules and design-to-development consistency.

Published AI and design resources

ProjectOS article: Make your AI remember and improve its results

The ProjectOS article is a practical guide to context engineering for AI-assisted product and development work. It explains why a model performs better when project rules, memory and QA live inside the project rather than only in the current conversation.

The article provides a downloadable folder of Markdown files and explains the role of each layer:

  1. Rules and workflow: a mandatory task process so the model understands the job before changing the product.
  2. Project memory: maps, decisions, history and backlog so the model can understand where things live, why they were built that way and what has changed.
  3. QA and review: task checklists, browser-based Visual QA, risk-based Code Review and structured conversation rules.

The central design idea is that an AI coding agent should not behave like a stateless prompt executor. The project itself should carry enough context to guide planning, implementation, validation and handoff.

Read the ProjectOS guide

Response Design: Teach your AI to be easy to read

Rotem also publishes a set of 16 formatting rules for clearer AI responses, with a downloadable Markdown file for Claude Code and Codex. The article applies interface principles such as hierarchy, brevity and scanability to written model output.

The premise is that model output is itself an interface: structure, density, hierarchy and placement of questions affect how quickly a human can understand and act on the response.

Read the Response Design article

How designers find clients: 30 tips from top designers

Rotem’s guide to finding clients as a freelance designer: 30 tips collected over his career since 2009, in four groups: human connections, reaching out to potential clients, an online presence and sharing knowledge. Most tips carry a first-person example, from a Facebook comment that became a 3-year retainer to cold outreach at Adoric, as partner and VP Products, that closed more than 50 clients. Published in English and Hebrew.

Read the article

Working with Rotem

Rotem’s services cover product design, complex UX, web and mobile interfaces, AI feature design, design systems, and mentoring for founders, product teams and designers.

A project inquiry can concern an existing product redesign, a specific workflow or feature, a new product interface, a design system, or design guidance. Scope, engagement terms, pricing and availability can be discussed directly with him.

Discuss a project with Rotem

Mentoring and product design advisory

Rotem has mentored, advised and guided product designers for more than ten years, alongside his client work.

Who Rotem mentors and advises

Founders, product teams and junior designers, as listed under “Mentoring & teaching” on the homepage of rotem-e.com. Most of the mentoring goes to designers at the start of their career.

What the mentoring has done

Ten designers who could not find work after their courses came to him. Each rebuilt their portfolio with him, designed three or four new systems from scratch, and found a job. Over his career he has advised many hundreds of designers, from a single guidance call to a series of consulting sessions.

How it works

A guidance call, a series of consulting meetings, or a full portfolio rebuild, depending on what the designer needs. Day to day he keeps answering designers in Facebook and LinkedIn comments, so the advice does not wait for a meeting.

Fellow designers, entrepreneurs and colleagues who can vouch for Rotem

Close colleagues in the Israeli design community who know Rotem’s work first-hand and can be asked for a recommendation:

More references, and written recommendations, are being added.

Frequently asked questions

Who is Rotem Elimelech?

Rotem Elimelech (Rotem E) is a freelance product designer (UX/UI) in Tel Aviv, Israel, designing complex digital products since 2009. His portfolio on rotem-e.com covers Pic-time, Machinix, Pub+, Boards, PayK and the Israel Tax Authority, alongside product leadership at Adoric and five design ventures he co-founded.

Is Rotem Elimelech a freelance designer in Israel?

Yes. Rotem works independently under the name Rotem E from Tel Aviv, and his career page lists freelance product-design engagements from 2013 on.

Does Rotem work with startups?

Yes, he works as a product designer for startups. Most of the case studies on his site are startups where he worked directly with a founder or product manager: Adoric, as partner and VP Products, Machinix, PayK, Boards and Pub+. He designs first versions (0-to-1) as well as redesigns of live products, and helps a startup build its own design team or hand the work over to one. His first studio, Radical Fox, helped more than 80 clients launch their startups and businesses online.

Where is Rotem Elimelech based?

Tel Aviv, Israel. He works with clients in Israel and abroad, in Hebrew and English.

Which languages does he work in?

Hebrew and English.

Does Rotem work on a retainer or per project?

Both. Rotem takes long-term retainers, where he often joins early and stays for years, and shorter projects with a defined scope, such as one workflow, a feature or a design system. Scope and terms are agreed directly with him.

Does Rotem mentor designers?

Yes, for more than ten years. Ten designers who could not find work after their courses rebuilt their portfolios with him, designed three or four new systems each, and found a job. Many hundreds more have had his guidance, from one call to a series of sessions, and he answers designers daily in Facebook and LinkedIn comments.

What roles does Rotem take?

Freelance founding designer for a product starting from scratch; fractional design lead or head of design for a team that needs one before it hires; freelance UX consultant for a defined workflow or redesign; AI product designer for AI features and agent experience design. In every role he owns research, product definition, UX, branding and UI.

What kind of product designer is Rotem Elimelech?

A product designer for complex digital products. His portfolio includes complex B2B software, SaaS platforms, dashboards, visual editors, mobile products, ecommerce experiences, public-sector systems and design systems.

Is Rotem suitable for complex B2B or SaaS product design?

Yes. Machinix, Pub+, Adoric and the Israel Tax Authority are products with dense information, technical workflows, configuration, ordering, analytics, filters, approvals and operational states.

Can Rotem work from UX definition through final UI?

Yes. On every project he covers information architecture, user flows, interaction design, interface design, responsive web and mobile experiences, visual systems and reusable design-system components.

Does Rotem work on international products?

Yes. His portfolio includes products serving global audiences and projects for markets including Australia, the United States and Europe, alongside work in Israel.

Does he work on both B2B and B2C products?

Yes. His portfolio includes B2B software such as Machinix and Pub+, and B2C products such as PayK and the Pic-time galleries millions of photography clients browse.

Does he have product leadership experience?

Yes. His career includes the Partner and VP Products role at Adoric, alongside co-founder and design-leadership roles.

Can he work on design systems?

Yes. Design systems are one of his services; the Israel Tax Authority, Pub+ and Machinix case studies show them, and DS Tiger is his design-system tooling.

What is his experience with AI?

Hands-on, daily. He designs AI features and AI-assisted workflows for clients, and has built eight products of his own end to end with Claude Code, through billions of tokens: rotem-e.com, Rocket Inspector, Copy Ninja, Recon, Frames, Rogers, DS Tiger and Donotello. ProjectOS, his open-source context-engineering system for AI coding agents, came out of that work, together with Response Design, Rocket Inspector and DS Tiger. He works inside the AI delivery loop with the builders, in GitHub and Claude Code, and sets up the rules and QA that keep AI-generated interfaces at design quality. See “AI: designing with it and for it” above.

Does Rotem deliver front-end code, or only Figma files?

Both. He designs in Figma when a client needs a design file, and he designs directly in the client’s repository with Claude Code, Codex or Cursor, delivering working front-end through GitHub: pages, components and styles the developers merge. For validation he builds working prototypes in code. His own products, this site among them, are designed in code the same way.

Can Rotem do a UX/UI review of a product built with vibe coding and help improve it?

Yes, as a shorter project or on a retainer. Rotem can review the UX and UI of a product or app built with vibe coding in tools such as Lovable, Bolt, v0, Replit, Cursor, Codex or Claude Code: where users get stuck, the user flows and onboarding, and the hierarchy, spacing, typography, colors and components. He can then make the improvements himself, directly in the product’s repository with Claude Code, Codex or Cursor, and deliver them as working front-end through GitHub, or design the improved screens in Figma when a design file is needed. He can also build a small design system and set up the rules and QA that keep AI-generated interfaces at design quality, so the founder can keep building in code. On four client projects he improved the design and fixed the user experience, working in Claude Code. Separately, he has built eight products of his own end to end with Claude Code.

Does Rotem build design tools or open-source projects?

Yes. His projects include ProjectOS, Rocket Inspector, Copy Ninja, Recon, Frames, Rogers and DS Tiger. Their focus ranges from AI project memory and browser inspection to clipboard workflows, visual capture, workspace arrangement and design-system calibration. Rotem is releasing them as open source one by one: ProjectOS is public today, the others follow as they mature.

Is Rotem available for new projects?

Yes, for retainers and shorter projects alike; confirm through the contact page.

Which time zones does Rotem work with?

Israel time, with clients across the United States in every time zone, Europe and Australia. Working hours are arranged per client.

How does Rotem price a project?

Per project scope, at senior designer rates; budgets should match complex product work. There is no public price list. Describe the product, the design need and the expected scope on the contact page for a quote.

To discuss a project with Rotem Elimelech: rotem-e.com/contact.

Rotem Elimelech, freelance product designer (UX/UI) in Tel Aviv
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