Haim Repael Azoulay
Product Design & Experience Executive
Builds design organizations that move business metrics. Hands-on in AI and accessibility.
- < $1M$60MARR
- 16200+people
- 116in Design
- 2.64×demo bookings
Who I am
Product design executive with 15+ years across product, brand, and entrepreneurship. Since 2020, led Design at accessiBe through growth from under $1M to nearly $60M ARR and from 16 to 200+ employees — building the function from one designer into a multidisciplinary organization with full budget ownership.
Runs design as an evidence-driven function: experiments validated in the data warehouse, AI prototypes built hands-on that the company then staffs into production. Every designer on the team learns and uses Mixpanel, FullStory, and Clarity directly.
Speaks internationally on accessibility and AI (UXDX New York, Berlin). Founded Beyond Pixels — a 200+ attendee design and product event.
The numbers
Design that moves the funnel.
Data-warehouse-validated experiments.
Tailored Onboarding
2.64×demo bookings
13.2% vs 5.0% — direct impact on ARR
Portal capability spanning 13 customer journeys
Design lead, Ofri Bichar
Signup Redesign
+6.0pptrial activation
36.4% vs 30.4%
Removed onboarding friction
Design lead, David Amsalem
Domain-First Onboarding
+4.0pptrial activation
49.9% vs 45.9%
Higher-intent user entry
Design lead, Assi Kraif
What we learned
Design excels at Activation. The next frontier is Monetization — converting trial users who already activated into paying customers. That's the design problem I'm solving next.
From POC to product
I still write code.
Built two Figma accessibility-auditor POCs, including a design-time engine that identifies and classifies Design System components. The company staffed production development on that basis. Still on the steering team for WCAG/ARIA rules, validation, and MVP scope.
Also led experience strategy for
- accessWidget Co-Pilot
- accessFlow Code Agent
- Auto-Resolve
Explicit patterns for trust, validation, transparency, user control.
How AI changed this
Every prototype, research synthesis, and design decision in this process was accelerated by AI — from classification logic to WCAG rule generation.
Designing with people
Empathy isn't a principle. It's a practice.
Empathy built over years. Products that change lives.
2010
American Lifetime
Designed connected hardware and software for older adults and people with dementia. Coordinated with manufacturing partners in China.
2014–2017
CET / Matach + RealFace
Designed and directed 13 native apps for children with disabilities. First place, education category, People & Computers competition. Designed product work for RealFace — acquired by Apple, 2017.
2020–Present
accessiBe / accessLabs
Built an inclusive usability-testing capability: two international team leaders, up to 10 blind analysts, six-figure annual budget. Presented original research on designing for autistic users (Beyond Pixels).
Trajectory
Sixteen years. One thread.
rep creative
2010–Present
Independent studio. 100+ projects, 50+ clients.
Ituran · Toyota Israel · monday.com · Amdocs · Similarweb · Clalit · Bank Hapoalim · CET/Matach · Technion
Toptal
2017–Present
Member, invitation-only network of elite product designers. International engagements across cultures, time zones, software and hardware.
accessiBe
2020–Present
VP Design & Experience (Head of Design 2020–2022). <$1M → $60M ARR. 16 → 200+ people. One designer → 16.
- Earlier: 888.com (via Mytopia acquisition), 2009–2010. Danbar International, 2008–2009.
Speaking
UXDX USA 2025
Accessibility in Practice: Integrating Accessibility Across the Product Lifecycle
UXDX EMEA 2026
AI & Web Accessibility in Practice: Closing the Design-to-Code Gap
Beyond Pixels
Founded and produced a 200+ attendee design and product event. Built the concept, brand, and campaign. Curated speakers. Presented original research on designing for autistic users.
Public accessible-design webinar. Published writing on UX (Medium).
What I'm looking for
I'm looking for a company where design has — or can earn — a seat at the product table. Where the design leader is a business partner, not a service provider. Where accessibility is a value, not a checkbox.
I work best where there's something real to build: a product that needs to grow, an org that needs structure, or a function that needs to prove its value in numbers.
If that's your company — let's talk.