Esther Koubi

Product Designer UX/UI

available now!

Hi, I'm Esther. I design CRMs, SaaS tools and online stores, from the first user interview to the last pixel.

Jerusalem area · remote-friendly · English, French, Hebrew

Download CV LinkedIn Contact me

Case studies.

from research to UI

ModulassurInsurance CRM

Modulassur

A quoting tool brokers use live, on the phone.

Research

Clients waited on the line while the broker searched long tables.

→ every second counts

Flow

Find the client
Add insured people
Choose coverage
Send the quote
Enrollment
Summary
E-signature

Plans side by side, price updated live.

Read case study →

Offir ManagementProject CRM

Offir Management

One workspace for projects, tasks and documents.

Research

"I follow projects in 4 different tools"

"What needs me today?"

Late tasks go unnoticed

Wireframes

Structure first, in grey.

Stages, tasks and documents in one place.

Read case study →

001 TranslationOperations platform

001 Translation

Requests, quotes, jobs and payments for a whole agency.

Audit & users

Adminsprice, assign, get paid

Translatorsaccept, deliver, propose a price

Clientsrequest, follow, pay

Flow

Request
Quote
Accept the job
Deliver
Pay

Desktop and mobile, one set of components.

Read case study →

How I workshown on the Offir CRM

From a sticky note to a shipped screen.

ResearchWhat hurts today, and for whom.
FlowsHow a project moves from stage to stage.
WireframesEvery module in grey, before any colour.
UIHigh-fidelity screens on one set of components.
HandoffSpecs and states, ready for developers.

Offir CRM · DashboardResearchFlowsWireframeUIDev mode

"I follow projects in 4 different tools"

Late tasks go unnoticed

"What needs me today?"

Stages repeat on every project

Dozens of documents to validate

Research: what project managers told me before any pixel.

Other work.

Websites, online stores and identities, including a brand I built from scratch.

01 / 08

01my own brand! ES KALMA activewear campaign

ES KALMAActivewear brand · Shopify store

Zaping.aiLanding page · AI SaaS

Lead.aiLanding page · AI SaaS

Levana DanaWebsite · Wellness 05

LinenzE-commerce · Art direction 06Brand concept

ODD FORMIdentity concept 07Brand concept

TABLÉEIdentity concept

Mayson HotelBrand identity

NextThe person behind it.About me ↓

About me.

6+ years,
one brand of my own

I design tools people use all day. I start from the user's problem, and I never forget the business behind it.

I also co-founded an activewear brand, so I've been the client too. Every screen has to earn its place.

0years designing

0B2B products

0brand of my own

0languages

My tools

FigmaShopifyWebflowHTMLCSSClaudeCursor

Let's design what's next.

I'm looking for a full-time Product Designer role in a B2B SaaS team, in Israel or remote. I'd love to walk you through a case study.

Esther

bocobzz@gmail.com

+972 54-754-0107 LinkedIn Download CV

← All case studies Case study 01 · Insurance CRM

Modulassur

A quoting tool for insurance brokers. I made it fast enough to use while the client is still on the phone.

Role: UX/UI Designer
Team: Project Manager, developers
Scope: Quote → e-signature
Status: V1 designed · dev paused

01 · Research

Brokers quote live, on the phone.

I listened to real calls and mapped every step.

What I saw

Clients wait

Long tables to fill again after every change.

What I saw

Hard to compare

No way to see two plans side by side.

What I saw

Too many fields

Rare fields looked as important as key ones.

02 · Problem

Slow quotes, lost clients.

GoalGive a reliable price in seconds, not minutes.

03 · Flow

7 steps, one journey.

The same flow for all 3 product lines. Brokers learn it once.

1Find the client2Add people3Choose coverage4Send quote5Enrollment6Documents7E-signature

04 · UI

Compare, adjust, quote.

Step 3 is where calls were lost. Click a number to see what changed.

Modulassur quote builder, Enterprise product line — Choosing coverage. Broker name blurred.

1
Plans side by side
Tick a plan, compare while talking.
2
Details on demand
Rare fields open only when needed.
3
Commission set live
The broker sees what they'll earn.
4
Instant price
The total updates with every change.

05 · Outcome

A full V1, handed to developers.

7steps, quote to signature

3product lines, one pattern

4key decisions

Dev paused before launch (funding), so no usage data yet.

If I did it today

More contrast on unselected plans, bigger prices.

← All case studies Case study 02 · Project CRM

Offir Management

A CRM for infrastructure and solar projects. Every project, task and deadline in one place.

Role: Product Designer
Team: Founder, PM, developers
Scope: 10+ modules
Status: Delivered

01 · Research

Too many tools, missed deadlines.

What project managers told me:

I follow projects in 4 different tools

Project manager

What needs me today?

Project manager

Pain point

Late tasks go unnoticed

Nobody sees the delay.

GoalOne screen that answers: what needs me today?

02 · Flow

From dashboard to task.

Stages are saved as templates, added in one click.

StartDashboardOpenProjectCurrentStageDoTaskValidateDocuments

03 · Wireframes

Structure first, in grey.

Dashboard wireframe.

04 · UI

Today's priorities, at a glance.

1
Delays in red
Late work is impossible to miss.
2
Projects follow stages
A timeline, tasks under the current stage.
3
Reusable templates
Set stages once, reuse them.
4
One task card
Same card on every screen.

Offir project detail with stage timeline — Project detail.

05 · Outcome

Delivered, ready for developers.

Wireframes, UI and flows handed to the dev team.
The client was very happy.

← All case studies Case study 03 · Operations platform

001 Translation

The platform a translation agency runs on. I joined mid-project and finished the design.

Role: Freelance Product Designer
Team: Founder, PM, developers
Scope: Desktop + mobile
Status: Validated · delivered

01 · Audit

3 users, dozens of flows.

I audited the file and kept what worked.

User

Admins

Price, assign, get paid.

User

Translators

Accept, deliver, quote.

User

Clients

Request, follow, pay.

ChallengeEvery flow on desktop and mobile, same behaviour.

02 · Flow

From request to payment.

ClientRequestAdminQuoteTranslatorAcceptTranslatorDeliverClientPay

03 · UI

Built around the translator's day.

1
Requests vs jobs
Two tabs. New work never gets lost.
2
Useful filters
Language, service, specialty.
3
Status and price
Visible on every line.
4
Desktop + mobile
Same components on both.

04 · Handoff

One flow at a time.

A delivery page in Figma: each flow step by step, desktop next to mobile.

05 · Outcome

Picked up halfway, delivered complete.

Validated by the client and delivered.
Consistent on desktop and mobile, for 3 types of users.

← Other work

B1Brand conceptIdentity · Art direction · Copenhagen

ODD FORM

A brand identity for a Copenhagen objects and ceramics label, built around one idea: “Perfect is forgettable.”

Type: Personal brand concept
Brand: Objects & ceramics, small batches
Scope: Visual identity, logo, packaging, print, art direction
Extends to: A New York studio concept

The concept

The creative direction brings together contemporary art, interiors and fashion through bold typography, a sculptural monogram and an unexpected palette of cobalt, oxblood, acid yellow and warm chalk.

The identity extends across packaging, printed materials and editorial imagery, with a New York studio concept exploring how the brand translates into a physical space. Tactile materials and expressive compositions reflect the character of its irregular, small-batch objects.

Palette

Cobaltthe signature
Oxblooddepth, glaze
Acid yellowthe unexpected
Warm chalkpaper, clay

Identity

Applications

← Other work

B2Brand conceptIdentity · Art direction · Marseille

TABLÉE

A ceramics brand rooted in Marseille and the joy of gathering around a table: spontaneous dinners, generous portions, the pleasure of sharing.

Type: Personal brand concept
Brand: Everyday ceramics to share
Scope: Visual identity, art direction, packaging
Extends to: Print, campaign imagery, retail space

The concept

Designed for everyday use, the pieces celebrate conviviality. The visual identity brings that spirit to life through bold, tightly packed lettering, a scalloped emblem inspired by plate rims, and an expressive palette of tomato red, aubergine, butter yellow and pool blue.

Glossy ceramics, textured paper and painted wood give the brand a tactile, playful character. The concept extends across packaging, printed materials, campaign imagery and retail spaces, creating one cohesive world.

Palette

Tomato redthe voice
Auberginethe emblem
Butter yellowwarmth
Pool bluethe glaze

Identity

Applications