www.todepoint.com

Hi, my name is Adi.

I have over 10 years of experience in the web design & development industry but I still can’t find a proper title for what I do. ‘UI mercenary’ sounds nice to me.

Basically I am a Product guy.
To be more accurate, UI-oriented product guy, that also design and code. I value the user experience and searching for its simplicity, keeping it clean. I consult and give great advices but also do all kind of cool stuff, client-side's, mainly with Flash, from coding financial charting systems, through interactive TV/VOD interfaces, flash widgets and badges, application embeds, and even few games and websites… I tasted almost everything :)

My recent clients: Microsoft R&D, Unicell, Amdocs, MutualArt, ICQ/AOL, Easy-Forex, OpenTV, Logia, and few more.

You too can hire me, drop me an email.

Some more about me:
I studied Communication Design at HIT (Holon Institute of Technology, 1997-2001). As a student I was fascinated by the Timeline factor & User Interaction in digital interfaces (in contrary to the traditional static Print design) and my imagination was set free by Macromedia Flash (back then it was version 3, around 1998). I stopped designing for print, and all my academic projects and implementations from that point on were digital.

In 1999, I teamed up with Liat (Industrial designer, UI specialist) and Udi (Information Technology and Management), and together we founded a web design company. We developed CMS driven websites and specialized in Flash utilization. After the company was acquired in 2003, I joined few other studios, giving art direction and some hands-on design work, making new friends and contacts, and got deeper and deeper into flash programming.

In 2005 I established a new company – TODEPOINT, combining the knowledge and experience I have from the two domains, usually distinct, creates an added value that serves the outcome.
I joined the MutualArt team at 2008 as VP Product, to define and develop MutualArt.com, a project I finished by the end of 2009.

These days I am back to freelancing, UI mercenary by the hour.