AI can feel magical—or mildly terrifying. Here’s how thoughtful UX turns fear into confidence and delight.
author name
Shir Zalzberg-Gino
author title Director, UX Design
My Background
Shir is a Director of UX at Salesforce. Previously, she led the design team at OverOps and partnered with multiple startups. She founded Startup Designers, a global design community, and was named to Forbes Israel’s 30 Under 30. Shir holds an MBA from IE Business School and is currently living in Amsterdam.
My Expertise
Shir specializes in building and scaling design teams, driving UX strategy across complex systems, and designing AI experiences that feel simple and human. She combines product vision, design systems, and empathy to make technology more trustworthy and approachable, while helping designers grow their craft and impact.
When I'm Not Writing ...
Outside of work, Shir is usually chasing her two kids or her Great Dane. She loves traveling with her family, discovering new food spots, and keeping up with her workouts. When things finally quiet down, you’ll find her watching Star Wars, geeking out over sci-fi.
