DREAM, DESIGN, SELL: UL-UX CREATES BRANDS WITH SOUL

Yael Rozanes Chen, 33, has taken an unconventional career path that seamlessly integrates psychology, creativity and a deep understanding of people. Her journey into branding and user experience began from an entirely different place, one that focused on interactions and relationships.

"It began during my military service when I was a welfare NCO in the IDF," she says. "My job involved managing exceptional welfare requests and addressed the complex needs of career soldiers. It was meaningful and rewarding, and it inspired me to pursue a Bachelor's degree in Behavioral Sciences combined with Arts."

This academic choice, she believes, planted the seeds for her future in guiding people through creation and development. "The combination has shaped my approach ever since — in design, project management and strategy."

Top of Form

Rozanes Chen founded the UL-UX studio in 2017 with the goal of helping businesses create precise brands that resonate deeply with their customers and provide a holistic, immersive experience. "The company name is from a nickname given me by my colleagues, UL," she smiles.

At the studio, she offers end-to-end support — from the initial concept, through experiential design and website development on platforms like Shopify, to the launch of a unified brand and ongoing marketing guidance. Each brand is given the opportunity to tell its own unique story through the extensive and seasoned perspective of UL-UX, with personalized solutions tailored to fit their needs.

Wearing Many Hats
Rozanes Chen's journey into the world of customer experience began when she worked as a project manager at Apple, where she contributed to setting up new offices for the company in Haifa and Ra'anana. "It was the first time I was involved in a field project with a clear vision and professional teams from different areas," she recalls. Collaborating with engineers, architects and project managers, and needing to communicate with each in their own language, sparked her interest in understanding the digital creation process.

As a result, she took professional courses in product development and management, graphic design, and user experience design. "I needed to understand and engage with every aspect related to my work to lead processes more effectively," she explains. "I realized this was where I truly excel. My strength is my ability to wear many hats."

She then worked as a product manager at a small startup in Herzliya, collaborating with major clients like Microsoft and Pfizer. "It was an incredibly intense period, where I was deeply involved and worked directly with the company's clients to observe how they used the app," she recounts. "This gave me real-time insight into their challenges, and we used the feedback to create a strategic roadmap for product development and improvement, tailored to customer needs. All of this was done while balancing user needs with the company's business vision."

User and Customer Experience Connected to Emotions
This experience gave her a taste for more. Two years later, she decided to strike out on her own. "At first, I offered my services via Fiverr. It began with modest payments, but every new project brought me immense satisfaction," she recalls. It was not long before Rozanes Chen built a successful studio and assembled a team of eight UX and graphic designers and project managers. "One of the best stories from that time is a full-circle moment: Fiverr hired my company for various projects. I was also invited to lecture at the Parsons School of Design in New York, which was both enjoyable and incredibly rewarding. I see it as my mission — to share my journey and inspire others."

How Does UL-UX Studio Work?
Every project begins with a conversation, active listening and thorough research — understanding the client's uniqueness, their niche and competitors, she explains. "For me, it all starts with people. We don't rely on fixed templates. Each process is crafted with love and attention to detail. I believe every business has its place, even in a competitive and crowded market, as long as it tells an authentic story that resonates with people. I love to imagine with the client what their brand could look like, dream together, and then make it happen. Even if clients can't fully articulate what they want or need, or have difficulty visualizing it, our role is to translate their feelings and thoughts into a complete picture that creates an emotional connection. I compare this process to a dance that must be carefully choreographed, with space for the opinions and desires of each client."

Why Global Clients?
"My vision has always been global, driven by a desire to think and dream big. We work with clients from all around the world — the United States, Canada, Europe and Asia, as well as Israeli businesses expanding into international markets. I'm fascinated by different cultures, people and languages. I believe this diversity enriches our work and gives each project its own distinct character."

How Is This Reflected?
"One example of a special project we worked on at the studio was for a car wash company in San Diego. Instead of going with a traditional tough, masculine approach, we chose, in collaboration with the client, to target women and mothers of all ages. We created a light, colorful, fun and slightly mysterious brand that doesn't immediately reveal the nature of the business, but invites curiosity and exploration. The feedback was amazing, exceeding our expectations. It was a huge success."

What's Next?
"I'm working on growing our professional team to offer a broader range of services to brands. At the same time, I'm developing my first professional course, which will bring together the knowledge, insights and methods I've gathered throughout my career. For me, this is an opportunity to share what I've learned, make it more accessible, and help others take their first step with confidence."

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In collaboration with UL-UX