Nurit Millo

Nurit Millo

Principal, Digital & Service Design
Nurit is a service design expert, focusing on digital transformation and human centered design. She specializes in creating business insights, strategies and solutions that meet people's needs, including new products, services and systems. Nurit co-founded and owned a service design company. Her extensive expertise is based on a multi-disciplinary approach using Design Thinking methodologies and tools, such as qualitative and ethnographic research, analysis, and rapid prototyping. Nurit holds a B.Des in Set Design from Shenkar College of Engineering & Design, and an M.Des in Design Management from Bezalel Academy of Art and Design.

Relevant Experience

  • Led the service design process and user research in the creation of a digital-legislation platform for the Israeli government and the Knesset
  • Long-term accompaniment of the Israeli Tax Authority in formulating strategic moves and policy moves to improve the taxation experience: Characterization processes of service perception and customer experience (CX), characterizing and designing personal area (UX UI), creation of a requirements document, planning the information architecture (IA) of the website and a language and microcopy characterization process
  • Conducted targeted user research to examine a business plan and value propositions of a new financial entity, through user research, qualitative analysis, and a matrix of barriers versus incentives
  • Advised in the optimization of CX in the National Insurance Institute’s service channels by mapping and analyzing the customer’s experience and implementing agile CX solutions, including structuring website content (IA), interface design, and microcopy process
  • Developed and led digital transformation training and improvement of service processes in government ministries while using the Design Sprint method
  • Formulated a service strategy for a chain of private health-care clinics, targeting service optimization and digital transformation


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