Tel Aviv, March 19^th, 2026

Based in the high-energy heart of the “Startup Nation,” San Interactive is a boutique digital agency that masterfully blends strategy, storytelling, and technology. Working with global corporations and ambitious tech companies, the studio specializes in UX/UI design, AI-powered products, and high-impact digital storytelling. Their approach is defined by transforming complex, data-heavy ideas into bold, intuitive digital platforms, ensuring that every project is a strategic journey that aligns pixel-perfect execution with measurable growth and long-term value across the globe.

Leading this creative engine is Madi Nassimian, Partner at San Interactive and a visionary dedicated to the philosophy of “Digital Made Human.” An Israeli digital lover, founder, and lecturer, Madi brings the intuitive spirit of Tel Aviv’s surfing culture into the world of innovation leadership. His commitment to “Human First Innovation in an Automated World” ensures that while technology serves as the engine, humanity always remains the driver. Whether he is architecting intelligent digital interaction ecosystems or exploring the intersection of AI and personality, Madi’s focus remains on the small, empathetic details that turn technical tools into meaningful human experiences.

Hi Madi, it’s great to have you with us. You were born and are currently based in Tel Aviv — how has the city’s reputation as a global tech hub shaped your creative outlook, and what role does the local “startup nation” energy play in your approach to digital experience design?

Tel Aviv is our heartbeat ☺ .. Being based in this global tech hub means that we are surrounded by a unique “Startup Nation” energy that that helps us on solving complex problems with bold & Creative digital strategy. It has taught us to merge a sharp business mindset with creative vision, ensuring that we don’t just build digital assets for our clients, but intelligent digital interaction ecosystems that work worldwide.

If a friend from abroad were visiting Israel for the first time, what local Tel Aviv experiences or hidden gems would you absolutely recommend they try?

We will start morning by surfing some waves, it’s the ultimate way to find your vibe and clear the mind before the day journey begins. Afterward, we will grab a scooter & drive down the beach road. It’s the best way to experience Tel Aviv sites. Then we’ll find a spot right on the sand to grab a cold beer and local snacks. This is where you can truly enjoy the silence and watch the sunset. Visiting then Rothschild Blvd to feel the Startup Nation energy, It’s the heartbeat of Tel Aviv’s tech scene, lined with premium restaurants where creativity meets humanity over incredible food and world class tech companies.

How do you typically structure your workday or week to manage the demands of leading a boutique agency while staying hands-on with innovation?

In order to provide a pixel perfect & innovative solutions, I believe the structure of our week must reflect our core DNA… “Digital Made Human”. We balance at our offices between a cool, high energy, homey creative environment with professional standards.

On one hand, we built a creative workspace where everyone feels at home and express themselves. We have music playing all day and we often cook lunch together.. because we believe the magic happens when a team values human connection and good food. This culture of “happy minds” is what fuels the unique stories we tell through our portfolio. On the other hand, we maintain very professional procedures and structured project management to ensure every solution is perfect before it reaches a client. To stay hands on with innovation, we dedicate time every week for “San Ted”… its a 15 min session where a team member presents a new innovative topic to the entire studio. It’s our way of playing & planting seeds into our digital world.

As the leader of San Interactive, how do you define what makes a truly “bold” interactive experience today — especially in a time when digital noise is at an all-time high and attention spans are shrinking?

A “bold” experience is not just about being loud … it’s about Smart UX/UI that delivers clarity & speed. In a world of noise, the boldest thing you can be is using your human scenses & intuitive. We define boldness as an experience that allows users to move effortlessly from discovery to action while we tell them a great story to remember.

Let’s talk about your work with large real estate groups and corporations. What are some of the UX/UI challenges involved in transforming complex, data-heavy ideas into intuitive platforms that feel both seamless and engaging for a global audience?

The challenge is translating complex infrastructure into a brand strategy & storytelling with a clear voice. For global public compnies, we focus on as well on the human centered interface architecture. We take the heavy data parts and hide the complexity behind a clear design that feels simple, responsive and engaging on every screen.

Your team is known for high-impact digital storytelling. What’s your process when translating a brand’s corporate narrative into motion design and micro-interactions that feel native to a digital ecosystem?

We call it Digital Made Human. We don’t just add animation for the sake of it.. we use motion design and micro interactions to create a reson why behaivior with a personal touch. Our process involves the brand strategy of the user journey to ensure every movement fits the brand’s narrative & tone of voice.

Scalability and future-proofing are core services at San Interactive. From a UX/UI perspective, what does that look like in practice when building design systems for global brands?

We build design systems with scalable components (Mostly on Figma framework). This allows brands to adapt quickly to digital assets productions without starting from scratch, creating a digital presence that is ready for future growth and based on their brand strategy.

Many agencies talk about being user-centric, but San Interactive emphasizes “Human-First Innovation in an Automated World.” Can you walk us through how you protect that human element when integrating advanced technology into your creative decision-making process?

Protecting the human element in an automated world is one of thegigest challenges for Gen Alpha, Gen Z, Gen Y & Gen X genaration. That is why we decided to focus our core to Digital Made Human philosophy. While others focus on technical execution, we believe that it’s not about pixels and code… it’s where creativity meets humanity.

We protect this human connection through a multi layered approach to innovation: Designing with Personality: When we build AI experiences and conversational interfaces, we do not just implement automation.. we design a flow that fits personality. This transforms a cold technical tool into an intelligent digital interaction ecosystem, feels more natural & personal to the user. We believe that the magic of a digital product is in the details & the personal touch. Ultimately, we use technology as a tool to create happy people.

When starting a new project, is there a particular stage in the strategic journey that you personally enjoy most, whether it’s the initial brand positioning, wireframing, or the final pixel-perfect execution?

The stage I personally find most rewarding is the design concept presentation. This is the moment in our strategic journey where the deep planning & storytelling works with the brand strategy to create a unified vision. There is a unique magic in that room when we for the first time. Seeing the immediate reaction on the management faces… the look of surprise and the happy faces is the ultimate validation of our Digital Made Human philosophy.

How do you balance “intuitive simplicity” with the need for “brand differentiation” when designing interfaces for highly competitive tech sectors?

We use UX research for simplicity & strategic storytelling for differentiating the wireframes we produce on early stage. Simplicity ensure that the user can navigate, but the brand positioning and unique digital tone of voice are what make them stay. We transform technology companies into premium brands that stand out by being more human & user friendly.

What are some common misconceptions clients have about AI and conversational interfaces when they first come to you — and how do you help them reframe their understanding?

Many see AI as just a tool, but we reframe it as an intelligent digital interaction ecosystem. We help them see that AI Experience is about to know intellegently within your experties to use the right tool and create results that we couldn’t create before. Not everything is about AI, sometimes a human touch based on AI result creates a user journey that counts, rather than just automating it.

Collaborative spirit is a key value at your studio. How do you structure internal or client-side collaboration to maintain high creativity while delivering the “measurable results” your partners expect?

We treat every project as a strategic journey. By involving clients in discovery workshops and setting clearly defined milestones, we ensure the creative vision stays aligned with measurable KPI’s like increased engagement time and improved lead quality.

You’ve worked with both global corporations and ambitious technology companies. How does your UX approach shift when designing for an established brand’s digital transformation versus building an AI-powered product from scratch?

For digital innovation, the focus is on how we create a scalable result that holds the good things we found in the digital asset and improves the areas that are not clear. When building from scratch, like an AI powered product, we lean into short research and rapid prototyping concept validation to create an early idea into a functional, testable and clear experience.

AI is a favorite topic of yours. Beyond just a tool, how do you see AI-driven “personalities” influencing the future of UX/UI, and how is San Interactive experimenting with these intelligent ecosystems right now?

We are planing & designing digital tools with the assistants and flows of AI tools. We make sure that we first “teach” the tool the personality native needed to the brand. We believe the future of UX/UI is conversational and intelligent and we are planting those seeds by building ecosystems where the interface learns and adapts to the user.

Outside of work, what are some of your hobbies and interests that keep your creative batteries charged?

To keep my creative batteries charged and maintain the I turn to the sea and the home. I am a part of the surfing culture in Tel Aviv, where I go to clear my thoughts and re build them creatively and intuitively. It is my personal way to enjoy the silence and reset before the next strategic journey.

When I’m not in the water, I find joy in simple human connection. I love playing meatless games with my boy and my friend’s kids… the more crazy & “stupid” the game, the more I enjoy it. I also bring that same creative and intuitive spirit into the kitchen. Much like how we “plant seeds” in our Saniz Hub, I love to experiment with cooking which finally served to humans.

From your personal point of view, what do you see as the greatest challenge of our time regarding the intersection of humanity and technology?

The challenge is to ensure that as we move toward an automate the world, we do not lose the human connection. Technology should be the engine, but humanity must always be the driver.

And to wrap things up on a lighter note — what’s one fun or unexpected fact about you that most people wouldn’t guess from your job title or LinkedIn profile?

That I value personal touch & the small details more than the most complex line of codes ☺

Thanks Madi!

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AI Experience DesignDigital Made HumanInnovationInteractive StorytellingUX/ UI Design