Helping startups to scale 🦄 ✦ Driving Halo Lab 7 → 8-figures ARR & having fun ✦ Founder with Design in ❤️

I run Design & Tech Agency helping brands become TOP 1%.

✦ $530 M raised + 9-figure exits by client startups 
✦ 500+ projects delivered
✦ 99+ international awards
✦ 4.9 / 5.0 average rating on Clutch from 80+ verified reviews

This is a real impact in numbers.

—

Over the past 15 yrs I’ve been shaping digital products and brands for category‑defining companies — from NOKIA and OPERA to high‑growth SaaS and Web3 start‑ups.

My core focus is design leadership at scale: I enter as a strategic partner, craft a vision, and lead multidisciplinary teams all the way from concept to launch.

—

I specialize in:

⤷  B2B SaaS Product Design | Guiding startups and enterprise spin‑ups from 0 to 1 — turning complex tech into intuitive, emotionally resonant experiences.

⤷  High‑Performance Digital Presence | Building conversion‑focused brand websites that turn first impressions into lasting growth.

—

Have BIG idea in mind?
Contact me directly: inquiry@halo-lab.com

Artem Borysenko

You can hire a designer.

Or you can hire a design brain.

One gives you beautiful screens.
The other gives you a product that thinks.

When you hire a single designer, you get skills.
When you hire a team that works as one brain, you get experience that compounds.

At Halo Lab — Your Digital Partner, our teams don’t work in silos.
The UX researcher sees what frustrates users.
The product designer connects it to business goals.
The UI designer turns it into clarity and trust.
The developer translates it into something fast and functional.

Each person covers a blind spot the others can’t.
And together, they don’t just design, they solve.

That’s the difference between design as a task and design as a system.
Between a pretty interface and a product that scales, converts, and feels effortless to use.

When founders realize this, everything changes:

1. They stop hiring portfolios.
2. They start hiring thinking systems - teams that anticipate problems before they appear, align design with ROI, and build products that last.

If you’re scaling your product, don’t just hire a designer.
Hire a brain that’s trained to think like your users and build like your business depends on it.

Find you team https://bit.ly/49wqB0p

🔔 Follow Artem Borysenko for more updates!

Founder @ Halo Lab ✦ Design & Tech Agency Helping Brands Become TOP 1%

You’ve raised your Series A.

Now you’re proving you can deliver at scale.

And every week of delay costs runway, users, and momentum.
The big question?
Who’s actually going to build this thing?
You have three choices and each comes with a hidden price.

1. The dedicated team.
(Agency/product squad model)
Fastest to launch.
Move as one unit.
Cross-functional by default.
→ Best for: founders who need traction now and can’t afford to spend 3 months hiring.

2. Freelancers.
They’re flexible, affordable, and perfect for low-risk experiments.
But you become the PM, the QA, and the glue holding everything together.
When people churn, rework kills speed.
→ Best for: quick feature spikes or marketing tests, not your core product.

3. In-house team.
The long-term bet.
You get culture, domain memory, and control.
But it’s slow and expensive.
Median SWE comp in the U.S. sits around $187 K/year, and that’s before benefits or churn.
→ Best for: protecting core IP and scaling once product-market fit is locked.

My take? Go hybrid by design.
1. Dedicated team: ship your core product in < 90 days.
2. In-house team: retain knowledge and own the moat.
3. Freelancers: plug niche gaps when speed matters.

Re-evaluate every quarter: velocity, cost per feature, defect rate.
Because at Series A, your biggest risk isn’t cost, it’s time.

✦ At Halo Lab — Your Digital Partner, we help Series A founders scale with dedicated product squads - ready to ship fast, adapt faster, and grow alongside your in-house team.

♻️ Share this to help make a good choice.
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 Dedicated Team vs. Freelancers vs. In-House 

“We need a redesign.”

This is how half of discovery calls begin.

However, 10 minutes into the discussion and it’s obvious - they need a problem statement.

The product is not broken. 
The understanding of the problem is.

Founders say: “Our checkout flow is poor.” 
Users say: “I don’t trust this payment form.”

The difference? One adds a feature. The other builds the right feature.

A good problem statement is not an educated guess.
It’s that moment that your research turns into clarity. 
It translates chaos into focus.

Here is what strong product teams do completely differently:

1. They do not start their process around “what to build.” 
They start their process around “who’s struggling – and why.”

2. They use data and real voices, not assumptions. 

3. They state the problem in a way that the whole team- designer, PM, and CEO can read and ingest in an instant.

When you get the problem right the design almost builds itself.
Your next big UX breakthrough will not come from adding another feature. 
It will come from rewriting the question you are trying to answer.

♻️ Share if it resonates.
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The hardest thing about building an AI product is getting people to trust what it does.

You can create a great model all you want, but as soon as users feel the slightest bit of uncertainty, they are going to ponder, hesitate, and leave.

When founders build trust into the product experience, three things happen fast.

1. Users stop second-guessing and start exploring. First session activation goes up because they understand the what and whys.

2. Every click of trust compounds itself into usage, retention, and upsell. Without trust, the best AI feature will remain unused.

3. You do not have to wait for product market fit to learn how users actually feel. Trust patterns can save you weeks of guessing, and reduce the launch chaos.

4. Transparent UX with design-based trust cuts confusion before it even reaches support. No more "I am left wondering why it said that?" tickets or bad reviews for hallucinations.

Most AI products are built for power. 
The real winners are built for confidence.

✦

At Halo Lab — Your Digital Partner, we help founders design AI products users trust enough to actually use and pay for.
If that’s the stage you’re at, let’s chat.

♻️ Share this to help others build AI products.
🔔 Follow Artem Borysenko for more updates!

UI for AI products

Most companies still treat a design system as a visual asset.

In reality, it behaves more like infrastructure.

When a design system is used by a company, it can help reduce costs for all the products the company already has. Also, using a design system can reduce the costs of making new products by different teams in the company.

Here’s where the real financial return shows up:

1. Reduction of duplicated efforts across teams.

When multiple teams are rebuilding and recreating similar elements, there are three new associated costs for each team: a new design, a new coded version, and the need for each team to perform QA. With the implementation of a design token system, this cycle is not necessary.

2. Component scalability across product portfolios.

When a company builds a system to support a group of products, they make more money by creating one design and using it many times for all the products in the group. This is why companies have been able to reduce the time it takes to get products to market by 20-40% without adding more staff.

3. Patterns decrease cognitive load and time spent deciding.

Once an organization sets up design patterns to support their onboarding, dashboards, permission systems, navigational structures, and error state designs, teams won't have to argue about the most important design principles. 

4. The cost of change decreases dramatically.

With no design system: A rebrand, accessibility update, or micro-interaction change triggers weeks of redesign and recoding..
With a design system: Update the source → every product updates automatically.

✦

A strong design system improves:

- Time to market.
- Cross-platform trust.
- Developer throughput.
- Conversion and activation.

✦

Build your design system for the next three products you launch. 
You will begin seeing returns on your investment in the early years.

🔔 Follow Artem Borysenko for more updates!

Your product already makes users feel something.

The question is what?

If your users don’t feel the right thing, they won’t do the right thing.
They’ll bounce, hesitate, mistrust, churn.

Over 500+ products, I’ve learned that the best products aren’t the ones with the most features. They’re the ones with the clearest emotional tone.

Every product leans into one of three emotional modes.

1️⃣ Calm → “I feel safe here.”
Perfect for: health, finance, productivity, wellness.
How it’s built: soft palettes, clear language, gentle interactions, no pressure.

2️⃣ Competent → “I trust this.”
Perfect for: SaaS, B2B, dashboards, enterprise.
How it’s built: structured layouts, predictable behavior, strong signals of reliability (performance, clarity, proof).

3️⃣ Empowering → “I can do this.”
Perfect for: fitness, learning, creativity.
How it’s built: energetic visuals, progress celebrations, milestones, personalization.

When the emotional tone doesn’t match the product’s purpose:
1. A data tool feels playful → trust drops.
2. A wellness app feels intense → stress rises.
3. A learning app feels sterile → motivation dies.

Emotion either reduces friction or adds it. 
What to do before your next sprint.

✦ Pick your emotional tone before UI design.
✦ Build it into your design system (colors, spacing, motion, language)
✦ Test the gut reaction early (“How did this flow make you feel?”)
✦ Make sure every new feature reinforces that emotional mode.

We design products that make users feel the right thing.
It’s about building experiences users want to return to.

♻️ Share this to help others catch hearts.
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You didn’t just hire a team.

You hired a risk.

That’s what most founders realize by Sprint 2, but by then, momentum is already bleeding out.

What starts as “a good fit” quickly turns into:

→ Delayed updates.
→ Vanishing senior talent.
→ Quiet budget drift.
→ Process that feels more defensive than proactive.

It rarely breaks all at once.
It just slowly stops working.

At Halo Lab — Your Digital Partner, we’ve inherited dozens of these “almost there” projects.
And we’ve learned to spot the early signals that most teams ignore.

Here’s how experienced founders filter for risk before it shows up on a roadmap:

1. Ask who stays after kickoff.
Bait-and-switch team structures are common. 
Real partners show you the core team from day one.

2. Low prices don’t remove cost. 
Into rework. Into scope creep. 
Into things no one “thought about” until it’s too late.

3. Their process should flex around your product.
If their workflow can’t adapt to your stack, roadmap, or internal rhythm, you're buying overhead.

4. Silence isn’t a “working phase.” It’s a liability.
Communication isn’t a nice-to-have. 
It’s part of delivery.

5. IP, code ownership, and access - settle it early and in writing.
No smart founder leaves this vague.

6. Domain experience is a requirement.
A capable team isn’t enough. 
You need people who’ve solved your kind of problems before.

7. If there’s no post-launch plan, you’re the plan.
Support, iteration, and continuity should already be mapped.

We partner with founders who know that reliable execution is rare and valuable.
If that’s where you are, you’ll feel the difference from day one.

♻️ Share this to help others fint a right partner.
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I can’t remember the last time I used an app that didn’t ask me to share, rate, or “engage.”

Every product today (even in B2B) is designed for an algorithm.
Google’s. LinkedIn’s. App Store’s. TikTok’s.

We’ve quietly shifted from designing for people to designing for distribution.
The algorithm rewards speed, volume, stickiness.
And so we chase it - with notifications, widgets, and “viral moments.”

But something gets lost along the way.

When was the last time a product was designed for:
✦ Silence?
✦ Reflection?
✦ A human mistake that wasn’t punished instantly?

You've trained our teams to ask,
“How will this perform in search?”
“Will this trigger engagement?”
“Will this help retention metrics?”

Not:

“Will this make someone feel seen, understood, or at ease?”
We measure time-on-page, not peace of mind.
We optimize funnels, not flow.

And in doing so, we risk turning our users into an interface between two algorithms, feeding signals back and forth.

Maybe the next wave of great design won’t be about more engagement.
Maybe it’ll be about creating digital spaces that breathe.
Moments that respect our attention instead of stealing it.
Because the best products don’t just perform, they pause.
They make us feel something.

What’s one product you’ve used lately that still feels designed for humans, not algorithms?

♻️ Share this if it resonates.
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I sat in a meeting where a CEO said something I'll never forget:

“I don’t need it to look beautiful. I need it to make money.”

At the time, it stung a little.
We’d poured weeks into crafting the perfect interface.
But he was right.

If your design doesn't move revenue or retention, it's wallpaper.
That moment changed how we work at Halo Lab — Your Digital Partner.
Now, every design decision starts with a business question:

1. What does this screen earn?
2. How does this feature reduce churn?
3. Can this interaction build trust faster?

We stopped chasing “nice-to-have” visuals and started designing for impact: shorter time to value, higher conversion, more clarity.

Last quarter, applying this thinking helped a SaaS client cut trial-to-paid time by 40%. Design decisions became revenue decisions.

What's one screen in your product that looks great but doesn't move the needle?

🔔 Follow Artem Borysenko for more updates!

Product Think Your Way to the Top | Certified Leadership Coach

Still thinking about work when the laptop is closed.

Replaying decisions in your head instead of resting.

Optimizing small things because the big ones feel heavy to touch.

On paper, you’re winning.

In reality, your mind never fully powers down.

A constant cognitive load you don’t talk about.

This isn't a capability problem. 

Things are like this not because you lack discipline, ambition, or intelligence.

It’s a 𝘀𝘆𝘀𝘁𝗲𝗺 𝗱𝗲𝘀𝗶𝗴𝗻 𝗽𝗿𝗼𝗯𝗹𝗲𝗺,

between how your brain works 

and how responsibility has scaled around you.

I know this pattern because I’ve lived it. 

I led AI/ML teams building products used by millions.

I grew into senior product roles inside high-pressure tech environments.

I learned how quickly performance breaks when thinking doesn’t scale with scope.

I’m Tomer. 

Founder of Authentic Voice. 

Ex- Product Leader. 

Certified Leadership & Performance Coach (ACT, Brown University).

I work with high-performing ICs and Tech Leads who need their thinking to scale with their responsibility. 

The work is called 𝗚𝗿𝗼𝘄𝘁𝗵 𝗢𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽. 

Not motivation, productivity hacks or therapy.

We rebuild how decisions are made.

𝗧𝗵𝗲 𝗳𝗼𝗰𝘂𝘀:

• Surface the autopilot loops silently draining your attention.

• Define one high-leverage direction that filters decisions and future noise.

• Translate that choice into a 90-day execution plan backed by AI Growth Copilot.

You stop negotiating with yourself.

Tomer Camus Wertheimer 👋

Exiting CEO left each employee a $443,000 gift.

Graham Walker sold Fibrebond Corporation for $1.7 billion.

When Eaton acquired the company, Walker made one thing non-negotiable:

$240 million from the deal had to go to the employees.

All 540 full-time workers.

On average, that’s about $443,000 per person 

paid out over five years if they stay.

Stories like this go viral because the numbers are huge. 

But the principle behind it costs $0.

People think and act like owners when they are treated like partners.

Tomer Camus Wertheimer

I help high-performing ICs & Tech Leads make high-leverage decisions through behavioral science, product strategy, and AI Growth Copilot

It’s hard to build a plan for this year

if part of you is still living in the last one.

New goals get piled on top of unresolved:

disappointment
regret
fatigue

Your mind can't fully commit forward

while it’s still replaying:

→ what should have happened
→ what you let go of
→ what didn’t work out

When there’s no closure, 

new goals feel heavier than they should.

Direction doesn’t fade because plans are bad.

It fades when your attention is split.

Even if you already know exactly what’s next, 

decide this:

What are you done carrying? 

For me:

I’m done carrying what isn’t mine. 

That space is not empty.

It’s available.

I've been building my business for six months.
Save this if you’re thinking about doing the same.

My model is intentionally narrow:

1:1 leadership coaching
Workshops on owning your professional growth

Most clients come from LinkedIn and referrals.

Not funnels. Not ads.
DMs.

That’s where real connection forms.
Through my network.

To keep the business lean, I rely on this stack:

1/ 𝗥𝗲𝗽𝗹𝗶𝘁
Build and iterate your site in minutes

2/ 𝗣𝗼𝗲
Create bots for thinking tasks using ANY model

3/ 𝗚𝗮𝗺𝗺𝗮
Proposals and decks without getting stuck

4/ 𝗧𝗮𝗹𝗹𝘆
Free online form builder

They remove the friction between idea and execution.

That’s also how I work with clients.

By blending product thinking, behavioral science, and AI to lower the cost of clear decisions.

If you’re tired of moving fast in the wrong direction,

start with a 1:1 conversation.

Tomer

A few years ago, I noticed something uncomfortable.

Most of my “decisions” were not decisions.

They were reactions. 

Fast. Confident. Automatic.

I believed I was being rational.

Daniel Kahneman would disagree.

He described two modes of thinking:

System 1
Fast, intuitive, emotional.
It jumps to conclusions, fills in gaps,  
and produces an instant sense of “I know.”

System 2
Slow, deliberate, analytical.
It only steps in when we force it to.

There's one bias that shows up in nearly every roadmap: the planning fallacy.

We underestimate time, cost, and risk.

I still catch myself saying 
"this will only take 3 hours"
when I want momentum more than accuracy.

If you work in product or lead a team,
this is more than psychology.

Slow important decisions down.
Add friction. Invite dissent.

Sanity check optimism 
before reality does it for you.

More than 150 women signed up in 24 hours.

And you’re invited too.

How do you make better career decisions?

How do you turn them into a focused action plan?

Why is it so important to define your own version of success?

Woman2Woman - 8200 Alumni Association is hosting a talk with me.

If we haven’t met yet - hi, I’m Tomer.

Leadership Coach and AI-powered professional growth workshop facilitator.

In this talk:

1️⃣ A practical thinking model for clarity in a world of information overload

2️⃣ A live demo of using an AI Growth Copilot as a strategic thinking partner

3️⃣ A clear way to follow through on decisions and action plans


Wednesday, 28.1.26
8:30 pm IST 
The webinar is in Hebrew

Registration + more details → https://lnkd.in/dkyyty3E
Book a 1:1 strategic call → https://tally.so/r/RGdkMP

If you’re a tech lead and you hate talking about your wins 

(this is probably why) 

It’s not because you have nothing worth sharing. 

Maybe you believe:

→ Real engineers let the code “speak for itself” 
→ Leaders shouldn't take credit 
→ Visibility = more attention (and you’re already stretched) 

One ML engineer I worked with didn’t “start promoting herself.” 

She started logging decisions, risks removed, and outcomes. 

Short. 
Factual. 
Consistent. 

Same work. 
Same humility. 
Different trajectory. 

Owning your work is taking responsibility for how your impact is understood.

If you need help with that, my DMs are open.

You're not unmotivated.

You’re just tired.

You keep carrying decisions you haven’t closed.

None feel urgent enough to force a choice.

Because the pace is high.

Life keeps moving.

So they stay open:

 • Stay or move?
 • Commit or keep options open?
 • Push this now or wait?

Your brain never rests.

The way to address this isn’t thinking.

When one real decision closes:

 • energy comes back
 • actions simplify
 • the noise drops

The loop keeps running

until you stop waiting for certainty

and start choosing.

You need your brain to notice the right things.


Your Reticular Activating System (RAS)

is a network of neurons

that acts like an attention filter.

It helps decide what gets your focus

and what stays background noise.


New parent?

You'll sleep through traffic,

but wake up from one small baby sound.


In your career it does the same thing:

✦ What you tell it to look for, it will amplify.

✦ What you don't define, it will ignore.


This week at Amazon 

in the 𝗚𝗿𝗼𝘄𝘁𝗵 𝗢𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗵𝗮𝗻𝗱𝘀‑𝗼𝗻 𝘄𝗼𝗿𝗸𝘀𝗵𝗼𝗽,

we defined a clear 90-day goal.

We built a simple plan the brain can lock onto,

so it starts scanning the environment 

for opportunities and resources 

that match that direction.


Thank you for having me.

Learn and Be Curious 🧡🧡

_______

What is your RAS currently tuned to notice in your career?

Most people think indecision is a confidence problem.

It’s actually a bandwidth problem.

Open decisions are like open tabs.
Even when you’re not looking at them, they keep running.

This is the Zeigarnik effect: 
unfinished loops stay mentally active.

An open decision keeps doing this in the background:

✦ reevaluating
✦ second-guessing
✦ context-switching
✦ keeping options alive “just in case”

That noise overloads your RAS, 

your brain's attention filter.

Instead of noticing opportunities, it keeps managing ambiguity.

When a decision is closed:

✦ your brain stops polling alternatives
✦ priorities stop competing
✦ action stops feeling like self-pressure

A closed decision becomes the signal.
Your RAS finally has something clear to amplify.

An Amazon engineer in my 𝗚𝗿𝗼𝘄𝘁𝗵 𝗢𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 workshop recently shared this:

"Once the goal was locked, I started reviewing my achievements weekly, and tracking my progress got easier."

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The Battle

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Tomer Camus Wertheimer 👋

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