Hi, I’m Anna.

I’ve been building all kinds of things for the past 15+ years.

Right now, I spend my days designing QuickBooks Bill Pay at Intuit, leading the kind of product work where money movement, business rules, edge cases, and real-world constraints all meet.
At night, I’m trying to take over the world Outside of work, I make a point of having at least one side project at all times.

Before that, I was at Wix, founded a startup, ran my own studio, and did a bunch of other design work along the way.

I don’t fit neatly into one box, and that’s kind of my superpower. I know enough about how things get built to build some of it myself, and I’m at my best when integrating design, technology and business. More often than not, it all comes down to understanding people.

A few patterns (if you were to look for them)

0 → 1 I create things that weren’t there before, to solve real problems. Zero to one, when the path forward isn’t defined yet, is the kind of work I enjoy the most. → HeyI.am · EditorX · Bill Pay launch · Product Day · Lo-Fi-gma

End to end I think end-to-end, past my own square. It’s how I catch what falls between the cracks: the gap nobody owns or the insight buried in the research. → EditorX · Wix Platform · Bill Pay launch · Instant payments · Vendor Credits

Complex systems I make complex systems make sense. The multi-role, multi-team, multi-state kind, where the hard part is the structure, not the screen. → EditorX · Wix Platform · Bill Pay launch · Instant payments · Vendor Credits

I lead by doing. When there’s a gap, I tend to step into it: the product question nobody has framed yet, the launch detail nobody owns, the program that helps people grow, or the boring spreadsheet that finally makes the priorities conversation possible. → Bill Pay launch · EditorX · Wix Platform · Product Day · IWN · Mentoring

Selected work

QuickBooks Bill Pay / Vendor Credits

Turned our #1 customer complaint into a target-state direction, then derived a focused V1 from it, every decision traced back to VOC (voice of customer) and data.

QuickBooks Bill Pay / Instant Payments

Owned 11 experiments to grow instant payments adoption across the Bill Pay journey. Some worked, some didn’t, and both changed what we built next.

QuickBooks Bill Pay launch

coming

Led key Bill Pay ecosystem work from launch into scale: AP automation, bills, roles and approvals, pricing, onboarding, education, and accountant workflows. Bill Pay now processes billions in monthly payment volume. Dare Greatly award for extreme ownership.

EditorX by Wix

Defined how 200+ Wix components behave in the new responsive website builder, then took on PM-shaped app integration work to get more of it shipped.

Wix Platform

Defined rules for a new way to build apps natively inside the Wix Editor, then guided other product teams onto it.

HeyI.am

Co-founded and built a personal website builder from zero: product, UX, front-end, research, experiments, and growth. A few hundred users, some paying, and one who wrote in to say it helped her land her dream job.

Beyond the case studies

Product Day. Co-founded a hands-on product-knowledge event built around Rachel, an AI avatar playing a new small-business owner, with each beat mapped to a real task in QuickBooks. Adopted site-wide in TLV and run across 7 Intuit sites globally, with NPS in the 80s and self reported product knowledge doubling.
IWN. Led Intuit Women TLV chapter as co-chair. Organized workshops and events, managed budget, established measurable metrics, grew the community by 50% over a year and a half.
Mentoring. Small business owners mentoring program at Wix, Cracking the Glass Ceiling program for high school girls, Girls in Tech events at Intuit, WE (women in UX) Mentor, Hour of Code initiative for kids and even teaching girls kung fu for a while.
Lo-Fi-gma. Vibe coded a Figma plugin during an internal hackathon at Intuit. Turns a screen into a lo-fi wireframe, so discussion stays at the right level while designers keep using real Figma screens and the DS library.
AI. Claude Code prototypes, reusable templates for my team, skills and an internal "How to" guide. Initiated and ran a workshop mapping real flows and friction across the triad, to find where agents can solve real problems.
Restabot. Built a restaurant chatbot during the bot craze of 2016. Went around random restaurants in Tel Aviv to understand the needs, interviewed for YC and eventually called it off after realizing clicking was more efficient than the tech back then.
Talks. Fintech Junction panel (AI/design), FemTech (Ted-talk style lecture, "Isn't money gender neutral?").

Say hi

If you have any questions, just want to say hi or meet up for a coffee and some Oreos, feel free to get in touch. Beer works too!

LinkedIn  ·  hello@anna-cates.com