I'm Lior Zelering, a UX designer, project and product manager (PMP) who has spent 20+ years working across almost every layer of how digital products are built, marketed, and grown. I've led product and delivery for e-commerce, SaaS, and enterprise platforms, lately AI-enabled ones built on large language models, designed UX for both web products and in-store retail installations, run performance marketing and media buying at scale, and overseen everything from CMS and LMS builds to ISO 27001 security programs. That work has spanned brands including Coca-Cola, Unilever, Eli Lilly, Philip Morris, Herbalife, PC mobile, Red Bull, Toys R Us, and Kipling, as well as cultural projects such as the Canadian Museum of Immigration at Pier 21. I've also authored books and articles on design and technology.

The range is matched by how I picked it up: degrees in law and political science, a business diploma from Columbia, a long run of professional training in UX, service design, instructional design, creative direction, and product management, and a doctorate (DBA). Structured / Unstructured is where I think out loud about product, AI, and the practical work of turning ideas into things that ship.