The Center Personnel

Adi’s fields of specialty are Human-Computer Interaction (HCI), Computer-Mediated Communication (CMC), and semantic modeling of databases. Adi studies cognitive and emotional aspects of user interface design, usability, user experience and User Empowering Design (UED).

Adi received a B.A. (magna cum laude) in Behavioral Science and an M.B.A. (summa cum lauda) in Business Administration at the Ben-Gurion University of the Negev, and a doctorate in Business Administration at Bar-Ilan University, specializing in information systems.

Adi published articles in journals such as Organizational Science and Interacting with Computers. Her article in IwC titled “What is Beautiful is Usable” (written together with Tractinsky and Ikar) was cited over 2000 times.

She teaches a wide diversity of fields, focusing on Human-Computer Interaction, user experience, relational databases and socio-technological fields related to the effects of information and communication technologies on the lives of individuals and society.

Adi is also the head of SCE’s research Ethics Committee.

Ms. Yana Sophia has an M.Sc. in Industrial Engineering and Management in the Ergonomics Track from Ben-Gurion University.

Following her studies, Yana integrated into the high-tech industry as a UX Designer and Project Manager.

Projects at select companies: Motorola, HP, Amdocs.