Matar Cohen

Navan / Navan Edge / 2026

Led the creation of Navan’s new AI conversation based business travel assistant, from zero to launch.

Context

The opportunity

Navan’s growth leadership wanted to win a new kind of user: the frequent business traveler. Our research showed that this user would pay for something that behaved less like a booking tool and more like their own travel assistant.

My role

01Built the Edge design team across TLV and SF
02Led design from zero to launch
03Led AI conversation design
04Partnered with the Growth CEO on business strategy
05Partnered with marketing execs on a new brand identity
06Worked with the CTO to establish the engineering architecture for the design
07Product strategy for a new premium tier

The decision

We created a brand new B2C product for Navan, called Navan Edge. A conversation based AI mobile and desktop app, tailored specifically to the frequent business traveler who knows exactly how they like to travel.

That traveler flies at least ten times a year, spends more on flights, hotels and restaurants than an average employee, and wants their search suggestions to optimize their points and their trip to be tailored to them. So we combined a classic AI conversation with a booking engine, wove in the user’s preferences and invented a new booking experience.

A new AI booking experience

Results

Launched a brand new user segment for Navan, and the company’s only B2C product. Adoption and usage have increased significantly since launch.

There’s much more…

Edge launched in March 2026, and most of what shaped it cannot be shared here. Happy to share more in person.