About Me
I'm a multidisciplinary product designer with 13+ years of experience, and I'm here to help you create functional and user centred digital products with visually stunning designs, combining creativity and technology to create relevant and effective solutions. With my deep experience and understanding of design and digital products, I can help you turn your ideas into something valuable.
Insurance Company, Senior Manager
2019 - Present. Jakarta, Indonesia
A company specialising in life insurance, with a focus on selling insurance products that make it easier for its customers.
At the company, I spearheaded the digital transformation of our business, transitioning from a traditional to a digital model. I oversaw the development of a more advanced design system for both apps and web, collaborating closely with both team designers and front-end developers. Additionally, I led a design team in creating a more streamlined transaction flow for customers and sales agents, enhancing efficiency and customer experience.
Blackberry Messenger, Lead UI/UX Designer
2017 - 2019. Jakarta, Indonesia
Following the completion of the acquisition, Blackberry Messenger now falls under the EMTEK group.
I was responsible for the development of a Discover feature, which included extensive collaboration with third parties, such as shops, careers and other relevant organisations. I led all designers from partner organisations who wished to participate in the BBM Discover feature, ensuring their ability to adapt to the UI determined by Blackberry Messenger.
USAID (LESTARI), Digital Consultant
2016 - 2019. Jakarta, Indonesia
Lestari is an organisation focused on environmental management that is part of USAID.
As a consultant, I developed a digital media platform – a website with a robust structure and seamless accessibility. This platform serves as a reliable source of information for those seeking updates on the Lestari programme. Utilising scraper data, I provide actionable insights that inform critical decisions, leveraging existing data to drive impact.
Salt & Fuessel, UI/UX Designer
2017 - 2018. Melbourne, Australia
During my time collaborating with Salt & Fuessel, I was actively involved in crafting visual strategies for their diverse client base, including Shipster, Swisse Me, and Elite Football.
My role was not confined to design; I also provided creative input, built mockups and helped align visuals with campaign goals. Throughout the partnership, I consistently delivered high-quality work on time, tailored to client expectations and business objectives.
SweetEscape, Sr UI/UX Designer
2016 - 2017. Jakarta, Indonesia
SweetEscape is the global photography service that connects travellers with local photographers worldwide. I joined the team at a time when the company was undergoing a major shift, bringing product development fully in-house.
I led the auditing of the existing UX and UI across their digital ecosystem. It was an exciting challenge, as many user flows didn't align with the needs of the photographers or the business goals. I redesigned the entire experience from the ground up, including the sales and photographer dashboards, the web platform and both iOS and Android apps.
Vidio, Sr UI/UX Designer
2015 - 2016. Jakarta, Indonesia
Joining Vidio was a big step in my career. I went from being a digital creative designer to a full-fledged product designer, with a focus on UI/UX. It was a pretty exciting move, and it was here that I really got hooked on digital product development, especially for mobile apps.
I was responsible for designing the whole user experience and interface for the Vidio Android app to begin with. A few months down the line, I started working on the iOS platform too. I tweaked the user experience and made the user interface components more consistent and usable across both ecosystems. Towards the end of my time at Vidio, I was also given the job of designing the Android TV app, which gave me hands-on experience in building for a completely different type of user interaction.
Leo Burnett, Freelance
2012 - 2013. Jakarta, Indonesia
Before moving into a full-time role, I had the opportunity to work as a freelance designer with several advertising agencies, one of which was Leo Burnett.
During my time there, I was fortunate enough to contribute to a wide range of interactive digital projects, from websites to digital event activations. I was fortunate enough to have had the opportunity to work on major brands such as Sampoerna, Fanta, Coca-Cola, Marlboro, and more. The collaboration was quite intense, fast-paced and long-term, which gave me the opportunity to gain some experience in delivering high-impact creative work under tight timelines.
Challenge
It is clear that in many companies, multiple products often belong to the same ecosystem but have different brand identities, especially in terms of colour. We set out to create a flexible brand system that maintains a cohesive look and feel across products. The challenge was to do this while still allowing each brand to express its own uniqueness. We did this without rebuilding components or redefining styles from scratch.
User Research Approach
Users see products from the same company, no matter what the colour or identity variations. The goal was clear: to ensure consistency in UI patterns and interaction flow. This meant that users would have the same experience when interacting with Product A or Product B. The result is a familiar, intuitive and connected experience. Visual consistency across different brands is vital for enhancing recognition and usability within the shared ecosystem.
Result
I developed a flexible design system built on scalable variables for colour, shape and size. This allows designers to switch between brand identities with just one click. This made it easy to reuse layouts and flows across different products while still reflecting each brand's unique voice through colour schemes and typography.
The system was implemented in Figma using structured variables and integrated into a custom plugin and generator. This makes it intuitive and accessible for all designers in the team, regardless of their familiarity with complex design systems.
Challenge
The project presented three key challenges: an open ended brief, highly variable screen dimensions across Android Auto devices, and the need for an ultra-simple navigation system.
User Research Approach
Our UX approach is all about minimising touch interaction. It is clear and intuitive. The design had to guide users effortlessly – even while driving – so they could understand how to use the app with little to no learning curve.
Result
We developed a highly visible and voice-friendly UI. A subtle animated standby command indicated the app was listening users could simply say "Hello Dahu" or tap the AI animation button to begin. Voice commands are the obvious way to access routes, find restaurants, play music or check news updates without compromising driving focus.
We enhanced the experience further by adding customisable settings such as theme selection, name personalisation and user preferences. This gives drivers a tailored, seamless interaction every time they launch Dahu.
Challenge
The project involved completely overhauling an outdated app with a confusing user flow. The lack of existing user data no clear user personas, no behavioural insights combined with limited API functionality, was one of the biggest challenges. The goal was clear: to transform legacy user behaviour into a wholly new and enhanced UX without compromising the overall experience.
User Research Approach
I then conducted interviews with sales agents to understand common pain points and recurring customer frustrations. I also collected feedback from social media and app store reviews to identify usability issues. I then used these insights to redesign the UX flow and wireframes. After that, I performed iterative user testing on each revamped feature to validate design decisions.
Result
The result was a modern UI with significantly improved UX flows, even within API limitations. Post launch, we received more actionable user feedback and built accurate user personas. We continuously improved the interface and experience, successfully guiding legacy users to adapt to the new design and interaction model.
Challenge
The initial MVP of Dunia Travel focused on building a flight booking experience from the ground up. The brief was minimal, requiring close collaboration with the backend engineering team to fully understand available API functionalities and technical constraints throughout the design process.
User Research Approach
I began by pinpointing clear advantages Dunia Travel could offer in a saturated market full of booking platforms and travel agents. I conducted a thorough competitive analysis and user behaviour research to establish what users value most, particularly whether they prefer booking from desktop or mobile. This approach was instrumental in developing navigation design that worked seamlessly across both platforms.
Result
The MVP delivered a clean, focused flight booking experience. It made intuitive navigation a priority, making comparing flight prices effortless. Dedicated, easy-to-access sections for promos and offers surfaced within the search flow. The outcome was a frictionless user journey tailored for quick discovery and conversion, even with limited initial requirements.
Challenge
SweetEscape already had an existing platform, including a public website and a dedicated dashboard for photographers to manage project orders with clients across its global network. The challenge was clear: audit the entire user flow, identify friction points, and completely revamp both the UX and UI across all digital touchpoints. After redesigning the web experience, I then designed the mobile apps for iOS and Android.
User Research Approach
I'm not working on it, focusing on making the user experience better.
Result
I delivered a more intuitive UX flow with improved navigation and a refreshed, modern UI while still staying true to the brand’s established identity. The redesign provided a seamless experience across platforms and laid the foundation for scalable mobile applications on both iOS and Android.
