Everything I've worked on

Full-time

1. FLIK

   A merchant checkout and payments platform. Brands add FLIK's one-click checkout to their own sites, plus a shipping aggregator (expanding to Malaysia and Singapore), a landing page builder, QRIS payments and merchant financing. · Jakarta

   Product Design EngineerJul 2023 – Present

   Owning the product end to end (late 2025 – now)

   • With no dedicated PM, I own merchant products from start to finish: gathering requirements from Sales, the CEO and merchant feedback, writing PRDs, designing, briefing engineering, and running QA in staging and production.
   • Plan and send release announcements to targeted merchant segments (SendGrid), deciding who gets each update.

   Building in code (2026)

   • Building FLIK's merchant dashboard with AI-assisted development (Claude Code), taking features from design to working code.
   • Built AI research tooling (Claude Code + Google Apps Script) that turns a research question into a live survey and a synthesised findings deck.

   Research and checkout

   • Led a four-phase redesign of checkout entry (Aug 2023 – Jun 2025): a heuristic audit, an unmoderated Maze study, guerrilla testing and three rounds of refinement.
   • Found why shoppers chose guest checkout over login (a 5.15% conversion gap): 68% picked guest because it felt faster, though all of them valued rewards.
   • Shipped a one-step checkout that shows the shopper's potential reward where they pay, and worked with engineering to extend logins from 48 hours to one month.
   • Optimised login and guest checkout flows to reduce friction and drop-off for first-time shoppers.
   • Ran a three-month post-onboarding study with merchants to find behaviour patterns and engagement gaps.

   Platform and design system

   • Played a key role in FLIK's move into shipping aggregation: redesigned the merchant dashboard and designed new logistics products, contributing to merchant acquisition.
   • Started and established FLIK's design system to improve consistency and speed up design-to-development.
   • Partner with Operations, Sales and Engineering to turn business needs into specs and user-centred solutions.
   Read the checkout case study →

2. GoodHood.SG

   A hyperlocal community platform in Singapore where neighbours buy, sell, donate and share services. · Remote · Singapore

   Product DesignerJan – Jul 2023

   • Worked daily with the CEO, turning the product vision into concrete designs and feature specs.
   • Ran competitive analysis across local and international platforms to find gaps, differentiation and feature priorities.
   • Owned end-to-end design, from user flows and interaction patterns to aligning design decisions with business goals.
   • Worked closely with developers on requirements and feasibility throughout implementation.
   • Led design QA, reviewing every release for visual accuracy and usability.

3. Pegipegi

   One of Indonesia's leading travel booking platforms for flights, hotels and trains. · Hybrid · Jakarta

   UX DesignerMay 2022 – Jan 2023

   • Cut refund time from about a month to about a week (76% faster) by redesigning the manual refund workflow with the Finance and Customer Service teams, based on shadowing, interviews and four rounds of iteration.
   • Led research and redesign of the homepage, using user interviews and desirability studies to improve content hierarchy, navigation and engagement.
   • Designed and launched a referral program to support user acquisition and retention.
   • Designed e-wallet and credit card management, giving travellers more flexible ways to pay.
   • Created user flows, wireframes and low-fidelity designs, and validated decisions with research and stakeholders.
   Read the refunds case study →

4. Sekolah.mu

   Indonesia's first blended learning platform, combining online and offline learning for students, educators and professionals. · Remote · Jakarta

   UX Designer, Academics tribeMay 2021 – May 2022

   • Raised class completion by 35% with a redesigned, more engaging learning page.
   • Led the revamp of the Academic Dashboard, making it faster and easier for academic and operations teams.
   • Set UX standards for the Academic Dashboard to keep it consistent and scalable.
   • Owned end-to-end UX for academic features, turning complex business and academic requirements into clear flows, working with Product, Engineering, Business and Academic teams.

5. Axiata Digital Labs

   Axiata Group's digital consultancy, headquartered in Sri Lanka, delivering telecom, fintech, analytics and cloud products across Asia. · Jakarta

   Lead UI/UX DesignerDec 2020 – May 2021

   Associate UI/UX DesignerDec 2019 – Dec 2020

   As Lead

   • Promoted to Lead within 12 months. Led and mentored a team of three designers, assigning work to each person's strengths.
   • Helped win client deals worth $60K+ through pitch strategy, design narratives and live pitches.
   • Facilitated Design Sprints with clients to define problems and validate ideas before development, and taught the team the method.
   • Earned client trust and follow-on work for the next MVP phase through design quality and clear expectation management.

   As Associate

   • Started as the only UI/UX designer in the Indonesia office, owning design for several clients while working with engineers in Sri Lanka.
   • Delivered multiple client projects as a fresh graduate, and helped create pitch and stakeholder decks.

Freelance

Alongside full-time work, with remote teams in four countries.

1. Service-Plus Connect

   🇺🇸 United States

   Product DesignerDec 2024 – Aug 2025

   • Designed the entire platform, a marketplace connecting customers with service providers, for both sides.
   • Worked with the CEO on product strategy and key features, and bridged the CEO and developers to keep delivery on track.
   • Ran development in Jira: writing tickets, tracking progress and prioritising work.
   • Helped hire the product and engineering team, and created pitch decks for business development and funding.

2. Tetanggaku

   🇮🇩 Indonesia

   UI/UX Designer (sole designer)Apr 2022 – Mar 2024

   • Designed every screen of an Indonesian ride-hailing ecosystem, which reached 100K+ downloads and 4.3★ on Google Play.
   • Customer app: motorbike and car rides, item delivery (Titip), e-wallet, referral program and more.
   • Driver apps: order handling for motorbike and car drivers, referral program, e-wallet and more.
   • Hosted Tetanggaku's TikTok Live for about three months, teaching drivers the app and promoting the service; drivers' questions fed back into the design.
   Read the case study →

3. OOSH

   🇳🇿 New Zealand

   UX Designer

   • Designed flows for posting Facebook, Instagram, TikTok and Snapchat content to car-mounted digital billboards through the OOSH app, plus UX improvements across the app.

4. WAWN

   🇸🇬 Singapore

   UX DesignerApr – Sep 2022

   • Designed a social app for Chinese speakers worldwide: design system, onboarding, login and registration, creating posts, the home feed and comments.

5. Artpedia

   🇮🇩 Indonesia

   UX DesignerMar – Oct 2022

   • For Indonesia's first NFT marketplace: revamped the product detail page and analysed MagicEden, LooksRare, Coinbase NFT and Paras Comic.
   • Designed NFT transfer, a WYSIWYG editor, ERC-1155 support, a launchpad and centralised NFTs.

Teaching

350+ hours teaching UI/UX to graduates, career-switchers and new designers.

1. Cakap · UI/UX Design FacilitatorSep – Dec 2024

   UX research, intro to UI/UX, design thinking, portfolios and soft skills, for college students.

2. Binar Academy · UI/UX Design FacilitatorFeb – Mar 2024

   UX research, Figma, wireframes, low- and high-fidelity design, prototyping and portfolios, for fresh graduates.

3. Binar Academy · UI/UX Design FacilitatorJun – Sep 2022

   The same bootcamp curriculum, for a mixed cohort.

Education

B.Eng. Computer Engineering · Telkom University2015 – 2019

IEEE publication: Fire Detection Using Image Processing Techniques with Convolutional Neural Networks