About me Case Studies

A designer who codes, a coder who cares.

After reading Simon Sinek's Start With Why, I found mine: to help and influence others so that a circle of empowerment and empathy can emerge and grow. To build that world, I use all of my strength and resources to assist the people around me. That's the engine behind everything I do — the designs I craft, the teams I build, and the people I work with.

I've been a Product Designer for 10 years, helping companies build products their users actually love. Beyond design, I can help you as a Web Programmer, Product Manager, Musician, Coffee Maker, or simply as a friend to talk to.

Download Resume

Where I made
things better.

Senior Product Designer

Cartrack Jan 2025 - Jul 2026 Singapore (Remote)

  • Led the design of Cartrack AI, enabling fleet managers to retrieve fleet insights significantly faster through an intuitive AI-powered chat interface embedded within the Fleetweb platform.
  • Expanded Cartrack's addressable market by designing the OEM Self-Onboarding flow, allowing customers with built-in vehicle telematics to onboard and activate their fleet without additional hardware installation.
  • Elevated customer vehicle security by designing the Auto CarWatch feature, enabling automatic arming and disarming of vehicle protection based on presence and location.
  • Improved driver data accuracy and governance by designing the Driver Merge feature, eliminating duplicate records between regular and delivery driver databases across the platform.
  • Reduced time for delivery drivers to complete jobs by designing the Bulk Complete Items feature, minimizing repetitive manual actions during task completion.
  • Contributed to winning Cartrack's first Delivery customer in Vietnam with potential 400+ fitments, through a series of Delivery feature improvements that directly influenced the sales outcome.

Senior / Lead Product Designer

NodeFlair Mar 2023 - Aug 2024 Singapore (Remote)

  • Minimize the time required for users to navigate the website by revamping the entire platform, resulting in a 3.5x increase in user sessions.
  • Increase the number of high-quality resumes submitted by creating tools like a resume builder and resume checker, contributing to a 100x+ growth in monthly CV collections.
  • Minimize the effort to manage multiple projects concurrently by effectively handling various projects simultaneously, ensuring timely and organized delivery.
  • Increase the consistency across all product interfaces by developing and implementing a design system that streamlined the design process.
  • Increase the accuracy of product decisions through self-initiated user testing, ensuring our products align with user expectations and needs.
  • Increase the accessibility of the platform for Indonesian & Vietnamese users by leading localization efforts (i18n), expanding reach and usability within the Indonesian & Vietnamese market.

Senior Product Designer

Lummo Aug 2021 - Nov 2022 Jakarta

  • Increase LummoSHOP New Active Merchants by 32% by implementing Merchant Referral Program.
  • Reduce time to Aha moment for LummoSHOP users by introducing the trial mode.
  • Reduce time OTP error events from 130 to 11 errors/week for LummoSHOP users by identifying and simplifying user onboarding flow.
  • Reduce time to activate from 1 month to 6-7 days for new LummoSHOP users by enhancing First Time User Experience.
  • Enhance User Experiences by building new Information Architecture for LummoSHOP.
  • Help the company to build new branding (from Bukalapak to Lummo) from the Product Design side by working on the new Design System that aligns with the company's brand guidelines.
  • Building Lummo Design System team by leading the Sparks Joy and Technical Expertise Pillars.

Customer Experience Design Manager

Smartfren Dec 2019 - Jul 2021 Jakarta

  • Increase the customer lifetime value (CLV) by 30% by implementing gamification features in the MySmartfren app based on customer behavior analysis.
  • Increase the number of monthly active users (MAU) by 20% by revamping the MySmartfren app to better suit user needs and preferences.
  • Minimize the time and complexity required for product management by introducing the agile process, streamlining workflows and enhancing team efficiency across the organization.
  • Reduce the time taken by UX/UI designers to move from concept to implementation by creating multiple low-fidelity design options based on customer experience analysis, allowing focus on execution rather than preliminary research.

Lead UI/UX Design

Ragamindo Sep 2018 - Sep 2019 Yogyakarta

  • Responsible for developing and managing all aspects of Ragamindo's designs and creative output (UI/UX, Graphic Design, Material Design, Print Design, Logo, Typography, etc.).
  • Ensure that design and creative deliverables are aligned with expectations and executed within budget and timelines.
  • Guide the entire design process through to completion by presenting to and collaborating with developers to ensure accurate implementation.
  • Build the design team from scratch, expanding from 2 to 8 designers and researchers in 10 months.
  • Mentor junior designers and researchers.

Lead UI/UX Design

Karir.com Jan 2018 - Sep 2018 Yogyakarta

  • Constructed a comprehensive design system that enhanced frontend engineers' implementation efficiency and reduce development time.
  • Revamped the mobile web version to improve user-friendliness, leading to a 25% increase in user engagement and a 15% decrease in bounce rate.

Frontend Engineer

Karir.com Aug 2016 - Dec 2017 Yogyakarta

  • Improved team collaboration and knowledge sharing by introducing collaborative tools and conducting regular knowledge-sharing sessions, resulting in a 30% decrease in siloed work.
  • Improved the website's loading time by 50% through optimizing image assets and implementing lazy loading techniques, leading to improved user experience and a 15% decrease in bounce rate.
  • Collaborated with product managers and designers to translate requirements into technical specifications, ensuring timely and successful project deliveries.

The tools in
my toolbox.

Design & Product

UI/UX Design UX Research Customer Experience Analysis Product Management

Code

HTML CSS / SCSS jQuery Javascript Django

People

Public Speaking Logical & Critical Thinking Team Management Team Building Mentoring

People who know
my work best.

Edmund Goh

was my direct manager at Lummo

Adrian Goh Jun Wei

was my direct manager at NodeFlair

Aji Purwoseputro

was my peer at Smartfren

Gilang Putera Mahardhika

was my direct manager at Karir.com

Jia Yi Chow

was my direct manager at Cartrack

Benyamin Prasetyo

was my peer at Cartrack

Kawakibi Tito

was my direct manager at Ragamindo

Lubab Saifuddin

was my peer at Smartfren & Ragamindo

Chenthuran Sivakumaran

was my supervisor at Cartrack

Vina Sectiana

was my peer at Lummo

Nathania Callysta

was my peer at Lummo

Lets talk.

Product challenge, design review, or just a coffee convo? I'm here.

Email me LinkedIn