Experience Backed. Impact Ahead.
With over 9 years in UX/UI and product design, I specialize in building intuitive digital products and leading design teams toward clarity, consistency, and impact. I thrive in fast-paced environments where collaboration and innovation shape real business outcomes.
Education
B.A. in Visual Communication Design
Maranatha Christian University, Bandung, 2008–2012Graduated, GPA: 3.14
Capstone Project: “City Branding & Signage Redesign for Tourism”
Redesigned the city’s visual identity and wayfinding system to strengthen tourism engagement and improve visitor experience. Through research, stakeholder interviews, and design strategy, we developed a cohesive brand system and signage concept applied across the city, from landmarks to public spaces, making navigation easier and the city’s character more visible and welcoming.Relevant Coursework: Interface Design, Design Thinking, Visual Strategy
Experience
Setlary | UI/UX Lead designer (2024 – Present)
Defined the UX vision for Setlary’s Early Wage Access platform, aligning user experience principles with business objectives for both employee and employer products.
Established the company’s first design system, enabling design scalability, faster iteration cycles, and brand consistency across digital touchpoints.
Partnered with product, engineering, and business leads to ensure design execution supported regulatory and technical requirements without compromising usability.
Mentored and guided junior designers, fostering design-thinking adoption and raising overall team UX maturity.
Conducted user interviews and onboarding studies that improved user trust metrics from 65% → 88% and increased onboarding completion by 60%.
Streamlined design-to-development handoff processes, cutting delivery time by 35%, and improving communication between design and engineering teams.
Virgoku | Product Design Lead (2020 – 2024)
Shaped end-to-end product vision for a digital wallet ecosystem, ensuring the design approach balanced usability, trust, and financial compliance.
Built and scaled Virgo’s first design system, providing reusable, accessible components that accelerated feature development and cross-team alignment.
Led collaboration between Design, Legal, and Compliance to ensure financial UX integrity while maintaining a user-first design ethos.
Mentored and onboarded new designers, creating documentation and principles for a consistent product experience across multiple fintech services.
Reworked KYC and onboarding flows, improving verification success by 80% and reducing user friction.
Contributed to Google Play’s Best of 2022 Award and reduced design-debt backlog by 50% through scalable design governance.
Aladin Bank (BNS) | Product Consultant (2020 – 2021)
Designed a Sharia-compliant mobile banking experience that reflected Islamic finance principles while supporting modern usability standards.
Created inclusive UX frameworks to educate and empower younger Muslim users, bridging financial literacy gaps through digital onboarding.
Collaborated with Compliance, Product, and Engineering to ensure every user journey aligned with Sharia guidelines and business policies.
Defined a modular design library and cross-functional documentation to standardize experience quality across features.
Reduced onboarding drop-off by 45% through simplified flow design and trust-centered content strategy.
Increased in-app feature usage by 70% and achieved a 4.8★ Play Store rating during the pilot phase.
Good Doctor (GrabHealth) | Product Designer (2019 – 2020)
Defined the UX vision for clinical productivity tools, aligning Good Doctor’s telemedicine platform with GrabHealth’s operational goals to improve consultation speed and accuracy.
Partnered with medical leadership to design experiences that balanced efficiency, patient safety, and regulatory compliance, ensuring the product could scale regionally.
Collaborated cross-functionally with doctors, engineers, and QA to map end-to-end clinical workflows and identify friction points in daily use.
Established design documentation and prototype standards for multi-disciplinary teams, creating a common language between UX and medical stakeholders.
Redesigned internal doctor tools and prescription interfaces, reducing task-completion time by 50% and minimizing cognitive load.
Simplified form structures and visual hierarchies, cutting prescription-error rates by 30% and raising clinician satisfaction from 3.4 → 4.6 / 5.
Alodokter | UX Design Lead (2018 – 2019)
Drove UX redesign for Alodokter and Alomedika, establishing a unified experience across patient and doctor platforms.
Developed strategic frameworks to enhance service discoverability and streamline healthcare access.
Coordinated with Product, Marketing, and Engineering to optimize conversion funnels and prioritize user needs.
Managed end-to-end UX audits, guiding the team in identifying usability gaps and optimizing content hierarchy.
Achieved a 300% increase in paid-feature adoption through UX restructuring and simplification of navigation flows.
Contributed to Alodokter’s growth to 30M+ MAU and 80K+ doctors, cementing its position as Indonesia’s #1 health-tech platform.
Digital Creative Director - Salt Digital Agency (2015 – 2018)
Directed cross-sector digital design strategies for Insurance, FMCG, Banking, and Telecom brands, driving brand differentiation through digital transformation.
Defined creative standards for responsive web and mobile design, integrating analytics-driven feedback into continuous improvement cycles.
Supervised a multidisciplinary team of 6 designers, managing multiple concurrent client portfolios.
Collaborated with C-level executives to align creative direction with marketing ROI, ensuring alignment across campaigns and platforms.
Delivered award-winning digital products, securing Best Insurance Asia Award (AXA Indonesia) and Best Website Multinational Corporation (Indosat Ooredoo).
Increased client campaign CTRs by 120% YoY, proving measurable marketing and design synergy.
Future Mediatrix Group | Creative Director (2014 – 2015)
Design digital transformation initiatives for educational institutions and corporate clients, modernizing visual identity and user interaction models.
Reframed Universitas Terbuka’s digital learning ecosystem, improving accessibility and brand credibility.
Managed a creative team focused on producing consistent and scalable design outputs for both web and print ecosystems.
Oversaw UX transitions from static layouts to responsive web design, ensuring technical alignment with IT and academic systems.
Improved course engagement by 45% and reduced portal bounce rates by 38% through content and interface redesign.
Increased digital enrollment form submissions by 60%, directly contributing to higher student registration rates.
Qoo10 Indonesia | Web Designer (2013 – 2014)
Designed visually appealing e-commerce websites, ensuring an exceptional user experience while meeting business objectives.
Collaborated with cross-functional teams to align website designs with product vision and user needs.
Established efficient design processes and maintained style guides to ensure visual and functional consistency.
Developed responsive designs optimized for desktops, tablets, and smartphones.
Delivered end-to-end web design solutions that improved usability, engagement, and overall platform performance.
Skills
Projects
Modernizing Sharia Banking
Role: Product Design Lead
Redesigned a digital Sharia banking experience for Muslim millennials and Gen Z in Indonesia — making ethical finance accessible, inclusive, and mobile-first.
Virgo – Digital Wallet & KYC Redesign
Role: Product Design Lead
Led the end-to-end redesign of KYC and onboarding flows. Improved verification success by 80% and built a scalable design system for this growing fintech product.
Setlary – Early Wage Access Platform
Role: Product Design Lead
Designed a mobile app and employer dashboard from scratch to help workers access earned wages early. Focused on clarity, trust, and responsible finance.
Good Doctor – Workbench UX Overhaul
Role: Senior Product Designer
Redesigned internal tools for doctors to streamline consultations, prescriptions, and patient management — reducing time per task and improving system usability.
Core Value
Empathy-driven leadership
Clear, measurable design thinking
Cross-functional alignment
Scalable and consistent systems
Interests
Mentoring upcoming designers
Exploring new tools and workflows
Photography & visual storytelling
Reading tech trends and product case studies