Design leadership, from craft to strategy.
From craft to leadership
I started as a web designer in e-commerce, grew into creative direction at agencies serving AXA, Danone, and Indosat, then moved into product — leading design for digital wallets, Sharia banking, telemedicine, and enterprise SaaS. Along the way I learned that the best design work happens when a team is set up to do it: clear standards, honest critique, and a direct line between design decisions and business outcomes.
Raise the people, and the work raises itself
My leadership philosophy is simple: raise the people, and the work raises itself. I've built and mentored teams of designers, founded three design systems so quality doesn't depend on heroics, and made AI-powered workflows an organizational standard — scaling delivery without scaling headcount. I present design rationale to C-suites in the language of business, and defend user needs in the language of evidence.
What keeps me grounded
Beyond design: inspiration comes from morning jogs, sketching without a plan, people-watching, museums, markets — and too many cups of coffee. I enjoy photography, sci-fi, and design trends. Caring for my goldfish and time with family keep me grounded, and remind me why thoughtful design matters.
Where this is going
I'm deeply interested in the future of ethical design, scalable systems, and human-centered AI. I want to keep shaping products that serve millions but feel personal — and to keep growing as a designer, collaborator, and leader.
Alongside my full-time leadership work, I take on a small number of select freelance engagements: design audits, sprint facilitation, and product design strategy. If that sounds useful, let's talk.
Let's build something that moves the numbers.
Looking for a design leader who combines product strategy, research rigor, and sharp execution? I'm ready to help your product and your team succeed.