Design leadership, from craft to strategy.
From craft to leadership
I started as a web designer in e-commerce, moved into creative direction for brands like AXA, Danone, and Indosat, then into product design: digital wallets, Sharia banking, telemedicine, and enterprise SaaS. A decade of that work taught me a simple lesson. Good design happens when the team is set up for it, with clear standards and honest critique.
Raise the people, and the work raises itself
My leadership philosophy: raise the people, and the work raises itself. I've built and mentored product design teams in Jakarta and founded three design systems, so quality never depends on heroics. AI is part of our daily workflow, not a side experiment. With executives, I explain design in business terms; with my team, I defend user needs with evidence.
What keeps me grounded
Away from the screen: morning jogs, sketching without a plan, people-watching, museums, and too many cups of coffee. I take photos, watch sci-fi, and keep up with design trends. Caring for my goldfish and time with family keep me grounded, and they remind me why thoughtful UX design matters.
Where this is going
I'm interested in where ethical design, scalable systems, and human-centered AI are heading, and I want to keep shaping products that serve millions yet feel personal. Right now that means experimenting with AI-assisted research and prototyping, and sharing what actually works with my team. Alongside full-time design leadership, I take a small number of freelance projects: design audits, sprint facilitation, and product design strategy. If your team needs a second pair of senior eyes, let's talk.
Let's build something that moves the numbers.
Need a product design lead for your team, or senior hands for a freelance project? Let me know what you're building and where it's stuck.