A decade of design, led with intent.
Design leader with 10+ years building and scaling product design across fintech, healthtech, and enterprise SaaS. I combine hands-on craft with the operational discipline to build teams, define processes, and align design with Product, Engineering, and the C-suite.
Product Design Lead
- Lead end-to-end product design for enterprise SaaS across Southeast Asia; manage and mentor a team of 4 designers
- Reduced iteration cycles 35% and client revision cycles 30% through design system architecture and critique processes
- Drove +25% engagement and +20% conversion across delivered products by tying design to business KPIs
- Pioneered agency-wide AI design standards (Claude, ChatGPT, Gemini, Figma Make), accelerating validation cycles 30–40%
UI/UX Lead Designer
- Defined UX strategy for an Early Wage Access platform balancing employees, employers, and regulators
- Increased onboarding completion 60% through trust-centered redesign; user trust metric up from 65% to 88%
- Founded the company's first design system, cutting design-to-dev friction 35%
- Integrated AI-powered prototyping into the core workflow, cutting iteration time 40%
AVP — Product Design Lead
- Reworked onboarding and KYC flows, boosting verification success 80% and elevating user trust scores
- Founded Virgo's first design system, reducing design-debt backlog 50% and enabling rapid scaling
- Contributed to Google Play Best of 2022 Award (Best Everyday Essentials)
- Led collaboration across Design, Legal, and Compliance; mentored and onboarded new designers
AVP — Product Design Lead
- Designed a Sharia-compliant digital banking experience for Gen Z and millennial Muslims
- Reduced onboarding drop-off 45%; increased in-app feature usage 70%
- 4.8★ Play Store rating at pilot; 225K+ verified users by Dec 2022
Senior Product Designer
- Redesigned clinical tools, reducing task-completion time 50% and prescription errors 30%
- Raised clinician satisfaction from 3.4 to 4.6/5, driving adoption of internal systems
UX Lead Designer
- Drove UX overhaul that tripled paid-feature adoption (+300%)
- Helped scale the platform to 30M MAU and 80K doctors — Indonesia's #1 health-tech app
- Reduced consultation booking time 45%
Digital Creative Director
- Directed digital strategy for AXA, Danone, Indosat, and Bali United; managed a creative team of 9
- Won Best Insurance Asia Award (AXA) and Best Website Multinational Corporation (Indosat Ooredoo)
- Increased client campaign CTRs 120% YoY through data-driven design
Creative Director
- Revamped Universitas Terbuka's digital learning platform, improving course engagement 45%
- Reduced portal bounce rate 38%; increased form submissions 60%
Web Designer
- Raised campaign CTR 70% across seasonal promotions; boosted category conversion 35%
Design Leadership
Team building & mentorship, hiring, design critique facilitation, executive & C-suite communication, cross-functional alignment
Product Strategy
Problem framing, multi-role system design, roadmap & KPI definition, 0-to-1 launches, business alignment
Design Systems
0→1 system creation (3 founded), token architecture, component libraries, governance & documentation
Research & Data
Usability testing, user interviews, journey mapping, funnel analysis, A/B testing, NPS/CSAT tracking
AI-Powered Design
Claude, ChatGPT, Gemini, Figma Make, Midjourney — prompt-driven prototyping, AI-assisted UX writing, generative exploration
Tools
Figma (advanced), FigJam, ProtoPie, Framer, Principle, Maze, Adobe XD, Sketch
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.