AimAbbad Imad

Selected archive

Other work

Thirty pieces from earlier in my career — SpaceStock, CICIL, AhliCat, CoHive, and a membership-and-referral concept called DompetDiskon, which began as a TADA UI/UX challenge. Mostly hands-on UI and UX from 2018 to 2020, before I moved into design leadership. Included because the range is the point: property portals, a refurbishment funnel, a workplace app, and a referral programme I designed end to end.

These are pieces from the years before I led teams: SpaceStock (a property portal, where I helped build website v2.0 and its design system), a CICIL design challenge, AhliCat (a house-repainting service), CoHive (member dashboard and member app), and DompetDiskon, a membership-and-referral concept that began as a TADA UI/UX challenge and that I researched and designed through to high fidelity.

Two things are worth saying plainly. First, these are hands-on design pieces, not leadership pieces — the leadership work is in the case studies. Second, they are old. Some of the interfaces show their age and so does some of the thinking; I have kept them as they were rather than redrawing them, because a portfolio that has been quietly modernised is not much evidence of anything.

The DompetDiskon concept is the one I would judge hardest today. It was built on five interviews and a plausible story about referral incentives, and I wrote the weakness into the work at the time: the journey map is crude because the sample was thin. It is the clearest example I have of the gap between a coherent-looking design process and actually knowing something.

30 images

  • SpaceStock website v2.0 landing page, presenting the property listing product to visitors.
    SpaceStockWebsite v2.0, which I helped build end to end.
  • Property listing card in the SpaceStock grid, layering the information the business asked for with the important details emphasised.
    SpaceStockThe listing card, designed to carry everything the business asked for without drowning the key facts.
  • User persona summary for the CICIL instalment product, illustrated with a stand-in photograph at the interviewee's request.
    CICIL — design challengePersona from one in-depth interview. The photograph is a stand-in — the interviewee did not want his own used.
  • Annotated CICIL desktop screen showing the first set of identified pain points.
    CICIL — design challengePain points on the CICIL barang desktop flow, first screen.
  • Annotated CICIL desktop screen showing the second set of identified pain points.
    CICIL — design challengePain points on the CICIL barang desktop flow, second screen.
  • Annotated CICIL desktop screen showing the third set of identified pain points.
    CICIL — design challengePain points on the CICIL barang desktop flow, third screen. Only two pages of the feature were reviewed, on the assumption that ajukan cicilan is a separate feature.
  • Annotated CICIL mobile web screen showing a pain point found in the mobile review.
    CICIL — design challengeThe mobile review found broadly the same issues, with some additional suggestions.
  • Annotated CICIL mobile web screen showing a further pain point from the mobile review.
    CICIL — design challengeMobile web review, continued. Reviewed in Safari on iOS; the Android-only app could not be tested.
  • The revised CICIL form with the tabs moved below the question and the URL field given a title and inline hint.
    CICIL — design challengeMoving the tab below “mau cicil apa?” and turning the copy-paste instruction into a field title with an inline hint.
  • The CICIL URL field activating a supported e-commerce logo after a matching URL is pasted.
    CICIL — design challengeSupported e-commerce logos, activating based on the string the user pastes.
  • Illustration of the suggested URL trimming, stripping the surrounding text down to the pasted product link.
    CICIL — design challengeSuggested URL trimming: detect the link, cut the surrounding text. Most CICIL users arrive on mobile, so this saves them a fiddly edit.
  • The CICIL instalment summary with the down-payment and monthly instalment values given more colour and a larger size.
    CICIL — design challengeMaking uang muka and cicilan per bulan glanceable while the user changes jangka waktu.
  • AhliCat website form, kept short so the visitor can check pricing before committing.
    AhliCatAhliCat's pricing form, kept as short as possible — checking the price records a lead.
  • AhliCat package selection screen showing three tiers, with the cheapest selected by default.
    AhliCatThree packages, cheapest selected by default so the visitor opts in to spending more rather than opting out.
  • CoHive member dashboard on the web, summarising the member's contracts and the products they are using.
    CoHiveMember dashboard MVP: log in, see the products you rent, book a meeting room, see upcoming events.
  • CoHive meeting room booking page, listing rooms at the member's location with their booked hours.
    CoHiveMeeting room booking, showing what is available at the member's office and what is already taken.
  • Login screen of the CoHive member app, with registration handled by invitation during the MVP.
    CoHiveMember app login. No self-registration at MVP — access was invitation-only while we were trialling it.
  • Home screen of the CoHive member app, showing rented products and upcoming meetings with colour coding per product.
    CoHiveApp home: rented products and upcoming meetings, colour-coded per product so the list can be skimmed.
  • User persona defined for the DompetDiskon membership concept, used to recruit interview participants.
    DompetDiskon — TADA UI/UX challengeThe persona I recruited against for the DompetDiskon research.
  • The set of interview questions about referral behaviour used in the DompetDiskon research.
    DompetDiskon — TADA UI/UX challengeInterview questions, centred on referral behaviour.
  • Competitive analysis comparing membership and referral programmes across apps available in Indonesia.
    DompetDiskon — TADA UI/UX challengeCompetitive analysis. TADA had no direct local equivalent, so I widened the comparison.
  • Referral programme benchmarks from Spendee, DANA and TixID, compared side by side.
    DompetDiskon — TADA UI/UX challengeReferral benchmarks: Spendee's two-sided reward, DANA's spin-and-win, TixID's loyalty points.
  • User journey map for the DompetDiskon invite-a-friend flow, marking pain points and where the flow answers them.
    DompetDiskon — TADA UI/UX challengeJourney map for invite-a-friend. Rough by my own admission — five interviewees is not a solid base.
  • User flow for the invite-a-friend programme, from sign-in through to using the resulting voucher.
    DompetDiskon — TADA UI/UX challengeThe invite-a-friend flow, from sign-in to spending the voucher.
  • Wireframe of the DompetDiskon home screen, rebalanced towards promotions and a my-card section.
    DompetDiskon — TADA UI/UX challengeWireframe: more emphasis on promotions and popular memberships, plus a my-card section for held, expiring and expired cards.
  • High-fidelity app screens showing the invite-a-friend entry point in the home and promo sections.
    DompetDiskon — TADA UI/UX challengeInvite-a-friend surfaced on the home screen and in the promo section, including the copied-link confirmation.
  • High-fidelity screens showing the invite-a-friend section inside the my-account page and an Instagram story template.
    DompetDiskon — TADA UI/UX challengeInvite-a-friend given its own home in my account, with a shareable story template.
  • High-fidelity screens showing the invite-code step before onboarding and the reward popup after it.
    DompetDiskon — TADA UI/UX challengeWhat the invited friend sees: invite-code entry before onboarding, then the shared voucher popup.
  • High-fidelity screens showing the my-card section and a membership card's detail page and benefits.
    DompetDiskon — TADA UI/UX challengeMy-card section: each membership card opens into its own benefits detail.
  • High-fidelity screens distinguishing membership cards the user holds from ones they do not, with a share action.
    DompetDiskon — TADA UI/UX challengeSeparating cards you hold from cards you do not, with a share action on the favourites.

Available for

Design Lead and Design Manager roles.

Email AimRead the CV