AimAbbad Imad

Selected archive

Other work

Five projects from earlier in my career, before I moved into design leadership: SpaceStock, a CICIL design challenge, AhliCat, CoHive, and a membership-and-referral concept called DompetDiskon. Each one is hands-on product design, and each one is here with the context that explains what the work was for.

These are pieces from the years before I led teams. The leadership work is in the case studies; this is the hands-on design record, kept as it was made.

I have not redrawn any of it. Some of the interfaces show their age, and so does some of the thinking. A portfolio that has been quietly modernised is not much evidence of anything.

DompetDiskon is the one I would judge hardest today. It rests on five interviews and a plausible story about referral incentives, and I wrote that 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.

SpaceStock

A proptech startup selling and renting apartments and office space through its website and offline marketing. The whole company ran on lead generation, through WhatsApp, web forms and website inquiries, so the site had one job: make a visitor inquire. I helped build website v2.0 end to end, from the listing grid through to the unit detail page.

2 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.

CICIL

A design challenge on CICIL, an instalment product for people without a credit card. I researched the market, wrote a persona from a single in-depth interview, and reviewed the barang flow on desktop and on mobile web. The interview was with one undergraduate student in Jogja on a limited income, so the findings are directional rather than conclusive. The recommendations below are deliberately small: each one removes a moment of hesitation rather than redesigning the flow.

10 images

  • User persona summary for the CICIL instalment product, illustrated with a stand-in photograph at the interviewee's request.
    CICILPersona from one in-depth interview. The photograph is a stand-in, because the interviewee did not want his own used.
  • Annotated CICIL desktop screen showing the first set of identified pain points.
    CICILPain points on the CICIL barang desktop flow, first screen.
  • Annotated CICIL desktop screen showing the second set of identified pain points.
    CICILPain points on the CICIL barang desktop flow, second screen.
  • Annotated CICIL desktop screen showing the third set of identified pain points.
    CICILPain 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.
    CICILThe 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.
    CICILMobile 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.
    CICILMoving 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.
    CICILSupported 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.
    CICILSuggested 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.
    CICILMaking uang muka and cicilan per bulan glanceable while the user changes jangka waktu.

AhliCat

A B2C service that repaints houses, where the customer has to be able to price the job before committing to anything. I designed the quote form to be as short as possible, and made the act of checking a price the point at which the lead is recorded, so the business can talk to someone who is already interested.

2 images

  • 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

A coworking company. Members rented desks and meeting rooms but had no way to see or manage any of it themselves. I designed the member dashboard on the web and the member app for iOS and Android, both built around the same idea: log in, see what you rent, book a room, see what is coming up.

4 images

  • 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.

DompetDiskon

My entry to a TADA UI/UX challenge. TADA is a membership-card platform for shops and merchants in Indonesia, and I came to it not understanding the category at all. After researching it I settled on a simple thesis: people who usually buy coffee alone would bring a friend for a referral incentive plus a membership discount to keep them. The concept went from interviews through to high fidelity, and the journey map is deliberately kept as it was drawn, rough sample and all.

12 images

  • User persona defined for the DompetDiskon membership concept, used to recruit interview participants.
    DompetDiskonThe persona I recruited against for the DompetDiskon research.
  • The set of interview questions about referral behaviour used in the DompetDiskon research.
    DompetDiskonInterview questions, centred on referral behaviour.
  • Competitive analysis comparing membership and referral programmes across apps available in Indonesia.
    DompetDiskonCompetitive analysis. TADA had no direct local equivalent, so I widened the comparison.
  • Referral programme benchmarks from Spendee, DANA and TixID, compared side by side.
    DompetDiskonReferral 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.
    DompetDiskonJourney 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.
    DompetDiskonThe 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.
    DompetDiskonWireframe: 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.
    DompetDiskonInvite-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.
    DompetDiskonInvite-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.
    DompetDiskonWhat 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.
    DompetDiskonMy-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.
    DompetDiskonSeparating cards you hold from cards you do not, with a share action on the favourites.

Available for

Design Lead and Design Manager roles.

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