Selected work
Each one starts with the constraint and the team, names the decision I made, and ends with the outcome. The first is about leading a team that went from 15 designers to 4.
Hands-on product design from before I led teams: SpaceStock, a CICIL design challenge, AhliCat, CoHive and DompetDiskon. Each project leads with what it was for, then the work itself.
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.
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.
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.
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.
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.
