About me.
I'm a Product Designer with 8+ years of experience working on complex transactional products. Most of that was at Traveloka, where I spent six years across loyalty, bill payment, insurance, and eventually the payment and booking review flows used by millions. Before that, I redesigned HIJUP's entire e-commerce platform across four surfaces. I've also taken on freelance projects in verification, fintech, and energy.
What keeps me curious is how different contexts shape the way people interact with products. Every system reflects something about trust, culture, and convenience. I like figuring out why a certain flow makes sense in one context but not another.
WORK EXPERIENCE.
HalalNavi
Halal Navi is a lifestyle app designed for Muslims to discover halal restaurants, prayer spaces, and other Muslim-friendly services while traveling or dining out.
Product Designer Freelancer
Indonesia
•
Remote
•
Sep 2024 - Apr 2026
As a Freelance UI/UX Designer, I worked closely with the Product Manager to ensure the design aligned with the business model and goals they aimed to achieve. My responsibilities included analyzing user needs, redesigning key app features to enhance usability, creating prototypes for new functionalities, and ensuring the app served its purpose of providing Muslim-friendly services. Additionally, I collaborated with the team to refine design consistency and incorporated user feedback for continuous improvement.
HalalNavi
Halal Navi is a lifestyle app designed for Muslims to discover halal restaurants, prayer spaces, and other Muslim-friendly services while traveling or dining out.
Product Designer Freelancer
Indonesia
•
Remote
•
Sep 2024 - Apr 2026
As a Freelance UI/UX Designer, I worked closely with the Product Manager to ensure the design aligned with the business model and goals they aimed to achieve. My responsibilities included analyzing user needs, redesigning key app features to enhance usability, creating prototypes for new functionalities, and ensuring the app served its purpose of providing Muslim-friendly services. Additionally, I collaborated with the team to refine design consistency and incorporated user feedback for continuous improvement.
Impact Investment Exchange – Singapore-based
A Singapore-based global initiative focused on advancing gender-lens investing through sustainable financial products and inclusive capital markets.
Product Designer Freelancer
Indonesia
•
Remote
•
Jan 2025 - Feb 2026
As a Freelance UI/UX Designer, I conducted a design audit and revamped a multi-step verification process under tight deadlines, improving usability and operational efficiency within two weeks.
Impact Investment Exchange – Singapore-based
A Singapore-based global initiative focused on advancing gender-lens investing through sustainable financial products and inclusive capital markets.
Product Designer Freelancer
Indonesia
•
Remote
•
Jan 2025 - Feb 2026
As a Freelance UI/UX Designer, I conducted a design audit and revamped a multi-step verification process under tight deadlines, improving usability and operational efficiency within two weeks.
Confidential Client – Indonesia-based, state-owned energy enterprise
Indonesia-based state-owned company and the country’s largest natural gas distributor, serving industries, businesses, and households.
Product Designer Freelancer
Indonesia
•
Remote
•
Sep 2024 - Jan 2025
As a Freelance UI/UX Designer, I designed an internal CMS for desktop to streamline operational workflows. My role involved crafting user-friendly interfaces, performing design quality checks, and creating clear, concise UX copy to support usability and clarity.
Confidential Client – Indonesia-based, state-owned energy enterprise
Indonesia-based state-owned company and the country’s largest natural gas distributor, serving industries, businesses, and households.
Product Designer Freelancer
Indonesia
•
Remote
•
Sep 2024 - Jan 2025
As a Freelance UI/UX Designer, I designed an internal CMS for desktop to streamline operational workflows. My role involved crafting user-friendly interfaces, performing design quality checks, and creating clear, concise UX copy to support usability and clarity.
Traveloka
Traveloka is Southeast Asia’s travel and lifestyle app that provide to discover and purchase different type of travel needs, local services, and financial services products.
Associate Senior Visual Designer
South Tangerang, Indonesia
•
Full Time
•
Jan 2018 - May 2024 (6 years)
I have contributed to improve and creating an innovative products for Traveloka exclusive’s rewards program such as Traveloka Points, Traveloka Gift Voucher, Traveloka Mandiri Card, and Discount Packages. Additionally, I also experienced in enhancing Bill Payment system and end to end payment flow both Desktop and Apps. I specialize in crafting intuitive user interfaces and creating high-quality visual assets. My expertise extends to usability testing, prototyping, and translating design concepts into deliverables using tools such as Sketch and Figma. I am also eager to learn, particularly in conducting user research, facilitating meetings and brainstorming sessions. Beyond design execution, I take on the responsibility of managing design projects as the Design PIC who ensuring smooth processes and efficient workflow within the design team. My contribution also extending as Momentum Guardian Design System and standardizing icons for consistent use across platforms.
Traveloka
Traveloka is Southeast Asia’s travel and lifestyle app that provide to discover and purchase different type of travel needs, local services, and financial services products.
Associate Senior Visual Designer
South Tangerang, Indonesia
•
Full Time
•
Jan 2018 - May 2024 (6 years)
I have contributed to improve and creating an innovative products for Traveloka exclusive’s rewards program such as Traveloka Points, Traveloka Gift Voucher, Traveloka Mandiri Card, and Discount Packages. Additionally, I also experienced in enhancing Bill Payment system and end to end payment flow both Desktop and Apps. I specialize in crafting intuitive user interfaces and creating high-quality visual assets. My expertise extends to usability testing, prototyping, and translating design concepts into deliverables using tools such as Sketch and Figma. I am also eager to learn, particularly in conducting user research, facilitating meetings and brainstorming sessions. Beyond design execution, I take on the responsibility of managing design projects as the Design PIC who ensuring smooth processes and efficient workflow within the design team. My contribution also extending as Momentum Guardian Design System and standardizing icons for consistent use across platforms.
HIJUP
HIJUP is leading Islamic fashion e-commerce with a mission to EMPOWER CHANGE.
UI/UX Engineer
South Jakarta, Indonesia
•
Full Time
•
Nov 2015 - Jan 2018 (2 years 2 months)
In my role, I handle the entire design process from research to coding using HTML and CSS. I was responsible for redesigning HIJUP's online shopping platform across web, mobile web, iOS, and Android apps to align with a new branding guideline. I conducted usability testing based on HIJUP's personas, resolving platform issues through direct user feedback. Rapid sketching, A/B testing, and user surveys were key to my process. I analyzed funnel data and collaborated with customer service for deeper insights, engaging closely with customers and stakeholders.
HIJUP
HIJUP is leading Islamic fashion e-commerce with a mission to EMPOWER CHANGE.
UI/UX Engineer
South Jakarta, Indonesia
•
Full Time
•
Nov 2015 - Jan 2018 (2 years 2 months)
Implemented Google Design Sprint into the design process, conducting user research with usability testing, interviews, and surveys. Redesigned user flows aligned with the new brand guidelines, then implemented responsive interfaces using HTML and CSS.
Open Government Indonesia (OGI)
Open Government Indonesia (OGI) is an initiative aimed at promoting transparent and participatory governance to develop innovative solutions for society.
Designer Intern
Central Jakarta, Indonesia
•
Full Time
•
Jun 2014 - Sep 2014 (4 months)
As a multidisciplinary Designer, my responsibilities span across various roles: 1) Graphic Designer: Creating brochures, posters, and design reports. 2) UI/UX Designer: Designing user interfaces and experiences for the Satulayanan platform. 3) Front End Developer: Implementing Satulayanan's designs using HTML, CSS, and JavaScript. Through this internship, I have gained a diverse set of skills in graphic design, UI/UX design, and front-end development. These experiences have equipped me with the expertise and confidence to continue my journey as a UI/UX Designer, ready to create intuitive and visually appealing user experiences.
Open Government Indonesia (OGI)
Open Government Indonesia (OGI) is an initiative aimed at promoting transparent and participatory governance to develop innovative solutions for society.
Designer Intern
Central Jakarta, Indonesia
•
Full Time
•
Jun 2014 - Sep 2014 (4 months)
As a multidisciplinary Designer, my responsibilities span across various roles: - **Graphic Designer**: Creating brochures, posters, and design reports. - **UI/UX Designer**: Designing user interfaces and experiences for the Satulayanan platform. - **Front End Developer**: Implementing Satulayanan's designs using HTML, CSS, and JavaScript. Through this internship, I have gained a diverse set of skills in graphic design, UI/UX design, and front-end development. These experiences have equipped me with the expertise and confidence to continue my journey as a UI/UX Designer, ready to create intuitive and visually appealing user experiences.
EVENT VOLUNTEERING
UI UX Keynote Speech Mentor
Depok, Indonesia
•
COMPFEST 2019
Presented as a keynote speaker on working experiences as a user experience and interface designer. Also served as a mentor, providing feedback for each Innovation App finalist.
EDUCATION
Bachelor’s Degree of Computer Science at University of Indonesia
Depok, Indonesia
•
2011 – 2015
Thesis: Usability Evaluation e-Government of Layanan Aspirasi dan Pengaduan Online Rakyat (LAPOR!): The Comparison between Existing Product and Development Product
Tools.
Figma
Design
Claude
AI Tools
Framer
Code Prototyper
Notion
Documentation