Work Experience
Debindo — Junior to Lead UI/UX Designer
2019 – 2022 | Jakarta, Indonesia
I started at Debindo as a Junior UI/UX Designer and was promoted to Lead Creative Designer in 2021. When COVID hit and physical exhibitions basically stopped, we had to pivot fast. We built a virtual event platform so exhibitions could still run digitally — with virtual booths, live sessions, and interaction features.
What started as an internal solution eventually became a product that we offered to other event organizers. That moment taught me a lot about innovation under pressure. When physical events were dying, digital became survival. It was chaotic at times, but that’s where I learned to think fast and build practical solutions.
Indochat (PT Ice Messenger Indonesia) — Senior UI/UX Product Designer
2022 – 2024 | Taiwan – Indonesia
At Indochat, I worked on two very different but equally complex products.
First, the core product , Indochat (indochat.co.id) — a social media and messaging platform built for the Indonesian market. The challenge was designing a platform that feels familiar like mainstream social apps, but still has its own identity and business direction. I worked on feed structure, messaging UX, dashboard admin systems, and improving overall interaction clarity. Since social platforms are highly behavior-driven, small UI changes had a big impact on user retention and engagement.
Second, I was involved in building Smartax, an IoT-based tax reporting system that sends tax data directly to government systems. The solution was tested in West Java and East Kalimantan as part of regional digital transformation initiatives. This system connected IoT hardware to monitoring dashboards, meaning the interface had to handle real-time data without overwhelming users.
During my time there, I also built a structured design system from scratch, which improved team productivity by around 80%. Before that, components were inconsistent and repetitive. After systemizing tokens, layouts, and reusable modules, collaboration between design and frontend became much more efficient. This role really shaped my ability to switch between consumer-facing social UX and enterprise-level dashboard systems — two very different mindsets.
TokenMinds — Senior UI/UX Product Designer
2023 – 2024 | US-Based (Remote)
At TokenMinds, I worked closely with blockchain startups and crypto founders who had strong technical ideas but often struggled to explain their platforms in a way regular users could understand.
Many of the products were built around complex concepts — staking, tokenomics, smart contracts, DeFi dashboards — but the interfaces were initially designed for developers, not users. My role was to simplify that gap. I focused on making crypto platforms feel less intimidating by restructuring information, clarifying transaction flows, and reducing unnecessary jargon inside the UI.
Instead of designing “cool Web3 interfaces,” I tried to design experiences that made users feel safe and confident when interacting with digital assets. Small decisions like clearer confirmation states, transparent fee breakdowns, and simplified wallet interactions made a big difference in user trust.
Working in Web3 also taught me to adapt quickly. Requirements change fast, markets move fast, and sometimes you’re designing for features that don’t even have established UX patterns yet. That environment forced me to think more strategically, not just visually. It was less about designing hype — and more about designing clarity in a space that is often confusing.
EH Corp — Head of Product
2024 – Present | Indonesia
At EH Corp, I’m leading the development of what we positioned as one of Indonesia’s early blockchain-based certification validation platforms. The idea was simple but ambitious — create a secure digital identity layer for universities using blockchain, QR validation, and NFT minting.
It wasn’t just about “adding blockchain”, but actually making it usable and accepted by institutions that are used to traditional systems. I worked closely with engineers to shape the product architecture, dashboard roles (admin, supervisor, operator), and the business model behind it. Within 3 months after launch, we saw around 32% user adoption growth and significantly improved revenue after adjusting the monetization model.
This role pushed me beyond design execution — I had to think about expectation management, stakeholder alignment, and how to build something “groundbreaking” but still realistic for the Indonesian market.
Freelance Works
2018 - 2022 Tecno Mobile as UI/UX Design
2022 – APERGU as Product Manager
2023 – Privy as Product Manager
2025 – CKY SAP as Product Designer
2025 – POJ (Pegadaian) as Product Designer
Skills
My Skillsets
Product Design Strategy & Team Leadership
Shaping product direction while guiding design execution across teams and stakeholders.
Interaction Design & High-Fidelity Prototyping
Crafting intuitive user flows and interactive prototypes to validate ideas before development.
User Research & Experience Validation
Conducting research, usability testing, and behavioral analysis to inform product decisions.
AI-Driven Prototyping & Prompt Strategy
Leveraging AI tools to accelerate ideation, workflow automation, and design experimentation.
Front-End Foundations (CSS, JavaScript)
Understanding core web technologies to ensure practical and clean implementation.
Developer Collaboration & Design Handoff
Working closely with engineers to translate design systems into efficient, production-ready builds.
Design : Figma Framer Adobe XD
3D Design : Blender, Spline, Sketchup
Vector Design : illustrator, Affinity
Motion Design : lottie, After Effect
Prototyping : Hotjar, Antigravity, Lovable
Research : Coda, Notion, Perplexity
Project Management : Jira, Trello, Clickup
Analytics : PostHog
AI/Coding: Copilot
UI Writing : Grok/OpenAi
Language
