Senior Product Designer & Product Manager at MainStory (PT Mainstory Teknologi Indonesia) (2025-05 – 2025-10)
Early-stage childcare platform startup (Daycare Pintar, Homecare Pintar) — Jakarta, Indonesia.
- Operated as a hybrid designer-PM in an early-stage startup, leading product discovery, scoping, and stakeholder alignment directly with the CEO to prioritize a lean roadmap.
- Designed the supply-demand matching solution for Homecare Pintar, cutting the matching workflow from 5 days to 1 day, an 80% reduction in processing time, with 100% adoption rate among the operations team from launch.
- Drove early churn reduction efforts for Daycare Pintar (first-30-day drop-off) by redesigning the online-to-offline (O2O) experience, spanning the nanny journey and end-user app content flow.
- Identified and designed AI-assisted use cases for KinderGPT, improving personalized recommendations for both operations and end customers.
- Cut website rebranding development timeline from 2 weeks to 1 week by integrating AI tools (Builder.io) into the front-end development process.
Interaction Designer at eFishery (PT Multidaya Teknologi Nusantara) (2023-01 – 2025-02)
Southeast Asia's leading aquaculture tech startup (Series D) — connecting fish and shrimp farmers across Indonesia with smart feeding technology and financial services.
- Served as the primary designer across 3 core business teams — Field Sales, Field Collection, and Cooperative — owning full design cycles from research to delivery on internal productivity tools.
- Sales Diary App (Field Sales Team): Led UX improvements over 12 months, resulting in a 50% increase in daily field visits and a near-zero accounts receivable overdue rate, directly contributing to GMV growth. Achieved 100% team adoption.
- Field Collection App (Collection Team): Designed the product from scratch over 6 months, replacing an outsourced tool. Boosted collector productivity by 180% and delivered Rp90M/month in operational cost savings. Adoption rate: 100%.
- Gold Fish App (Payment Team): Led design of a finance settlement tool that compressed the settlement cycle from 3 days to 1 day, dramatically improving operational efficiency for the payments team. Adoption rate: 100%.
- Served as sole designer on MEGA/Coop, a strategic zero-to-one cultivation management platform. Navigated significant business–technical ambiguity to deliver an end-to-end user flow covering 100% of cultivation needs — from assistance to harvest management. Successfully piloted across 4 regions: Karawang, Subang, Garut, and Purwakarta.
Interaction Designer at Ruangguru (PT Ruangraya Indonesia) (2021-10 – 2022-11)
Indonesia's largest edtech platform — serving 15M students, teachers, and professionals across K-12 and professional learning.
- Designed across multiple products serving students, teachers, and professionals — including Roboguru, Ruangbelajar, Ruangkelas, and Skill Academy.
- Led gamification design for Roboguru (4M+ students, 42M+ questions answered): introduced a points-based system that increased user answer rates, expanded forum participation, and reduced operational costs by 2x. The Roboguru growth has also reached its peak since Roboguru's first launch in 2020. Collaborated with a team of 5 across design, research, and product.
- Initiated and facilitated cross-functional accessibility workshops for Ruangbelajar, producing a lightweight content framework aligned to student learning goals — a first-of-its-kind initiative within the team.
UX Designer at SALT (PT Ako Media Asia) (2018-12 – 2021-10)
Digital transformation consultancy serving enterprise clients across finance, FMCG, and telecoms in Indonesia.
- Delivered 28 client projects over nearly 3 years at a digital consultancy, spanning research, ideation, and end-to-end UX design for enterprise clients including Unilever, Prudential, Mandiri, Danone (Nutricia, SGM, Bebeclub), Sampoerna, and Telkomsel Orbit.
- Led qualitative research — including FGDs, in-depth interviews, competitor reviews, and usability testing — and translated insights into actionable design recommendations for both existing client accounts and new business pitches.
- Developed a UX Research methodology module adopted by the broader creative team, formalizing research practices across the agency.
- Recognised as one of the agency's most outstanding employees in 2019.
UI/UX Design Mentor & Course Facilitator at Rakamin Academy · Binar Academy (2021-04 – 2024-01)
- Designed and facilitated UI/UX design curricula across both platforms, teaching and mentoring 100 students on research methods, design thinking, and portfolio development.
