Nurman Ismail

Product Design and Design Operations leader with 15+ years of experience across digital banking, enterprise platforms, branding, digital marketing, and customer experience ecosystems. Skilled in transforming delivery organizations via DesignOps, service design, and governance frameworks. Proven in integrating design into SDLC, establishing documentation standards, and enhancing collaboration and customer experience.

Combines strategic leadership with hands-on product expertise to align business objectives, customer needs, compliance requirements, and technology delivery within complex and regulated environments.

Digital Experience & Product Lead at PT Bank SMBC Indonesia Tbk (2022-11 – Present)

Leading product design and design operations initiatives for TOUCHBIZ, a business banking ecosystem spanning mobile and web platforms serving complex enterprise and SME customer journeys.

• Lead product design initiatives across mobile and web banking platforms.
• Drive design governance, operational standards, and scalable delivery practices.
• Collaborate with product, engineering, business, compliance, and marketing stakeholders.
• Oversee design system evolution and experience consistency across channels.
• Manage external vendors supporting strategic product initiatives.
• Support budgeting, procurement coordination, and operational planning activities.
• Led the transformation of traditionally IT-centric SDLC practices by integrating design activities into the product development lifecycle.
• Created a design operation framework linking discovery, research, iteration, and documentation management. Standardized documentation for internal governance and OJK reviews.
• Conducted stakeholder discovery initiatives to identify organizational pain points and introduce service design improvements.
• Restructured the design language system architecture to improve scalability, usability, and cross-platform consistency.
• Implemented centralized workflow governance through initiative-level journey mapping, epic-level documentation, and master experience flow repositories.
• Expanded the design teams contribution by leading and supporting cross-functional marketing initiatives.

Design Lead + Product Owner at Ikatan Motor Indonesia (2021-11 – 2022-11)

Gaspol! Mobile app & website

• Co-founded and led product dev. for IMI's mobility platform.
• Defined product roadmap and managed end-to-end product development lifecycle.
• Launched and published the app on Android and iOS stores.

UI UX Lead Consultan at Aleph Labs (2019-08 – 2022-06)

Telco, Banking

• Led client-facing design teams, ensuring delivery quality across large scale digital platforms.
• Drove UX research and journey optimization across multichannel digital experiences.
• Facilitated design workshops to align stakeholders on business and customer experience goals.
• Led a 2-year telco engagement with Telkomsel, delivering multi platform solutions serving 170M+ users.
• Delivered digital solutions for banking clients, including BCA corporate website and Bank Permata business platform.

Design Head at ABN | Social Startup (2015-11 – 2018-12)

Yogrt, Yoplay, Yodu, Hawa

• Reported directly to C-level executives (CEO, CMO, CTO, COO) on product and design strategy.
• Led product dev. & managed UI/UX and marketing teams.
• Collaborated with C-level executives to develop a successful Series B proposal deck.

Senior Product Designer at Catch That Bus Sdn. Bhd. (2015-02 – 2015-10)

Booking app, Fleet management

• Managed & enhanced digital experience for booking platform.
• Designed fleet management dashboards and CMS for partners and internal teams.
• Delivered cohesive design support for marketing initiatives.

Senior UI UX Designer at Orori (2014-11 – 2015-02)

Jewellery e-commerce

• Led end-to-end revamp of e-commerce platform, optimizing customer journeys across web and mobile.
• Improved user experience to drive engagement and conversion performance.

Senior UI UX Designer & Advisor at RED Comm Asia (2011-08 – 2014-09)

Digital agency

• Oversaw design delivery, mentoring teams and ensuring quality across multiple client projects.
• Designed and delivered proposal decks, effectively communicating concepts to stakeholders.
• Led UX research and validation processes to support data-driven design decisions.

Design Manager at Greeneration (2010-02 – 2011-02)

Now Waste4Change

• Led branding and design initiatives focused on sustainability and social impact programs.
• Managed visual design and product development for environmentally driven initiatives.
• Developed GreenMap for Bandung to support community-based sustainability efforts.

B. Ds. in Visual Communication Design – Institut Teknologi Bandung (ITB) (2005 – 2010)