Product Designer & Technology Leader
I believe great digital products should feel effortless. For over 20 years I've been designing and developing experiences with a focus on simplicity and intuition. My approach relies on common sense - create solutions that solve real problems without unnecessary complexity whether digital interfaces or physical touchpoints
Challenge: Increase public transportation usage and engagement in Jakarta. Gamification was identified as a potential approach, but with limited technical resources, the implementation strategy was unclear.
Solution:
Conceived the gamification concept and decided on a leaderboard approach after assessing available technical resources
Designed and built a responsive environmental impact dashboard using HTML, CSS, and JavaScript
Created a lightweight system using JSON data (converted from Google Sheets) for fast loading and easy updates
Implemented with GitHub Pages and Actions for automated deployment to a custom domain
Designed with privacy in mind, using scripts to truncate names and format phone numbers
Outcome: Successfully tested gamification concepts, generated weeks of social media content, and culminated in a public event with the client company's director and transportation advocates. Timed to complete by National Heroes Day, reinforcing the "Green Warrior" theme. The initiative is now planned as an annual campaign supported by Jakarta's Department of Transportation.
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Leaderboard with ranking and filter
Terms and data information
Campaign ceremony and townhall
Challenge: Standard hospitality software couldn't support unique outdoor cabin rental workflows or provide the flexibility needed for rapid experimentation and growth.
Solution: Led product strategy and directed development of a comprehensive hospitality platform:
Directed design of customer-facing booking flows with cabin upgrades and retail customization
Completely overhauled promotion and gift card engine to ensure proper accounting and functional reliability
Rebuilt internal admin to improve usability, performance, and ease of integrations
Enabled quick testing of separate camping pilot with different rental workflows
Guided implementation of SMS-enabled housekeeping tools for remote locations with limited smartphone access
Managed CMS optimization to maintain consistent tier costs despite significant business scaling
Outcome: 64% first-year revenue growth followed by sustained 28% YoY growth, supported 3x business growth while expanding to 20 markets without proportional increase in technology costs.
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Booking basics
Choose cabin type and upgrades
Challenge: The pack line was identified as the biggest bottleneck that was hard to optimize, while other warehouse sections were better managed. The company needed to integrate pick-to-light systems and support multiple packing configurations.
Solution:
Spent shifts on the warehouse floor observing and performing actual workflows, redesigned interfaces based on direct observations
Upgraded features to minimize interactions and integrate pick-to-light systems, while allowing multiple pack types
Transformed marketing-driven tan QR codes to larger white labels with human-readable information, enabled special handling
Created automated planning functionality that optimized changeovers while supporting multiple packing configurations
Outcome: Eliminated hundreds of labor hours through efficient interfaces. Reduced mis-sorts by 40%, contributed to 3% OTIF (On-Time, In-Full) improvement and 5% margin increase year-over-year. Significantly improved worker morale and production timeliness while enabling higher throughput with fewer packlines.
Pack line interface
Labels for regular and special handling box
Pick-to-Light enabled pack line
Challenge: Paper-based processes with counterintuitive color coding (red for success) caused errors. Existing software was unpleasant to use, and sophisticated warehouse systems were financially out of reach.
Solution:
Collaborated with operations and development teams to design a comprehensive digital system
Created intuitive interfaces with meaningful, pleasant color coding and smart pick lists
Added icons throughout the interface to support ESL (English as Second Language) workers
Implemented inventory scanning at all stations as the norm, with specific handling instructions for special garments
Outcome: Tripled order output capacity and increased pick process speed by 2.5x. Achieved 99% inventory accuracy through the implementation of user timestamps for tracking. Reduced negative customer experiences by 44% year-over-year through improved operations.
Old production screen
New production screen
Pick station in action
Challenge: Create an elegant online presence for my personal batik brand that would support popup events while allowing for future growth.
Solution:
Designed and built a responsive site with clean HTML/CSS and mobile-first approach
Created a simple, effective showcase of products that maintains the artisanal aesthetic
Designed a logo that scales effectively from full wordmark to icon to favicon
Outcome: Established a professional online presence that supports popup events and provides a foundation for scaling the business. The site effectively communicates the brand's values and aesthetic to potential customers.
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Logo design
Site content and layout
Responsive