About Me

UX Consulting

I currently work independently, helping teams bring more clarity and structure to their products through user research, design, and testing. The focus is on making experiences more intuitive and engaging, while delivering meaningful improvements within the realities of each project’s timeline, scope, and budget.

Principal UX Consultant

At Bythen.ai, I was brought in as a Principal UX Consultant, helping shape how the product behaves as a system. The focus was on turning complex AI capabilities into experiences that feel coherent and intuitive, defining how different parts of the product connect so users can better understand, predict, and interact with the system.

A key part of the role was guiding the team through the ambiguity of designing for AI. I worked closely with designers and cross-functional partners to review work, challenge assumptions, and raise the quality of thinking behind each decision. This included mentoring designers, establishing clearer design rationale, and helping the team move beyond surface-level solutions into more structured, system-driven approaches.

Alongside this, I supported the team in keeping the work grounded in real user value—helping clarify what problems were worth solving and how different pieces of the product should come together into a more coherent experience.

Head of UXR & Product Design

I was one of the first employees at DiaryBunda, a startup supporting first-time mothers in Indonesia throughout their pregnancy journey. In this role, I took on a broad scope, leading research, product strategy, and experience design.

I worked closely with stakeholders to define the product roadmap and prioritize features based on user insights and business goals. This included overseeing end-to-end research and design efforts, while collaborating with engineering to ensure the product was delivered on time and met a high standard of quality and usability.

Head of Customer Experience

I was responsible for facilitating ownership of customer experience excellence throughout the company and across our clients’ business (most of which was very early stage startups). My main role was to help our clients flesh out their product idea, learn more about their market and target users, and set up a user-centered design process with their team in a way that enables them to deliver on their value proposition and retain more engaged customers.

XD Lead

I was tasked by Sapient to lead a cross-disciplinary team exclusively assigned to one of their biggest Indonesian client, Telkomsel. Our job is to help Telkomsel develop product strategy for custom solutions in order to build customer loyalty and engagement while generating revenue, new acquisitions and improving retention through digital transformation. My responsibilities include but not limited to;

UX Consulting

Working independently, I got the opportunity to work with a broader category of companies all looking to better their customer experience through online channels. I’ve also embraced the ability to work on projects with a more focused scope such as; Research & Testing projects, Interaction Design projects, UX Strategy projects, etc. It’s given me the experience of account handling and project management as most of the projects I’ve taken on has required me to put together a cross-disciplinary team of freelancers to deliver the final product.

UX Lead

I started my career as a UX designer with XM Gravity. Along the way and through multiple acquisition (now Mirum), I was promoted to UX Lead. With the name change comes a new concentrated effort from the business to move UX to the forefront of our service offerings. This means beefing up the UX team and positioning UX as the primary driver and owner of our strategy and design output. My responsibility as UX Lead includes but not limited to: