Hello, 안녕, Halo !
Award-winning Interdisciplinary designer with 8 years of both Indonesian & Korean graphic design, brand design and user experience consulting experience. Currently in the pursuit of accelerating 6 countries across South-East Asia through commerce & technology with Alibaba-backed e-commerce, Lazada. Leveraging online selling experience by reducing friction faced by merchants across SEA in growing their daily online operations.
Aside from UX, my portfolio includes branding, marketing, and visual design for reputable entities, e.g. Hyundai, LG, Lotte, GS Caltex, Komisi Pemberantasan Korupsi, etc.
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In my free time, I enjoy practicing my storytelling skill in my medium and giving back to the product design community in Indonesia by contributing through talks and workshops.
Experience
Regional Vice President, UX Lead - Seller Platform
Lazada (Oct 2022 - Present)
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Lazada Group is Alibaba-backed Southeast Asia’s leading e-commerce platform operating in 6 different markets across the vast region. Working with a multicultural local operators, product designers, product managers, and developers in supporting SEA sellers optimizing their online business operation.
Responsibilities & Impact:
- Lead end-to-end regional team of 7 product designers
- Balance people management and individual contribution task (75:25)
- Facilitate user experience design localization for 6 different markets with UX Writers & UX Researchers
- Overview end-to-end seller operations, e.g.: Product Quality Control, Product Brand System, Seller Marketing & Growth, etc.
- Pilot Lazada Community platform initiatives in Philippines and Indonesia to nurture seller community
Regional Senior Manager, UX Lead - Seller Platform
Lazada (May 2021 - Sep 2022)
Responsibilities & Impact:
- Redefined new IA for Lazada Seller Center Inventory Management System
- Ensured a smooth seller onboarding and education through Lazada learning platform: Lazada Univeristy
Senior UX Designer - Seller Platform (Inventory & Order)
Tokopedia (Jul 2018 - May 2021)
Tokopedia is a home-grown e-commerce unicorn in Indonesia, which raised $100 million funding from Softbank & Sequoia Capital(2014) and $1.1 billion funding from Alibaba(2017). In 2018, Tokopedia named as one of start-ups with the highest valuation in Indonesia at $7 billion.
Responsibilities & Impact:
- Revamped Tokopedia new Inventory Management System, which resulted in 50% bounce rate decrement & 17% average NPS growth increment.
- Core member of Tokopedia Multi-Origin Experience initiatives.
- Onboarded Tokopedia's premium service transition schema, Power Merchant PRO to 8mio sellers.
- Leveraging both Buyer & Seller Order Management Experience through revamp.
- Redifining Tokopedia marketplace cancellation policy, which resulted in 89% ticket decline while maintaining low cancellation rate.
- Facilitating collaboration cross-business units & verticals.
Brand Designer
Metabranding (May 2017 - Jun 2018)
Metabranding is one of the leading brand consultancies based in Seoul, South Korea. I was a part of the brand design division, which handles various clients-mostly major companies in South Korea. As the first and only foreign staff in the company, my other responsibility is to contribute to the company vision to become a global branding consultancy by supporting the global team to create a new partnership with companies across Asia Pacific.
Graphic Designer
Appsolute Studio (Jun 2013 - Nov 2014)
Appsolute Studio is a small independent digital branding agency based in Jakarta, Indonesia. Besides conventional printed media, Appsolute studio also focuses on developing an interactive and multimedia design for various clients in Indonesia. My contribution includes UI/UX design, Wordpress-based website, mobile application, & game.
Brand Designer Intern
DMID Group (Dec 2012 - Feb 2013)
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DMID-Holland (now DMID Group) is a leading brand consultancy firm with combined expertise in strategy, design and people engagement with strong market presence in emerging South East Asian market including Indonesia, Myanmar, Cambodia, Vietnam, and Laos.