Summary

Product designer with 18 years (5 years of people management) in UX, UI design, and research across startups and enterprises. Skilled in crafting user experience designs, leading cross-functional teams, mentoring designers, and driving user-centric, international design for global markets. Strong communication, strategic thinking, and stakeholder management to align business goals with user needs. Flexible switching between individual contribution and people management roles.

Key Capabilities

• Digital Interaction Design – Design interactions on digital touchpoints (apps, websites, and more) that increase engagement and conversion across products in different industries.

• Information Architecture – Structure navigation and content to improve usability and discoverability in complex applications and marketplaces.

• User Interface Design – Design intuitive user interfaces to enhance accessibility and adoption across diverse markets.

• International Design – Lead research-driven design efforts to localize digital experiences and create equitable solutions for global users.

Career History

YouTrip

Product Design Lead (May 2025 - November 2025)

YouTrip is a multi-currency travel wallet and prepaid card serving users across Southeast Asia.

• Launched redesigned Thailand app in September 2025, resulting in reducing design debt by
  almost 90% aligning with core app in Singapore, and better localized experience with
  the launch of FX sharing feature.

• Led discovery and alignment on YouTrip Family, a kid-focused product that will be launched
  in Q1 2026, setting new standard in UX research process that becomes a hallmark for
  subsequent projects.

• Evangelised AI initiatives like creating agents for content writing (YouTrip UX Writer) and agent for product context (Ask YouTrip) that leverages FAQs in all markets, resulting in improved efficiency across projects by saving time for review up to 50% time saved.

• Spearheaded culture of autonomy and long-term best practices in the design team through consistent coaching and advocacy, resulting in good feedback from team members I managed.

• Led content audit effort cross-market, starting from Australia and Singapore, which led to overall improved consistency. Resulting in improved quality before Australia Beta and final launch in November 2025.

Tripadvisor

• Senior Manager, Product Design (March 2023 - February 2025)

• Principal Designer (June 2021 - February 2023)

Reporting to the Senior Director of Product Design, I led a team of two designers and one UX researcher (dotted line) in Singapore. My work spans across Vacation Rentals, Flights, Experiences, and International Growth.

• Vacation Rentals: Led global cross-functional teams (product, engineering and UX research) to discover user needs, design and optimize Tripadvisor’s Vacation Rental products (Tripadvisor and Holiday Lettings), resulting in:

• Execution of 90+ improvement tests for Vacation Rentals in 2022, contributing to $6.5M in revenue.

• Integration of Vrbo’s 2.5M property listings into HolidayLettings, leading to a 13.87% increase in conversion rates and a 3.03% funnel progression improvement in key destinations like England and Spain.

• Experiences/Things to Do: Directed the Singapore UX team on implementing generative AI on the Things To Do and Attraction Product Pages, which boosted shelf clicks by +29% and increased Attraction Product Page engagement by +62% through geo-specific and seasonal recommendations.

• Co-led the Destination Authority project, introducing a more contextual Things to Do landing page that improved user engagement and established a scalable foundation for future enhancements

• Flights: Worked closely with Core UX team to redesign Flights homepage navigation, improving usability and leading to a +26.53% increase in traffic and a +28% boost in revenue.

• Tripadvisor Plus: Contributed the design and development of a Service Blueprint for Tripadvisor Plus, a premium travel subscription (sunsetted in 2022), mapping out user journeys, pain points, and operational touchpoints to improve service alignment across teams.

• User Research and Co-Creation Workshops: Designed and facilitated immersive research and co-creation workshops across global time zones, working with stakeholders to ensure alignment and uncover user insights that shaped product strategies.

Shopify

Senior Product Designer (May 2020 - May 2021)

• Reporting to a UX Manager, my responsibilities initially focused on International Growth (China), improving products for local users. I later transitioned to Money & Channels, where I worked on enhancing ads and exploring new opportunities like live selling.

• Initiated and led cross-functional project for Live Selling initiative, aligning stakeholders through co-creation/design sprint workshop, UX research, prototyping and MVP planning.

• Advocated for APAC merchant challenges by sharing insights through data-driven storytelling and discussions, fostering cross-functional awareness and sparking internal product and engineering conversations.

• Led the Facebook sales channel project for merchants in China, identifying opportunities to integrate sales agents, unlocking new sales channels, and driving business growth.

Vrbo (an Expedia company)

• Senior Manager, Design (March 2019 - February 2020)

• Lead Designer (October 2016 - February 2019)

Reporting to the Director of Design, my responsibilities initially involved transitioning the HomeAway Asia platform to the global Vrbo platform while ensuring proper localization. I also led design efforts for affiliates. Additionally, I managed a team of four designers across India (2), Singapore (1), and Australia (1).

• Initiated, planned and completed an immersive research project in Japan to understand Japan travelers and homeowners, resulting in better brand equity in Japan and 5x increase of traffic to homeaway.jp.

• Developed the Japan Design Playbook to guide designers and managers in crafting user-centric experiences for East Asian markets, ensuring cultural relevance and driving adoption across teams.

• Led design to the successful migration of the legacy Travelmob platform into the global HomeAway system, collaborating with cross-functional teams to enhance usability and streamline the booking experience for users.

• Completed and shipped projects including Global Nav/POS matching, Affiliates Program blueprint and improvements of onboarding flow and profile page, improving adoption across users globally.

More complete employment history can be seen by downloading the actual CV.

Education

• Master of Design, Institut Teknologi Bandung, Indonesia · 2011-2013

• Bachelor in Visual Communication Design, Institut Teknologi Bandung, Indonesia · 2003-2007