Led product design for a crypto exchange platform, including building, researching, designing, and conducting usability tests for user flows and interfaces. Created and evolved the design system, improved onboarding, accessibility, and trust for beginner users. Collaborated with Product, Engineering, and Marketing to deliver design samples and end-to-end experiences; crafted a journey aimed at increasing user acquisition and retention; exported product performance data for ongoing improvement.

Lead UI/UX Designer & Platform Operations Specialist at PT Nurigaya Citra (Smartfrnx Alibaba Group)

April 1, 2024 - Present

Led end-to-end product design and platform operations for the MyNuri application, focusing on delivering a seamless crypto exchange experience. Created and evolved a cross-functional design system, covering modules such as Limit Order, Auto Invest, Trade, Transfer, and Staking. Conducted UX research to understand user needs and behaviors and translated findings into actionable design improvements. Collaborated with Product, Engineering, and Marketing to implement new features, improve onboarding, and boost trust for beginner users. Built a lean, user-centered trading flow with intuitive journeys, boosting engagement and retention. Documented requirements (PRD) and maintained clear stakeholder communications.

Lead UI/UX Designer & Platform Operations Specialist at PT Nurigaya Citra (Smartfren x Alibaba Group)

July 1, 2022 - November 30, 2024

Led end-to-end design and product development for the MyNuri application, focusing on an Affiliate Commerce platform. Built and documented a design system, conducted UX research, and defined core features such as Auto Invest, Trade, Transfer, and Staking. Collaborated with Product, Engineering, and Marketing; produced PRD and usability tests; crafted seamless end-to-end user journeys and ensured accessibility and trust. Drove initiatives to attract new users and improve engagement, contributing to a scalable, user-centered platform.

Product Designer Specialist at PT Kripto Maksima Ko in (Floq Exchange)

March 1, 2021 - June 1, 2022

Designed and developed product design for Floq Exchange; conducted UX research; designed and implemented new features; led usability tests for both user flows and interfaces; created PRDs; collaborated with Product, Engineering, and Marketing to deliver a seamless crypto-exchange experience; focused on improving accessibility and trust for beginner users; built onboarding improvements and planned campaigns to attract new users; contributed to higher buyer conversion by 2%.