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Work Background
Bayu Amus StudioProduct Design and Research
May. 2023Jakarta Metropolitan Area• Redesigned Game Developer dashboard for AccelByte, a US-based B2B SaaS serving both AAA and independent game developers, resulting in reduction of support cost by enabling self-service capabilities for game developers. Collaborate with stakeholders in the US, Canada, Singapore, and Europe. • Developed the Digital Customer Acquisition Strategy for a top tier Indonesian fashion brand, resulting in improved customer acquisition rate and lower CAC, through detailed Webstore redesign, Offline to Online (O2O) service incubation. • Redesigned dashboard and website for eLSP.id, a professional certification organization, resulting in improved conversion and retention, through identifying use-cases for five different user types, realigning the user flow, restructure the Information Architecture, and create intuitive designs.
FlipHead of Product Design & Research
May. 2022 - Apr. 2023Depok, West Java, IndonesiaFlip is the pioneer of free money transfer app in Indonesia that grown into sharia-compliant financial service provider serving 3.3 million international customers and 880+ businesses. • Managed the team of 14 which consisted of Market Researchers, UX Researchers, Product Designers, UX Writers, mentored two senior designers into leadership roles, and collaborated daily with teams in Indonesia and India. • Reduced redundancy in the research roadmap by 20%, resulting in a 15% reduction in research budget. Achieved a 300% increase in survey response rates and successfully implemented in-app surveys for CES and CSAT, improved pattern identification accuracy through transision from NPS to Actual Net Promoter Score (aNPS). • Provided user perspective in Product Strategy sessions through regular synthesizing of insights gained from user researches and feedbacks. • Proposed a new company's Unique Selling Proposition based on identified shifts in user-perceived values and changes in government regulations (i.e. BI and OJK). • Improved collaboration quality among Product, Engineering, Data & Design (PEDD) department through streamlining workflow between different teams, and development of interconnected Objectives and Key Results (OKRs). • Improved Internal NPS to 90% through establishment of clear Career Framework, balanced team assignments, and creation individual growth plan for all team members, including mentoring designers and researchers in both crafting and leadership skills. • Improved Accessibility (a11y) to 100% for main use-cases of transferring money.
RuangguruHead of Product Design
Jun. 2020 - May. 2022Jakarta, IndonesiaRuangguru was the biggest education technology company in Southeast Asia which products have been used by more than 25 million students in Indonesia, Thailand, and Vietnam. It provides various tech-based education services for students, teachers, schools, and corporations. • As the Head of the newly established Product Design (& Research) department, I established the foundation, processes, then grew the team of 14 into 70 which consisting of UX Researchers, Interaction Designers, UI Designers, Game Designers, Animators, Illustrators, UX Writers, and Design Ops, along a number of Leads and Managers. • Launched initiatives that improve average monthly New Registers YoY in K12 by 52%, monthly Active Learners YoY in K12 by 15%, and improve conversion rate from first open to register by 31%. • Provided insights for potential new business opportunities resulting in 300% business growth YoY through foundational and discovery researches. • Consolidated and scale up research and design initiatives from 8 into 25+ online learning product lines, including 22 for K12 and 3 for Lifelong Learning, Content Production, and other business units across Indonesia, Thailand, and Vietnam. • Improved Internal NPS score to 95% through establishing Career Framework, initiating the Product Committee that enabled input from designers into Product Strategy, while also streamlining the collaboration between PM, Engineers, and Designers, resulting in 75% reduction of overtime, and provide leadership resulted in 85% reduction of flight risk. • Promoting User-Centered Design mindset in the whole organization, resulting in overall reduction of failed new initiatives.
TravelokaSenior Design Lead (Xperience)
May. 2019 - Apr. 2020Kota Tangerang Selatan, Banten, IndonesiaTraveloka was a leading lifestyle superapp in Southeast Asia, providing booking services in the travel and lifestyle sectors with over 40 million monthly users worldwide. • As one of the Senior Design Leads in the company, I grew and managed a team of 20 designers in Xperience Business Unit which included Interaction Designers, UI Designers, UI Illustrators, UX Copywriters, and Design Ops across two key product domains: Axes/Supply (B2B) and Demand (B2C), and occasional new initiatives. • Contributed to the Product Strategy by doing regular synthesis of insights gained through user researches and usability tests, resulting in smooth launches of new products, and improved NPS score through faster product design issues resolution. • Improved design quality consistency through regular design reviews, crafted design briefs, design strategy, and ensured timely project execution. • Improved Internal NPS score to 95% through establishing Career Framework, streamlining the collaboration between PM, Engineers, and Designers, and help launched Safe Space initiative to maintain psychological wellness, reduce work-related stress, and foster a healthy, collaborative culture, which in turn improved team cohesion and productivity.
AmityActing Design Lead (UX/UI)
Nov. 2017 - Apr. 2019Bangkok, Bangkok City, ThailandAmity Solutions is a Thai based Series B digital startup company that offers Eko App, an SaaS employee experience solutions for large enterprises, currently serving 5 million active users in Asia, Europe, and North America. • Managed the team of multinational UI/UX designers, and collaborate daily with colleagues from Northern US, Europe, India, Southeast Asia, New Zealand, and Thai nationals. • Researched and designed the Workflow Engine that resulted in higher enterprise customers satisfaction, and higher adoption rate by enabling custom workflow creation that address each client's different business process, using visual based no-code tools. • Researched and designed the Eko Cards, a scalable documentation tool that caters to the wide range of use-cases, from note-taking, task management, into full-fledged campaign management for regional office, all without switching tools. • Redesigned the customer engagement process resulting in higher client satisfaction and solution accuracy through incorporating User-Centered Design (UCD) activities such as guerilla user research, user interview, and usability testings into the product development lifecycle. • Together with Product Managers, streamlined the product development process resulting in increased team productivity and more accurate estimations. • Hands-on daily activities including planning and conducting UX research, competitor benchmark, mapping customer journey to identify user's real problem, and identify potential value creation opportunities. Fostering cross-department collaboration, communication with stakeholders, conducting research, interviews, creating wireframes, mockup and interactive prototypes.
OLX IndonesiaHead of User Experience
May. 2016 - Oct. 2017Jakarta, IndonesiaOLX was the biggest online classified website in Indonesia with 1.3 million Daily Active Users, trading mostly secondhand items. • Used a mix of UX Design, Big Data Analytics, and Machine Learning to drive product innovation. Led a team of 2 designers and collaborated with colleagues from Naspers Global in Indonesia, Thailand, India, the Philippines, Latin America, and Singapore. • Boosting Seller posting success in the classic OLX app by 400%, after established funnels analytics in MixPanel that identify actual conversion and drop off in the customer journeys. • Designed The All-New OLX app and managed to increase the composition of Impulse (new segment) vs Mission (old segment) users from 15:85 into 40:60 within the first three months, raised the DAU from 900K users into 1.3 million users, and the accelerated achievement of the year's financial goal in Q3. • Initiate Selling Price Recommendation features utilizing Big Data analytics with 40% user adoption rate in the first 3 months. • Improve Search Engine Ranking performance and switching traffic composition from 30:70 organic vs paid traffic, into 55:45 organic vs paid traffic.
Somia Customer ExperienceSenior User Experience Consultant
Sep. 2013 - Jul. 2015Denpasar, Bali, IndonesiaSomia Customer Experience is the first of its kind consultant service in Indonesia that helps local and international businesses uncover business-transforming insights using customer experience and service design methodologies. Clients including top national Tech & Telecom, Financial Institutions, Government, Healthcare, and Education institutions. - Joined as the company's first employee and helped spearhead the practice
- Leading redesign of a banking website, resulting in improved business performance through reducing churn and reshaping product propositions that fits better the customers preference
- Leading market alignment validation of a stealth marketplace which resulted in switch of its business model accommodating new insights uncovered during user testings
Various publications & booksBlogger & Contributing Writer
Oct. 2009 - Apr. 2016Denpasar, Bali, Indonesia• Food & Travel Article Contributor for Tiger Tales (Tiger Airways), Linked (Citilink), Info Pedas (Bali), What's New Bali (Bali), Hotelier Indonesia (Bali), and Makansutra Indonesia 2013 (Singapore). • 1st rank in Google Search for "Bali Food Blog" for a couple of years through regular posting of Bali food scene and SEO initiatives. • With a couple of friends launched "Mekulicious" collaborative, consisting of Bali based food bloggers and Instagrammers that becoming Bali's hospitality industry's partner in marketing and promoting its services. • International festival appearances that promotes Bali's Dining and Street Food scenes in Ubud Food Festival 2016, Ubud Food Festival 2015, Ubud Writers and Readers Festival 2014, government sponsored Dialog Gastronomi Nasional 2015, Dewan Nasional Perubahan Iklim Youth Camp 2014, and Bango Panel Discussion 2015. • Selected as one of Bali's 20 inspirators in HelloBali magazine's 20th anniversary edition for actively covering and promoting Bali's food heritage.
PT MitraisDesign Director
Oct. 2009 - Sep. 2013Denpasar, Bali, IndonesiaMitrais was the biggest Software Development Company in Indonesia serving mostly as nearshore development center for Australian & Asian companies, and own products in Mining technology and Healthcare. Currently it served more than 700 satisfied international clients. Leading and managing Mitrais's Design Job Family, applying User Experience Design good practices to existing Mitrais software development process, and establishing standards on:
• User Experience Process for Designers
• User Experience Workshop for Developers
• Competency Review System (CRS) for Designers
• User Experience Guidelines
• Graphics Standards Develop UX training module for Mitrais PGCP (Programmer Certification Program):
• Develop syllabus, presentation materials, and delivering training Designed IP device remote monitoring system that was used by the government office of a first world country Redesigned the Healthcare software for faster user adaptation and reduced churn, due to improvement in User Experience Design
UDG AsiaDesign Supervisor
Mar. 2009 - Sep. 2009Bandung, West Java, IndonesiaUDG Asia is the brand owner of UDG apparel brand serving DJ and musicians, also the holder of SkullCandy headphone brand for Indonesia. • Designed the marketing collateral for all of the product portfolio for international publications
• Organized and standardized the blueprints for UDG product's manufacturing in China and Thailand
• Coordinate works with the Europe office and production factories • Plan and oversee product photo sessions for new products
• Designed and oversee productions of in-store displays for UDG products
Bayu Amus Studio
Flip
Depok, West Java, Indonesia
Ruangguru
Jakarta, Indonesia
Traveloka
Kota Tangerang Selatan, Banten, Indonesia
social.plus
Bangkok, Bangkok City, Thailand
OLX
Jakarta, Indonesia
Somia Customer Experience
Denpasar, Bali, Indonesia
Mitrais
Denpasar, Bali, Indonesia
TRANS TV
Jakarta Metropolitan Area
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