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Led the redesign of a user-centric VPS dashboard using design thinking, from user interviews to wireframing and high-fidelity prototyping, which improved task flow efficiency by 35%. I also developed a modular design system in Figma to streamline collaboration, reducing iteration time and cross-team revisions by 60%. By working closely with engineering and support teams, we identified and resolved key UX friction points, leading to a 25% decrease in reported user issues and increased QA/UAT success rates.

Led end-to-end product design and successfully launched key features including a game account marketplace, integrated top-up system, and jockey booking service within tight deadlines, driving early revenue and rapid user growth. I designed a unified top-up and payment experience that reduced transaction time by 40% and scaled to handle over 20,000 monthly transactions. Additionally, I improved SEO strategy, leading to a 300% increase in organic traffic and surpassing 100,000 monthly visits.

At Telkomsel, I directed research initiatives focused on the Greater Malang area and university students, conducting interviews and in-person surveys with over 100 participants to uncover insights that shaped key MyTelkomsel product decisions and user retention strategies. The findings identified key drivers of product sales growth and influenced strategic direction. I also translated these insights into targeted marketing strategies, improving audience segmentation and boosting the effectiveness of digital promotional campaigns.