Bridging design and strategy for meaningful products.
Driving business results while helping new creatives build confidence and make their mark. Let's connect!
10+ years
Experience
10+ years
Experience
10+ years
Experience
5+ years
Design Leadership
5+ years
Design Leadership
5+ years
Design Leadership
Jakarta, Indonesia
Location
Bali
Location
🤙 Available
New Opportunity
I’m all about turning complex problems into simple, useful designs that people love. With a decade of experience bouncing between startups and big names like Careem (Uber), Gojek, and Lazada, I’ve picked up a ton about making products work across fintech, taxtech, logistics, and e-commerce.
These days, I’m leading UX at Tigo Design Studio in Indonesia and Aura Finance in Dubai. I guide teams, build fresh design systems, and help businesses grow, whether it’s by landing big fundraises or improving how users experience their products.
I love mentoring fellow designers and sharing what I know in local communities. To me, great design should make life easier, friendlier, and more inspiring for everyone.
Work Experience
2024 — Present
Tigo Design
Founder, Principal Consultant
On the mission to help every founder build their products, and help them grow from seed to star through exceptional product design and user experience (UX). Nurturing their vision with user-centered research, crafting intuitive interfaces that drive engagement, and elevating your brand for market success. Across the MENA region and globally, our passionate design team becomes your strategic partner, ensuring your product blossoms into a user favorite.
2024 — Present
Tigo Design
Founder, Principal Consultant
On the mission to help every founder build their products, and help them grow from seed to star through exceptional product design and user experience (UX). Nurturing their vision with user-centered research, crafting intuitive interfaces that drive engagement, and elevating your brand for market success. Across the MENA region and globally, our passionate design team becomes your strategic partner, ensuring your product blossoms into a user favorite.
2024 — Present
Tigo Design
Founder, Principal Consultant
On the mission to help every founder build their products, and help them grow from seed to star through exceptional product design and user experience (UX). Nurturing their vision with user-centered research, crafting intuitive interfaces that drive engagement, and elevating your brand for market success. Across the MENA region and globally, our passionate design team becomes your strategic partner, ensuring your product blossoms into a user favorite.
2024 — Present
Tigo Design
Founder, Principal Consultant
On the mission to help every founder build their products, and help them grow from seed to star through exceptional product design and user experience (UX). Nurturing their vision with user-centered research, crafting intuitive interfaces that drive engagement, and elevating your brand for market success. Across the MENA region and globally, our passionate design team becomes your strategic partner, ensuring your product blossoms into a user favorite.
2023 — Present
Aura Finance
Founding Product Designer
Established and executed Aura’s core visual identity and branding across all channels. Collaborated cross-functionally to enhance user experience and streamline SME onboarding. Contributed to investor relations and business development, supporting the $600,000+ fundraise. Summary of impact about the role: My contributions directly supported the company’s successful fundraising of over $600,000 and rapid growth in a dynamic startup environment.
2023 — Present
Aura Finance
Founding Product Designer
Established and executed Aura’s core visual identity and branding across all channels. Collaborated cross-functionally to enhance user experience and streamline SME onboarding. Contributed to investor relations and business development, supporting the $600,000+ fundraise. Summary of impact about the role: My contributions directly supported the company’s successful fundraising of over $600,000 and rapid growth in a dynamic startup environment.
2023 — Present
Aura Finance
Founding Product Designer
Established and executed Aura’s core visual identity and branding across all channels. Collaborated cross-functionally to enhance user experience and streamline SME onboarding. Contributed to investor relations and business development, supporting the $600,000+ fundraise. Summary of impact about the role: My contributions directly supported the company’s successful fundraising of over $600,000 and rapid growth in a dynamic startup environment.
2023 — Present
Aura Finance
Founding Product Designer
Established and executed Aura’s core visual identity and branding across all channels. Collaborated cross-functionally to enhance user experience and streamline SME onboarding. Contributed to investor relations and business development, supporting the $600,000+ fundraise. Summary of impact about the role: My contributions directly supported the company’s successful fundraising of over $600,000 and rapid growth in a dynamic startup environment.
2023 — 2024
Lazada (Alibaba Group)
UX/UI Manager
Designed and delivered high-quality products and features that improve the delivery and logistics experience for customers, sellers, and Lazada's internal operations. Managed stakeholders in the Delivery and Logistics team, ensuring that everyone was aligned on the team's goals and priorities. Led the initiative on the Design System project, to help the team efficiently perform their work and ensure consistency across all platforms (customer app, seller logistic platform, internal logistic platform). Shared knowledge and mentored junior designers within the Lazada team.
2023 — 2024
Lazada (Alibaba Group)
UX/UI Manager
Designed and delivered high-quality products and features that improve the delivery and logistics experience for customers, sellers, and Lazada's internal operations. Managed stakeholders in the Delivery and Logistics team, ensuring that everyone was aligned on the team's goals and priorities. Led the initiative on the Design System project, to help the team efficiently perform their work and ensure consistency across all platforms (customer app, seller logistic platform, internal logistic platform). Shared knowledge and mentored junior designers within the Lazada team.
2023 — 2024
Lazada (Alibaba Group)
UX/UI Manager
Designed and delivered high-quality products and features that improve the delivery and logistics experience for customers, sellers, and Lazada's internal operations. Managed stakeholders in the Delivery and Logistics team, ensuring that everyone was aligned on the team's goals and priorities. Led the initiative on the Design System project, to help the team efficiently perform their work and ensure consistency across all platforms (customer app, seller logistic platform, internal logistic platform). Shared knowledge and mentored junior designers within the Lazada team.
2023 — 2024
Lazada (Alibaba Group)
UX/UI Manager
Designed and delivered high-quality products and features that improve the delivery and logistics experience for customers, sellers, and Lazada's internal operations. Managed stakeholders in the Delivery and Logistics team, ensuring that everyone was aligned on the team's goals and priorities. Led the initiative on the Design System project, to help the team efficiently perform their work and ensure consistency across all platforms (customer app, seller logistic platform, internal logistic platform). Shared knowledge and mentored junior designers within the Lazada team.
2022
Careem (an Uber company)
Sr. Product Designer
Working inside the platform team to ensure all the cross product has the same experience, and also help the team with the cross-selling on the main products (Ride, Food and Groceries). Working on the initiative of unifying the activities from all the product inside careem, to make it easier for users to find any activity they have also to help the business team on the opportunity to cross-sell others product.
2022
Careem (an Uber company)
Sr. Product Designer
Working inside the platform team to ensure all the cross product has the same experience, and also help the team with the cross-selling on the main products (Ride, Food and Groceries). Working on the initiative of unifying the activities from all the product inside careem, to make it easier for users to find any activity they have also to help the business team on the opportunity to cross-sell others product.
2022
Careem (an Uber company)
Sr. Product Designer
Working inside the platform team to ensure all the cross product has the same experience, and also help the team with the cross-selling on the main products (Ride, Food and Groceries). Working on the initiative of unifying the activities from all the product inside careem, to make it easier for users to find any activity they have also to help the business team on the opportunity to cross-sell others product.
2022
Careem (an Uber company)
Sr. Product Designer
Working inside the platform team to ensure all the cross product has the same experience, and also help the team with the cross-selling on the main products (Ride, Food and Groceries). Working on the initiative of unifying the activities from all the product inside careem, to make it easier for users to find any activity they have also to help the business team on the opportunity to cross-sell others product.
2020 — 2022
Gojek
Sr. Product Designer
Led a design team for 4 products, overseeing projects from user research to launch. Collaborated with cross-functional teams (research, UX writing, PM, engineering, and stakeholders) to achieve significant results: Boosted Midtrans merchant onboarding: Increased conversion rate by 19.75% and reduced onboarding time by nearly 50%. Designed a new merchant payout system: Switched from automatic payouts to a merchant-initiated withdrawal system, reducing operational burden by 94.11% and increasing average wallet balances. Centralized merchant reporting & analytics: Improved data accessibility and reduced confusion. Summary of impact about the role: Drove a 20% increase in merchant onboarding conversion, cut onboarding time by 50%, and reduced operational workload by 94%, while improving merchant financial control and data reporting.
2020 — 2022
Gojek
Sr. Product Designer
Led a design team for 4 products, overseeing projects from user research to launch. Collaborated with cross-functional teams (research, UX writing, PM, engineering, and stakeholders) to achieve significant results: Boosted Midtrans merchant onboarding: Increased conversion rate by 19.75% and reduced onboarding time by nearly 50%. Designed a new merchant payout system: Switched from automatic payouts to a merchant-initiated withdrawal system, reducing operational burden by 94.11% and increasing average wallet balances. Centralized merchant reporting & analytics: Improved data accessibility and reduced confusion. Summary of impact about the role: Drove a 20% increase in merchant onboarding conversion, cut onboarding time by 50%, and reduced operational workload by 94%, while improving merchant financial control and data reporting.
2020 — 2022
Gojek
Sr. Product Designer
Led a design team for 4 products, overseeing projects from user research to launch. Collaborated with cross-functional teams (research, UX writing, PM, engineering, and stakeholders) to achieve significant results: Boosted Midtrans merchant onboarding: Increased conversion rate by 19.75% and reduced onboarding time by nearly 50%. Designed a new merchant payout system: Switched from automatic payouts to a merchant-initiated withdrawal system, reducing operational burden by 94.11% and increasing average wallet balances. Centralized merchant reporting & analytics: Improved data accessibility and reduced confusion. Summary of impact about the role: Drove a 20% increase in merchant onboarding conversion, cut onboarding time by 50%, and reduced operational workload by 94%, while improving merchant financial control and data reporting.
2020 — 2022
Gojek
Sr. Product Designer
Led a design team for 4 products, overseeing projects from user research to launch. Collaborated with cross-functional teams (research, UX writing, PM, engineering, and stakeholders) to achieve significant results: Boosted Midtrans merchant onboarding: Increased conversion rate by 19.75% and reduced onboarding time by nearly 50%. Designed a new merchant payout system: Switched from automatic payouts to a merchant-initiated withdrawal system, reducing operational burden by 94.11% and increasing average wallet balances. Centralized merchant reporting & analytics: Improved data accessibility and reduced confusion. Summary of impact about the role: Drove a 20% increase in merchant onboarding conversion, cut onboarding time by 50%, and reduced operational workload by 94%, while improving merchant financial control and data reporting.
2018 — 2020
OnlinePajak
Lead UX Designer
My main task was to conducted user research & user test, create user flow, wireframe, visual design, design system, and prototypes. In the mission of making it easier for users to pay tax in Indonesia through a SASS. I improved the usability of a tax payment SASS in Indonesia by: Research & testing user needs to streamline the invoice filling process. Reducing form completion time by 33% and support tickets by 30%. Creating & testing a design system for design & development consistency. Leading a full app redesign for improved usability and consistency. Establishing & negotiating the design process for all products. Summary of impact about the role: Led user research, testing, and design efforts to simplify tax payment in Indonesia via a SaaS platform. Improved usability by reducing form completion time by 33% and support tickets by 30%, while creating a design system to ensure consistency and leading a full app redesign to enhance user experience.
2018 — 2020
OnlinePajak
Lead UX Designer
My main task was to conducted user research & user test, create user flow, wireframe, visual design, design system, and prototypes. In the mission of making it easier for users to pay tax in Indonesia through a SASS. I improved the usability of a tax payment SASS in Indonesia by: Research & testing user needs to streamline the invoice filling process. Reducing form completion time by 33% and support tickets by 30%. Creating & testing a design system for design & development consistency. Leading a full app redesign for improved usability and consistency. Establishing & negotiating the design process for all products. Summary of impact about the role: Led user research, testing, and design efforts to simplify tax payment in Indonesia via a SaaS platform. Improved usability by reducing form completion time by 33% and support tickets by 30%, while creating a design system to ensure consistency and leading a full app redesign to enhance user experience.
2018 — 2020
OnlinePajak
Lead UX Designer
My main task was to conducted user research & user test, create user flow, wireframe, visual design, design system, and prototypes. In the mission of making it easier for users to pay tax in Indonesia through a SASS. I improved the usability of a tax payment SASS in Indonesia by: Research & testing user needs to streamline the invoice filling process. Reducing form completion time by 33% and support tickets by 30%. Creating & testing a design system for design & development consistency. Leading a full app redesign for improved usability and consistency. Establishing & negotiating the design process for all products. Summary of impact about the role: Led user research, testing, and design efforts to simplify tax payment in Indonesia via a SaaS platform. Improved usability by reducing form completion time by 33% and support tickets by 30%, while creating a design system to ensure consistency and leading a full app redesign to enhance user experience.
2018 — 2020
OnlinePajak
Lead UX Designer
My main task was to conducted user research & user test, create user flow, wireframe, visual design, design system, and prototypes. In the mission of making it easier for users to pay tax in Indonesia through a SASS. I improved the usability of a tax payment SASS in Indonesia by: Research & testing user needs to streamline the invoice filling process. Reducing form completion time by 33% and support tickets by 30%. Creating & testing a design system for design & development consistency. Leading a full app redesign for improved usability and consistency. Establishing & negotiating the design process for all products. Summary of impact about the role: Led user research, testing, and design efforts to simplify tax payment in Indonesia via a SaaS platform. Improved usability by reducing form completion time by 33% and support tickets by 30%, while creating a design system to ensure consistency and leading a full app redesign to enhance user experience.
My Design Principle
Start with the problem, not the solution
When facing with a challenge I usually go deep into the problem so i can understand the core problem we’re trying to solve. Knowing all of the constraints related to project or people also help me to make good decisions for creating the best experience.
Start with the problem, not the solution
When facing with a challenge I usually go deep into the problem so i can understand the core problem we’re trying to solve. Knowing all of the constraints related to project or people also help me to make good decisions for creating the best experience.
Start with the problem, not the solution
When facing with a challenge I usually go deep into the problem so i can understand the core problem we’re trying to solve. Knowing all of the constraints related to project or people also help me to make good decisions for creating the best experience.
Start with the problem, not the solution
When facing with a challenge I usually go deep into the problem so i can understand the core problem we’re trying to solve. Knowing all of the constraints related to project or people also help me to make good decisions for creating the best experience.
Have a mindset of validate to learn, not to justify
It’s easy to become over-confident in our own assumptions. A lot of iteration and testing it with the right audience can help bring clarity to the work.
Have a mindset of validate to learn, not to justify
It’s easy to become over-confident in our own assumptions. A lot of iteration and testing it with the right audience can help bring clarity to the work.
Have a mindset of validate to learn, not to justify
It’s easy to become over-confident in our own assumptions. A lot of iteration and testing it with the right audience can help bring clarity to the work.
Have a mindset of validate to learn, not to justify
It’s easy to become over-confident in our own assumptions. A lot of iteration and testing it with the right audience can help bring clarity to the work.
What is good for the customer is good for business
As designers, our goal is to become advocate for our customers, also understand business goals and metrics.
What is good for the customer is good for business
As designers, our goal is to become advocate for our customers, also understand business goals and metrics.
What is good for the customer is good for business
As designers, our goal is to become advocate for our customers, also understand business goals and metrics.
What is good for the customer is good for business
As designers, our goal is to become advocate for our customers, also understand business goals and metrics.
Know all your constrains to ship
To create impactful designs, it’s important to identify constraints early, involve people in the process, and work tirelessly to overcome obstacles so that your design can ultimately reach the customer.
Know all your constrains to ship
To create impactful designs, it’s important to identify constraints early, involve people in the process, and work tirelessly to overcome obstacles so that your design can ultimately reach the customer.
Know all your constrains to ship
To create impactful designs, it’s important to identify constraints early, involve people in the process, and work tirelessly to overcome obstacles so that your design can ultimately reach the customer.
Know all your constrains to ship
To create impactful designs, it’s important to identify constraints early, involve people in the process, and work tirelessly to overcome obstacles so that your design can ultimately reach the customer.
Product Designer
Indonesia
hendrilubis.com
Personal
Portfolio
Product Designer
Indonesia
hendrilubis.com
Personal
Portfolio
Product Designer
Indonesia
hendrilubis.com
Personal
Portfolio
Product Designer
Indonesia
hendrilubis.com