Defined 0-to-1 LIVE Auction; drove daily GMV +108% ($85K → $178K), Live CTR +33%, watch duration +23%, and reduced operation time by 900ms (1.3s → 0.4s).

Pioneered new SEA-first products; LIVE inspiration, Seller-funded. Driving incremental affiliate GMV +57% and content supply +90%.

Set cross-org collaboration patterns with TikTok core team (100+ people), actively refine design workflow.

Designed PLUS subscription model with yearly GMV/u +5.64%, DAUs increased by +1.42% quarterly.

Designed creator-facing tools for Tokopedia's social commerce platform. +13.6% WoW content created '22.

Established design principles for Tokopedia design team, enable practical application to ensure effective and cohesive design practices across all 150+ people.

Translated complex sensor data into legible glanceable states for non-technical users; spanning vertical monitor screen to mobile app.

Established a visual system for data insight, real-time air quality performance and overall website.

Led design for B2B products. Pay with flip, Flip for business overall platform.

Drive lot of initiatives through Flip rebranding project.

Create In-App creative performance dashboard using Query and Data viz. Bridge gap towards data to creative team on why one creative had best CTR/Conversion.

Designed 50+ growth campaigns; A/B tested variants across all user funnels.

Designing public toilet in Cikini Kramat, Jakarta.

International conference presenter at ISSC18-UUM, Sarawak, Malaysia.

Published 3 books with Tokyo University, Keio, Cardiff and Florida and 1 International Journal Indexed JSSR.