About me
I'm Hilmi, a product designer with a passion for creativity nurtured in a creative family environment. This upbringing sparked my interest in art and design, leading me to dive into the world of product design to make a positive impact through my work.
With a background in computer science and a focus on human-computer interaction during my studies, I've solidified my skills to become a professional in product design.
I have hands-on experience as a product designer at UX Indonesia and Tokopedia for more than 9 years. I deeply understand users' problems and focus on finding creative and innovative solutions.
I'm excited to share more about my experiences and skills with you here!
Experience
January 2021 – June 2024
Product Design Manager
Tokopedia
My responsibilities included:
Managed and developed team members, including product designers and UX writers.
Collaborated closely with stakeholders to shape the product and design vision within the team.
Took charge of the development of the Tokopedia design team in collaboration with other design leaders and principals.
Collaborated with the People Team to enhance the culture of Tokopedia's design team.
The teams I managed include the Seller Experience team, Product Service team, Inventory Management System team, Campaign team, and Promotion team.
Key projects: Product Scoring, Buy More Get More & Gift with purchase (New feature for seller), Campaign design system, Promotion front funnel revamp, Onboarding journey for new joiner designer, and promoted designer in Tokopedia.
July 2018 – December 2021
Senior UX Designer
Tokopedia
#1 Handled the Official Store team.
My responsibilities included:
Collected relevant data to identify areas for improvement.
Conducted design audits and research to create user journey maps to pinpoint improvement opportunities.
Performed competitive benchmarking and explored UI enhancements for the Official Store homepage.
Key Projects:
Official store homepage revamp,
Brand list page revamp,
Official store registration revamp
Impact & Result: Increased 300% of traffic that leads to gain revenue for each category in Tokopedia’s Official Store
#2 Handled Seller Analytics Team
My responsibilities included:
I designed monitoring dashboard pages for sellers to track and analyze their selling activities on Tokopedia.
Conducted surveys and card sorting to establish the information architecture of these pages, which present metrics to our sellers.
Key Projects: Live statistics page for sellers to monitor their performance in real-time
Impact & Result: Increased engagement rate to follow recommendations on Analytics Page by 200%
#3 Handled Affiliate Team
My responsibilities included:
I was responsible for designing affiliate tools from scratch for content creators and affiliates looking to promote products from the Tokopedia platform.
Collaborated closely with the VP of product and design leader to establish the design foundations.
Conducted in-depth interviews with top influencers in Indonesia to gather expert insights.
Key Projects: Affiliate portal page, where affiliates can obtain links and monitor their affiliate activity.
Impact & Result: Release new app from scratch and get user adoption of hundreds of thousands.
April 2017 – June 2018
UX Designer
Tokopedia
I handled Tokopedia's promotional tools for sellers, particularly TopAds, with the aim of increasing seller awareness and sales.
My responsibilities included:
Conducted in-depth interviews, usability testing, heuristic evaluations, and real data analysis within our system to identify and address issues.
Lead design sprint/workshop sessions with cross-functional teams, including product, tech, business, and data, to gather insights, generate ideas, and explore various design possibilities.
Performed competitive benchmarking to analyze and compare our products, as well as brainstorming innovative design solutions.
Negotiated and presented the final design concept, outlined the design development phases and deliverables to higher stakeholders.
Key Projects: TopAds Desktop & Mobile Revamp, Re-architecturing TopAds Feature, TopAds Auto Ads Feature.
Impact & Result: Increased Tokopedia’s daily revenue from tens of millions to billions per day.
November 2016 – February 2017
UI/UX Designer Intern
UX Indonesia (uxindo.com)
As a fresh graduate, I had the opportunity to join UX Indonesia, where I could learn UX fundamentals directly from the founders, who are experienced in the UX/UI field and certified as Google Experts. I assisted in preparing and facilitating monthly public workshops, gaining knowledge and certification from these sessions.
On a daily basis, my main responsibilities included conducting Heuristic Evaluation (Design audit) for their clients such as Gramedia, Kompas, Kalcare, etc.
Tools
Figma
Design
Procreate
Illustration
Adobe Illustrator
Graphic Design
Jira
Project Management
