Behavioral Design
I like designing things that guide decisions through timing, context, and behavioral psychology to drive habit formation.
Growth & Conversion
I use data to find CX journey friction &
turn it into adoption, conversion,
and retention improvement.
Projects
Gamification
I design incentive systems, collaborative mechanics, and reward loops that make
things more engaging to use.
Building end-to-end collaborative group ordering for millions food delivery users
Ordering food together sounds simple, but coordinating multiple people, payments, timing, and decisions have challenges. I led the end-to-end design of the Group Order experience, creating a system for collaborative ordering across APAC and Europe.
Enhancing Indonesia decacorn Gojek GoMart's visit-to-book conversion rate
GoMart, an Indonesian on-demand grocery delivery service, experienced significant drop-offs, with 41% users visiting the homepage and leaving without interacting inside the app. Following a redesign, we successfully increased the visit-to-book conversion from 7% to over 20%.
Designing & Animating the concept of FoodpandaWrapped 🐼
We created FoodpandaWrapped, a personalized, data-driven recap celebrating each user’s order journey. Designed to boost engagement and retention, it delivered playful, shareable highlight reels based on users' in-app habits. I led the concept, UX/UI design, and animations.
Improving the reorder rate for a Quick Commerce app in APAC and EU
QCommerce - Foodpanda operates in Asia Pacific and Europe. Despite low QC reorder flow usage, we recognized users' tendency to reorder the same items. Accordingly, we designed a solution that succeeded in boosting the reorder rates, average basket value, and conversion.
I have done projects for:
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Beyond the screen
ON STAGE
IN THE COMMUNITY
IN THE CLASSROOM