Selected work.
Three case studies that show how I think — context, decisions, and the parts I’d still do differently. SaaS, productized service, and consumer crypto. Some real, some concept. All written end-to-end.
Quick answer: Three case studies cover five years of senior product design work from Jakarta: Abadikan (founding design for a SaaS operating system targeting 65 million Indonesian SMEs), The Design Factory (productizing a London-based studio across 15+ shipped projects), and Avocado (a self-custody crypto wallet rebuilt to feel like a consumer banking app). Each case study is roughly 1,300–1,500 words, with context, approach, decisions, outcome, and reflection.
Abadikan — building the operating system for Indonesian SMEs.
Founding Designer on a product trying to be the back-of-house for every small business in the country. Brand, marketing, product UI, and the design system that holds them together — all built from zero with two co-founders in a room.
Read the case study →The Design Factory — productizing a freelance practice.
Two years inside a London-based studio, shipping 15+ SaaS and brand projects through tight weekly review loops. The interesting part wasn’t the screens — it was watching a pure-craft studio re-shape itself into a productized operation.
Read the case study →Avocado — self-custody crypto that feels like a banking app.
A consumer crypto wallet that hides the seed-phrase ceremony, signing screens, and chain-switching scaffolding behind patterns people already learned from their bank app. UX patterns, recovery flows, and the boring trust moves that hold the whole thing together.
Read the case study →More about how I work and what I take on lives on /hire. Background on /about.