safrian
Senior Product Designer & Researcher

Safrian
Jayadi.

A product designer with 7+ years of experience building products from 0 to 1 and scaling them from 1 to 100. I bridge research, strategy, and design to ship things that actually work — across AI, Web3, Fintech, E-Commerce, and beyond.

View My Work
Safrian Jayadi — Senior Product Designer

Safrian Jayadi

Design · Research · Product Strategy

Work Experience

The Journey
So Far.

Since

'17

Roles

8

Markets

6

Now

'26

Tictag

No.

01

Currently AI · Data 🇰🇷 🇻🇳 🇸🇬 🇮🇩

Senior Product Design & Research

Tictag · Tagteam Technology Pte Ltd · Singapore

Sept '24 → Now

Leading product design across multi-market AI & data products — building the company's first design system from zero, and shipping 0-to-1 launches that turn raw data into business intelligence.

  • Led design across 🇰🇷 🇻🇳 🇸🇬 🇮🇩 markets.
  • Architected the company's first Design System.
  • Spearheaded 0-to-1 B2B Retail Insight AI Dashboard.
  • Directed B2C Data Annotation App for ML training.
Semaai

No.

02

Agritech · Sequoia-Backed 🇮🇩 🇮🇳

Product Design & Research Lead

Semaai · Founding team

Jul '22 → Jul '23

Joined as a founding team member to set up product, design and research from scratch — building a Sequoia-backed agritech platform serving smallholder farmers across Indonesia and India.

  • Built product, design & research function from 0.
  • Led & mentored designers + researchers via OKRs.
  • Created comprehensive design system across products.
  • Used research + data to drive product strategy.
Bukalapak

No.

03

E-Commerce · Marketplace 🇮🇩

Product Design II

Bukalapak · Indonesia's super-app

Jan '22 → Jul '22

Designed checkout & retention experiments for one of Indonesia's largest marketplaces — using A/B testing and behavioural data to push conversion and basket value upward.

+15%Conversion
+10%AOV
−8%Churn
ErudiFi

No.

04

Fintech · Education Loans 🇸🇬 🇵🇭 🇮🇩

Senior Product Design

ErudiFi · Singapore HQ

Aug '20 → Jan '22

Owned the B2B partnership experience for a regional education-financing platform — turning fragmented partner workflows into unified dashboards and a scalable design system across three markets.

  • B2B partnership dashboards across SG, PH, ID.
  • +20% partner engagement, −15% support tickets.
  • Built design system from scratch.
  • Partnered with PMs on roadmap & discovery.
Purwadhika

No.

05

Education · Parallel 🇮🇩

Executive Lecturer & UX Instructor

Purwadhika · Long-running parallel role

May '20 → Nov '25

Ran in parallel with industry roles — teaching UX, product management and digital transformation to senior executives and bootcamp students, while building the curriculum end-to-end.

  • Executive education on digital transformation, UX & PM.
  • Coached leaders at PLN, Astra Honda Motor & more.
  • Built complete UX/UI curriculum — principles to UT.
  • Engaging lectures rooted in real-world case studies.
BlockSphere

No.

06

Blockchain · Web3 🇮🇩

UX/UI Lead · IC

BlockSphere · Astra International client

Mar '20 → Aug '20

Owned end-to-end UX/UI for a blockchain MVP commissioned by Astra International — and stood up the design ops backbone (atomic system, PRDs, research SOPs) so the team could ship reliably.

  • End-to-end design for Astra International MVP.
  • Built Atomic Design System & PRD standards.
  • Established SOPs for Research, IxD & UX Writing.
  • Aligned engineering & PM around shared vocabulary.
Tokopedia

No.

07

E-Commerce · O2O 🇮🇩

UX Designer

Tokopedia · New Retail + Top-Up Tribe

Apr '19 → Mar '20

Designed O2O and digital-goods experiences inside Tokopedia's New Retail and Top-Up tribes — partnering directly with the AVP on flows used by millions of Indonesians every day.

  • New Retail + Top-Up & Recharge Tribe alongside AVP.
  • O2O features: train tickets, top-ups, marketplace.
  • Data-driven iteration on satisfaction & revenue.
  • Cross-tribe collaboration on shared components.
GM

No.

08

Origin Story · Where it began 🇮🇩

UI/UX & Product Design Lead

Gatemarried · First product role

May '17 → Apr '19

Where the journey started — leading product design end-to-end and laying down the workflows, systems and metrics that I've kept evolving in every role since.

  • Built design workflow, system, docs & KPI metrics.
  • Led product design via Design Thinking + Sprints.
  • UT, interviews, card sorting, A/B testing.
  • First taste of shipping cross-functionally.