Safrian
Jayadi.

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.

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.

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.

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.

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.

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.

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.