SJ 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
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.

  • Built & scaled the company's first Design System from zero.
  • Led end-to-end B2B Retail Insight Dashboard for enterprise stakeholders.
  • Designed B2C Data Annotation App supporting ML training workflows.
  • Ensured alignment between product strategy & measurable business goals.
Semaai
Agritech · Sequoia-Backed 🇮🇩 🇮🇳

Product Design & Research Lead

Semaai · Founding team

Jul '22 → Jul '23

Joined as a founding team member at a Sequoia-backed agritech startup focused on transforming the agriculture sector — establishing product, design, and research functions from zero 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
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.

  • Led checkout flow redesign — +15% conversion rate.
  • Personalized recommendations — +10% average order value.
  • New onboarding process — −8% churn rate.
  • Collaborated across engineering, product & business teams.
  • ErudiFi
    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
    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
    Blockchain · Web3 🇮🇩

    UX/UI Lead · IC

    BlockSphere · Astra International client

    Mar '20 → Aug '20

    Led end-to-end UX/UI for major enterprise clients — including the Astra International MVP and a 0-to-1 Property Investment app using the Double Diamond framework — while standing up the design infrastructure to 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
    E-Commerce · O2O 🇮🇩

    UX Designer

    Tokopedia · New Retail + Top-Up Tribe

    Apr '19 → Mar '20

    Joined the New Retail & Top-Up Recharge Tribe — working closely with the AVP and product team to design and launch O2O and marketplace features including train reservations, digital top-ups, and other services across a diverse customer base.

    • 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
    Origin Story · Where it began 🇮🇩

    UI/UX & Product Design Lead

    Gatemarried · First product role

    May '17 → Apr '19

    Where the journey started — creating the design workflow, design system, documentation, and KPIs for the team while leading research and shipping new product features through Design Thinking and Design Sprints.

    • 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.