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安努麗安紗

I'm a Jakarta-based product designer with 5+ years of designing products across e-commerce, education, and fintech. Currently focusing on seller experience at Shopee, where I previously worked on their loyalty program. Before Shopee, I designed for Govtech Edu, Grab, OVO, and more.

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Projects that pushed me to think deeper, collaborate better, and explore further.

Redesigning ShopeeVIP to Drive Subscriber Growth and GMV Uplift

ShopeeVIP is Shopee's paid subscription for exclusive discounts and free shipping, but few users saw the point when regular promotions were already generous. I redesigned how the benefits are presented to make the value obvious at a glance.

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OVO Top Up via Indomaret in Grab Platform

We are experimenting with new top-up methods to eliminate the inconvenience of current top-up channels, which has become a barrier for users.

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Better Promo Visibility: Increased Transaction & Reduced the Drop-off

Increasing the promo visibility during the transaction journey. We were successful in increasing transaction value by 10% and reducing the drop-off rate by 13%.

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WhatsApp OTP: Reduced Drop-off Rate and Saved OTP Costs

Providing an alternative OTP method. Through this experiment, We were able to reduce the drop-off rate on the OTP page by 48% and save OTP costs by 13%.

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I enjoy visual exploration and micro interactions to refine my visual taste.

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Work Experience, designing across industries, from startups to publicly listed companies.

Jan 2025 - Present

Jakarta, Indonesia

Shopee

(SEA Group • E-Commerce)

Product Designer

  • Led design initiatives with minimal oversight, from insights to solution, working with Customer Experience, Product, and Business.
  • Brought user perspective into business-first decisions, using data to flag UX risks and align stakeholders.
  • Owned end-to-end design for Seller Experience across order fulfillment and seller growth.
  • Facilitated discovery and solution brainstorms, driving problem exploration and ideation.
  • Built scalable, reusable components adopted across teams.
  • Improved the design process with AI for more efficient discovery and delivery.

Notable Achievements 🏆

  • Improved subscriber retention significantly by enhancing the user experience and value of the subscription offering.
  • Increased buyer spending by improving the experience and value for subscribers.

Aug 2023 - Dec 2024

Jakarta, Indonesia

Govtech Edu

(Indonesia’s Ministry of Education)

Product Designer

  • Designed core experiences supporting multiple verticals, improving homepage and content discovery for a mostly non-tech-savvy teacher audience.
  • Validated designs through hands-on usability testing with teachers.
  • Independently drove product design initiatives, from research to execution, with minimal oversight.
  • Facilitated ideation sessions across stakeholders during the discovery phase of the process.

Notable Achievements 🏆

  • Boosted teacher material visits 30% and content discoverability 23% by adding related-content sections to drive engagement.
  • Reduced the drop rate by 20% during the discovery of new teaching materials by initiating a global search feature.

Jan 2022 - Aug 2023

Jakarta, Indonesia

Grab

(NYSE listed company • Super App)

Product Designer

  • Owned the design outcomes of the Funds-In problem-space team, leading top-up and cash-out projects from problem to solution.
  • Facilitated cross-team ideation during discovery to drive problem exploration.
  • Designed complete user flows, from early concepts to development-ready high-fidelity designs.
  • Collaborated closely with product managers, business, engineers, researchers, and content designers.

Notable Achievements 🏆

  • Converted 10% of users from cash to cashless by implementing a new top-up experience.
  • Increased the Top-Up Completion Rate by 26% through the new top-up experience.
  • Reduced the drop rate on the booking page by 13% by improving promo visibility.
  • Decreased customer complaints by 23% by introducing a self-service phone number change.

Aug 2021 - Jan 2022

Jakarta, Indonesia

OVO

(Unicorn • Financial Services)

Product Designer

  • Designed payment, digital goods, and login, rethinking familiar flows to give users a clear edge over other platforms.
  • Conducted an end-to-end design process, starting with research, ideation, design, and testing.
  • Contributed reusable components to the design system for use across teams.
  • Mentored a product design intern.

Notable Achievements 🏆

  • Reduced verification costs by 13% by implementing a new login experience.
  • Reduced the drop rate by 50% through the new login experience.
  • Achieved a 163% increase in transaction value by implementing new payment acceptance.
  • Reached 82% of monthly transactions by implementing new payment acceptance methods.