Overview
At MyTelkomsel, Indonesia’s largest telco app (90M+ installs), I contributed to key product improvements impacting millions of users. I worked on revamping the homescreen, notifications, help center, and Loyalty(Poin) redemption flows to resolve discovery issues and improve usability. I also collaborated with researchers on user interviews and testing, managed design system operations, and ensured brand consistency by guiding motion and illustration work.
As part of a 12+ designer team working closely with leadership and top management, I helped align the app with market needs. These collective efforts drove measurable impact, achieving a ~17% increase in monthly active users (MAU) growing from 30M+ to 35M+ within one year.
Key Actions
Revamped core user flows: Improved homescreen, notifications, help center, and Loyalty (Poin) redemption journeys to resolve usability and discovery issues.
Enhanced usability through research: Conducted user interviews and testing in collaboration with researchers to validate design decisions.
Optimized design system operations: Maintained scalability and consistency across the app’s design system.
Directed creative consistency: Guided motion designers and illustrators to ensure cohesive brand visuals across all app touchpoints.
Design System
For design system, I was responsible for managing and scaling the design system by integrating new components, icons, and illustrations contributed by the design team. Each asset was standardized and documented before being added, ensuring consistency and reliability across the system. This enabled 12+ designers to confidently consume and reuse components, while maintaining cohesive visuals and interactions throughout the app.
Lesson Learned
Through this project I learned how collaboration in a large design team, alignment with leadership, and consistent design operations can directly impact product success. Balancing hands‑on design work with system management taught me the value of clear communication and scalable processes. Most importantly, I saw how collective effort can translate into measurable business outcomes, with monthly active users increasing by ~17% in one year.
This is not a case study, but a snapshot of my responsibilities , detailed case studies will come later.
