Creativity with thoughtful strategy, Build digital experiences that feel intuitive, look stuning, and leave a lasting impression.
I’ve spent the past years designing internal tools, ad placement experiences, and self-serve platforms that balance business goals, revenue needs, and user experience. I rely on data-driven design, clear information architecture, and iterative prototyping to create interfaces that are intuitive, efficient, and scalable.
My goal is to continue building products that turn complexity into clarity, supported by strong design systems, thoughtful interaction patterns, and a user-first mindset.
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Experiences.
Senior UX/UI Designer, Full-Time, IDN Company, Sept 2021 — Present
1. Banner Management System – Ad Inventory & Article Campaign Dashboard
Led the end to end UX & UI redesign of the internal Banner Management System, transforming complex workflows into a clearer, more efficient experience cutting operational time.
Improved information architecture, interaction design, and visual consistency, reducing errors and improving onboarding experience.
Introduced data-driven planning visibility for ad inventory and scheduling, boosting planning accuracy.
Worked cross-functionally with Product Managers & Engineers to ensure design decisions aligned with product strategy and long-term scalability.
Ad Placement Experience – All IDN Media News Portals
Optimized end-to-end ad experience across multiple platforms, increasing ad viewability & engagement through improved interaction patterns and placement strategies. Improved information architecture, interaction design, and visual consistency, reducing errors and improving onboarding experience.
Designed user-friendly, less intrusive ad flows, reducing complaint rates while maintaining revenue impact.
Built a design guideline & system for ad placements, improving cross-platform consistency.
Collaborated with Editorial, Ads Ops, and Engineering to balance business requirements, performance metrics, and user experience.
Self-Serve Advertorial Platform
Designed a self-serve content creation platform enabling brands to build and manage advertorial campaigns independently, reducing manual operations by 50%.
Improved submission and approval efficiency, enabling campaigns to go live 2× faster.
Ensured platform alignment with editorial guidelines through close collaboration with Business & Content teams.
Ad Placement Experience – All IDN Media News Portals
Optimized end-to-end ad experience across multiple platforms, increasing ad viewability & engagement through improved interaction patterns and placement strategies. Improved information architecture, interaction design, and visual consistency, reducing errors and improving onboarding experience.
Designed user-friendly, less intrusive ad flows, reducing complaint rates while maintaining revenue impact.
Built a design guideline & system for ad placements, improving cross-platform consistency.
Collaborated with Editorial, Ads Ops, and Engineering to balance business requirements, performance metrics, and user experience.
Self-Serve Advertorial Platform
Designed a self-serve content creation platform enabling brands to build and manage advertorial campaigns independently, reducing manual operations by 50%.
Reworked user flows, forms, and preview interactions, increasing completion rates and cutting revision cycles.
Improved submission and approval efficiency, enabling campaigns to go live 2× faster.
Ensured platform alignment with editorial guidelines through close collaboration with Business & Content teams.
UX/UI Designer, Freelances, Softion+ Consulting Company, Mar 2025 — Jul 2025
Gather and evaluate user requirements in collaboration with product managers and engineers.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Illustrate design ideas using storyboards, process flows and sitemaps.
Evaluate, identify, and revise existing website or mobile app UX design.
Develop UI mockups and prototypes that clearly illustrate how sites function and look like.
Prepare and present rough drafts to internal teams and key stakeholders.
Conduct layout adjustments based on user feedback.
UX/UI Designer, Freelances, Petrokimia Gresik Company, Oct 2024 — Dec 2024
UX/UI Designer, Freelances, Softion+ Consulting Company, Mar 2025 — Jul 2025
Gather and evaluate user requirements in collaboration with product managers and engineers.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Illustrate design ideas using storyboards, process flows and sitemaps.
Evaluate, identify, and revise existing website or mobile app UX design.
Develop UI mockups and prototypes that clearly illustrate how sites function and look like.
Prepare and present rough drafts to internal teams and key stakeholders.
Conduct layout adjustments based on user feedback.
UX/UI Designer, Freelances, Picko Lab Studio, Aug 2021 — Dec 2021
Senior UX/UI Designer, IDN, Indonesia, Sep 2021 — Present
1. Banner Management System – Ad Inventory & Article Campaign Dashboard
Led the end to end UX & UI redesign of the internal Banner Management System, transforming complex workflows into a clearer, more efficient experience cutting operational time.
Improved information architecture, interaction design, and visual consistency, reducing errors and improving onboarding experience.
Introduced data-driven planning visibility for ad inventory and scheduling, boosting planning accuracy.
Worked cross-functionally with Product Managers & Engineers to ensure design decisions aligned with product strategy and long-term scalability.
Be a great team player, experienced collaborate in working with team Reworked user flows, forms, and preview interactions, increasing completion rates and cutting revision cycles.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Present and defend design decisions. All design decisions should be based on the overall design roadmap as well as your own design thinking and fundamental principles (i.e. color theory, visual weight, etc.)
Ad Placement Experience – All IDN Media News Portals
Optimized end-to-end ad experience across multiple platforms, increasing ad viewability & engagement through improved interaction patterns and placement strategies. Improved information architecture, interaction design, and visual consistency, reducing errors and improving onboarding experience.
Designed user-friendly, less intrusive ad flows, reducing complaint rates while maintaining revenue impact.
Built a design guideline & system for ad placements, improving cross-platform consistency.
Collaborated with Editorial, Ads Ops, and Engineering to balance business requirements, performance metrics, and user experience.
Self-Serve Advertorial Platform
Designed a self-serve content creation platform enabling brands to build and manage advertorial campaigns independently, reducing manual operations by 50%.
Reworked user flows, forms, and preview interactions, increasing completion rates and cutting revision cycles.
Improved submission and approval efficiency, enabling campaigns to go live 2× faster.
Ensured platform alignment with editorial guidelines through close collaboration with Business & Content teams.
UX/UI Designer, Freelances, Softion+ Consulting Company, Mar 2025 — Jul 2025
Gather and evaluate user requirements in collaboration with product managers and engineers.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Illustrate design ideas using storyboards, process flows and sitemaps.
Evaluate, identify, and revise existing website or mobile app UX design.
Develop UI mockups and prototypes that clearly illustrate how sites function and look like.
Prepare and present rough drafts to internal teams and key stakeholders.
Conduct layout adjustments based on user feedback.
UX/UI Designer, Freelances, Petrokimia Gresik Company, Oct 2024 — Dec 2024
Gather and evaluate user requirements in collaboration with product managers and engineers.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Illustrate design ideas using storyboards, process flows and sitemaps.
Evaluate, identify, and revise existing website or mobile app UX design.
Develop UI mockups and prototypes that clearly illustrate how sites function and look like.
Prepare and present rough drafts to internal teams and key stakeholders.
Conduct layout adjustments based on user feedback.
UI Designer, Pickolab, Indonesia, Aug 2021 — Dec 2021
Be a great team player, experienced collaborate in working with teamReworked user flows, forms, and preview interactions, increasing completion rates and cutting revision cycles.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Present and defend design decisions. All design decisions should be based on the overall design roadmap as well as your own design thinking and fundamental principles (i.e. color theory, visual weight, etc.)
UX/UI Designer, Full-Time, Digital Media Technology Company, Indonesia, Feb 2020 — Jun 2021
Gather and evaluate user requirements in collaboration with product managers and engineers.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Illustrate design ideas using storyboards, process flows and sitemaps.
Evaluate, identify, and revise existing website or mobile app UX design.
Develop UI mockups and prototypes that clearly illustrate how sites function and look like.
Prepare and present rough drafts to internal teams and key stakeholders.
Conduct layout adjustments based on user feedback.
UX/UI Designer, Freelances, Petrokimia Gresik Company, Oct 2024 — Dec 2024
Be a great team player, experienced collaborate in working with teamReworked user flows, forms, and preview interactions, increasing completion rates and cutting revision cycles.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Present and defend design decisions. All design decisions should be based on the overall design roadmap as well as your own design thinking and fundamental principles (i.e. color theory, visual weight, etc.)
UI Designer, Pickolab, Indonesia, Aug 2021 — Dec 2021
Be a great team player, experienced collaborate in working with teamReworked user flows, forms, and preview interactions, increasing completion rates and cutting revision cycles.
Create, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Present and defend design decisions. All design decisions should be based on the overall design roadmap as well as your own design thinking and fundamental principles (i.e. color theory, visual weight, etc.)
UX/UI Designer, Digital Media Technology, Indonesia, Feb 2020 — Jun 2021
Gather and evaluate user requirements in collaboration with product managers and engineersCreate, improve and use wireframes, prototypes, style guides, user flows, and effectively communicate your interaction ideas using any of these methods.
Illustrate design ideas using storyboards, process flows and sitemaps.
Evaluate, identify, and revise existing website or mobile app UX design.
Develop UI mockups and prototypes that clearly illustrate how sites function and look like.
Prepare and present rough drafts to internal teams and key stakeholders.
Conduct layout adjustments based on user feedback.
Have an exciting project?
Let’s talk projects, collaborations, or anything design!
Have an exciting project?
Let’s talk projects, collaborations, or anything design!
Have an exciting project?
Let’s talk projects, collaborations, or anything design!
Copyright 2026 by Safitri Irma
Copyright 2026 by Safitri Irma
Copyright 2026 by Safitri Irma