Product & Project Management

As the product and engineering teams began to scale, quality concerns emerged due to an ad hoc testing process and the absence of a formal QA function. During my transition from engineering into product, I initiated and led efforts to improve quality assurance and release consistency, while building trust-based systems the team could adopt with minimal friction.

Afrowall is a tablet-based photobooth PWA designed for Afro Indonesia’s store launch campaign in Bandung. The app allowed customers to take stylish photos, see them displayed on a large LED screen, and receive them instantly via email — enhancing retail engagement and encouraging social media sharing.

As part of the long-running social initiative #ISmile4You, I led remote teams through various roles—from design director to executive development lead—over a span of six years. The organization focused on delivering positive and inspiring content across social media and digital platforms.

As part of Elle Indonesia’s digital transformation, this project focused on modernizing the brand’s core website — turning it into an elegant, responsive platform to deliver editorial content, inspire modern women, and reflect the magazine’s legacy of sophistication.