Selected Projects
Payment: Rethinking the payment platform, a respond by Ruangguru toward new Google Play Billing policy (GPB)
Google imposes service fees on applications, ranging from 15% to 30% of purchases, and requires the mandatory use of GPB while prohibiting the use of alternative payment options.
Boost Hotel Booking with Hotel Promotion Tool
Promotion is one of the layers that contribute to Traveloka competitiveness. The more competitive inventories, should be better presence to Traveloka's customers.
• Improve user awareness to hotel with better presence.
• Gain the competitiveness to hotels.
Booking Reminder for Pay Upon Check-in
Drove 2x more complete booking by user with checking-in to the hotel. The number of in-completed booking has significant decreased than before, from 325 to 156 in-completed booking.
Giving a convenience to the user who want to cancel their booking without fee, and optimizing hotel booking.
Who i am
About Me (he/him)
Dimy Ferdiana has over 7 years of experience working in startup companies as a product designer, committed to providing the highest level of design solutions. Led product design teams for various products and platforms, including design strategy, product management, sketching, wireframing, design coaching, and maintaining design workflows such as research plans, guidelines, participant recruitment, and design implementation. With extensive experience in startup companies, Dimy is deeply passionate about financial services, user growth, payment platforms, loyalty points, user engagement, and health services.
Working Experience
2023
Product Design MANAGER
Meratus Group
• Project Management: Spearheaded project management efforts by collaborating with product managers and designers to organize sprints effectively.
• Design System Overhaul: Revamped the design system, giving the Meratus Line app a fresh, modern look and enhancing user experience.
• Research Guideline Creation: Established comprehensive research guidelines and procedures for internal research, significantly improving the research process compared to its previous state.
• Enhanced Navigation Structure: Implemented a clearer and more user-friendly navigation structure on the main landing page of Meratus Online, enhancing user engagement and usability.
• Competitor Analysis and Strategic Insights: Conducted thorough competitor analysis to gain insights into Meratus Online's current position in the market and devised actionable tactical strategies for the next 3 to 6 months, ensuring a more competitive edge.
2021 - 2023
Product Design Lead
Ruangguru
He led the product design team across multiple products, including the K-12 core product, engagement and gamification, Roboguru,
payment, and promotion.
• Successfully mitigated challenges arising from Google's global policy of a 30% charge fee, ensuring that conversions to paid services did not experience a significant drop.
• Fostered the growth of the design team, consisting of UI Designers, UX Writers, and Interaction Designers, through one-on-one mentorship, a supportive work environment, and career guidance.
• Oversaw and upheld design quality, ensuring the delivery of the best user experience through design critiques and adherence to the ten usability heuristics.
2020 - 2021
Product Design Lead
Klikdokter
• Led the design team in multi-products: doctor tele-consultation, booking appointments, prescriptions, and payments.
• Drove 2x level of team productivity by creating design workflow to improve collaboration between the team of product-design-engineering;
• Implemented new tools like Figma to improve collaboration between product-design-engineering and decreased process cycle time from creation to implementation.
• Deliver the design: from concept to hi-fidelity.
• Conduct user research (qualitative research: in-depth interview, concept testing, and usability testing).
• Design facilitation in multi-product: telehealth consultation, booking, prescription, and payment.
2016 - 2020
User Interface Designer
Traveloka
• Built a B2B platform for 52.200 hoteliers in Indonesia to manage hotel inventory, allotment, price, promotion, and business process of hoteliers.
• Built a special request feature for guest who will stay in hotel, around 12% special request adoptions from all hotel booking in Traveloka for the first quarter since the feature launched.
• Drove ~14% booking cancellation decreased for Pay Upon Check-in product by built a communication channel between guest-Traveloka-hotel. Guest got reminder on 3 days before check-in, to avoid cancellation fees, and to provide assurance to hotel that the guest will stay.
Awards, & Voluntary
Product design mentor
1000 Startup Digital by Kominfo 2021 - 2022
Mentoring 1000 Startup Digital member, help them to build their business with design insights, methods, and real tips to execute and validate the ideas as soon as possible.
Product Design Specialist
Innovative Academy University of Gadjah Mada 2015 - 2016
I volunteered in a campus program of startup incubator for students.
Best Concept Nominator of Women Category - #HackGOV Bappenas
Held in Yogyakarta 2015
Top 4 selected best concept in women category. This concept is about how
to help mothers prepare to get fit condition checklist before they pregnant.
Best Design Nominator of Women Category - #HackGOV Bappenas
Held in Yogyakarta 2015. Top 4 selected best design in women category.
Certificates,
Skills & Proficiencies
Design & Research
Design Research Academy at Somia CX
This 4-week course is a practical learning of essential skills to conduct design research starting from research planning including identifying which research methods to use, preparing and conducting interview sessions, synthesizing data and reporting. See certificate
Planning
Coordination
Plan strategically and remain organized for team in any projects.
Communication
Always clear and honest, fostering trust and long-term connections.
Budget-Friendliness
Satisfying results even with limited resources: time, human, tech feasibility.
management
Leadership
Empowered the team with balances a fun atmosphere with professionalism.
"Worked with Dimy in several projects in my time at Ruangguru, he was a great lead, he was able to defend his team, help them with several initiatives and even help raise their concerns to the related stakeholders. He also capable to implement several design framework and adjust it based on the needs of the company and the team. Granted a great leader to have in your team!"
Abbad Imad Muhammad
Design Lead at MOLADIN
"Dimy is a super talented UIUX guy. He initiate the best practice for User Research from defining pain point, conducting deep interview, creating prototype and Hi Fi design. He also a very neat team leader who can arrange the resource optimally. It was very fun to collaborate any project with him. Definitely recommend him as a UIUX Design Lead person in any growing digital industry."
Destyan Shorea
Tech. Product at hypefast
