Edward

About

Product designer at tiket.com, Indonesia’s leading online travel company. I design end-to-end product experiences across customer service, fulfillment, and non-flight transportation, and I teach product design in public as @ux.edward — helping 200,000+ designers work with AI and modern design tools.

Work Experience

  1. 2025 — Present

    Senior Product Designer, Customer Service & Fulfillment at tiket.com

    Led the establishment of tiket.com’s Customer Service platform, Halo Tiket.

    • Led the end-to-end redesign of the Help Center Page & overall Customer Service experience.
    • Led the launch of a new chatbot, increasing automation rate by 34.2% through Crater and reducing monthly costs by approximately IDR 82 million.
    • Led the end-to-end design of the VoIP Call experience.

  2. 2021 — 2025

    Product Designer, Non-Flight Transportations at tiket.com

    Designed Airport Transfers, Bus & Shuttle, Car Rentals, Ferries & Train.

    • Led the restructuring of Car Rental All-in Package & Business Model, increasing usage by 83%.
    • Led the redesign of Car Rentals Zone Usage & User Experience, increasing conversion by 8.2%.
    • Led the redesign of Car Rentals Dashboard (Desktop & Mobile), reducing Complaints to Book ratio by 32%.
    • Led the implementation of Bus & Shuttle error handling, increasing conversion by 12%.
    • Led the redesign of Train Booking Form, increasing conversion by 2.3%.
    • Led the redesign of Train Search Result Page, increasing engagement by 11.8% and conversion by 1.2%.
    • Led & assisted in the launch of Airport Transfer (International), Bus & Shuttle & Ferry.

  3. 2021 — 2023

    Brand & Communications, Design Operations at tiket.com

    • Managed a team of 3 designers, 3 illustrators & 1 writer.
    • Revamped @tiketdesign branding, launching a new website and refining brand values and culture.

  4. 2020 — 2021

    UI/UX Designer at Movel AI

    Led the establishment of Movel AI’s branding and products.

    • Set up the User Experience and UI framework of Movel AI’s flagship product, Seirios RNS.
    • Creation of Seirios FMS & Seirios Simple and Movel AI Design System for responsive design.
    • Establish the branding and marketing kits (brand color, brochure, etc).