I blend research rigor, design systems, and rapid prototyping to help products simplify complexities and elevate user experiences.
Modernizing Digital Commerce & Agile CMS Architecture for Indonesia’s Premier Telecommunications Provider.
Telkomsel is Indonesia’s flagship telecommunications giant. Working alongside the Web & E-Commerce (WEC) division, my focus was rethinking how millions of customers discover, configure, and purchase data plans, roaming passes, eSIMs, and lifestyle bundles through Telkomsel's web storefront. The challenge was making an enormous catalog feel lightweight, transparent, and frictionless to buy.
The existing web store had accumulated hundreds of promotional packages, confusing quota splits (local, national, app-specific), and friction-heavy payment steps that caused high cart drop-offs. We needed to give users total transparency over quota validity while providing internal marketing teams with a modular, drag-and-drop CMS to spin up promotional campaigns without touching code.
“When buyers clearly understand what data they are purchasing and why, hesitation disappears and conversion follows naturally.”
Ran cross-functional design sprints with product managers, marketing specialists, and support leads to map out top drop-off points.
Designed dynamic plan cards with interactive quota sliders, clear validity terms, and instant checkout discounts.
Engineered a modular layout system for content editors, shrinking promotional landing page build times from days to mere hours.
Rigorously stress-tested UI components across low-spec Android mobile viewports up to high-resolution desktop screens.
The revamped e-commerce flows drove an immediate uplift in completed transactions, reduced user support tickets, and established an agile foundation for marketing teams to publish dynamic campaigns.
Farid brought immense energy, creative rigor, and structured thinking to our WEC team. His CMS modular framework continues to serve our marketing teams with incredible speed.
Web & E-Commerce Division, Telkomsel
Designing connected automotive customer journeys and clinical healthcare management platforms.
