Arie Aulia Nugraha

Senior Product Design Lead

Tangerang, Indonesia

Phone
+62 857 2092 9895
Email
arieare@gmail.com
Website
arieare.co
LinkedIn
linkedin.com/in/arieare
GitHub
github.com/arieare

Executive Summary

Design executive with 10+ years of experience leading product design, platform strategy, design systems, localization, and product-quality transformation across Southeast Asia travel and lifestyle products.

Led central tech design at Traveloka across platform, transport, financial services, and customer care, managing 20+ designers while staying close to design direction, systems governance, conversion, and standardization.

Known for turning ambiguous product and organizational problems into scalable UX infrastructure, operating models, reusable systems, and measurable business outcomes.

Leadership Themes

  • Design systems and platform strategy
  • Organizational design and people leadership
  • Product quality, UX architecture, and interaction design
  • Design operations, governance, and delivery planning
  • Conversion, localization, and experience standardization
  • Mentorship, critique, calibration, and career development
  • Design-engineering collaboration and reusable product infrastructure

Career Highlights

  • Led a 20+ person central tech design organization across visual design, interaction design, product copywriting, and design leads.
  • Managed 27 direct reports over Traveloka tenure while coaching designers and design leads across platform, transport, financial services, and customer care.
  • Scaled Traveloka’s BLOSSOM design system to 47 core components, growing contributors from 2 to 15 and reducing backlog by more than 90%.
  • Improved customer acquisition performance by reducing landing page exit rate from 22.0% to 10.4% and lifting conversion by +4.56%.
  • Accelerated propagated cross-platform design system updates from about 1 quarter to about 1 month, a 3x improvement.
  • Reworked platform demand design into product discovery, platform feature enablement, and UX infrastructure pillars.
  • Reduced campaign setup time from about 1 week to about 3 days through merchandising governance and standardized campaign workflows.

Experience

Traveloka

Jakarta and Tangerang, Indonesia
Nov 2015 - Mar 2026

Southeast Asia’s leading travel and lifestyle platform. Built a 10 year 5 month career arc from core product design into design craft leadership, design systems, platform design, localization, conversion, and multi-domain design leadership.

Senior Product Design Lead, Central Tech Design

Sep 2023 - Mar 2026

Led central tech design across platform, transport, financial services, and customer care. Managed 20+ designers across visual design, interaction design, product copywriting, and design leads, with scope spanning platform infrastructure, conversion surfaces, localization, brand evolution, and experience standardization.

  • Directed cross-domain design strategy across platform infrastructure, conversion surfaces, and standardization initiatives, aligning product, engineering, and design leaders around reusable product patterns.
  • Standardized shared workflows and building blocks across booking forms, split payment, merchandising systems, and campaign governance to improve consistency and operating speed.
  • Coached design leads across transport, financial services, and customer care on stakeholder management, team dynamics, and career development.
  • Took on broader discovery and display scope during the 2025 organizational transition, including homepage, universal search, UGC, reviews, and explore.
  • Improved customer acquisition landing page performance by reducing exit rate from 22.0% to 10.4% and lifting landing-to-conversion by +4.56%.
  • Increased primary CTA engagement from 0.94% to 5.84%, login button visibility from 0.86% to 2.11%, and overall coupon usage by +4.57%.
  • Reduced campaign setup time from about 1 week to about 3 days through campaign merchandising governance and reusable display components.

Senior Product Design Lead, Platform and Customer Care Design

Mar 2021 - Sep 2023

Expanded platform design leadership from design system stewardship into broader platform and customer-care ownership. Led planning, critique, mentorship, and cross-functional alignment across shared UX patterns, team operations, and design quality frameworks.

  • Evolved design system governance from centralized ownership toward distributed ownership, improving adoption paths across product teams.
  • Contributed to brand rejuvenation and next-generation product language foundations across platform and multi-locale surfaces.
  • Managed and developed design leads and senior designers while sustaining planning, critique, mentorship, and stakeholder alignment rituals.
  • Directed yearly goals and strategy for a 15-member design system committee spanning product design and platform engineering.

Product Design Lead, Platform Design

Mar 2019 - Mar 2021

Owned Traveloka’s platform design team and formally led design system strategy, adoption, and governance across iOS, Android, Web, and Mobile Web. Supported 8-10 product teams across 4 domains and roughly 8-12 squads, influencing approximately 50-80 designers and engineers.

  • Established a biweekly release cadence from no regular release process, giving product and platform teams a predictable design system operating rhythm.
  • Scaled BLOSSOM from the Momentum baseline into a cross-platform system with reusable specs, governance, contributor workflows, and infra engineering collaboration.
  • Grew the system to 47 core components by Jan 2026 and expanded contributors from 2 to 15 members through a distributed guardians model.
  • Reduced design-system backlog from about 300 items to about 20-30 items through open triage and repeatable prioritization logic.
  • Drove Jan 2026 adoption coverage to Android 61.4% component / 46.35% token, iOS 22.12% component / 34.85% token, and Web 20.83% component / 35.36% token.
  • Accelerated propagated cross-platform updates from about 1 quarter to about 1 month, including broad non-Latin font support rollout.
  • Built a seven-module design bootcamp covering visual design, interaction design, project management, product copy, usability testing, and engineering collaboration.

Earlier Traveloka Roles

Nov 2015 - Mar 2019

Grew from Interaction Designer / UI Designer for Flight and User Domain into UI Design Technical Lead and Central Design Committee contributor.

  • Designed core booking and user-domain flows, conducted early user interviews, and translated usability findings into product recommendations.
  • Coached UI designers, improved implementation quality, and helped the design team move from ad hoc output toward reusable patterns and stronger engineering collaboration.
  • Contributed to early Bloom and Godwit product language exploration, design operations foundations, critique quality, onboarding, and tooling consistency.

Jestersuit Game Studio

Indonesia
Founder, Indie Game Developer
2024 - Present

Founded an independent game design and development practice for experimentation, end-to-end shipping, and browser-first releases.

  • Shipped 10+ browser-playable games from concept to live release, combining design, engineering, publishing, and post-launch iteration in a solo workflow.
  • Used each release as a compact lab for systems thinking, mechanics tuning, interaction design, and audience-facing product decisions.

MIVO

Jakarta, Indonesia
Senior UI/UX Designer
Feb 2014 - Nov 2015

Led end-to-end UX design for mobile app, website, and mobile web experiences in a consumer product environment.

  • Redesigned old.mivo.com by synthesizing user feedback, personas, and business priorities, contributing to about 150% traffic growth.
  • Built style-guide foundations that improved UI consistency, implementation quality, and design-engineering collaboration.

Earlier Experience

Jakarta, Indonesia and Dubai, UAE
2009 - 2015

Built early product, UX/UI, iOS, web, dashboard, R&D, accelerator, hackathon, internship, and freelance experience across:

  • BaJak Project
  • Fhab.it / Turn 8 Accelerator
  • Zatadura Indonesia
  • UC Lab IT Telkom
  • Newbee Corp
  • DailySocial / Trenologi
  • Telkom Indonesia
  • Qronis Mobile
  • Freelance design

Education

Telkom University

Bandung, Indonesia
Bachelor of Engineering, Informatics Engineering
2009 - 2013

  • Graduated Cum Laude with GPA 3.51 / 4.00.
  • Thesis: OCR for written text with diacritics using Hidden Markov Models under machine learning and computer vision.

Recognition

  • Godwit Award Nominee, Traveloka.
  • Godwit Award recognition, Aug 2020, for design system contribution.
  • Exceed Expectation rating, H2 2020, Traveloka.
  • Appreciation card for first-time people manager contribution, Traveloka.
  • Mobile App Challenge Winner, Samsung App Challenge, 2013.
  • ICT Innovation Award for Qronis, Jabar ICT Awards, 2012.

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