TashaDara User

Led two cross-product design teams for the School Financial Management Platform (B2B) and Education Data Platform (B2G), delivering projects 25% faster while meeting stakeholder expectations. Drove design strategy and quality assurance, increasing public data access by 16x and achieving 80% user satisfaction through the redesign of the Public Education Data Platform.

Spearheaded and executed the end-to-end redesign of the School Financial Management Platform (B2B), overseeing ~$3.73M in education funds, increasing user satisfaction by 13% and saving users up to 5 hours/month. Led research and usability testing across small to large-scale pilot groups to uncover user pain points and translate insights into low- and high-fidelity prototypes.

Designed a new entry-point concept and enhanced the content creation journey, resulting in a 40% increase in user-generated content submissions for Traveloka EATS (food discovery, B2C). Led research and ideation workshops in collaboration with C-suit stakeholders and cross-functional teams to develop new product features from scratch in a fast-paced product development cycle.

Conducted in-depth design research to improve the discovery experience of the Alternative Accommodation (non-hotel, B2C) product, contributing to a 20% increase in user acquisition. Facilitated an interactive design thinking workshop for 120+ cross-functional team members, equipping participants with practical skills to address usability challenges.

Contributed to design research efforts, including rapid ethnography and journey mapping, to shape an interactive in-store experience for IoT products (B2C), driving a 20% increase in revenue at a leading Indonesian Telco. Designed and deployed bespoke research tools, such as brainstorm cards and emotion trackers, uncovering actionable user insights that informed product concepts.

Majored in Industrial Design, gaining foundational knowledge in design principles and methodologies. Developed skills in user-centered design and problem-solving.