Ikram Faidzal

Product Design Lead.
Currently based in Bangkok, Thailand.


UX Design Lead

December 2022 โ€“ Present
๐Ÿ‡น๐Ÿ‡ญ Bangkok, Thailand

LINE โ†—
Industry: E-Commerce

Asia Lead Product Design

March 2021 โ€“ September 2021
๐Ÿ‡ฒ๐Ÿ‡พ Kuala Lumpur, Malaysia

SEEK Asia โ†—
Industry: Career Marketplace

Psst: I’m looking to expand the team. Take a look at this post: https://bit.ly/3ulGHXU โ†—

Looking after 2 platforms (JobStreet and JobsDB) in six countries across Southeast Asia. Applied research-based principles and continuously measured and optimized the user experience through a combination of quantitative and qualitative research methods.

Head of Digital Product UI UX

January 2020 โ€“ February 2021
๐Ÿ‡ฎ๐Ÿ‡ฉ Jakarta, Indonesia

PT Smartfren Telecom TBK โ†—
Industry: Telecommunications

  • Works closely with the Chief Digital Business and Chief Digital Product Officer to shape product experience and OKRs.
  • Obtains user data through analytics reporting, task analysis, and participatory design techniques, and leverages that data to generate design ideas.
  • Uses data and user research to make informed design decisions and advocates for the customerโ€™s best interests when implementing new features or updates.
  • Prioritizes accessibility when designing customer-centric interfaces that meet the needs of the market and all users.
  • Presents and communicates concepts, designs, and prototypes to cross-functional partners.
  • Researches and applies design thinking, information architecture, and data visualization through workshops.
  • Leads and drives designs from conception to completion, including discovery, developing rough mockups, and high-fidelity designs.
  • Designs information architecture using participatory and iterative design techniques, including customer interviews, usability testing, and other forms of requirements discovery.
  • Ensures that digital properties and channels follow industry standards and best practices with regard to accessibility, usability, and mobile optimization.
  • Revises the process for design and engineering collaboration within the agile framework to improve working velocity and product quality.
  • Helps introduce and implement UX strategies and exercises, such as design thinking facilitation, customer journey mapping, moderated usability testing, customer interviews and observation, and synthesis.

Specialist, UI UX

November 2017 โ€“ December 2019
๐Ÿ‡ฒ๐Ÿ‡พ Kuala Lumpur, Malaysia

Digi Telecommunications Sdn Bhd โ†—
Industry: Telecommunication

Responsible for the design direction and experience for http://www.digi.com.my.

  • Enabling omnichannel shoppers: this refers to the emerging customer behavior of using multiple channels to make purchases.
  • Redesigned the E-Commerce Marketplace experience with a focus on reducing bounce rates and improving conversion rates.
  • Led the redesign of Digi’s website and mobile web design direction.
  • Partnered with Service Designers to map out the entire experience cycle and identify holistic pain points.
  • Conducted research such as competitive analysis and usability tests, and presented findings to the team and leadership.
  • Established a new typeface, selecting from over 237+ options, to ensure a fully optimized mobile-first experience. The process involved coordination with Designers, Product Owners, Business Analysts, and stakeholders to determine success factors for the new typeface.
  • Google Analytics revealed that 75% of visitors to the old version of Digi’s website were browsing on mobile devices, yet over 50% of conversions occurred on desktop devices.
  • Through redesign efforts focused on optimizing mobile experience, we saw a significant uplift in mobile conversion rates, up to 85%.
  • By implementing personalized experiences, targeted content, and offers, we were able to increase Average Revenue per Transaction.

Lead the redesign project for an internal app called Mobile Sales App.

  • Redesign the native app experience with a focus on revamping the information architecture, interfaces, and user experience. The primary objective is to reduce time friction for the agent and provide a seamless experience.
  • Facilitated and conducted usability testing at a selected Digi retail store.
  • Established new guided navigation and redesign efforts, resulting in a 40% reduction in redundancy and friction in the navigational menu experience.
  • Presented design work to internal stakeholders and collaborated with creative directors, designers, developers, and project managers.

Built first Digi Design Language

  • Built and implemented the first version of Digi’s Design Language, which serves as a design guideline for internal project teams and partners to ensure consistency across all Digi digital channels.
  • Began by auditing all components across three main digital products to further assess the design debt. Presented the audit board to internal stakeholders to obtain buy-in and investment.
  • Led the project initiative by managing project management, status health-check, designing the design system, and managing stakeholders.
  • Spearheaded all design components, templates, and brand consistency.
  • The project was successfully launched and received great feedback from Product Managers, Engineers, and across departments.

Manager, UI UX Design

March 2015 โ€“ November 2017
๐Ÿ‡ฒ๐Ÿ‡พ Kuala Lumpur, Malaysia

Celcom Planet Sdn Bhd โ†—
Industry: Ecommerce

11street acquired by PUC Berhad. โ†—
Later rebranded to prestomall

Tasks include:

  • Conducting research to gather insights on user needs and behavior, and analyzing data to inform design decisions
  • Creating user stories, personas, storyboards, and flows based on user research and requirements
  • Developing wireframes, interaction models, information architecture, and visual design to ensure a seamless user experience
  • Defining and gathering UX requirements from stakeholders, business owners, and users to ensure that the product meets their needs
  • Collaborating closely with cross-functional teams, including product management, publishers, and developers, to implement the best output and ensure that design standards are met
  • Delivering well-optimized UI assets that perform well on various devices and platforms
  • Conducting usability testing to validate design decisions and identify areas for improvement
  • Continuously iterating on designs based on feedback and user testing to improve the product’s usability and overall experience.

Senior Web Designer

January 2014 โ€“ February 2015
๐Ÿ‡ฒ๐Ÿ‡พ Kuala Lumpur, Malaysia

Extreme Broadband Sdn Bhd โ†—
Industry: Internet Service Provider

  • Improved the company’s online presence with an innovative web design that was consistent across all mediums.
  • Orchestrated a strategic web information architecture design to enhance the user experience.
  • Created low-fidelity prototypes of sites and features, ranging from paper-and-pencil concepts to wireframes or interactive prototypes, for internal review and brainstorming.
  • Accountable for redesigning the company website, creating wireframes and layouts that were ready for responsive web design.

Co-Founder & UI UX Designer

2011 โ€“ 2013
๐Ÿ‡ฒ๐Ÿ‡พ Kuala Lumpur, Malaysia

Creative Eleven
Industry: Design Agency

Co-founded a small design agency with the ambition to challenge myself in entrepreneurship and enhance my credibility. The agency was created to further my knowledge and skills in the field of design. As a co-founder, I lead the UI direction and have been responsible for crafting digital experiences that are both visually appealing and user-friendly.

During these years I also founded 2 small startups:

1. BePrime (Classified marketplace)

Press: BePrime.my โ€“ Laman Iklaneka Tempatan Baru Yang Bakal Bersaing Dengan Lainโ†—

2. Fave.my (Malaysia handmade marketplace)

P/S: Fun fact, I did own the domain โ€“ Unfortunately project didn’t work out. Later today’s faveโ†— bought the domain >.<

Web designer & Frontend developer

2010 โ€“ 2011
๐Ÿ‡ฒ๐Ÿ‡พ Kuala Lumpur, Malaysia

MC Adventura Sdn Bhd
Industry: Design Agency

Began as a web design freelancer and later transitioned to a permanent role. Primary responsibilities involve creating web compositions and translating them into working HTML and CSS files.

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