# 👋🏼 Hilya A F.

> Product Designer

Location: Kota Tangerang Selatan, Banten, Indonesia
Profile: https://flows.cv/hilya

Hi! 👋🏼

I’m a digital product designer with a background in computer science. I like connecting with people and exploring visual art, which makes product design a perfect match for me! It’s where I get to bring those passions together with the skills I gained in university to help solve problems in a digital way. 💡

With experience in both B2C and B2B contexts, I specialize in designing user-centric solutions that drive results, such as improving conversion rates, engagement, and operational efficiency (as seen in my job experience descriptions). My analytical skills and technical foundation enable me to translate user needs into practical, data-driven designs. 

I’ve also built strong relationships with developers and product managers because I create designs that work—not just visually but technically too. 🛠️

## Work Experience
### Product Designer @ Various Companies
Jan 2024 – Present

### Product Designer @ The Social Club Indonesia
Jan 2023 – Jan 2024 | Jakarta, Indonesia
- Designed its mobile app for influencers, improving conversion rates by up to 28%.
- Revamped the analytics dashboard to improve operational efficiency and informed strategic decision-making by providing transparent and actionable insights into influencer performance.
- Created its design system, improving design efficiency and ensuring brand consistency.

### Product Designer; Logistics Transport @ GudangAda
Jan 2022 – Jan 2023 | Kota Tangerang Selatan, Banten, Indonesia
- Collaborated with Ops to streamline the process of picking up items and returning GMV between drivers to sellers to reduce dispute numbers
- Designed a system that allowed drivers to notify Ops and BD of delayed GMV returns to reduce backfilling work by the ops team, and faster response time to seller complaints
- Organized Transport Team's design files

### Product Designer; Retail @ Justika
Jan 2021 – Jan 2022 | Jakarta, Indonesia
- Revamped chatroom landing page by adding chatbot-like FAQ, improved number of paying users (NPU) by 39%
- Revamped business landing page website layout and navigation menus, increased conversion rate (CVR) by 44% and traffic to previously neglected pages.
- Designed reply feature on the chatroom, adopted by 40% of the users on the first week of release, improved overall chat consultation experience
- Maintained Justika’s design system

### Product Designer @ Dealls – Jobs, CV & Mentoring
Jan 2021 – Jan 2021 | Jakarta, Indonesia
- Redesigned overall experience, structure and interface of its mobile app, improved click-through rate (CTR) by 65%
- Constructed the design system, increased Product Design team efficiency
- Initiated the creation of the working timeline and design document for the Product Design team

### UI/UX Designer @ Haer.co.id
Jan 2019 – Jan 2020 | Jakarta Metropolitan Area
- Designed user interfaces for HAER's integrated HR platform, focusing on usability and mobile accessibility.
- Maintained HAER's design system

### UX Research Intern @ Bagidata
Jan 2019 – Jan 2019 | Jakarta Metropolitan Area
- Conducted primary (quantitative, qualitative) and desk research
- Created research plan, documentation and deliverables for Design Experience team
- Developed a user flow to bring Uzone.id’s users to Bagidata, increasing Bagidata’s user until it reached 350.000

### Frontend Web Development Intern @ adaTeman
Jan 2019 – Jan 2019 | Jakarta Metropolitan Area
Collaborated in building company profile website within a month using React

### UI/UX Design Intern @ Dekoruma
Jan 2018 – Jan 2018 | Jakarta Metropolitan Area
- Created edit profile feature on mobile and website app for interior design partner
- Collaborated in designing mobile version of a tracking system used by interior design team, increasing the team’s mobility and efficiency.

### UI/UX Designer @ Twiggsy
Jan 2018 – Jan 2018


## Education
### Bachelor of Science - BSc in Computer Science
University of Indonesia


## Contact & Social
- LinkedIn: https://linkedin.com/in/hilyafesmia
- Portfolio: https://hilyafesmia.vercel.app/

---
Source: https://flows.cv/hilya
JSON Resume: https://flows.cv/hilya/resume.json
Last updated: 2026-03-31