Listen for the real question
Requests arrive as features, opinions, and deadlines. I look for the decision hiding underneath them.
I'm Arif, a product and project leader who likes the moment when a messy room starts to make sense in .
Most product work does not begin with a neat brief. It begins with good people holding different pieces of the same problem.
That is where I do my best work: connecting user insight, business context, and delivery reality until the team can see a clear next move.
I'm based in Jakarta and work with teams and clients across Indonesia and Europe.
Available for selected opportunities
Scroll down to move →
What I pay attention to
I'm less interested in having all the answers than in helping a team ask the question that changes the work.
UsersWhat people actually need, notice, and trust.
BusinessWhat creates value and deserves focus now.
TeamWhat people can believe in and deliver well.
Experiences
2026 to TodaySenior Project Manager Callour Studio
2024 to 2026Project Manager Callour Studio
2023 to 2024Product Designer Callour Studio
2023Product Designer Intern Callour Studio
Selected work
01 · Events & Entertainment
IDL: International Dance League
How do you turn one live dance league into five apps people actually open?
A marketing site alone couldn't carry a global fan base through judging, voting, and event-day logistics. The work was less about adding screens and more about giving fans, judges, and staff each the right tool for their moment.
- My role
- Product and delivery leadership across the marketing website, fan app, and staff/judge apps
- The move
- Kept every surface tied to one shared voting and event logic, so fan engagement scaled with the league, growing from 3,000 to 9,000 voters between events, a 3x increase.
Selected work
02 · B2B Marketplace
Haizol
What makes a B2B buyer actually reach out?
Manufacturing buyers don't fill out a form on impulse. They need to trust the process before they trust the vendor. The redesign started with a collaborative briefing approach that kept the client and studio reading the same problem from day one.
- My role
- Project management and collaborative briefing lead
- The move
- Delivered the redesign two weeks ahead of a hard deadline. Inquiries and form submissions rose 87% after launch.
Selected work
03 · Telco AI Campaign
Telkomsel: #PastiAdaSolusi Berani Jadi Lebih
How do you brief an AI feature for a national audience?
An AI Image Generation feature for a national campaign needed a brief precise enough for the design team to build from, without yet knowing how people would use it. The focus was getting the requirement flow right first, straight from the client.
- My role
- Project management, client requirement gathering, and design brief translation
- The move
- Led client sessions to gather the requirement flow, then translated it into a design brief the team could execute. The feature shipped as part of Telkomsel's national #PastiAdaSolusi Berani Jadi Lebih campaign. Impact data still pending.
Selected work
04 · FnB Rewards Tech
Emados
How do you turn an API spec into an experience people enjoy?
The rewards program's real complexity was buried in ESB API documentation, not in the interface. I benchmarked consumer apps like Traveloka and Tiket.com to understand what makes an interaction feel smooth and rewarding, then translated the technical flows into direction a designer could finalize.
- My role
- Technical-to-flow translation, benchmark research, and weekly client presentations
- The move
- Turned backend API constraints into a clear interaction flow grounded in benchmarked consumer patterns. Delivered on time.
How I work
Complex work needs a rhythm people can follow.
The details change. This is the part of the story that usually stays.
Give the room one picture
Research, constraints, and trade-offs become a frame people can challenge and improve together.
Choose the useful next move
The plan should be the smallest sequence that creates momentum without losing intent.
Leave the learning visible
The outcome matters, but so does what the team can reuse the next time things get complicated.
Clarity is not a slide at the end. It is something the team builds together along the way.
The longer introduction
I care about the work, and the people doing it.
My experience sits across product strategy, research, client leadership, and digital delivery.
I enjoy being the bridge: between a customer's half-spoken need and the product team, between business ambition and delivery constraints, and between the plan in the room and the reality after launch.
Different cultures change the conversation, but the useful habits stay surprisingly consistent: listen carefully, make assumptions visible, and keep the next move human-sized.
Questions I return toHow do we make trust visible? How do decisions survive handover? How do teams stay clear as the work scales?
Work I enjoyProduct strategy, facilitation, stakeholder alignment, service discovery, and delivery leadership.