Hi, I'm Donny Samuel
The person
behind the work
I'm a product designer, researcher, and occasional product manager from Indonesia. What started as curiosity to create and build things evolved into a profession I'm genuinely passionate about — which honestly feels like cheating.
I'm proud to have worked with companies across various fields, designing digital products that many people use daily — from buying groceries to taking a flight.
My passion for UX started during my Computer Science degree at UI, when I realized I was more interested in the human side of technology than the technical side. Best pivot I ever made.
Off the clock: pool tables, concerts, and eating things I probably shouldn't have ordered in cities I've never been to before.
Let's talk →Some works
I've done
The craft
behind the work
- User Interviews & Surveys
- Usability Testing
- Card Sorting
- SUPR-Q Evaluation
- Competitive Analysis
- Journey Mapping
- Interaction Design
- Wireframing & Prototyping
- Design Systems
- Responsive Web & Mobile
- Visual Design
- Design to Dev Handoff
- Agile / Scrum / Kanban
- RICE Prioritization
- PRDs & User Stories
- Roadmapping
- Sprint Planning
- Stakeholder Comms
Tools & Software
Awards & Recognition
Through the lens
Moments, buildings, strangers, stage lights. If it looks good, I am pointing something at it. Concerts are the one place where the camera stays home, so my phone has to step up. It never quite does, but that's half the fun.
Where I've
left
my mark
From intern tinkering with internal tools to leading design for 15.4M monthly users.
View full resume ↗Lead Tech Ops Designer for SSO, Payments, Vouchers, and Xpress — products used by millions booking flights across Southeast Asia.
- Pioneered the Single Codebase initiative for unified cross-platform UX
- Supported platform with 15.4M MAU and 8.3M monthly transactions
Managed SDLC for a fintech trading app and led strategic EV brand market entry into Indonesia.
Designed an AI-driven symptom checker flow, simplifying diagnostic data into an intuitive mobile interface. Built centralized design system.
Qualitative user research supporting product roadmap decisions for a membership program.
Designed loyalty, pricing and support internal tools, collaborating with PMs and engineers in Agile sprints.
Thesis: "Usability Evaluation of Mobile Health Apps in Indonesia." Won 3 national hackathons during studies.
Let's makesomethinggreat.
Open to full-time roles, freelance projects, and good conversations about design.