Research
UX & Design
Product strategy
People management
"Lead and manage the design team of 5, build and scale the design aspect at HappyFresh"
My touch points at HappyFresh
Design the HappyFresh logo and branding.
Design and improve the web app.
Hire and scale the design team.
Involvement in research and other experiments.
Want to know the story of how the logo was created?
I joined HappyFresh in 2015 and initially assisted the CTO, Fajar, and his team in designing the logo. Before this, I had worked with the team in 2013 at UNIQ App.
Following the completion of the logo design, Fajar approached me to join the team as a UX/UI Designer.
At that time, HappyFresh had only one UX/UI Designer in Malaysia, and they needed someone closer to the headquarters who could bring their expertise to the company.
I began talking with their PMs (later SVP, and subsequently received an offer to join the HappyFresh team.
Integrating the design process
As the team is small, we're exploring various processes to determine the best fit without hindering development. Our goal is to establish a regular and structured design sprint process.
To achieve this, we're taking a step back and examining the design process from the Product Roadmap to Backlog Grooming.
With a Product Roadmap in place, each team knows their tasks and the related activities scheduled for each checkpoint.
Building and scaling the design team
The company has tasked me with leading and growing the Product Design team.
To start, I am considering internal candidates first, as this would reduce the gap in product knowledge and allow the selected individual to develop into a new professional role.
While skills can be taught, passion cannot, and I believe that promoting from within the company can help retain passionate individuals about the company's mission and values.
Design intervention
And then, my involvement was spread to various aspects of the company's design, not just limited to product design.
I was tasked with mitigating a department that was shut down, with the mission of retaining talented individuals and redistributing them to other departments and roles. I began by conducting individual interviews and guiding them toward their next position.
This task was hard due to bureaucratic complications and varying skill sets.
However, we successfully distributed the team to different areas, including photography, marketing design, illustration, product design, and animation.
As part of my responsibilities, I have also been assigned to establish a consistent design experience across various media channels.
I will elaborate on this further when building a GLUE (Global Language and Unified Experience) team at HappyFresh.
After spending three years at the company and working with various stakeholders in product, tech, marketing, content, operations, business intelligence, and customer service, I had the opportunity to coach and mentor five to six product designers in the team.
Including design of the client app (iOS and Android, Website, Web App, Mobile Site, Shopper, and Driver App)
Through this experience, I transferred my design knowledge and helped them become experienced product designers.
Managing and collaborating with designers from different countries enabled me to achieve design consistency across teams.
I was involved in various business units at the company, including HappyRecipe, HappyData, and experimental projects such as ChatBot.
I am proud to say that this has been a humbling exciting chapter in my life and career. I have had the pleasure of meeting and working alongside many brilliant individuals, and watching their growth has been a terrific experience.
Thank you, HappyFresh, for the incredible journey.
Rotate the designers regularly so they understand the whole product.
Understanding each unique individual strengths will help with their motivations.
Balance the regular learning with the new challenges to unlock the team's growth.
Human connections are real, so use them respectfully.
Give them an outlet to explore that can align with company directions.
