Turning complexity
into clarity.
Hi, I'm Nugraha. A product designer who understands the business and the people in it before touching the interface.
Six years finding what's actually wrong, not just what looks wrong. I start with the constraints, the context, and the people behind it. Then I design.
LOYALTY PAGE · 2021
Registration numbers were dropping. Everyone assumed it was the UI, but it wasn't
Impact: Increase 76% new user registrations in 3 months
INTERNAL OPS DASHBOARD · 2024
The CE team was using the wrong tool and it took 10 minutes to complete 1 order
Impact: 70% faster to create an order
HANGRY APP · 2019
I started by understanding what made Hangry fundamentally different before touching anything
Impact: 4.9 stars · 100K+ downloads
COMING SOON · DESIGN STORY
The Project that Never Shipped
I was forcing myself to think more clearly about what I was designing and why. AI didn't replace that thinking. It exposed where it was missing.
BUILT WITH AI
More experiments in progress