Welcome
to Nigoland
Step into the interactive world Dedi has built throughout his career. Its latest chapter is institutional fintech, where Dedi works as a Product Design Lead, shaping the SaaS exchange solutions that banks, exchanges and financial institutions run on.
The eye behind that work was trained years earlier in 2012, when Dedi began as a creative designer in advertising, branding, and marketing. Same instinct for composition and clarity, just on a different canvas.
Industries
& Clients
Product Design
Built the exchange system for 2 of Singapore's 3 national banks and a digital exchange.
DBS
OCBC
SDAX
Marketing
Led lead-generation campaigns across Indonesia, Singapore, Malaysia and Vietnam.
SAP
TDI
DJARUM
Advertising
Crafted advertising campaigns for international brands.
AirAsia
MILO
7
Case
Studies
Core
Expertise
Product
Strategy
Ships 0-to-1 SaaS
Roadmap delivery
Stakeholder alignment
Product marketing
UI/UX
Design
Figma prototyping
Design systems
User research
Usability testing
Accessibility
Simplifies dense data
AI Design
Workflow
Cuts design time 50%
PRDs to prototypes
Builds AI agents
Cross-Functional Leadership
Builds team of 5+
Leads team of 15+
Mentors designers
Agile / scrum
Aligns product & tech
Tools
Figma
Claude Code
Adobe Creative Suite
Storybook
JIRA / Confluence
CMS
Languages
Indonesian (Native)
English (Fluent)
Career
Product Design Lead
Current
Feb 2023 - Now
Hydra X
SG
Lead Product and Design team for capital market products, including multi-asset exchanges, custody wallets and tokenisation platforms.
Work directly with Engineering, and Business teams to translate requirements into roadmaps, prototypes and final products.
Built design processes to scale the team, including rapid prototyping with AI, design sprints and metric-based user testing.
Regional Marketing Manager
Jun - Dec 2022
TDI APJ
SG
Managed the rebrand and designed the new company website following the acquisition by TDI Japan.
Led the Marketing team across Singapore, Malaysia, and Vietnam, handling events, live streaming, and lead generation.
Worked with the Sales team and partners to align business priorities with the marketing roadmap and budget.
UI/UX Designer / Marketing
Mar 2019 - May 2022
Hydra X
SG
Started in Marketing, designing the company website and sales materials, then moved into product design as the business pivoted to B2B solutions.
Designed 0-to-1 interfaces for the multi-asset exchange platform.
Built the company's first design system to standardise the visual language as the product features expanded.
Proudly Indonesian