Scaling design for better product experiences.

Scaling design for better product experiences.

I’m Gaddafi Rusli — a hands-on product design leader with 13+ years of experience designing a wide variety of consumer products & scaling high-performing design teams. I work with founders & product leaders to turn complex business ideas into pragmatic yet delightful experiences for the users.


I’m currently heading the product design team at Setel, working on various mobility & fintech projects across multiple interfaces. I grew the team from 5 to 20+ designers, set the foundation for design operations, drive the holistic design strategy & work with the stakeholders on the future of our products.


Outside of work, I enjoy building simple tools & products as an excuse to continue my passion in learning new technology. I also advises other local founders & design teams on improving their products experiences.

Strengths

  1. Design leadership, strategy & operations

  2. Pragmatic visual design & craftsmanship

  3. Conceptual 0-1 product & design discovery

  4. User journey mapping & usability testing

  5. Technical proficiency in product development

  1. Design leadership, strategy & operations

  2. Pragmatic visual design & craftsmanship

  3. Conceptual 0-1 product & design discovery

  4. User journey mapping & usability testing

  5. Technical proficiency in product development

Side projects

Here are some of my side projects I've launched over the years. I designed and built the entire project in public and usually share my progress on Twitter/X

Engagements

2024

Framer Workshop: Effects and animation

Nov

·

Speaker, Skribble Lab KL

2024

Framer Workshop: Effects and animation

Nov

·

Speaker, Skribble Lab KL

The Journey to Senior Designer: Skills, Insights, and Experiences

Feb

·

Panelist, Friends of Figma KL

The Journey to Senior Designer: Skills, Insights, and Experiences

Feb

·

Panelist, Friends of Figma KL

Becoming a product designer: Navigating competitive lansdscape

Jan

·

Speaker, UTM Skudai HCI Day

Becoming a product designer: Navigating competitive lansdscape

Jan

·

Speaker, UTM Skudai HCI Day

2023

Scaling design system: Fostering efficiency and consistency

Oct

·

Speaker, Design Leadership KL

2023

Scaling design system: Fostering efficiency and consistency

Oct

·

Speaker, Design Leadership KL

Friends of Figma KL, June Meetup

Jun

·

Organiser & co-host, Setel

Friends of Figma KL, June Meetup

Jun

·

Organiser & co-host, Setel

Product Design Sharing

Feb

·

Panelist, CoinGecko

Product Design Sharing

Feb

·

Panelist, CoinGecko

From Concept to Creation

Jan

·

Speaker & panelist, JOMWEB Johor

From Concept to Creation

Jan

·

Speaker & panelist, JOMWEB Johor

2022

Growing as a product designer

Sep

·

Speaker, Yezza

2022

Growing as a product designer

Sep

·

Speaker, Yezza

Hey designers, let’s help your developers out

Jun

·

Speaker, Friends of Figma KL

Hey designers, let’s help your developers out

Jun

·

Speaker, Friends of Figma KL

2020

What the heck is a design system?

Oct

·

Speaker, Setel Engineering Brownbag

2020

What the heck is a design system?

Oct

·

Speaker, Setel Engineering Brownbag

Other design works

That's all. Thank you.

Content and visuals by Gaddafi Rusli. All rights reserved.

Content and visuals by Gaddafi Rusli.

All rights reserved.