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.