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
Case studies
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
Highlights
2024
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2024
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2023
2022
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Engagements
Other design works
That's all. Thank you.