Hi, I’m Nova!
Seasoned product design leader with 15+ years of experience leading UX and product design initiatives that accelerate business growth. I bring together strategic leadership with hands-on craft, from user research and data-driven design decisions to exceptional visual design, building and guiding teams while staying close to the work itself.
Great products come from connecting deeply with the people who use them. If you're solving a hard problem and need a design partner who can move from research to shipped product, let's talk.
capabilities
UX & product strategy
Distilling complex information to simple solutions.
Management
Managing cross-functional collaboration horizontally and vertically to achieve targeted objectives while overseeing, building, and mentoring the UX/Visual designers team.
Design expertise
15+ years of experience ranging from traditional graphic design to the latest AI technology. With a focus on UX or product design, I am an expert in UX design tools, user research, usability testing, customer journey mapping, user persona, wireframing, prototyping, conversational design, UI/visual design, mobile/responsive design, design systems, accessibility, A/B testing, data analysis, and content strategy.
my story
Originally from Makassar City, Indonesia, I've lived in Beijing and now call the San Francisco Bay Area home, where I live in San Rafael with my husband and two young kids.
Outside client work, I coach youth Brazilian Jiu-Jitsu and volunteer as an artist with Kids & Art Foundation — my own BJJ journey has shaped how I think about discipline and lifelong learning. When I'm not working, I'm chasing spicy food, deep in a true-crime documentary, or planning the next trip.
If I weren't in design, I'd be an archaeologist, digging somewhere remote.