PRODUCT Design Lead
Thomas Tjaja is an Indonesian product design lead with a background in computer science and over a decade of experience building digital products across health tech, e-commerce, and growth-focused startups. Starting as a software engineer in 2010, he shifted into design two years later, driven by a passion for making technology intuitive and meaningful. Since then, he’s led design teams at a major Indonesian tech unicorn, worked on healthcare innovations in the UK, and helped scale products that balance user experience with business growth.
Now based in the Netherlands, Thomas is completing his master’s at Hyper Island, exploring leadership and modern team dynamics. He blends design craft with growth strategy to build products and teams that grow with clarity and intent. Beyond work, he mentors designers, writes about leadership, and explores how technology can be more human.
Work
Product Design Lead at Grief Works: UK Grief Support App
Led the product team and scaled to £1M revenue: shaping roadmap, strategy, and design directly with the CEO.
Boosted product value and market fit by launching live session features (group sessions, therapist chat, forum, discounted counselling), 2x lift in growth.
Redesigned paid acquisition funnel — doubled email capture conversion from 15% to 30%, lowering CAC and improving overall LTV:CAC.
Led the design team and established design foundations, building reusable components in Figma and setting quality standards for sensitive user journeys.
Delivered a highly rated user experience, achieving a 94% helpfulness score, thousands of 5-star reviews and App of the Day + Editor’s Choice.
Product Design Lead at Nakedpress, D2C Juice Brand on Shopify Plus
Led a UX Designer and UI/Visual Designer to deliver end-to-end product improvements. Instilled co-creation workshops across teams for product discovery and ideation.
Conducted user research and data analysis to uncover purchase and retention barriers.
Directed the product design roadmap: leading the scheduled-order feature that lifted AOV and repeat revenue, and a mobile app that boosted reorders.
Product Designer at Hanno, a digital health house
Designed brands and digital products for healthcare, taking projects end-to-end.
Led UX/UI design for a wound care app for diabetic patients, launched in nine months and used in clinics across the UK.
Co-facilitated design sprints to explore and validate new product directions for healthcare projects.
Head of Product Design at Bukalapak, Indonesia’s e-commerce unicorn
Built and led a 12-person design team across multiple product squads.
Introduced design principles and a design system → scaled consistency and delivery speed.
Simplified the UI using the new system → demonstrated design’s impact on product quality and trust.
Writing
Side Projects & Coursework
COURSEWORK – MA Digital Management, Hyper Island
COURSEWORK - MA Digital Management, Hyper Island
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