No idea is too big, no detail is too small.

Thanks for visiting my website. My name is Iwan. I am a User Experience Designer and the founder of Pixel Perfect.

Technically speaking, I am a T-shaped Interaction Designer. Over the course of my career, I have acquired and developed broad skill sets, from Strategic Thinking to User Research to Icon Design to CSS code. Highlights of my experience include:

  • Mapping out the UX Strategy of User Growth domain for Lazada, Alibaba’s flagship e-commerce platform in SE Asia.
  • Tackling design problems for a large scale Advertising Ecosystem (4 Ads Solutions, 5 Platforms, 4 User Groups).
  • Hands-on experience with nitty-gritty details of an Enterprise Forex Trading mobile app design. 
  • Designing, maintaining, and deploying design system of Hitachi Group across Southeast Asia.
  • Designing products for Global Brands such as Novartis, Microsoft, Ebay and several Government Agencies.

If you are looking for a designer who can see the big picture and drill down into the last pixel, look no further. Let’s talk!

If you are interested in the longer version…


My own journey in User Experience Design was not something that I had anticipated from the beginning. I was born and raised in Indonesia and grew up in the transition from “Analog” to “Digital”.

A long time before the “digital” age, I always had a penchant for drawing. I loved doodling with a pen and pencil on paper with some watercolour because, well, what else? That’s the only option. I clearly had spent more than 10,000 hours of deep practice.

Architecture seemed a natural choice of study at the time. An architect by training, I was intrigued by the internet in the middle of my study. I was curious about websites, e-mail, chat group, and search engine and fascinated by the power of the internet to connect people in a few clicks.

Little did I realise that my doodling habit had developed my creative skills and trained my eyes about shape, colour, composition and space. I could almost effortlessly transfer my “analog” skills into digital Design and Photography.



I discovered my interest in web design while in College. I learned Photoshop, Dreamweaver, Flash, HTML/CSS, and really got hooked.

Yahoo was a dominant internet player, and Google was a startup. Facebook was non-existent. I began developing websites as a hobby, and this hobby eventually landed me my first job as a web designer shortly after I finished my Architecture study.



Started my first job as a web designer at a Dotcom company and later a Software Development company in Jakarta. My role was pretty much “UX” in its nature, though it was not as sophisticated as now. UX as a discipline or professional career was virtually non-exist, except, perhaps, for small elites on the West Coast of the US. The flash-based websites were really cool, and I was good at it.

Jquery and MooTools started getting popular in building animated websites, so I picked these skills as well (I was not that great, though!).


After a few years of experience in my homeland, I set foot in Singapore in 2008. My first job in Singapore was as a Senior Web Designer for Comwerks, a leading local digital agency, which later acquired by the world’s largest advertising network, WPP.


I jumped into Hitachi, the giant Japanese Conglomerate, at its Regional HQ in Singapore. As a sole in-house designer in the corporate setting, I was the “end-to-end” Designer. My responsibilities were diverse, from strategy to visual design to getting my hands dirty with bulks of CSS coding. 


I took a leap by leaving a corporate world and ran my own design business. Partnered with former colleagues, I built some cool stuffs such as an enterprise FX trading app for a Fintech startup, an Eye Detector app for #1 World’s Eye Care brand, and some other products for global brands and local startups.


I was back in the corporate world by joining a cool, fast-growing tech company, Lazada, as a Lead Designer (VP of UI/UX Design). Lazada is Alibaba’s flagship e-commerce platform in Southeast Asia. Here I collaborated with a large team of designers (25+) in Singapore and China. I was in charge of the Advertising and Monetization platforms and later User Growth (Acquisition and Retention).


In early 2021, I left Lazada to pursue my own venture and launched Pixel Perfect. Looking for a product designer who can grow your business? Let’s talk!

I had worked with:


  • Alibaba
  • Citi
  • eBay
  • Energy Market Authority, Singapore
  • His Majesty Sultan’s Flights, Brunei
  • Hitachi
  • Lazada
  • Mann+Hummel
  • Microsoft
  • Ministry of Manpower, Singapore
  • National University of Singapore
  • Nparks, Singapore
  • Novartis
  • People’s Association, Singapore
  • Spark Systems
  • Sumitomo Mitsui Construction Corporation
  • Sunglass Hut

My Tools


  • Pen + Paper
  • Procreate
  • Sketch
  • Figma
  • InVision
  • Photoshop 
  • Illustrator 
  • After Effect
  • HTML
  • CSS
  • VSCode 
  • Google Analytics

What’s Next?

Visit Case Studies page to see my recent design work or enjoy my Photography page.

Let’s connect through Linkedin.