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

Thanks for visiting my website. My name is Iwan. I am a Singapore-based User Experience Designer.

Technically speaking, I am a Visual & Interaction Designer (or, in the more popular term: UI/UX Designer). Over the course of my career, I have acquired and developed broad skill sets, ranging from Strategic Thinking to User Research to Icon Design to CSS code to Data Analytics. 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, developing, and deploying design language of Hitachi Group across Southeast Asia.

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 professional design journey 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.



Started my first job as a web designer at a Dotcom company and later a Software Development company in Jakarta. 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 research to visual design to getting my hands dirty with bulks of CSS coding.


I took a leap by leaving a corporate world and ran an independent design business. Partnered with former colleagues, we built some cool stuff 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 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.


I enter the Fintech industry by joining SC Ventures by Standard Chartered in September 2021.

What I believe

1. Clean Visual Design

Remove the clutters and focus on what matters: the content and functionality.

2. The Devil is in the Details

A small detail can make a huge impact and incremental changes can lead to exponential results. Think of Facebook’s “Like” icon.

3. The End-to-end Customer Experience Matters

See the whole big picture beyond one particular product or touchpoint and connect the dots. 

4. Iterative Process 

Because we almost never get the thing right at the first time. Look at the data and continuously improve our products. Know when to pivot.

5. Design is a Team Sport

Break the silo. Everyone’s participation is valued.

I had worked with:


  • Alibaba
  • 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 (iPad)
  • Figma
  • Sketch + InVision
  • Photoshop 
  • Illustrator 
  • After Effect
  • VSCode
  • Google Analytics

What’s Next?

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

Let’s connect through Linkedin.