Hi! I’m Ivana Elisa
User Experience Designer

A human observer, a team’s pencil sharpener, and a product designer based in Indonesia. Currently I am crafting user experience at Tokopedia.

During my professional career, I learned a lot about empathy with others. I put my heart to understand what they feel, my mind to understand their needs, and my hands for crafting something that can help them. For me design process is our way to telling stories, putting heart and mind is important to really understand the values. So perfect design is not only about visual aesthetics, but well functionality interface.

I really enjoy and enthusiast about product design, because it is very challenging for me, the process will never end and more things can be developed from it. Regardless of that, I’m still learning every day to create a meaningful product and to ensure I can deliver right solutions that help other people.


UX Designer


Coordinate with products, business, and engineer team to deliver services and product. Fasilitate design thinking process, stakeholder interviews, research, wireframe, prototyping, and testing. Agreed and tested solutions then developed while being maintained to ensure delivery quality. Several projects that have been handled, such as :

Fintech (Nov 2017- Apr 2018)
Tokopedia Emas (online gold investment) first iteration
Mitra Toppers (loan for merchant) improvement with booking ability gimmick
Revamping Tokopedia keuangan landing page

Merchant (Apr 2018- Jan 2020)
Designing new Seller Dashboard home to facilitate selling activities
Product upload improvement for flexibility variant products
Flash sale improvement to highlight the upcoming flash sale
Wawasan Pasar improvement to give seller market insight for expanding sales
Power Merchant (exclusive Tokopedia seller) re-branding

Shoutout to merchant product design team (from left to right):
Fadhil, Bon, Tari, Michele, (it me), Mas Boy, Ka Iwan, Satrio, Mas An nur

Merchant season 1 and finale (not-in-frame):
Beri, Astrid, Mas Aldo, Ka Ulfah, Pru, Ka Dian


Fasilitate design process : Domain research, ideation, testing
Collaborate with Product Owner to define product vision by create and maintain the product roadmap
Collaborate with UI and Tech to execute the product roadmap and initiatives
Evaluating OKR and product progress at each iteration

Several projects that have been handled, such as :
Tokopedia wedding improvement
PPC (pay per click) for vendor
Business chat improvement
Bridestory store improvement


Bachelor of IT

Universitas Gunadarma

2013 – 2017

Let’s connect

I excited to talk with passionate people like you. So, let’s build something together or just say hello to me. I’d love to reply, share & gather insights with you. 🤟

© 2019 Ivana Elisa All Rights Reserved