Hello there, I'm Luthfi,
I design how design works

Product Designer with DesignOps expertise, 7+ years designing products at scale while keeping the surrounding chaos operational.

Preventing fires before they start

I tend to notice patterns in every day things, be it in conversations, in workflows, in music, in games. That makes it easy to spot gaps, and later closing them. I pair that with a human-first instinct I've carried through my career, creating a combination that became the core engine behind everything I build.

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Featured works

2025 - 2026

Led 120+ cross-channel journeys in a telco transformation journeys, executed key designs, and built the operating model that shipped them in 20 weeks

Led 120+ cross-channel journeys in a telco transformation journeys, executed key designs, and built the operating model that shipped them in 20 weeks

I co-led design strategy and execution for the core journeys and built the framework that kept 20+ designers consistent, compressing a 4-year roadmap. With over 1,800+ feature, channel, and persona permutations across App, Web, and Tablet.

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2024

Scaling organisational workflow to build the engine for high-velocity delivery

Scaling organisational workflow to build the engine for high-velocity delivery

Accelerated delivery time by 400% and optimised $5M+ by replacing scattered workflows to a design-driven framework across 150+ cross-functional stakeholders.

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2024

Turning a regulatory brief into a reusable design foundation

Turning a regulatory brief into a reusable design foundation

Mapped 192 product cart permutations across 3 channels. This project elevated the design system's role from supporting tool to critical infrastructure, outlasting the project it was built for.

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2023

Launching the Stocks vertical: Building a core revenue pillar from 0-to-1

Launching the Stocks vertical: Building a core revenue pillar from 0-to-1

Built the strategic foundation for a high-growth trading vertical, driving ~$100K+ in annual revenue, a 35% increase in DAU, and a record of 50,000 monthly trades.

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What I build outside work

Beyond my day-to-day, I stay curious about where the industry is heading, especially AI and agentic-driven ways of working. I went hands-on in building small experiments to understand the shift firsthand. A few highlights from that exploration below.

I also love to write my thoughts!

I make AI-free LinkedIn post just to jot down my personal thoughts and sentiment towards design and how it applies to our daily lives. Mostly it's about DesignOps but I will expand on more topics!

Link to my posts

There's more to me than what you see here.

Always open to conversations! Whether it's about Design Operations, Design Leadership, UX/UI Design, or just exchanging notes on what's working and what isn't. Looking to bring on a Product Design, want to collaborate, or just want to geek out? Let's have a chat

Contact me