Germany

Product Design

Service Design

UX Design

UI/ Visual Design

Branding and Identity Design

Design Operations

Branding

Interaction Design

Program Management

Project Management

UX Research

Service Design Research

Business Transformation

INSEAD Executive Programme

University of Cambridge

Middlesex University

Raffles Lasalle Design Institute

Mel Hendra

Senior Service Designer

Usability Testing

Typography

Relationship management

Monetisation

Public Speaking

Product strategy

Prototyping

Qualitative research

Communication

Collaboration

Problem-solving

Time management

Critical-thinking

Empathy

Organisation skills

Presentation skills

Conflict resolution

Stakeholder management

Leadership

Project management

Negotiation

Analytical skills

Brand strategy

Event organisation

Information architecture

Budget management

User research

Product roadmap

Adobe Illustrator

Adobe Photoshop

Figma

Miro

How to set up the team for success by defining and measuring team's performance.

Choosing metrics and team goals

Tips for transitioning into a new role or company.

Changing roles

How to ask for a promotion and negotiate for salary raise?

Negotiating a job offer

How to think about design career paths and what progression looks like for designers?

Design career path

Understand the process of training, motivating and directing your team members.

Managing people

As the first service design hire in a 38+ year-old B2B organisation, I'm responsible for raising the company's user experience maturity level.

DFI Retail Group (“DFI”) is a member of the Jardine Matheson Group and a leading pan-Asian retailer with over 10,000 outlets and employed 230,000+ team members.

DFI operates under a number of well-known brands which include: 7-11, Guardian/Mannings, Wellcome, Marketplace by Jasons, Cold Storage, IKEA (Asia), Pizza Hut and KFC (HK), and many others.

As one of the leadership members, I am responsible for building and growing a key pillar of the DFI digital strategy across Asia. My role includes overseeing the development, communication, and execution of strategic initiatives with the aim of optimising the business processes for the organisation focusing on the digital product design department.

Traveloka is South East Asia’s leading platform that provides 12+ products in the travel, lifestyle, and financial services domains and its app has been downloaded >30 million times. 

The Design team is tasked with the role of humanising interaction with users and processes to enhance values in achieving the business objectives

My main role was to lead the product design department, reporting to the COO and nurturing the growing team of product designers (Visual UI Designers, Interaction Designers, Product Copywriters, and UI Developers) and to run the Design Operations team. I started with a team of 204 designers, went through a series of restructuring throughout the pandemic, and there was a strong team of 85+ designers before I left.

I created the department’s culture and rituals, career navigation framework, and improved the designers’ performance evaluation, along with learning programmes such as the Digital Product Design curriculum and community of practise events.

Amelia believes that meaningful innovation often comes from the unique combination of: gaining deep insights of user’s latent needs, the ability to reframe design challenges into business opportunities, and leveraging cross-disciplinary collaborations that encourage rapid prototyping to “fail often to succeed sooner”.

Amelia was often invited to speak at events to share her rich experience in running global human-centred design projects.

She has collaborated with the following clients/organisations taking on consultant, project leadership, and/or mentorship roles, among others:
- Asian Development Bank / ACDP education project
- Baxter
- DBS Bank
- Google NBU
- HongKong Jockey Club Foundation / Dalberg
- Indosat Ooredoo / Labtek Indie
- Intercorp / La Victoria Lab
- Kerry Kidz
- Palladium / INOVASI
- Traveloka
- UNDP
- UN Pulse Lab Jakarta / GIZ
- Volvo / Polestar
- Wrangler / IDEO

Zippiteedoo’s 昕星园 (XinXingYuan) is a brand name I created for Kerry Kidz Ltd., two ~1700 sqm, two-storey high indoor playground facility for children below 10-yo, located in China’s TianJin and Wuxi.

Its brand mission is to bring back carefree childhood through physical play and collaborative games, while strengthening individual’s character strengths, learning soft skills such as empathy, sense of gratitude, self-control, grit, social intelligence, and teamwork.

I was one of the three co-founding members and along with my creative team of 10 collaborators, we created the English and Chinese brand names, brand DNA and story, play zoning design, and mascots design.

I also led the creation of the “hidden curriculum” called “The Whimzycs Programme” that is based on Socio-Emotional Learning, Growth Mindset, and Positive Psychology.

www.ideo.com
IDEO is an award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow. 

At the heart of IDEO's efforts is a human-centered approach that puts people first throughout the entire innovation journey.

Amelia worked with clients in the following industries:
- Consumer Electronics – 3M, Samsung, TCL
- Education – Kerry Kidz
- Solar Energy – Hanwha Solar, Suntech
- Entertainment – HBO
- Fashion Retail – Converse, The North Face, Wrangler
- FMCG – SC Johnson
- Government – Singapore
- Healthcare – Lilly
- Hospitality – JinJiang Hotel, Kerry Properties/Serviced Apartment m
- Telco – Maxis

Her team won a Bronze award for the Wrangler India research.

My core responsibility was to develop brand strategy with the strategy team and translate them through visual language, made tangible through design expressions.

Handled projects for the following clients:
China: ICBC, Pernod Ricard, Guoson Mall (GuocoLand), Home Credit
Beijing: SkyOcean Land, Xian-Janssen Pharmaceutical
Shanghai: HuaAn Funds, GP Capital
Taiwan: Fubon Bank, Gamania

Services offered:
website design & development • integrated marketing • interactive media • publication design • corporate identity • strategic branding • advertising

Clients include: Berjaya Group, Hilton Beijing, Maersk China and local start-ups – serving industries ranging from Retail and Consumer Products to Telecommunications, Educational Institutes, Finance, F&B, Tourism, and Hospitality. 

In charge of a team of local designers, managing incoming and outgoing projects, creative direction, client liaison, and supervising productions and logistics.

As the Programme Coordinator & Lecturer for Visual Communication department, my responsibilities include:
• Prepared, mentored, and delivered successfully courses for Undergraduate Degree and Diploma level students both in Visual Communication and Interactive Media Department.
• Coordinated degree programme for Northumbria University (UK).
• Maintained and established collaboration with Beijing’s creative industries by producing College’s internal publications, organizing field trips, and assisting students with their internship programme.

A Jakarta-based design agency specialised in graphic design, publication design, corporate branding, and interior design.

Mel Hendra🇩🇪

About Mel Hendra

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