designlof.ABOUT / WIRYO SAPUTRA
Good design. A real person behind it.
I’m Wiryo Saputra—a product design leader and builder with 10+ years connecting people, product direction and working digital experiences.
MEET WIRYO SAPUTRA
A designer who builds.
I work where product strategy, user experience and engineering meet. Over more than a decade, my work has moved between designing interfaces, leading products and building the systems behind them.
That is the perspective I bring to Designlof: understand the business, make the experience clear, then carry the idea through to a working website—not just a polished mockup.
Based in Indonesia, I work entirely online. You work directly with me on the brief, design direction and delivery, with shared previews and clear review points along the way.
01 / PRODUCT DIRECTION
Understand before making.
Start with the people using the product, the business context and the decisions the team needs to make. Connect research, user journeys and priorities into a direction people can act on.
02 / DESIGN SYSTEMS
Make good decisions reusable.
Turn visual and interaction decisions into components, tokens, patterns and guidance. Work with design and engineering so the system can support consistent delivery across screens.
03 / HANDS-ON DELIVERY
Carry the idea through.
Connect discovery, UX, visual design and implementation. Use prototypes and review points to make the work visible, then check the experience and the practical handover.
A JOURNEY ACROSS PRODUCT, DESIGN & ENGINEERING
More than the surface.
My path started in web design and development, grew into product design leadership at Tokopedia, and expanded into music publishing workflows and the Designlof system. These are selected professional experiences, not a list of Designlof clients.
2015–2023 / COMMERCE
Tokopedia
Web design and WordPress development, followed by Product Design Lead from 2018 to 2023.
Worked across promotions, seller and support experiences, and reusable design systems. Led cross-functional design work and connected product, engineering and business decisions through prioritization, critique and delivery planning.
2024–2025 / MUSIC & OPERATIONS
Massive Music Entertainment
Product Lead & Senior Product Designer.
Worked on product direction and delivery for music publishing operations: catalogs, metadata, licensing and royalties. Translated complex workflows into product requirements, clearer experiences and a reusable design system.
2026–PRESENT / DESIGN & BUILD
Designlof
CEO & Founder.
Building a system that connects design tools, editable websites and hands-on delivery. Set the product and creative direction, then work through content, UX/UI, implementation, responsive review and iteration.
A broader foundation.
Earlier and parallel work includes farm-management design and development at Ternakin, WordPress work at Juara Holding Group, operational dashboard development for BPJS Ketenagakerjaan, and product-building work at Coordiation and Woners.
The common thread is making complex work easier to understand, then carrying the design into a usable system.
SELECTED PRODUCT WORK
Ideas, made tangible.
A few projects that show how I connect product thinking, research, design systems and implementation. Product capabilities are described at their current scope; no adoption or numerical outcome claims are added here.
01 / BROWSER WORKSPACE
Designlof Studio
A browser workspace for visual design files, prototypes, brainstorm boards, Android UI and Font Lab. I work on the product direction, interface and implementation.
The public feature guide separates released tools from local previews and unfinished work.
02 / EDITABLE WEBSITES
Designlof CMS
A system for editing pages, articles, media and enquiry journeys in context. The work connects website composition with the day-to-day tasks of keeping content current.
The public product page shows the actual interface and explains its supported publishing and website operations.
03 / MUSIC DISCOVERY
Composing JAF
Help production teams find music that fits a movie scene’s emotional mood. The direction emphasizes how the music should feel in the scene, rather than making technical genre or beat filters the starting point.
Stakeholder and customer research informed the direction. Production stakeholders responded positively to the approach; this is qualitative feedback, not a measured outcome.
HOW I WORK
Clear direction. Visible progress.
Good collaboration makes the decisions clear at every stage.
A shared brief and direct conversations.
We start with the goals, audience and constraints, then agree the scope, deliverables and review points. I make the direction tangible through screens and prototypes and keep implementation part of the conversation.
Based in Indonesia, I work entirely online. You work directly with me on the brief, design direction and delivery.
LET’S MAKE SOMETHING USEFUL
Tell me what you have in mind.
A website, a digital product or a clearer design workflow. We can start with the problem and decide what the next step should be.
