Role: UI/UX Project Lead Agency: Aleph Client: Prodia (Indonesia's largest clinical laboratory) Timeline: March 2023 – October 2024 Team: 2 UI/UX Designers, 21 Engineers, 7 QA, and cross-functional stakeholders Platforms: Patient App, Doctor & Health Coach App, Admin Web

Prodia is Indonesia's largest clinical laboratory, operating across more than 145 outlets and serving over a million users. In 2023, they launched U by Prodia — a modern health and wellness platform replacing their legacy app — and brought in Aleph to design it.

I led the design work across the entire engagement: three platforms, multiple features, and a team of two UI/UX designers working alongside 21 engineers. Every major design decision across the patient app, the doctor and health coach app, and the admin web went through me.

The platform has since surpassed 1.4 million Android downloads and received the Indonesia Popular Digital Products Award 2026, evaluated through focus group discussion and quantitative survey by The Iconomics and Axia Research. The work underpinning that recognition was built during my tenure.

The data was clear from day one. Only 28.7% of users who installed the app completed registration. More than seven in ten people downloaded the app and left before taking a single action. That was where the work had to start — before features, before visual design, before anything else.

The redesigned onboarding introduced progressive steps, plain-language guidance, and a reduced number of decisions at each stage. Key actions like booking a lab test and viewing results were moved to the home screen. The goal was predictability: a user who knows what is happening next is far more likely to complete the flow.

Of everything built during the engagement, Chronic Disease Management is the feature that best demonstrates how I approach product design.

Indonesia's diabetes prevalence sits at 10.8% of the adult population and is projected to reach 16.09% by 2045. Poorly managed diabetes is the gateway condition — it leads to hypertension, kidney disease, and cardiovascular complications. The design brief was not just "build a health tracker." It was figuring out how to intervene meaningfully in that progression through a mobile app.

The first question was not how to design it. It was whether to build it at all.

Before committing engineering resources to a full chronic disease management system, I recommended starting with an educational MVP — no monitoring, no clinical integrations, no logging. Just personalised content delivered to users at three different stages of risk, using Prodia's existing Healthscore feature as the segmentation layer. The goal was to validate whether users would engage with CDM content before the infrastructure cost was committed.

The MVP confirmed the interest. Ultimate 1 was approved. We ran a survey with both Prodia clinic patients and non-patients, conducted ongoing consultations with doctors and specialists, and uncovered the insight that anchored the full build: diabetes does not exist in isolation. It is the starting point that leads to adjacent conditions. Designing a system anchored in diabetes created a scalable model applicable to hypertension, kidney disease, and cardiovascular care as the feature expanded.

Ultimate 1 introduced health metric monitoring, daily habit and medication management, and health data reporting that users could share with their healthcare providers. The design stayed calm and clear throughout — a user checking their glucose trend at 6am should not have to think about how to read the screen.

The user response from the engagement captured what the design was reaching for: "You don't always need a diagnosis to start taking better care of yourself. This made me want to act before it's too late."

Across the full engagement I led all design decisions on three platforms, defined and ran the two-phase delivery process (wireframe and sign-off before high-fidelity), ran strategic workshops to align product and engineering priorities, managed and mentored two junior designers, and served as the primary design-to-engineering bridge for a 21-person development team.

For CDM specifically, I made the case for the MVP-first approach, ran the research phase that shaped Ultimate 1, led the stakeholder alignment that kept scope controlled, and made all final design calls collaboratively with Alya Dhia.

I also architected the modular design system that scaled across all three platforms — shared spacing rules, colour tokens, typographic scales, and component behaviours flexible enough for each platform's needs while keeping the brand coherent. That system reduced delivery time and allowed a newly joined designer to onboard and contribute significantly faster than starting from documentation alone.

U by Prodia surpassed 1.4 million Android downloads, averaging approximately 47,000 downloads per month at peak. Registration completion improved meaningfully following the onboarding redesign. Lab test booking drop-off decreased as key actions were surfaced earlier in the experience. The platform contributed 13% of Prodia's total lab test transaction volume and drove more than 30% of new customer acquisitions in 2024.

CDM was in early rollout when I left. Prodia has since announced it as a continued strategic growth priority for the platform.

In February 2026, U by Prodia received the Indonesia Popular Digital Products Award 2026. The platform's Digital Service Transformation Director simultaneously received the Indonesia Popular CIO and CTO Award 2026, selected from more than 200 candidates.

Want to go deeper?