I’m Vina. I help companies thrive through design, research & cross-functional collaboration — turning complexity into cohesive, human experiences that drive impact.
I write thoughts on design, leadership, and growth—rooted in real-world challenges and lived experience.
I write thoughts on design, leadership, and growth—rooted in real-world challenges and lived experience.
I write thoughts on design, leadership, and growth—rooted in real-world challenges and lived experience.
I support design and research practicioners in navigating career and personal growth—through speaking events and 1:1s.
I support design and research practicioners in navigating career and personal growth—through speaking events and 1:1s.
I support design and research practicioners in navigating career and personal growth—through speaking events and 1:1s.
I work with companies and 0 to 1s to deliver & sharpen their product and design teams' output quality through tailored engagements.
I work with companies and 0 to 1s to deliver & sharpen their product and design teams' output quality through tailored engagements.
I work with companies and 0 to 1s to deliver & sharpen their product and design teams' output quality through tailored engagements.
I rise to the occasion to deliver business results by bridging cross-functional teams and maximizing the impact of designers and researchers.
I evolved Design & Research into a strategic function—scaling the team, elevating craft, and embedding design in company-wide decisions—while maintaining a 90% yearly retention rate. This story shares how I shaped culture, improved execution, and drove meaningful impact across product and operations.
I evolved Design & Research into a strategic function—scaling the team, elevating craft, and embedding design in company-wide decisions—while maintaining a 90% yearly retention rate. This story shares how I shaped culture, improved execution, and drove meaningful impact across product and operations.
I evolved Design & Research into a strategic function—scaling the team, elevating craft, and embedding design in company-wide decisions—while maintaining a 90% yearly retention rate. This story shares how I shaped culture, improved execution, and drove meaningful impact across product and operations.
I led a cross-functional team to enhance app experience and boost user acquisition and engagement, taking the product to the top of its category on Google Play with consistent 4.8 ratings, +20% retention, and conversions.
I led a cross-functional team to enhance app experience and boost user acquisition and engagement, taking the product to the top of its category on Google Play with consistent 4.8 ratings, +20% retention, and conversions.
I led a cross-functional team to enhance app experience and boost user acquisition and engagement, taking the product to the top of its category on Google Play with consistent 4.8 ratings, +20% retention, and conversions.
I championed a strategic homepage and information architecture redesign & scaling, aligning with evolving business goals, a refreshed brand, and improved user engagement through +30% conversions and retention.
I championed a strategic homepage and information architecture redesign & scaling, aligning with evolving business goals, a refreshed brand, and improved user engagement through +30% conversions and retention.
I championed a strategic homepage and information architecture redesign & scaling, aligning with evolving business goals, a refreshed brand, and improved user engagement through +30% conversions and retention.
I led cross-functional ops and sales teams to streamline the lead-to-viewing journey, increasing conversion effectiveness by 1.5x and improving telesales responsiveness by 3x.
I led cross-functional ops and sales teams to streamline the lead-to-viewing journey, increasing conversion effectiveness by 1.5x and improving telesales responsiveness by 3x.
I led cross-functional ops and sales teams to streamline the lead-to-viewing journey, increasing conversion effectiveness by 1.5x and improving telesales responsiveness by 3x.
I championed the creation, governance, and scaling of a cross-platform design and illustration system, embedding it into workflows to accelerate design and development by 3x while maintaining 4.6 out of 5 satisfaction rate.
I championed the creation, governance, and scaling of a cross-platform design and illustration system, embedding it into workflows to accelerate design and development by 3x while maintaining 4.6 out of 5 satisfaction rate.
I championed the creation, governance, and scaling of a cross-platform design and illustration system, embedding it into workflows to accelerate design and development by 3x while maintaining 4.6 out of 5 satisfaction rate.
I advised and bar raised for the mortgage simulation redesign, guiding the team to deliver a best-in-class experience that strengthened the customer journey and boosted organic application volume by 30%.
I advised and bar raised for the mortgage simulation redesign, guiding the team to deliver a best-in-class experience that strengthened the customer journey and boosted organic application volume by 30%.
I advised and bar raised for the mortgage simulation redesign, guiding the team to deliver a best-in-class experience that strengthened the customer journey and boosted organic application volume by 30%.
Due to NDA restriction, much of the information can’t be shared publicly. Contact me for details.
I thrive in fast-paced, high-pressure environments and well-versed in the Indonesian market, helping companies at various stages of market fit— especially those still seeking it — with design teams of 4–30.
Led a 20+ multidisciplinary team, driving retention, craft excellence, and cross-functional collaboration.
Expanded into business leadership, leading cross-functional teams across Platform, Liquidity, and Leads to drive traffic, leads, and conversions.
Led a 20+ multidisciplinary team, driving retention, craft excellence, and cross-functional collaboration.
Expanded into business leadership, leading cross-functional teams across Platform, Liquidity, and Leads to drive traffic, leads, and conversions.
Led a 20+ multidisciplinary team, driving retention, craft excellence, and cross-functional collaboration.
Expanded into business leadership, leading cross-functional teams across Platform, Liquidity, and Leads to drive traffic, leads, and conversions.
Led design for e-commerce platforms and pilot integrations like WhatsApp Business, driving 150% checkout conversion growth and partnering cross-functionally to scale omnichannel experiences and brand traffic.
Led design for e-commerce platforms and pilot integrations like WhatsApp Business, driving 150% checkout conversion growth and partnering cross-functionally to scale omnichannel experiences and brand traffic.
Led design for e-commerce platforms and pilot integrations like WhatsApp Business, driving 150% checkout conversion growth and partnering cross-functionally to scale omnichannel experiences and brand traffic.
Led a full-site design revamp at Blibli, managing UX execution across platforms, defining design guidelines, and improving workflows to align product delivery with business goals.
Led a full-site design revamp at Blibli, managing UX execution across platforms, defining design guidelines, and improving workflows to align product delivery with business goals.
Led a full-site design revamp at Blibli, managing UX execution across platforms, defining design guidelines, and improving workflows to align product delivery with business goals.
Designed and localized RFID-based and handheld device experiences for Amazon Fulfillment Technology, while advising engineering teams on UX best practices across various internal tools.
Designed and localized RFID-based and handheld device experiences for Amazon Fulfillment Technology, while advising engineering teams on UX best practices across various internal tools.
Designed and localized RFID-based and handheld device experiences for Amazon Fulfillment Technology, while advising engineering teams on UX best practices across various internal tools.
Before joining Amazon, I worked in front-end development and graphic design roles.
I work as an independent consultant.
You’ll work with me directly — no layers of account managers or handoffs. This means faster decisions, clearer communication, and senior-level focus.
You’ll work with me directly — no layers of account managers or handoffs. This means faster decisions, clearer communication, and senior-level focus.
Engage me hourly, monthly, or per project depending on your needs. You get leadership-level expertise without the overhead of agencies or a full-time hire.
Engage me hourly, monthly, or per project depending on your needs. You get leadership-level expertise without the overhead of agencies or a full-time hire.
I don’t just monitor from above — I step in when needed. From refining outputs to aligning teams, I balance strategy with hands-on execution.
I don’t just monitor from above — I step in when needed. From refining outputs to aligning teams, I balance strategy with hands-on execution.
I partner with companies at every stage — from 0→1 startups to mature organizations — with services tailored to fit your needs.
In-house expert guidance without hiring full-time.
Mentor & coach designers and researchers
Establish & implement processes
Align cross-functional teams
Elevate design & research output quality
Billed per hour, or as agreed by both parties
In-house expert guidance without hiring full-time.
Mentor & coach designers and researchers
Establish & implement processes
Align cross-functional teams
Elevate design & research output quality
Billed per hour, or as agreed by both parties
In-house expert guidance without hiring full-time.
Mentor & coach designers and researchers
Establish & implement processes
Align cross-functional teams
Elevate design & research output quality
Billed per hour, or as agreed by both parties
Flexible hands-on support when you need speed.
On-demand design & research delivery
Embedded execution & collaboration
Faster turnaround without fixed headcount
Review, refine, and track performance
Billed per hour, or as agreed by both parties
Flexible hands-on support when you need speed.
On-demand design & research delivery
Embedded execution & collaboration
Faster turnaround without fixed headcount
Review, refine, and track performance
Billed per hour, or as agreed by both parties
Flexible hands-on support when you need speed.
On-demand design & research delivery
Embedded execution & collaboration
Faster turnaround without fixed headcount
Review, refine, and track performance
Billed per hour, or as agreed by both parties
Orgs I have worked with
"Led with clarity in high-stakes, ambiguous situation. Earned trust & influenced the most senior stakeholder through calm authority & sound judgement."
CMO
"Led with clarity in high-stakes, ambiguous situation. Earned trust & influenced the most senior stakeholder through calm authority & sound judgement."
CMO
"Led with clarity in high-stakes, ambiguous situation. Earned trust & influenced the most senior stakeholder through calm authority & sound judgement."
CMO
"Steered product & business towards impactful product & design decisions. Increased the leverage of Research through practical insights generation."
CTO
"Steered product & business towards impactful product & design decisions. Increased the leverage of Research through practical insights generation."
CTO
"Steered product & business towards impactful product & design decisions. Increased the leverage of Research through practical insights generation."
CTO
“The best mentor I’ve had—she helped me grow as both a designer and a professional. A great manager who pushes for quality and clarity.”
Senior UX Designer
“The best mentor I’ve had—she helped me grow as both a designer and a professional. A great manager who pushes for quality and clarity.”
Senior UX Designer
“The best mentor I’ve had—she helped me grow as both a designer and a professional. A great manager who pushes for quality and clarity.”
Senior UX Designer
“Thoughtful leader from day one—building our design system, scaling the team, and shaping a culture that sticks.”
Head of Product
“Thoughtful leader from day one—building our design system, scaling the team, and shaping a culture that sticks.”
Head of Product
“Thoughtful leader from day one—building our design system, scaling the team, and shaping a culture that sticks.”
Head of Product
“Leads with authenticity and kindness, but also clarity and ownership. She doesn't just give direction—she stands by her team and builds them up.”
Digital Marketing Manager
“Leads with authenticity and kindness, but also clarity and ownership. She doesn't just give direction—she stands by her team and builds them up.”
Digital Marketing Manager
“Leads with authenticity and kindness, but also clarity and ownership. She doesn't just give direction—she stands by her team and builds them up.”
Digital Marketing Manager
“Leads with clarity and empathy. Constantly challenged us to grow while creating a space where learning and open communication were encouraged.”
Commercial Marketing & Strategy
“Leads with clarity and empathy. Constantly challenged us to grow while creating a space where learning and open communication were encouraged.”
Commercial Marketing & Strategy
“Leads with clarity and empathy. Constantly challenged us to grow while creating a space where learning and open communication were encouraged.”
Commercial Marketing & Strategy
vina.zerlina@gmail.com
(+62) 812 - 1399 - 8989
© Vina Zerlina 2025
vina.zerlina@gmail.com
(+62) 812 - 1399 - 8989
© Vina Zerlina 2025
vina.zerlina@gmail.com
(+62) 812 - 1399 - 8989
© Vina Zerlina 2025