A tennis racket bouncing a tennis ball

👋

Product designer with 5+ years across Southeast Asian fintech. I own end-to-end UX for onboarding, transfers, and payments at wondr by BNI, turning high-stakes financial flows into experiences people actually trust.

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✦ Love, fifteen — nice to meet you

I design everyday banking that feels effortless for millions of people.

I'm Asrina Fitri, but everyone calls me Aci. I studied Informatics Engineering at Universitas Brawijaya, then fell for the part of software that people actually touch. Since then I've shipped flows for digital banking, BNPL and supply-chain SaaS.

I care about clear user flows, consistent design systems, and the tiny bits of motion that make an app feel friendly. I work closely with engineering, PM, QA, compliance and business teams, because the best designs are a doubles match. 🎾

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Scoreboard

PlayerStatScore
🎾 ACINew users in 3 months (onboarding)0
🎾 ACIYears designing products0
🎾 ACIProduct teams played for0
🎾 ACIBanking flows shipped0

Featured work signature shots

01 · wondr by BNI

Onboarding Experience

Designing the first thing 10M+ people tap: opening a bank account on your phone, in one calm flow.

  • Product thinking
  • End-to-end design
  • Consumer banking
Read the case study →
02 · BNIdirect Trade

Bank Guarantee

Turning a document-heavy, multi-party bank guarantee process into a structured flow corporate users can trust.

  • Complex problem-solving
  • Systems thinking
  • Enterprise UX
Read the case study →
03 · BNI Intelligent Branch

Children's Savings Account

Helping parents open a savings account for their child across the app, the branch and branch staff, without repeating themselves.

  • Omnichannel experience
  • Service design
  • User-centered problem-solving
Read the case study →

Match history where I've played

Current match · Jakarta, on-site

PT Bank Negara Indonesia (BNI) wondr by BNI & BNI Mobile Banking

Assistant Manager, Human Center Design

Full-time · Dec 2023 — Present ·

  • Led end-to-end UX design for the Onboarding squad, covering digital registration flows for 10M+ users.
  • Drove design decisions for Engagement & Loyalty features, collaborating with researchers, POs and scrum masters across 2 squads.
  • Conducted pre-production design QA and usability testing to align the shipped product with design intent.
  • Maintained design consistency with cross-functional stakeholders, including tech, research and design consultants.

Assistant Manager, Human Center Design

Contract · Nov 2022 — Dec 2023 ·

  • Redesigned the Transfer flow, one of BNI Mobile Banking's highest-traffic features, from research through handoff.
  • Independently conducted IDI research with the Indonesian diaspora to surface cross-border pain points, delivering findings that directly shaped product direction.
  • Shipped a home-screen icon system redesign in BNI Mobile Banking to millions of users.
🏆 2M+ new users within 3 months of the onboarding launch · launched multi-transfer

Case studies from BNI: wondr onboarding BNIdirect Trade: Bank Guarantee Intelligent Branch: Children's Savings

Special project May 2022 — Oct 2022 ·

Xendit SEA's leading payments unicorn · Full-time · Jakarta

UI/UX Designer, Special Project

  • Designed a new product end-to-end (mobile, web, tablet) at Xendit, operating across 6+ countries.
  • Delivered designs from lo-fi wireframes to interactive prototypes, including a PayLater product and merchant-integrated payment flows.
  • Collaborated with multicultural teams spanning Indonesia, the Philippines and broader SEA, designing payment flows adaptable to diverse user behaviours and regulatory contexts.
  • Built the Design Language System and UI assets for the project.
First serve Aug 2021 — Apr 2022 ·

Advotics B2B supply-chain SaaS · Full-time · Jakarta

UI/UX Designer

  • Designed the full product experience across mobile, web and tablet, from lo-fi wireframes to interactive prototypes.
  • Migrated legacy modules from Adobe XD to Figma and contributed to the design system.
  • Collaborated daily with PM, engineering and QA in an agile environment.
🏆 Segmentation & personalization for Promotion Management, adopted by multiple enterprise clients

From the stands what teammates say

Asrina is a highly creative and motivated designer who manages to inject beautiful designs in everything she does: not just product. She is great at taking basic outlines of an idea and turning them into workable and beautiful designs.
Jamie Camidge Experienced ASX Enterprise Strategy Executive & Business Builder · Fintech Founder; Exit to Afterpay Aci's senior colleague · Aug 2022
Working with Asrina is such an absolute pleasure. She is a well-rounded designer…
Gilang Putra Regional Product at Sea Labs Managed Aci directly · Jul 2022
Read all recommendations on LinkedIn ↗

Kit bag what I bring to the court

go on, drag the stickers around ✌️

Product Design

User flowsSitemap Usability testingConversion design

UI & Systems

Component libraryAccessibility Design consistencyMotion basics

Research & Delivery

User interviewsDesk research A/B testingAgile delivery

Tools

FigmaLottie JiraNotion

Domain experience

Digital bankingBNPL PromotionsOnboarding systems (2M+ scale)

Training ground

Universitas Brawijaya

Bachelor of Informatics Engineering · Faculty of Computer Science

Focus: Mobile, Game & Multimedia Development

2017 — 2021GPA 3.32 / 4.00

Your serve

Let's rally on something great.

hello@callmeaci.com
LinkedIn ↗ 📍 Jakarta, Indonesia