Bayu Amus – Product Design Leader

Welcome to the new Bayu Amus personal website! I’m a Product Design Leader with experience in the development of B2B, B2C, and C2C products and services, aiming for Indonesia, Thailand, and South East Asia markets. Visit my experience page for details.

Based on my experience of 10+ years in Experience Design, Product Design Team leading and mentoring, I will post writings about #ProductDesign, #UX, and #DesignLeadership, so stay tuned!

As it’s still under construction at the moment, in the meantime please follow my other channels for the latest update: Instagram, Twitter, and LinkedIn.


Case Study: Removing Buyer Friction in OLX through Comparison Feature

Indonesia is among the countries where its general population skipped desktop computers upon the digital evolution, and jumped straight into smart mobile phones. It challenges tech startups due to the different behavior and ability of this user segment. For example, from User Research we discovered that among the biggest friction for buyers to close a …

Case Study: Removing Seller Friction in OLX through Price Recommendation

Among the most interesting findings of User Research activities to improve Seller Onboarding flow in OLX was that most sellers have no idea about the proper price for their stuff to sell. This is due because OLX is a Customer to Customer (C2C) second-hand classified platform, where most of the sellers are common people, and …

Mengapa “UI/UX” itu istilah yang salah

Dalam interaksi di dunia online, kita sering sekali menemukan istilah “UI/UX” dipakai untuk mencerminkan aktivitas perancangan pengalaman pengguna. Sering juga kita menemukan dalam komunikasi di dunia kerja cetusan semisal “UI masih nunggu UX” saat mengacu pada belum siapnya wireframe atau wireflow. Padahal, jika mengacu kepada Don Norman, pionir gerakan User Experience Design, definisi UX adalah: …


Product Design Leader with 10+ years of experience in the application of design to real-world problems, leading and building User Experience Design teams, 4+ years of multi-platform B2B, B2C, and C2C Product Design for Southeast Asian market, Customer Experience consulting for international clients.

Design Portfolio

An exercise in highlighting my work process and approach to projects, through some selected use-cases. PDF Format, 7 MB.

Grab it here!


You can find more about myself, my writings, and my ramblings on social media below. For projects, speaking, mentoring, volunteering, and other collaboration opportunities please email me at bayuamus[at]