Dea Safirahilda

Jakarta, Indonesia

Experiences

March 2023 - June 2025

Lead and manage the research team by establishing clear research workflows from request intake to documentation, delegating tasks effectively, and playing a key role in hiring and developing a strong research team, ensuring continuous improvement in both the process and team members' skills.
Proactively drive research initiatives by validating concepts directly with users instead of solely relying on PM requests, identifying opportunities to streamline research processes by combining overlapping needs across teams, and providing strategic recommendations beyond user feedback.

Aug 2021 - Jan 2023

Involved in several projects for client and internal products, most of which were strategic in nature, meaning running generative and discovery research, synthesizing and then using the insights to define new product opportunities for different industries, mainly for B2B products:
- Automation and accounting software
- Design collaboration tools
- AI marketing assistant tools
Beyond client projects, also involved in non-research initiatives by applying the research framework to test early hypotheses and conduct A/B testing with different prospecting approaches, supporting business development efforts in client prospecting and management.
Lead knowledge management initiatives by consolidating past learnings and projects, running internal product tests, and leveraging research insights to enhance organizational decision-making and improve cross-team collaboration.

July 2019 - Aug 2021

Work as a part of the team that is highly involved in the drivers' side and responsible for developing the Gojek Driver App for both two-wheel (bike) and four-wheel (car) drivers and embedded in the interconnections between products, design, and regional ops across Indonesia.
Day-to-day activities consist of:
1. Collaborate with designers, product managers, and the operational team to evaluate, test, prioritize existing and new features or products and involve in the strategic work of product development and continuous refinement
2. Do qualitative or quantitative study from planning, conducting, and analyzing insights then communicating the results to business, operations, product development, or design team.
Some highlights and key projects handled:

Jan 2018 - June 2019

As research lead in 3 different business lines (virtual products, O2O (online to offline) platform, and payment & investment) the role are: (1) to be an oracle to all research efforts conducted by the research team and sometimes do the research myself, (2) play a mentor role for a junior researcher within the team across research phases, and (3) responsible to stimulate and monitor their skill and career development.
Build clarity of the newly-established working environment between those functions, and setting up the foundation for current and future operating models.
Day-to-day activities consist of overseeing all research preparation, reviewing or executing research processes, documenting, analyzing research results to be handed over to the business and product development team, aligning and helping product managers to plan their roadmap for the next quarter and weekly one-on-one with junior researchers.

May 2016 - Dec 2017

Work in an agile environment with cross-functioning teams across the company (product managers, researchers, designers, engineering, and business development teams) in prioritizing products that will be implemented that align with the business's direction.
Do qualitative or quantitative study from planning, conducting, and analyzing insights then communicating the results to business, operations, product development, or design team.
Some highlights and key projects handled:

July 2015 - Jan 2016

Collaborate with a few partners to design android apps interfaces for their services.
Involved in the initial design for Kartoo, an app that aims to redefine payment loyalty by providing users with intuitive promotion discovery and seamless credit card application features, providing logos, and basic user flow.

University of Indonesia

2012-2016

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