Indira Setia Kamila — Est. Malang, Indonesia

Your product
isn't the main story.

How people react to it is. Ship the insights, not just the interface.

AI Product Manager · Product Designer
Certified TensorFlow Developer

See my workLet's chat
Scroll · MMXXVI

01 · Profile

From Information Systems student at Universitas Brawijaya to Head of Operations & Senior AI Product Manager at Sarana AI.

Istarted where most product thinkers do — sketching screens. As a Product Designer at Raion Community and a UI/UX Mentor at GDSC Brawijaya, I obsessed over the why behind every pixel.

Then I followed the data. Bangkit Academy by Google, a Kalbe × Rakamin data-science internship, and the Kominfo × Binar Fresh Graduate Academy (88/100) gave me the muscle to build with evidence — not opinions.

Today, I lead operations and AI product at Sarana AI — joining as the founding UI/UX designer, growing into AI Product Manager, and now owning the messy, beautiful intersection of strategy, research, design, and delivery.

  • 1y 10mo
    @ Sarana AI
  • Founding
    Team member
  • TF
    Certified Developer
  • 4×
    UI/UX Award Winner

Based in

Malang, East Java · Indonesia

Education

Information Systems
Universitas Brawijaya · 2020 – 2024

02 · Selected Work

Four bets, four lessons, measurable outcomes.

Cutting AI agent hallucinations by 62% with a human-in-the-loop review
01Case study

Cutting AI agent hallucinations by 62% with a human-in-the-loop review

The problem

At Sarana AI, our customer-facing agent was confidently wrong on 1 in 4 replies — eroding trust in the first product week.

Role

Senior AI PM · led 4 engineers, 1 designer, 2 annotators

Approach

  • Ran 18 user interviews to map where trust broke down
  • Shipped a lightweight review queue before scaling the model
  • Instrumented agent confidence + reviewer overrides as first-class metrics
0%
Hallucination ↓
0/5
Trust score
0×
Activation lift

What I learned — Trust compounds slower than features. Slow the launch, ship the safety net first.

Rewriting AI onboarding — time-to-value from 12 min → 90 sec
02Case study

Rewriting AI onboarding — time-to-value from 12 min → 90 sec

The problem

70% of new Sarana AI users churned before activation. The product was strong; the first run wasn't.

Role

Product Manager · 2 engineers, 1 designer

Approach

  • Mapped the full activation funnel with session replays
  • Cut 11 onboarding screens down to 3 progressive disclosures
  • A/B tested two empty-state strategies before committing
0%
Activation rate
0%
Time saved
0%
D7 retention ↑

What I learned — Onboarding isn't a screen — it's the moment the user feels capable.

A weekly ops ritual that replaced a 40-metric dashboard
03Case study

A weekly ops ritual that replaced a 40-metric dashboard

The problem

As Head of Ops, I inherited 40+ metrics and zero clarity on what to act on each Monday.

Role

Head of Ops · cross-functional with data, RevOps, CX

Approach

  • Interviewed 9 internal stakeholders about their actual Monday rituals
  • Defined a 3-tier metric hierarchy: pulse, signal, diagnostic
  • Replaced the dashboard with a weekly narrative + 4 north-star tiles
0%
Faster reviews
0/9
Stakeholders aligned
0×
Decisions/week

What I learned — If a metric doesn't change someone's behavior, it shouldn't be on the dashboard.

An ML capstone reframed as a product — not a notebook
04Case study

An ML capstone reframed as a product — not a notebook

The problem

During Bangkit Academy by Google, our team had a strong model but no story. Stakeholders couldn't tell what was useful.

Role

Product Designer + ML Engineer · 6-person capstone team

Approach

  • Reframed the brief around a single user job-to-be-done
  • Built a minimal product wrapper around the TensorFlow model
  • Designed the demo as a 90-second story, not a metrics dump
0st
Demo round
0s
Pitch length
0%
Model accuracy

What I learned — A model only matters if the product around it makes the value obvious in under two minutes.

03 · Curriculum

A path through design, data, and AI product.

  1. Sep 2025 — Present

    Head of Operations & Senior AI Product Manager

    Sarana AI · Jakarta

  2. Jan 2025 — Sep 2025

    AI Product Manager, Founding Team

    Sarana AI

  3. Aug 2024 — Jan 2025

    Junior UI/UX Designer, Founding Team

    Sarana AI

  4. Feb 2024 — Apr 2024

    Data Science Cohort — Fresh Graduate Academy

    Kominfo × Binar Academy

    Graduated 88/100 · Built a supervised ML project end-to-end.

  5. Aug 2023 — Jan 2024

    Unit Pengembangan Media Digital

    FILKOM, Universitas Brawijaya

  6. Aug 2023 — Sep 2023

    Data Scientist Intern (Virtual)

    Kalbe Nutritionals × Rakamin Academy

  7. Feb 2023 — Jul 2023

    Machine Learning Cohort

    Bangkit Academy · Google, Tokopedia, Gojek, Traveloka

    Capstone as product designer + ML engineer.

  8. Jan 2023 — Mar 2023

    UI/UX Mentor — Google Solution Challenge

    GDSC Universitas Brawijaya

  9. Apr 2021 — Jan 2023

    Product Designer

    Raion Community

    Research, planning and design for product competitions and workshops.

04 · Toolbox

The craft, the tools, the muscles.

Strategy & Research

  • Product Strategy
  • User Research
  • Jobs-to-be-Done
  • Roadmapping

Design & Prototyping

  • Figma
  • Wireframing
  • Design Systems
  • UX Writing

Data & Machine Learning

  • Python
  • SQL
  • Data Visualization
  • Google Data Studio
  • TensorFlow

AI & Delivery

  • LLM Product Design
  • Eval Frameworks
  • Agile
  • A/B Testing

Honors & Awards

Four podiums in design.

  • 1stDesain Aplikasi Al-Qur'an
  • 2ndUI/UX Competition · TECHFEST 2022
  • 3rdUXToday 2021 Competition
  • 3rdGAYATAMA Web Design Competition

Certifications

Always learning.

  • TensorFlow: Data and Deployment Specialization
  • Machine Learning Specialization
  • Mathematics for Machine Learning
  • Sequences, Time Series and Prediction
  • Foundations: Data, Data, Everywhere

05 · How I work

A five-step loop I've refined on every product I've shipped.

  1. I run lean discovery sprints: 8–12 interviews, jobs-to-be-done mapping, and a hypothesis board. Every project starts with a clear problem statement someone outside product could repeat back.

  2. Tight one-page PRDs, a single success metric, and explicit non-goals. If the team can't explain the bet in one sentence, we keep cutting.

  3. Bias toward thin slices and dogfooding. I work shoulder-to-shoulder with eng + design, unblock daily, and protect the team from scope creep that doesn't change the metric.

  4. Every release ships with the analytics and eval queries that will tell us if it worked. Weekly metric reviews are non-negotiable; surprises are the enemy.

  5. Retros that name what we got wrong, written post-mortems for shipped bets, and a public changelog of what we'd do differently. Compounding wins come from compounding lessons.

06 · Kind words

“
Indira is the rare PM who can hold strategy and craft in the same hand. She made our roadmap legible and our team braver.
Engineering Lead · Sarana AI
“
She turned a tangled AI workflow into something users actually trust. Empathy in, evidence out — that's how she ships.
Design Partner · Former collaborator

07 · Let's talk

Let's build something
that matters.

Drop a note — I reply within 24 hours. Coffee, collaboration, candid product chats, all welcome.

indirasetia28@gmail.com/in/indirasetiakamila