William Leonardo

SENIOR PRODUCT DESIGNER · JAKARTA

Building products that scale.
Thinking beyond the interface.

I design complex digital experiences across ticketing, payments, and beyond. Combining product thinking, design craft, and AI-assisted workflows to turn ideas into products people can use.

Currently at TipTip and one of the founding designers of SatuSatu.

See my work LinkedIn ↗
William Leonardo smiling at his desk

Selected work

TipTip Organizer check-in screens on three phones
TIPTIP · 2024 TipTip Organizer A check-in app used at Green Day for 20,000+ attendees, with an 11-second median check-in per person. READ CASE STUDY →
Orbit Clash game page in a browser window
SELF-EXPLORATION · 2026 Orbit Clash A game page that gets people from curious to playing in under a minute, with a 30-second demo right in the hero. READ CASE STUDY →
New TipTip homepage and event page on two phones
TIPTIP · 2026 TipTip Revamp Turned a crowded marketplace into a clear ticketing experience. New Homepage and Event Details, shaped by usability tests with real buyers. READ CASE STUDY →
Offline check-in screens on two phones
TIPTIP ORGANIZER Offline Check-In Mode Kept check-in running at venues with no signal. 0% data loss at Green Day, The Corrs and two more concerts. READ CASE STUDY →
Harsya credit card payment screens on three phones
TIPTIP · PAYMENTS · 2025 Harsya Payment Integration Added a backup card gateway with clearer error states, so checkout keeps working when one gateway fails, and card fees went down. READ CASE STUDY →
BorderlessVPN landing page in a browser window
SELF-EXPLORATION BorderlessVPN Reframed a technical product around personal risk. A Security Check shows people their exposure before asking them to buy. READ CASE STUDY →
AI PRODUCT DESIGN SYSTEM

I don’t just use AI tools, I build the system around them.

Four steps from brief to shipped. The yellow area is where AI speeds it up. The judgment stays with me.

WHAT I DO ✦ WHERE AI HELPS
01
Understand Start from the PRD and see how others solve it.
BenchmarkReal competitor flows pulled in through a connected MCP, compared on shared criteria.
02
Design Explore, write and self-review before product review.
DesignClaude connected to Figma to explore and iterate in the real file.
WriteMicrocopy checked against TipTip’s tone of voice.
CritiqueUX Critic, my framework for severity-rated findings and root-cause fixes.
03
Validate Put it in front of real users, then refine.
PrototypeFigma Make and Claude for builds that can go live, like ticketing.tiptip.id.
ResearchUsability-test findings turned into team-ready recaps.
04
Ship Check the build before it reaches users.
QAAI-assisted design QA before handoff.

The journey so far

2014 → NOW

2014
01
Graphic Illustrator 123RF.com Vector art for brands, marketing and merch.
2016
02
Graphic Designer PT Trisula International Tbk. Brand, retail and e-commerce design.
2018
03
UI/UX Designer PT Indo Teknologi Cemerlang Wireframes, UI and user testing.
2020
04
Head of Creative PT Indo Teknologi Cemerlang Led the team across web, app and social.
2022 – Now
William today
Senior Product Designer TipTip · SatuSatu Ticketing, payments, organizer app & dashboard, and attractions.