I build the systems behind consumer products — the AI that audits 200+ caregivers' daily reports, the compensation logic that decides how they get paid, the identity architecture that lets one account flow from hiring through training to operations. The interface is the thinnest possible wrapper around the system. The system is the work.
My name is Amalia Nurul Balqis — most people call me Aqis. I'm an Indonesian product designer who works on the operating systems behind consumer products: compensation, identity, audit, capacity, growth.
I've been doing AI-augmented systems work since 2022, when I shipped Sirka's photo-based meal recognition product. The pattern that emerged there — designing AI as a human force-multiplier rather than a replacement — has been the through-line of my work since.
Currently leading product+design at MainStory (operated as KinderCastle), Indonesia's premium childcare platform. Six shipped systems across operations, workforce, growth, orchestration, and identity. Previously Product Lead at Sirka, with prior design and research roles at Alodokter, Smartfren, BukuWarung, and Nusantara Beta Studio.
I believe trust is built in transparent breakdowns. I default to user-driven migrations over bulk cutovers. I treat exceptions as the design space, not the failure case. And I try to build systems that earn their autonomy rather than demanding it.
Most case studies contain confidential client work. Enter the access password, or request it by email.
A selection of work shipped before MainStory — including additional MainStory projects covered briefly. Available in deeper detail on request.
Rebuilt Sirka's structured diet program as a flexible "habit challenge" model with personalized phases. +6% L3+/7 user growth in the first two weeks.
QR-based CM check-in system replacing scattered manual visit logs. Foundation for incident traceability across centers.
Capacity forecasting system replacing daily manual S&D sheets. Slot-level forecasting per nanny, per age group, per location, with overflow warnings.
Branded social-share UGC frames for parent timeline posts. 13.3% of parents using the share feature within 30 days (target: 10%).
Automated finance expense pipeline integration. 77% of finance processing fully autopilot from day one of release.
Content production platform migration enabling 30–40% faster content production cycles. Steady-state at 80% of content via the new tool.
Top-up + payment flow design for Indonesia's leading 4G LTE telco. Validated through interview + usability testing on the newly revamped web platform.
Identified user-driven prompts beat system-driven prompts for the "Allow Contacts" permission. Reframed the entire onboarding flow around user intent.
Pharmacy product line for Indonesia's largest health platform. Design system contribution + iterative product design through interviews and card sorting.
Web profile design for Indonesia's beloved Islamic children's animation. Dual-audience design for kids and parents.
Wholesale B2B platform for Indonesian small industries. Full app design plus illustration system.
Conceptual climate-action platform. End-to-end research, persona work, ideation, journey mapping, wireframes, and UI.