Adhi Wicaksono

Adhi Wicaksono

Senior Product Designer


I am a product designer with over a decade of experience. I am specialised in 0→1 projects by shipping things fast and constantly iterate. I use design to solve complex problems and create meaningful experience.



Feed has an important role at Cookpad. How can we make it engaging so people will come back every day?


Designing new features that brings 2x Premium subscribers.

Work Experience

2019 — 2023
Bristol, UK
  • Increased daily active users by 8% and doubled new searchers retention for Cookpad through the Top of Mind project.

  • Led the complete redesign of Home screen at Cookpad, increased daily active users by 8%.

  • Led the design of Premium Perks, improved Premium subscribers by 96% in just 3 months.

  • Revamped billing managements, reduced churns by 33%.

  • Led the design of Accountless, increased user engagement by 45%.

  • Refined recipe editor, increased recipe completion rates by 52%. • Revamped push notification logic from the ground up, resulting in a 2x increase in replies on comments.

  • Led the design of 0-1 projects, including Tips, Cookpad ID, Mention, Premium Perks, Accountless, and Top of Mind.

  • Improved Cookpad's design system by streamlining components for faster deployments.

  • Mentored other designers.

2013 — 2019

• Successfully oversaw the completion of 30+ diverse product design projects for clients in various industries with a proven track record of meeting timelines and exceeding expectations.
• Demonstrated exceptional time management skills by confidently managing multiple projects simultaneously to meet tight deadlines.

2016 — 2017
UI/UX Designer at Toucan Pay

• Founding designers at Toucan Pay
• Established Toucan Pay's visual identity, including designing the logo, typography, and color palette. Resulted in improved brand recognition across all touchpoints.
• Designed a user-friendly mobile app interface and high-converting landing page resulting in increased sign-ups.
• Created dashboard designs for partners to manage transactions efficiently.
• Collaborated with marketing and sales teams on visually compelling campaigns and materials leading to improved open rates, lead generation, and customer satisfaction.

2013 — 2014
UI/UX Designer (Contract) at HappyBits
US (Remote)

• Designed a visually stunning interface for Evercam, an innovative video sharing app, including app icons and screens.
• Worked remotely from Indonesia with a US-based team to create an intuitive and user-friendly experience that enhanced overall engagement.