Hi, Afifah Noviani is here! 👋🏻

A hybrid designer-developer who specializes in user interface design, digital illustrations, and design systems. Focusing on creating one-of-a-kind digital product experiences that are both visually appealing and functionally valuable.

Contact Me

Hi, Afifah Noviani is here! 👋🏻

Contact Me

Worked with

What I Do

UI/UX Design

Creating experience for digital product with end-to-end UX process, specialized in UI design and design system.

Web Development

Developing a responsive website from design to development with no-code and code framework.

Icon & Illustrations

Creating character design, icon set and illustrations in 2D and 3D. Using Figma, Procreate and Blender.

UI/UX Design

Creating experience for digital product with end-to-end UX process, specialized in UI design and design system.

Web Development

Developing a responsive website from design to development with no-code and code framework.

Icon & Illustrations

Creating character design, icon set and illustrations in 2D and 3D. Using Figma, Procreate and Blender.

Selected Work

I've made some truly unique products over the years. Here are some that I find the most challenging yet rewarding.

Selected Work

I've made some truly unique products over the years. Here are some that I find the most challenging yet rewarding.

UI/UX Design

Bye-bye Google : Overcoming Google Payment Billing Challenges at Ruangguru

August 2021 - January 2022

Design Systems

From Chaos to Consistency: How We Build Syllabus as Ruangguru Design System

April 2022 - August 2023

Design Systems

From Chaos to Consistency: How We Build Syllabus as Ruangguru Design System

April 2022 - August 2023

UI/UX Design

A Journey to Enhancing User Experience Dafa Lulu Landing Page in Ruangguru

July 2022

See More Projects

UI/UX Design

Bye-bye Google : Overcoming Google Payment Billing Challenges at Ruangguru

August 2021 - January 2022

Design Systems

From Chaos to Consistency: How We Build Syllabus as Ruangguru Design System

April 2022 - August 2023

UI/UX Design

A Journey to Enhancing User Experience Dafa Lulu Landing Page in Ruangguru

July 2022

See More Projects

Design Showcase

What People Say About Me

Here are some words from my colleagues who worked with me in some projects. Hope you will be here next.

What People Say About Me

Here are some words from my colleagues who worked with me in some projects. Hope you will be here next.

"It was a pleasure to work with Afifah, she was one of the best in the team. What sets Fifi apart is her strong problem-solving skills and attention to detail. She has a keen eye for identifying user pain points and finding creative solutions to enhance their overall experience. She is also proficient in industry-standard design tools such as Figma and Adobe Creative Suite, enabling her to bring her ideas to life and effectively communicate design concepts to stakeholders. She has produced particularly high-quality work and accomplished major goals in building design system, launching 0-1 project, collaboration with 6 different country teams and many more."
Jaemin Shin
VP. Head of Choice - Lazada, Alibaba
Manage Fifi directly
"Afifah is a diligent and hardworking co-worker on my team who quickly demonstrated her strong work ethic and rapid learning ability when she joined the Choice buyer team at Lazada. She skillfully navigated communication challenges with our all-Chinese product management team by using translation software to complete her tasks efficiently. Despite our fast-evolving business strategy, which required multiple core projects to be completed simultaneously, Afifah managed several key projects on her own shortly after joining us. These included building the design system, aligning campaign materials across teams, and developing proposals for the core Choice channel page and mechanism design. During our tight project schedule from June to October 2023, she showed great adaptability under stress. Based on my experience working with her, I am confident Afifah will bring significant value to any new company."
Ken Meng | 蒙晓健
Senior Manager User Experience Designer at Lazada, Alibaba Group
Works with Fifi directly
"Fifi was an ace on my team. A UI designer who is not only there to polish a wireframe, but the one who cares about leveraging the experience. An all-rounder designer. She's fast and always delivers. She's willing to exercise multiple approach for every problem, she understand what every projects was trying to achieve, and importantly, she loves translating those concepts to a delightful UI experience. Her growth mindset and adaptability in a dynamic environment are something that amazes me. I had the opportunity to see her transformation from her internship period to a more mature designer, and now I believe that these keywords represent her the most; Reliable, Curious, Introspective, Extra Miles. Once you have the chemistry with her, believe me, you're going to have a fruitful collaboration"
Bonie Rimba Celebica
Product Design Lead at Ruangguru
Manage Fifi directly
"Working alongside Afifah on various projects — including ruangkerja x RGFB, Core User, and Ruangguru's Syllabus Design System — was an enriching experience. She truly distinguished herself as an exceptional product designer, showcasing remarkable precision, extensive domain knowledge, and exceptional craftsmanship. Her dedication extended beyond creating visually appealing designs, as she also prioritized accessibility. Not only was Afifah a talented designer, but she was also a cooperative collaborator. She actively sought feedback and approached her work with a discerning mindset. I'm confident that wherever she works, her contributions will significantly improve the quality of the projects."
Fajri Maulana
Senior UX Writer at Ruangguru
Works with Fifi directly
"Fifi sets a very high standard of how a product designer should be. She has very keen attention to detail in her designs but is still able to maintain an aesthetically pleasing look and feel to it. Her pursue of the perfect design iteration pushed her even more, and she would demand and seek extensive business objectives before going to the drawing board. She will always try to find a sensible and logical purpose for her designs, and will always want to give the greatest impact to the metrics it tried to pursue. Her approach is not just artistically excellent but also data-driven, making her very sharp in translating ideas into designs."
Rafdy Dzil Ikram
Game Product Management at Sea Lab
Works with Fifi directly
"Afifah was a great professional to work with. We’ve worked together on several projects and Afifah is one of the best people to have as a partner. I highly recommend her to UI/UX, as she is very keen and elaborate about her works. Her work ethic is immaculate and so easy to work together with. She goes out of her way when you ask for some help and guidance. Her ability in time management helped us during hard times and we were able to innovate. She knows how to help her pairs and get the best out of them."
Muhammad Fakhri
Software Engineer at GoTo Financial
Works with Fifi directly
"Afifah was a best UI Designer, her skill in Figma is no need to be doubt. I learned many things from Afifah, especially technical in Figma about Autolayout. Her designs in Ruangguru always got praised from stakeholders. As a UI Designer, she also always looking about the UX in every designs that she made. She was a person that always hungry of knowledge about product design."
Frankim Yap
Senior Associate User Experience Designer at Lazada
Works with Fifi directly
“Fifi is a creative, smart, and talented person because she is passionate and willing to learn new things in design and technology. With that ability, she supports others by sharing her knowledge. When I was her teammate, she could optimize her responsibilities, and even assist other buddies while working with her. Fifi is also firm, punctual, and can receive feedback from teammates.”
Shadiqa Arya
User Interface Designer at Waresix
Works with Fifi directly

"It was a pleasure to work with Afifah, she was one of the best in the team. What sets Fifi apart is her strong problem-solving skills and attention to detail. She has a keen eye for identifying user pain points and finding creative solutions to enhance their overall experience. She is also proficient in industry-standard design tools such as Figma and Adobe Creative Suite, enabling her to bring her ideas to life and effectively communicate design concepts to stakeholders. She has produced particularly high-quality work and accomplished major goals in building design system, launching 0-1 project, collaboration with 6 different country teams and many more."
Jaemin Shin
VP. Head of Choice - Lazada, Alibaba
Manage Fifi directly
"Afifah is a diligent and hardworking co-worker on my team who quickly demonstrated her strong work ethic and rapid learning ability when she joined the Choice buyer team at Lazada. She skillfully navigated communication challenges with our all-Chinese product management team by using translation software to complete her tasks efficiently. Despite our fast-evolving business strategy, which required multiple core projects to be completed simultaneously, Afifah managed several key projects on her own shortly after joining us. These included building the design system, aligning campaign materials across teams, and developing proposals for the core Choice channel page and mechanism design. During our tight project schedule from June to October 2023, she showed great adaptability under stress. Based on my experience working with her, I am confident Afifah will bring significant value to any new company."
Ken Meng | 蒙晓健
Senior Manager User Experience Designer at Lazada, Alibaba Group
Works with Fifi directly
"Fifi was an ace on my team. A UI designer who is not only there to polish a wireframe, but the one who cares about leveraging the experience. An all-rounder designer. She's fast and always delivers. She's willing to exercise multiple approach for every problem, she understand what every projects was trying to achieve, and importantly, she loves translating those concepts to a delightful UI experience. Her growth mindset and adaptability in a dynamic environment are something that amazes me. I had the opportunity to see her transformation from her internship period to a more mature designer, and now I believe that these keywords represent her the most; Reliable, Curious, Introspective, Extra Miles. Once you have the chemistry with her, believe me, you're going to have a fruitful collaboration"
Bonie Rimba Celebica
Product Design Lead at Ruangguru
Manage Fifi directly
"Working alongside Afifah on various projects — including ruangkerja x RGFB, Core User, and Ruangguru's Syllabus Design System — was an enriching experience. She truly distinguished herself as an exceptional product designer, showcasing remarkable precision, extensive domain knowledge, and exceptional craftsmanship. Her dedication extended beyond creating visually appealing designs, as she also prioritized accessibility. Not only was Afifah a talented designer, but she was also a cooperative collaborator. She actively sought feedback and approached her work with a discerning mindset. I'm confident that wherever she works, her contributions will significantly improve the quality of the projects."
Fajri Maulana
Senior UX Writer at Ruangguru
Works with Fifi directly
"Fifi sets a very high standard of how a product designer should be. She has very keen attention to detail in her designs but is still able to maintain an aesthetically pleasing look and feel to it. Her pursue of the perfect design iteration pushed her even more, and she would demand and seek extensive business objectives before going to the drawing board. She will always try to find a sensible and logical purpose for her designs, and will always want to give the greatest impact to the metrics it tried to pursue. Her approach is not just artistically excellent but also data-driven, making her very sharp in translating ideas into designs."
Rafdy Dzil Ikram
Game Product Management at Sea Lab
Works with Fifi directly
"Afifah was a great professional to work with. We’ve worked together on several projects and Afifah is one of the best people to have as a partner. I highly recommend her to UI/UX, as she is very keen and elaborate about her works. Her work ethic is immaculate and so easy to work together with. She goes out of her way when you ask for some help and guidance. Her ability in time management helped us during hard times and we were able to innovate. She knows how to help her pairs and get the best out of them."
Muhammad Fakhri
Software Engineer at GoTo Financial
Works with Fifi directly
"Afifah was a best UI Designer, her skill in Figma is no need to be doubt. I learned many things from Afifah, especially technical in Figma about Autolayout. Her designs in Ruangguru always got praised from stakeholders. As a UI Designer, she also always looking about the UX in every designs that she made. She was a person that always hungry of knowledge about product design."
Frankim Yap
Senior Associate User Experience Designer at Lazada
Works with Fifi directly
“Fifi is a creative, smart, and talented person because she is passionate and willing to learn new things in design and technology. With that ability, she supports others by sharing her knowledge. When I was her teammate, she could optimize her responsibilities, and even assist other buddies while working with her. Fifi is also firm, punctual, and can receive feedback from teammates.”
Shadiqa Arya
User Interface Designer at Waresix
Works with Fifi directly

"It was a pleasure to work with Afifah, she was one of the best in the team. What sets Fifi apart is her strong problem-solving skills and attention to detail. She has a keen eye for identifying user pain points and finding creative solutions to enhance their overall experience. She is also proficient in industry-standard design tools such as Figma and Adobe Creative Suite, enabling her to bring her ideas to life and effectively communicate design concepts to stakeholders. She has produced particularly high-quality work and accomplished major goals in building design system, launching 0-1 project, collaboration with 6 different country teams and many more."
Jaemin Shin
VP. Head of Choice - Lazada, Alibaba
Manage Fifi directly
"Afifah is a diligent and hardworking co-worker on my team who quickly demonstrated her strong work ethic and rapid learning ability when she joined the Choice buyer team at Lazada. She skillfully navigated communication challenges with our all-Chinese product management team by using translation software to complete her tasks efficiently. Despite our fast-evolving business strategy, which required multiple core projects to be completed simultaneously, Afifah managed several key projects on her own shortly after joining us. These included building the design system, aligning campaign materials across teams, and developing proposals for the core Choice channel page and mechanism design. During our tight project schedule from June to October 2023, she showed great adaptability under stress. Based on my experience working with her, I am confident Afifah will bring significant value to any new company."
Ken Meng | 蒙晓健
Senior Manager User Experience Designer at Lazada, Alibaba Group
Works with Fifi directly
"Fifi was an ace on my team. A UI designer who is not only there to polish a wireframe, but the one who cares about leveraging the experience. An all-rounder designer. She's fast and always delivers. She's willing to exercise multiple approach for every problem, she understand what every projects was trying to achieve, and importantly, she loves translating those concepts to a delightful UI experience. Her growth mindset and adaptability in a dynamic environment are something that amazes me. I had the opportunity to see her transformation from her internship period to a more mature designer, and now I believe that these keywords represent her the most; Reliable, Curious, Introspective, Extra Miles. Once you have the chemistry with her, believe me, you're going to have a fruitful collaboration"
Bonie Rimba Celebica
Product Design Lead at Ruangguru
Manage Fifi directly
"Working alongside Afifah on various projects — including ruangkerja x RGFB, Core User, and Ruangguru's Syllabus Design System — was an enriching experience. She truly distinguished herself as an exceptional product designer, showcasing remarkable precision, extensive domain knowledge, and exceptional craftsmanship. Her dedication extended beyond creating visually appealing designs, as she also prioritized accessibility. Not only was Afifah a talented designer, but she was also a cooperative collaborator. She actively sought feedback and approached her work with a discerning mindset. I'm confident that wherever she works, her contributions will significantly improve the quality of the projects."
Fajri Maulana
Senior UX Writer at Ruangguru
Works with Fifi directly
"Fifi sets a very high standard of how a product designer should be. She has very keen attention to detail in her designs but is still able to maintain an aesthetically pleasing look and feel to it. Her pursue of the perfect design iteration pushed her even more, and she would demand and seek extensive business objectives before going to the drawing board. She will always try to find a sensible and logical purpose for her designs, and will always want to give the greatest impact to the metrics it tried to pursue. Her approach is not just artistically excellent but also data-driven, making her very sharp in translating ideas into designs."
Rafdy Dzil Ikram
Game Product Management at Sea Lab
Works with Fifi directly
"Afifah was a great professional to work with. We’ve worked together on several projects and Afifah is one of the best people to have as a partner. I highly recommend her to UI/UX, as she is very keen and elaborate about her works. Her work ethic is immaculate and so easy to work together with. She goes out of her way when you ask for some help and guidance. Her ability in time management helped us during hard times and we were able to innovate. She knows how to help her pairs and get the best out of them."
Muhammad Fakhri
Software Engineer at GoTo Financial
Works with Fifi directly
"Afifah was a best UI Designer, her skill in Figma is no need to be doubt. I learned many things from Afifah, especially technical in Figma about Autolayout. Her designs in Ruangguru always got praised from stakeholders. As a UI Designer, she also always looking about the UX in every designs that she made. She was a person that always hungry of knowledge about product design."
Frankim Yap
Senior Associate User Experience Designer at Lazada
Works with Fifi directly
“Fifi is a creative, smart, and talented person because she is passionate and willing to learn new things in design and technology. With that ability, she supports others by sharing her knowledge. When I was her teammate, she could optimize her responsibilities, and even assist other buddies while working with her. Fifi is also firm, punctual, and can receive feedback from teammates.”
Shadiqa Arya
User Interface Designer at Waresix
Works with Fifi directly

Let's connect

Whether you want to collaborate with me or find more about me.

Let's connect

Whether you want to collaborate with me or find more about me.

Let's connect

Whether you want to collaborate with me or find more about me.