Siti Nurbaya

Product designer

I solve enterprise workflow bottlenecks with AI-native products.

Product designer with PM range, building AI agents and design systems for enterprise. I find where workflows break, then design and ship the fix—from the interface to the stakeholder case for it.

Clients I’ve worked with

CapitaLand Singapore Management University OceanX Education OCBC YCH Tan Tock Seng Hospital Sengkang General Hospital KK Women's and Children's Hospital

How I help

Design that untangles enterprise complexity.

I design for systems where the stakes are real — clinical training, financial audit, high-acuity care — and the job is never just the interface. It’s deciding where automation earns trust, where a human still needs to check the work, and what a system has to prove before people will actually change their behavior around it. That judgment is what shows up in the numbers below.

~$63,000 Est. savings in instructor and facility time
70% Adoption rate
30% Productivity increase
Aida AI agent flow interface
Featured case study

Aida — AI agent flow

How AI agents pass information · accuracy vs. latency tradeoffs · AI vs. rule-based decisions

Labs

Experiments, explorations, and range.

Siti Nurbaya

About

Who I am and how I think.

More selected work

Risk prediction proposal

Real estate · predictive modeling · auditor tooling

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Diabetic foot screening — VR simulation

Healthcare · VR simulation · UX for clinical training

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CritCare — No-code scenario builder

Healthcare · Training game · No-code CMS

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Dive & Discover — VR ocean game

Casual gaming · VR & dome deployment · Marine education

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Measured — Product hero

Interactive hero · cursor reveal · frosted glass design

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