About

Transforming insights
into innovations

We are a multidisciplinary team of designers passionate about solving problems by delivering meaningful and actionable insights to impact lives and businesses.

Mission

To create a positive impact on society through thoughtful innovation of product and service experiences.

Story

Somia means elevating to a higher level. Founded in 2012, we specialize in the design innovation field in Indonesia, Singapore and around the region.

Equipped with multidisciplinary team of researchers, designers and strategic thinkers, Somia has been consistently helping local and international companies to touch people’s lives by innovating and improving experiences.

 

 

Approach

With human-centered design as our core approach, everything we design starts and ends with the customers and business in mind. We listen actively to our customers, understand the local context and gain deep insights.
We transform insights into an innovative strategy detailing actionable next steps for the client. We rapidly test to ensure the design solutions we recommend are impactful, technically feasible and easy to use for customers.

Join the
Somia Family

We are always on the lookout for outstanding talents with unique vision to create impact.

Meet Our Team

Somia is made up of a team of passionate strategists and designers from diverse backgrounds and specialities, joining hands to designing a better world. We believe that true innovation lies with connecting all the dots and seeing opportunities from different perspectives. We are a fun-loving and reflective bunch, dedicated to engage and innovate in order to leave a positive impact.

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Director, Principal Consultant

Sulis has over 16 years of experience in User Research, Strategy and Design. She received her Bachelor degree in Product Design and PhD in Human Factors from Nanyang Technological University, Singapore, and Executive MBA from Quantic School of Business and Technology. She has consulted international clients on product, digital to service experiences.

Beyond the above

Sulis has a dog who owns her. She wants to discipline him but would shower him with hugs two seconds after scolding him.

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Director, Principal Consultant

Chin Chin graduated from Queensland University of Technology, Australia. Throughout her design career in the past 20 years, her primary focus and interest has evolved from a pure product-based user interaction design to a 360 user experience that spans from product to user interaction to retail design.

Beyond the above

Chin is slave to her two cats. When she is not working, she is serving them by being their play thing and serving them food.

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Sr. Experience Design Consultant

Dono earned his degree in Industrial Engineering from Parahyangan University in Bandung, Indonesia, and Audio Engineering in London, UK. He did a Master degree in Strategic Design in Politecnico di Milano, Italy. Having a diverse and multidisciplinary background brings unique perspectives to his ways to solve problems.

Beyond the above

Dono senses sound as important as images and words to heighten memorable experiences. He occasionally composes sound for motion pictures.

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Sr. Experience Design Consultant

Coming from graphic design background, Uka is drawn into user experience field due to his long interest in how the human mind works. Uka completed his magister degree in Design at ITB, with previously studied Visual Communication Design majoring in Advertising at the same Institution.

Beyond the above

Uka has been trying to establish communication with cats since he was studying, with little response from the felines though. But he keeps trying!

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Sr. Experience Design Consultant

Fri spent the last 6 years working as UI/UX Designer and Product Manager, helping startups, NGO, and government solve their problems. As a business management graduate from Institute Technology of Bandung, Fri is able to see both the customer and business’ perspective and use them as leverage to benefit both parties. Prior to Somia, he worked as a Product Manager of HappyFresh.

Beyond the above

Fri uses pseudonym “Fri JaketMerah” (RedJacket Fri) and wears a red jacket when commuting with online transport so that he can be easily spotted by the driver.

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Sr. Experience Design Consultant

After graduated from Visual Communication Design, ITB, Mateus spent 4 years in design agency, NGO and media industry, providing different exposure to enrich his point of views. His interest in social development brought him to Rote Ndao, NTT, to empower grassroot education with Indonesia Mengajar. In Somia, Mateus help companies gather insights from rural and last mile community that lead to better innovation.

Beyond the above

Any time on the weekend, you can find him sketching around museums and parks.

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Sr. Experience Design Consultant

After received his Bachelor degree of Information System from Bina Nusantara University, Kevin has been involved in product research, advisory, and management for 7 years. His exposure in both private and public sector brings him to believe that listening closely to people’s story may uncover surprising opportunity area for organisations to move forward and grow.

Beyond the above

Kevin has knitting as his creative outlet. Other than the wearable results, he finds the process therapeutic. If you have the same interest, don’t hesitate to ping him!

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Sr. Experience Design Consultant

Previously worked as a creative strategist in advertising industry, Michelle graduated with a degree in Media and Communication from University of Sydney, Australia. Her curiosity on technology, human and design has led her to attend Master in Digital Management in Hyper Island UK. Michelle is also passionate about art, culture and creating a meaningful user experience for the community.

Beyond the above
 
Michelle has a playlist for every moment of the week and occasionally make random ones like slow sunday or cleaning motivation playlist.

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Experience Design Consultant

Earned his Degree from ITB in Industrial Design, Nathan had research experiences from his past product development projects such as from Casio Electronics development project, NGO, and his previous work as Internet Assessor. He is eager to explore further how things work and interacts while working on the design research projects.

Beyond the above

Nathan is a self-proclaimed professional hoarder. He used to rent a place in Bandung to collect his hoarding trophies and planning to quit anytime soon. But he does nothing to actually achieve it. Someone please contact Marie Kondo!

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Experience Design Consultant

Anin has a master degree in Product Service System Design from Politecnico di Milano, and bachelor and professional degree in architecture. During her master study she also joined a parallel multidisciplinary program called Alta Scuola Politecnica and has various experiences such as designer in residence in Cube Design Museum – Kerkrade, researcher in Polimi DESIS Lab (Design for Sustainability and Social Innovation) and worked with Indonesian Trade Promotion Center, Milan.

Beyond the above

Anin loves sports. She likes to join or persuade other Somian to do sports together. From playing badminton, running and the recent one is swimming!

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Experience Design Consultant

Graduated with a degree in urban planning and design from University College London (UCL). Satia is on a quest to learn how to design a built environment that is more human-centric and responsive to the ever-changing needs of its residents. Before joining Somia, he has helped to research on urban transit phenomenon at Pulse Lab Jakarta and support the development of an island-wide tourism master plan at AECOM Indonesia.

Beyond the above

Satia’s grandparents love McDonald’s Chocolate Sundae so much. Don’t be shocked if you encounter him queuing on the drive-thru lane almost every day.

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Research Operations

While attended bachelor of human resource management in Atma Jaya University, Daniel spent 4.5 years in a market research agency. Once graduated, he spent 5 months in UX research ops to enrich his point of view & refine his expertise on project operation and recruitment management. Daniel previously worked at Marktalent as a research executive and Bukalapak as UX research ops. He is passionate about observing trends and emerging youth lifestyles.

Beyond the above

Daniel used to love hiking and mountain expeditions, but his current lifestyle and lack of physical strength do not support his hobby anymore. He currently dedicates his time to watch anime series and movie every weekend.

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Finance and Administration

Graduated with a degree in Economic Management, Gita spent 6 years experience managing a multi-corporate business operation and was part of collaborating to develop an optimal budget requirement.In Somia, Gita handles financial reporting and budget forecasting. Additionally, she develops and implements new and improved financial policies based on extensive research findings.

Beyond the above

Waterfalls energize Gita. She also loves unplanned travels. She might invite you to join her on a trip when you meet her!

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