Hello.

I’m Caroline, a design professional born and raised in Jakarta, Indonesia, who spent stretches of my teen years and early adulthood in Singapore and America before settling in London. My career had its beginnings in traditional graphic design — crafting brand identities and collateral, and designing books and posters.

A move to California sparked a passion for human behavior and its intersection with technology. I transitioned into product design, starting at Fitbit, a family of fitness tracking devices. There, I designed Fitbit’s out-of-the-box experiences, including first-time device setup, activity logging, and data visualisation, as captured in the company’s first-generation iPhone and Android mobile apps.

Since then, I’ve worked across mobile gaming, ad tech, two-sided marketplaces, and SaaS — moving between hands-on contributor roles and design leadership positions in San Francisco, Chicago, Gent, and London. Most recently, I spent five years at Meta, returning to deep craft and strategy while learning how to build at a scale where every decision touches billions of users.

Now, I’m figuring out what it means to be a designer as the world shifts into something new and largely undefined — shaped by emerging technologies and AI, and their growing sway over how people think, feel, and behave. I’ve started exploring this through fiction: in my (first) short story The Algorithm of Longing, I look at what happens to a human emotion when it’s isolated, engineered, and dropped back into spaces built for total automation and emotional neutrality.