Hello.

I’m Caroline, a product and service design professional born and raised in Jakarta, currently living 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 where I worked on out-of the box experience, first-time device setup, and data visualisation as captured in the company’s first-generation iPhone and Android mobile apps.

Since then, I’ve worked across wearables, mobile gaming, ad tech, two-sided marketplaces, and the sales enablement ecosystem — alternating between hands-on IC work and design leadership roles in San Francisco, Chicago, Gent, and London. I joined Meta to return to deep design craft & strategy, and to learn how to build at a scale where every decision impacts billions of users.

Lately, I’ve been exploring the intersection of human behavior and technology through fiction. In my first short story, The Algorithm of Longing, I examine what happens to the meaning of a human emotion when it is isolated, engineered, and reintroduced into spaces designed for total automation and emotional neutrality.