Marcella Devvy

Product Manager & Designer
0 -> 1 product & product improvement

contact me

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Marcella Devvy

Product Manager & Designer
0 -> 1 product & product improvement

contact me

SCROLL TO VIEW

PRODUCT MANAGER & DESIGNER WITH BUILDER MINDSET AND PSPO 1 CERTIFIED
PRODUCT MANAGER & DESIGNER WITH BUILDER MINDSET AND PSPO 1 CERTIFIED

I turn ambiguous product problems into clear, useful experiences.

Marcella Devvy is a product designer and product manager with 8+ years of experience taking products from 0→1, revamping what exists, and making the trade-offs count.

Real Work Projects

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see all ➔

Pazemo · 2024 · Web desktop app01 / 03

Leading a B2B payments platform through a regulatory license transition

Product Manager · Day-to-day product lead

I owned product delivery end to end for a 5-person dev team, translating Bank Indonesia regulations into user stories and realigning flows to PJP 3 requirements.

Person dev team
5
Divisions aligned
4
Business flow mapped
PJP 3
Overview · Pazemo · 2024
Challenge
New PJP 3 license requirements reshaped the B2B business model while priorities kept shifting.
Approach
Translated Bank Indonesia regulations (PBI) into user stories and acceptance criteria, locked scope per sprint, and re-prioritized the backlog weekly with leadership.
Outcome
Kept the team delivering sprint by sprint, and represented product in Bank Indonesia regulatory meetings.
Also covered
Scrum, design, QA, UAT, API spec testing, user manual, SOP review, KYC and KYB flows
Aligned with
Legal, IT compliance, finance and operations
Kuncie by Telkomsel · 2022 · iOS and Android02 / 03

Gamified learning ranks that grew MAU 7%

Product Designer

Retention rose from 12–20% after 1 video to over 25% after 3. I designed learning ranks, key rewards and shareable Instagram-story ranks to get users to that third video.

MAU, first month
+7%
Retention at 3+ videos
25%+
Person app team
4
Overview · Kuncie by Telkomsel · 2022
Challenge
Retention depended on video watching, but most users stopped early.
Approach
Applied the SAPS reward hierarchy: status ranks, key rewards, and rank sharing to Instagram stories.
Outcome
MAU grew 7% in the first month after release.
Team
1 product owner, 1 product designer, 1 front-end and 1 back-end developer
Tools
Figma, Illustrator, Maze, Mixpanel, Google Analytics
What I learned
The business later shifted focus from engagement to revenue. It taught me to connect engagement features to business metrics like conversion from the start.
LinkAja · 2021 · Mobile03 / 03

Refactoring LinkAja's consumer app with front-end-only fixes

Senior UI/UX Designer

I audited every feature and aligned a 30-person cross-functional team on the new design system. Back-end logic couldn't change, so every usability fix had to live in the front end.

Refactor in production
Shipped
Person team aligned
30
Design hackathon
Runner-up
Overview · LinkAja · 2021
Challenge
Outdated components and inconsistent interactions, with back-end logic locked.
Approach
UX audit, new components, front-end interaction fixes, UX writer labels to guide developers, and documented Figma files.
Outcome
Refactor shipped to production, plus cross-border, GoPay, e-money top-up and QR voucher features.
Team
A 30-person cross-functional team across engineering, QA, product and marketing
Recognition
Aesthetic award and runner-up in the LinkAja design hackathon, team of three
Pazemo · 2024 · Web desktop app01 / 03

Leading a B2B payments platform through a regulatory license transition

Product Manager · Day-to-day product lead

I owned product delivery end to end for a 5-person dev team, translating Bank Indonesia regulations into user stories and realigning flows to PJP 3 requirements.

Person dev team
5
Divisions aligned
4
Business flow mapped
PJP 3
Case study
Overview · Pazemo · 2024
Challenge
New PJP 3 license requirements reshaped the B2B business model while priorities kept shifting.
Approach
Translated Bank Indonesia regulations (PBI) into user stories and acceptance criteria, locked scope per sprint, and re-prioritized the backlog weekly with leadership.
Outcome
Kept the team delivering sprint by sprint, and represented product in Bank Indonesia regulatory meetings.
Also covered
Scrum, design, QA, UAT, API spec testing, user manual, SOP review, KYC and KYB flows
Aligned with
Legal, IT compliance, finance and operations
Kuncie by Telkomsel · 2022 · iOS and Android02 / 03

Gamified learning ranks that grew MAU 7%

Product Designer

Retention rose from 12–20% after 1 video to over 25% after 3. I designed learning ranks, key rewards and shareable Instagram-story ranks to get users to that third video.

MAU, first month
+7%
Retention at 3+ videos
25%+
Person app team
4
Case study
Overview · Kuncie by Telkomsel · 2022
Challenge
Retention depended on video watching, but most users stopped early.
Approach
Applied the SAPS reward hierarchy: status ranks, key rewards, and rank sharing to Instagram stories.
Outcome
MAU grew 7% in the first month after release.
Team
1 product owner, 1 product designer, 1 front-end and 1 back-end developer
Tools
Figma, Illustrator, Maze, Mixpanel, Google Analytics
What I learned
The business later shifted focus from engagement to revenue. It taught me to connect engagement features to business metrics like conversion from the start.
LinkAja · 2021 · Mobile03 / 03

Refactoring LinkAja's consumer app with front-end-only fixes

Senior UI/UX Designer

I audited every feature and aligned a 30-person cross-functional team on the new design system. Back-end logic couldn't change, so every usability fix had to live in the front end.

Refactor in production
Shipped
Person team aligned
30
Design hackathon
Runner-up
Case study
Overview · LinkAja · 2021
Challenge
Outdated components and inconsistent interactions, with back-end logic locked.
Approach
UX audit, new components, front-end interaction fixes, UX writer labels to guide developers, and documented Figma files.
Outcome
Refactor shipped to production, plus cross-border, GoPay, e-money top-up and QR voucher features.
Team
A 30-person cross-functional team across engineering, QA, product and marketing
Recognition
Aesthetic award and runner-up in the LinkAja design hackathon, team of three

my works

my works

my works

AI Assisted Experimentation

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see all ➔

Independent · 2026 · iOSAI assisted01 / 03

Cutie Cutouts: transparent cutouts in a few taps

Product Builder · Concept, interaction design and testing

An iOS app for making transparent PNG cutouts from 80+ shapes, with photo masking or fills like color, gradient, halftone and dither.

Shapes at launch
80+
Idea to submission
5 days
In App Store review
Review
Overview · Independent · 2026
Challenge
Instagram-style cutouts can't be saved, and rebuilding them in Figma is too fiddly.
Approach
Premade shapes, photo masking with move, zoom and rotate, or fills in color, gradient, halftone and dither.
Outcome
Built and tested in 5 days of iterations; submitted to App Store review.
My part
Concept, flows, 80+ shape library, behavior rules, control design, testing every build in Xcode
AI's part
Claude Code wrote the code and fixed issues from my test feedback
What I learned
The first build only masked photos: shapes were crooked, previews were cropped, and photos couldn't move. I added move, zoom and rotate, color fills, adjustable halftone and dither size, and download sizes.
Independent · 2026 · macOSAI assisted02 / 03

Ducky: a to-do list that holds you accountable

Product Builder · Concept, UI design and behavior rules

Five tasks a day, a pomodoro timer that lives on your desktop, and a duck that comes looking for you if you skip your check-in.

macOS beta
Live
App and website
2 weeks
Task daily cap
5
Try Ducky
Overview · Independent · 2026
Challenge
Endless to-do lists turn a Tuesday into a backlog.
Approach
A hard 5-task cap, a desktop timer, and check-ins with consequences.
Outcome
Free macOS app and website, live at helloducky.co.
My part
Concept, UI designed in Figma first, sketches for the visuals, testing and fixing behavior rules
AI's part
Claude built the app from my Figma UI; image generation made assets from my sketches
What I learned
Designing the UI in Figma first meant AI built from my decisions, not its own guesses. Behavior rules still took several rounds of testing.
Figma Make Challenge · 2026 · WebAI assisted03 / 03

FireSpark: an anonymous campfire for encouragement

Product Builder · Concept and design direction

For a Figma Make Challenge on rethinking how people connect through software: a digital campfire where people share updates anonymously and receive encouragement.

Concept to build
4 days
Working back end
Supabase
Figma AI tools
3
Try FireSpark
Overview · Figma Make Challenge · 2026
Challenge
Rethink how people connect and interact through software.
Approach
MCP for the starter design system, Make for components, behavior and Supabase, Weave for visual assets.
Outcome
Working prototype submitted to the Figma Make Challenge.
My part
Concept, design direction, fixing generated components into usable ones
AI's part
MCP drafted the design system; Make built behavior and the back end; Weave made visual assets
What I learned
Game-like interactions are extremely hard to get right, and took far more iteration than the rest of the build.
Independent · 2026 · iOSAI assisted01 / 03

Cutie Cutouts: transparent cutouts in a few taps

Product Builder · Concept, interaction design and testing

An iOS app for making transparent PNG cutouts from 80+ shapes, with photo masking or fills like color, gradient, halftone and dither.

Shapes at launch
80+
Idea to submission
5 days
In App Store review
Review
Overview · Independent · 2026
Challenge
Instagram-style cutouts can't be saved, and rebuilding them in Figma is too fiddly.
Approach
Premade shapes, photo masking with move, zoom and rotate, or fills in color, gradient, halftone and dither.
Outcome
Built and tested in 5 days of iterations; submitted to App Store review.
My part
Concept, flows, 80+ shape library, behavior rules, control design, testing every build in Xcode
AI's part
Claude Code wrote the code and fixed issues from my test feedback
What I learned
The first build only masked photos: shapes were crooked, previews were cropped, and photos couldn't move. I added move, zoom and rotate, color fills, adjustable halftone and dither size, and download sizes.
Independent · 2026 · macOSAI assisted02 / 03

Ducky: a to-do list that holds you accountable

Product Builder · Concept, UI design and behavior rules

Five tasks a day, a pomodoro timer that lives on your desktop, and a duck that comes looking for you if you skip your check-in.

macOS beta
Live
App and website
2 weeks
Task daily cap
5
Try Ducky
Overview · Independent · 2026
Challenge
Endless to-do lists turn a Tuesday into a backlog.
Approach
A hard 5-task cap, a desktop timer, and check-ins with consequences.
Outcome
Free macOS app and website, live at helloducky.co.
My part
Concept, UI designed in Figma first, sketches for the visuals, testing and fixing behavior rules
AI's part
Claude built the app from my Figma UI; image generation made assets from my sketches
What I learned
Designing the UI in Figma first meant AI built from my decisions, not its own guesses. Behavior rules still took several rounds of testing.
Figma Make Challenge · 2026 · WebAI assisted03 / 03

FireSpark: an anonymous campfire for encouragement

Product Builder · Concept and design direction

For a Figma Make Challenge on rethinking how people connect through software: a digital campfire where people share updates anonymously and receive encouragement.

Concept to build
4 days
Working back end
Supabase
Figma AI tools
3
Try FireSpark
Overview · Figma Make Challenge · 2026
Challenge
Rethink how people connect and interact through software.
Approach
MCP for the starter design system, Make for components, behavior and Supabase, Weave for visual assets.
Outcome
Working prototype submitted to the Figma Make Challenge.
My part
Concept, design direction, fixing generated components into usable ones
AI's part
MCP drafted the design system; Make built behavior and the back end; Weave made visual assets
What I learned
Game-like interactions are extremely hard to get right, and took far more iteration than the rest of the build.

© 2026 MarcellaDevvy