B2B Enterprise PlatformProduct Led Growth0-1 Design Strategy & ExecutionCustomer Journey Redesign

Scaling VIDA's growth with a Self-Serve Identity Platform

Led the design strategy and execution of VIDA's self-serve identity platform, transforming a high-touch onboarding process into a scalable, product-led experience. The initiative directly supported VIDA's OKR to scale to 1,000+ customers without increasing operational overhead.

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My Role

Product Design Lead & Acting PM

Timeline

6 months

Team

3 Designers, 2 Engineers, 1 PM

Company

VIDA Digital Identity

Project Context

VIDA is Indonesia's leading digital identity company, providing identity verification and digital signature solutions to enterprises across Southeast Asia. As the company scaled, the need for a self-service platform became critical to support growth without linear headcount increases.

I joined this initiative as both Product Design Lead and acting Product Manager, responsible for end-to-end design strategy while also driving product decisions and stakeholder alignment.

The Problem

VIDA's growth was bottlenecked by a high-touch, manual onboarding process that required significant sales and support involvement for every new customer. The company's OKR was ambitious: scale to 1,000+ customers without proportionally increasing headcount.

This meant transforming the entire customer journey from sales-led to product-led. The challenge was complex — enterprise customers had varying needs, compliance requirements were strict, and the existing flow had zero self-service capabilities.

We needed to design a platform that could handle everything from account creation to API integration, while maintaining the trust and security standards expected in the identity verification industry.