Vivi Fitriani, Designer and Leader

Builder at the intersection of product innovation, systems, UX and AI.

Leading with product vision.

In Their Words · Partners at Meta & beyond

What it's like to work with me.

She’s the senior design leader I’d want in any complex product environment: thoughtful, collaborative, principled, and someone who brings clarity, creativity, and momentum. At Meta, Vivi was an exceptional partner on a highly complex challenge: unifying procurement across the enterprise into a simple, guided experience that helped employees move fast while staying compliant. Her rare gift is operating at both the strategic and execution levels, making a sprawling transformation feel tangible and compelling across many teams, dependencies, and strong points of view.
Olivier Magnan-SaurinGroup Product Manager @ Meta
Vivi turns ambiguity into a vision teams rally around. She sees across product boundaries and reframes problems where traditional product meets AI-native approaches. She led design for Meta's Enterprise Engineering organization on company-wide initiatives, shaping AI search, content, communications, meeting effectiveness, and time management, all used by employees at scale. When priorities shift, she creates alignment and momentum, and makes people want to build alongside her.
Vanessa LeaEnterprise Products, Meta
Vivi holds both vision and craft at once. Facing an ambiguous, high-stakes brief to reimagine our product for an AI-native world, she set a vision that was bold yet grounded, won over our key stakeholders, and that direction became the foundation for our next product roadmap. She leads with generosity, elevating the people around her, shaping how the whole team thought about design, and creating meaningful impact across the org. I'd work with her again without hesitation.
Michelle TeoLead Software Engineer, Meta
I worked with Vivi for two years at Meta across multiple high-impact initiatives. She consistently brought strong ownership, sharp product thinking, and calm execution in highly ambiguous environments. Any team would benefit from her ability to drive outcomes while being an exceptional partner.
Neeraj MishraProduct @ Meta · ex-Google, Grab, Flipkart
Nine Cases· Selected Work

Intent systems, designed for trust. I turn complex systems into elegant, human experiences. Now that a model can generate an interface in seconds, the real work is the judgment beneath it: when to act, when to ask, and whether people come away sharper.

CASE 01AI Productivity · Multi-Agent

Calendar AI

  • Multi-Agent
  • A2UI
  • Human-in-the-Loop

Problem

At Meta, time behaves like a networked system — one change ripples across everyone's schedule — yet the signal to meet lived in chat while booking happened in a form.

Solution

I led an Agent-to-UI system that puts the calendar wherever work happens, keeps the visual calendar as the trusted last mile, and scales autonomy as a ladder from suggesting to acting.

Business Impact

  • 95%+Weekly retention
  • ~45%Productivity lift
  • 90%+Adoption
  • ~3M hrsReclaimed annually for FTEs
Read the full case study
CASE 02AI Native Tools · AI Infrastructure

AI Meeting
Effectiveness

  • Trust & Safety
  • Software / Hardware UX
  • ~3× Adoption

Problem

Meeting tools at Meta were fragmented, and the moment software listens in, consent becomes the product — Legal and Risk first wanted gates that would have killed adoption.

Solution

I led design across the entire meeting lifecycle and made consent the foundation, not a setting, so notes shipped on by default and became company-wide infrastructure.

Business Impact

  • 3× adoptionincrease in a single quarter
  • 113K+Notes / week · 75.3% CSAT
  • “AI notes have been one of the most gigantic unlocks for my productivity.”
CASE 03Finance Systems · Compliance UX

One
Procurement

  • Spend & Payments
  • Front + Back of House
  • Contracts & TPA

Problem

A multi-billion-dollar spend base ran through 20 disconnected systems; one purchase touched four people on four surfaces, and the compliant path was the slow one people routed around.

Solution

I led One Procurement, unifying buying and compliance on one shared state and making the compliant path the easiest one, so compliance became a proactive guardrail, not a bottleneck.

Business Impact

  • 86.7% CSATHighest @ launch for enterprise tool
  • ~$100MSaved via platform (0→1)
  • ~$90MSaved via one procurement
  • 10× FasterSource-to-pay (50 → 5 days)
Read the full case study
CASE 04Consumer · Social TV · Design Systems

Astro Tribe TV

  • Social TV UX
  • Design System
  • 0→1

Problem

Astro's TV platform in Malaysia was built for lean-back watching, not for a generation that watches with a phone in hand. Content, chat, and social lived in separate apps, so the second screen always won.

Solution

I led a social-first TV system and interface: a design language and component library that folds community, live reactions, and personalised rails into the viewing experience itself, so the phone becomes part of the show instead of a competitor to it.

Astro Tribe TV social-first interface
Read the full case study
CASE 05Consumer · Membership · Retail UX

Nike+ Hong Kong Membership

  • Membership UX
  • Retail
  • Loyalty

Problem

Nike wanted Hong Kong members to feel the brand beyond the transaction, but membership was a card and a points balance, disconnected from how people actually train, shop, and move in the city.

Solution

I designed a membership UX ecosystem that ties product, sport, and store together: unlocks earned through real activity, city-specific experiences, and a join flow simple enough to finish in a queue, so status feels earned rather than bought.

Nike+ Hong Kong membership interface
Read the full case study
CASE 06Consumer · Connected Hardware · Service UX

Mercedes-Benz Loyalty Program

  • Product Design
  • Connected Device
  • Service UX

Problem

New Mercedes owners in Hong Kong go quiet right after delivery, exactly when loyalty should begin. A points card wouldn't match the car, and the dealer had no signal to personalise service.

Solution

A membership built around a custom connected smart key paired with an app, designed end to end from industrial design to UX. It keeps the car, the driver, and the dealer connected through the quiet months, turning the object you carry into the membership itself.

The Mercedes-Benz connected smart key held in hand
Read the full case study
CASE 07Consumer · Physical + Digital · Emerging Markets

YouTube Offline India

  • UX/UI
  • Physical Installation
  • Emerging Markets

Problem

In India, mobile data is scarce and expensive, and many first-time users had never heard of Google or YouTube. Streaming on the move wasn't the answer; the barrier was awareness and cost, not appetite.

Solution

A railway-station installation where commuters build a playlist on a giant touchscreen and send it to their phone by SMS to watch offline, no data spent. I designed the concept, UX, and UI from full-scale prototype to the shipped installation, every step built to introduce, guide, and teach.

The YouTube Station kiosk at a Delhi railway platform
Read the full case study
CASE 08Consumer · Craft · Agency

A decade of
consumer craft

  • Walmart+ · Uber · YouTube
  • Cannes · Webby · Shorty
  • Consumer Craft

Problem

A new brief every time, each demanding consumer-grade craft across web, mobile, and physical, often with no team in place to deliver it.

Solution

I directed cross-functional teams from brief to launch at Wunderman Thompson, Ogilvy, and R/GA, and founded the Greater China UX practice from zero. The craft standards and communities I set still run today.

Business Impact

  • 8 awardsCannes · Webby · Shorty · Markies
  • 10pt+ NPSfor Walmart Grocery
  • +8% adoptionMercedes membership
  • 3 RegionsAPAC • NORAM • China
Sizzle reel montage of Vivi Fitriani's consumer design work for global brands including YouTube, Uber, Nike, Walmart, Huawei, and Verizon

Trouble viewing? Watch on YouTube ↗

Read the consumer case studies

About Me

Designer and Leader.

I design AI and UX that earn a person's trust, setting the vision, architecting the ecosystem, crafting the UX, and leading the teams that deliver. Fifteen years from consumer craft to enterprise AI, now @ Meta. American/Indonesian and Singapore PR, Mother of 2 from Boston, MA, currently based in Singapore.

  • Meta

    Staff Product Designer & Group Lead

    Principal for AI Productivity · Agentic Calendar, AI Notes, Enterprise Search, Knowledge · Singapore

    2023–Present
  • Meta

    Product Design Manager & Lead

    Led a team of Product Designers for Spend & Payment Systems · New York

    2021–2023
  • Wunderman Thompson

    Director, Product Design

    Led researchers & designers · Walmart Grocery, AB InBev, Mandarin Oriental, 9/11 Day · New York

    2019–2021
  • Ogilvy

    Head of UX/UI, Greater China

    Founded the practice from zero · Huawei, Mercedes-Benz, MELCO · Hong Kong

    2016–2019
  • R/GA

    Senior Product Designer

    Craftswoman for Uber, YouTube, Astro, Aramex · Singapore

    2014–2016
Education M.F.A., Visual Communication · California State University, Long Beach B.S., Business Administration & B.A., Studio Art (Double Major) · University of California, Riverside
LinkedIn · /in/vivifitriani →