Somia means lifting up
to a higher level.

It is easy to solve an immediate customer problem, but there might be an oversight on its root cause. Together with you, we help find your customers’ real needs, and build solutions that solve it.

  • We discover the root cause before jumping to solution

    Although it may seem faster to solve a customer problem right away, you may lose the opportunity to target the real needs if you don't understand the root cause. We discover insights about your customers, business, and technology, to ensure our solutions are highly relevant and actionable.

  • We put the customer at the center of everything we do

    Good customer experience will drive higher loyalty to the brand. In helping companies deliver good experiences, we involve the target customers closely in our process, through customer research, personas, co-creation, and user testing. We believe this is key to great customer experience.

  • We help you transform into a better one

    We use the customer and business insights and help transform your existing solutions to deliver better experiences. This can happen in different ways, from defining high level strategy, designing the experiences, training in-house capabilities, to shaping the organization culture.

Somia Fact

Days helping brands making experience that people love

The Somians


Ketut Sulistyawati

Director, Principal Consultant

Sulis has over 15 years of experience in User Research, Strategy and Design. She received her Bachelor degree in Product Design and PhD in Human Factors from Nanyang Technological University, Singapore. She has consulted international clients on product, digital to service experiences.

Beyond the above

Sulis has a dog who owns her. She wants to discipline him but would shower him with hugs two seconds after scolding him.


Tan Chin Chin

Director, Principal Consultant

Chin Chin graduated from Queensland University of Technology, Australia. Throughout her design career in the past 20 years, her primary focus and interest has evolved from a pure product-based user interaction design to a 360 user experience that spans from product to user interaction to retail design.

Beyond the above

Chin is slave to her two cats. When she is not working, she is serving them by being their play thing and serving them food.


Matthew Green

Principal Consultant

A 20 year veteran UX professional, Matthew spans the role of UX manager, designer, and developer balancing of not just what should be done from a user and business perspective, but what is practical technically. Matthew holds a BA from Oberlin college and graduate studies in Interactive Design and Game Development from Savannah College of Art + Design.

Beyond the above

Outside his work Matthew loves to dance around his house or draw with his two lovely daughters.


Uka Q.A.P.

Senior Consultant, Interaction Design

Coming from graphic design background, Uka is drawn into user experience field due to his long interest in how the human mind works. Uka completed his magister degree in Design at ITB, with previously studied Visual Communication Design majoring in Advertising at the same Institution.

Beyond the above

Uka has been trying to establish communication with cats since he was studying, with little response from the felines though. But he keeps trying!


Dono Firman

Senior Consultant, Research & Strategy

Dono earned his degree in Industrial Engineering from Parahyangan University in Bandung, Indonesia, and Audio Engineering in London, UK. He did a Master degree in Strategic Design in Politecnico di Milano, Italy. Having a diverse and multidisciplinary background brings unique perspectives to his ways to solve problems. 

Beyond the above

Dono senses sound as important as images and words to heighten memorable experiences. He occasionally composes sound for motion pictures.


Fri Rasyidi

Senior Consultant, Interaction Design

Fri spent the last 6 years working as UI/UX Designer and Product Manager, helping startups, NGO, and government solve their problems. As a business management graduate from Institute Technology of Bandung, Fri is able to see both the customer and business’ perspective and use them as leverage to benefit both parties. Prior to Somia, he worked as a Product Manager of HappyFresh.

Beyond the above

Fri uses pseudonym “Fri JaketMerah” (RedJacket Fri) and wears a red jacket when commuting with online transport so that he can be easily spotted by the driver.


Mateus Situmorang

Consultant, Interaction Design

After graduated from Visual Communication Design, ITB, Mateus spent 4 years in design agency, NGO and media, providing different exposure to enrich his point of views. His interest in social development brought him to Rote Ndao, NTT, to teach children for a year with Indonesia Mengajar. Mateus previously worked at kumparan.com as creative designer, responsible for brand identity and creative direction.

Beyond the above

Any time on the weekend, you can find Mateus sketching around museums and parks.


Andrea Stefanny

Consultant, User Research

Dea graduated from the University of California, Los Angeles (UCLA) with psychology major. With high curiosity on human behavior and social interaction, coupled with research experience from her undergraduate study, Dea is now going deep into learning about human interaction and its impacts on the design of products and everyday things. She previously worked at a financial technology startup DOKU. 

Beyond the above

In between “coffee break”, you will find Dea at supermarket and wondering around the yoghurt isle choosing between plain flavors from different brands



Nathaniel Orlandy

Consultant, Product Design

Earned his Degree from ITB in Industrial Design,  Nathan had research experiences from his past product development projects such as from Casio Electronics development project, NGO, and his previous work as Internet Assessor. He is eager to explore further how things work and interacts while working on the design research projects.

Beyond the above

Often felt disappointed with haircuts, Nathan decided to keep his hair long. Now, he is reconsidering it as long hair needs even more treatment and grooming.


Anindya Fitriyanti

Consultant, Service & Space Design

Anin has a master degree in Product Service System Design from Politecnico di Milano, and bachelor and professional degree in architecture. During her master study she also joined a parallel multidisciplinary program called Alta Scuola Politecnica and has various experiences such as designer in residence in Cube Design Museum – Kerkrade, researcher in Polimi DESIS Lab (Design for Sustainability and Social Innovation) and worked with Indonesian Trade Promotion Center, Milan.

Beyond the above

Anin sets reminder for her everything she needs to do, from important things like paying credit card to fribble things such as reminder to bring her racket to play badminton.


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