Amelia Hendra
Senior Service Designer @DocuWare
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WORK HISTORY
Senior Service Designer @DocuWare
Munich, DE
DocuWare is a global leader in intelligent content management. Our platform helps businesses of all sizes go paperless by securely storing, organizing, and sharing documents.Since 1988, DocuWare has made work simpler by automating workflows, capturing documents automatically, and using AI for helpful insights. We connect with other business systems to help companies run more efficiently and work smarter.As part of the Product Management & UX teams, I work across departments to improve and simplify the DocuWare end-to-end user experience. My main focus is to identify gaps in operations that can enhance our customer journey easier, helping clients use DocuWare more efficiently.I lead service design projects, conduct co-creation workshops, map customer journeys, and develop service blueprints. I also use customer insights and product data to improve our solutions.
EDUCATION
INTI College
Pre-Diploma in Business Studies with Computing Programme, Business
INSEAD
Executive Programme, Financial Analysis
University of Cambridge
Master's Degree, Master of Philosophy in Education
Raffles Design Institute
Advance Diploma in Visual Communication, Graphic Design
Beijing Language and Culture University
Chinese
McKinsey
Executive Leadership Program Asia
Middlesex University
BA (Hons), Visual Communication (Graphics)
SKILLS
ABOUT AMELIA HENDRA
Amelia is based in Munich, staying connected to the Southeast Asia region, and is open to creative collaboration projects. Since 2019 Amelia led two in-house digital product design teams ranging from three to 200+ designers for eCommerce and Loyalty platforms, namely Traveloka (Jakarta-based) in the travel & leisure sector and DFI Retail Group (Hong Kong-based) in groceries retail.Amelia is also a design leadership mentor - book her time here.Since the early Amelia has accumulated both broad and deep experience in the fields of design and education. Amelia holds a BA (Hons) in Visual Communication from Middlesex University and a Master of Philosophy (MPhil) in Education from the University of Cambridge, UK. She researched the intersection of organisational leadership, culture, and children’s play & wellbeing for her Master\'s thesis.During the nine years of “prototyping”her early design career in Beijing and Shanghai, she wore the hats of a visual communication lecturer, co-founder of a design studio, brand design consultant, project lead at IDEO, and creative director at Kerry Kidz Ltd (China’s first character-building playground).In addition to China, she has lived, worked, and studied in Indonesia, Malaysia, Singapore, England, and now based in Germany. The combination of her life experiences and fluency in English, Indonesian, and Chinese is a key factor in making her a rare designer who can cross-polinate cultural perspectives and global ideas expressed through meaningful design offerings.Amelia\'s projects range between organisational design, curriculum & programme design, spatial & service experiences, physical & digital UX/UI design, and brand & communication design.Her past clients are from the for-profit and not-for-profit sectors, including: 3M, Asian Development Bank (ADB), Baxter, Converse, DBS Bank, Google NBU, Hanwha Solar, HBO, Kerry Properties, Samsung, the Singapore Government, UNDP, UN Pulse Lab, and Volvo.As a human-centred designer and researcher, Amelia believes that a well-thought-out design solution should incorporate the three lenses of technological feasibility, business viability, and user\'s desirability throughout the innovation journey.
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