Helsa Tanaya
About Helsa Tanaya
Helsa Tanaya is a Senior Product Designer at Xendit, where she has contributed to security improvements and product design for the xenPlatform and xenShield teams. With a background in design competitions and various roles in UI/UX design, she has a solid educational foundation in design and illustration.
Work at Xendit
Helsa Tanaya serves as a Senior Product Designer at Xendit since 2020. In this role, she focuses on enhancing security measures, developing policies, and engaging customers to prevent unauthorized transactions. She collaborates with various teams, including Security, Accounts, Customer Support, and multiple product teams to implement product enhancements. Helsa is the main product designer for the xenPlatform and xenShield teams, where she conducts research to improve product activation and adoption rates. She has also initiated new guidelines for UX content writing and documentation for design system principles at Xendit.
Past Work Experience
Helsa Tanaya has a diverse work history in design. She worked at Saatchi & Saatchi as a Designer for four months in 2017. Prior to her current role, she held various positions at Tunaiku, including Lead UI UX Designer from 2019 to 2020 and Senior UI UX Designer from 2018 to 2019. She also worked as a UI UX Designer at Tunaiku from 2017 to 2018. Other notable experiences include roles at Indivara Group, Tribal Worldwide Melbourne, and Uniting Church in Australia. Additionally, she freelanced as a designer and illustrator at Superstar Education in 2014.
Education and Expertise
Helsa Tanaya has a solid educational background in design. She studied at Swinburne University of Technology, where she earned a Bachelor of Design in Digital Media from 2012 to 2015 and a Diploma of Design (Unilink) from 2012 to 2013. She furthered her studies at Melbourne Polytechnic, achieving a Bachelor’s Degree in Illustration from 2015 to 2016. Her academic training supports her expertise in product design, UI/UX, and illustration.
Design Competitions and Recognition
Helsa's work has been recognized in various design competitions. Her past projects have been featured in Creative Quarterly #39, the AGDA Design Awards in the Digital Media category, and Athens Animfest 2015. These recognitions highlight her contributions to the field of design and her commitment to excellence in her work.
Research and Product Development
In her role, Helsa conducts problem discovery research to identify product gaps and assess opportunity costs, segmentation, and trade-offs for feature prioritization. She collaborates with product managers to evaluate customer demands and product-market fit, guiding product direction. Her research efforts aim to enhance overall product performance and user experience.