Yoel Sumitro has spent over 13 years navigating the ever-evolving world of UX, taking on roles in product design, UX research, and design leadership. Along the way, he has helped shape user experiences at global companies like Uber, Adidas, Delivery Hero, Tiket.com, and Bukalapak.

His career spans three continents—North America, Europe, and Asia—where he has driven product innovation and user-centred strategies at scale. In his recent roles as Senior Director, VP, and SVP of Product Design, he has led teams of up to 125 designers, fostering a culture of collaboration, ethical design, and business impact.

A passionate advocate for design justice and participatory research, Yoel has worked to ensure UX benefits underserved communities, from gig workers at Uber to emerging markets in Southeast Asia. His contributions to the Indonesian UX industry are particularly notable—he founded the country’s first UX research conference, championed salary transparency through annual surveys, and curated UX Stories 2024, a magazine highlighting resilience in the industry.

After the past three years designing for food delivery couriers as Senior Director of Product Design at Delivery Hero HQ in Berlin, Yoel decided to step into bigger shoes as CPO at tiket.com, leading the product and design teams. He strives to walk the talk, believing that real impact requires both influence and authority.