Flonetta Felling

Flonetta Felling currently serves as the SME Digital Channel Product Manager at hibank Indonesia, where she leverages her extensive background in UI/UX design and product development to drive innovative digital solutions tailored for small and medium enterprises. In this strategic role, Flonetta focuses on developing and enhancing digital features that cater specifically to SME segmentation, ensuring that hibank’s offerings remain competitive and aligned with evolving market needs. Her expertise in conducting comprehensive user research and usability testing allows her to translate complex user insights into intuitive, user-centric product features that improve customer engagement and satisfaction.

A key aspect of her role involves analyzing market trends and competitor products to inform product strategy, enabling hibank to stay ahead in the rapidly changing digital banking landscape. Flonetta actively collaborates with cross-functional teams—including marketing, engineering, and design—to brainstorm innovative solutions and create compelling concept proposals. She excels in facilitating workshops and team meetings using tools like Figma and Miro, fostering a collaborative environment that encourages creative problem-solving and iterative development.

Throughout the product lifecycle, Flonetta meticulously documents product requirements and manages feature development from ideation to implementation. Her skills in UI/UX design, graphic design, and design systems ensure that each digital feature not only meets functional requirements but also delivers a seamless and engaging user experience. Her problem-solving mindset and proficiency in usability testing help identify pain points early, allowing for continuous improvement. By integrating her expertise in UX research and user interface design, Flonetta consistently contributes to hibank’s goal of delivering innovative, user-friendly digital banking solutions that empower SMEs and support their growth in Indonesia’s dynamic financial ecosystem.