Felicia Sugiarta

Product Manager

INFO

CONTACT

GeoComply

GeoComply

Led comprehensive website re-strcutring, solidifying GeoComply's market leadership.
Led comprehensive website re-strcutring, solidifying GeoComply's market leadership.

Product Strategy

Stakeholder Management

User Research

UX/UI Design

Data Analysis

Product Operations + Digital Designer

Product Operations + Digital Designer

GeoComply

GeoComply

Web Desktop & Mobile

Web Desktop & Mobile

client

Geocomply

Geocomply

tYPE

Web Desktop & Mobile

Web Desktop & Mobile

ROLE

Product Manager +
Digital Designer

Product Manager +
Digital Designer

TOOLS

Jira, Google Analytics, Figma, Microsoft Excel, Adobe Creative Suite

Jira, Google Analytics, Figma, Microsoft Excel, Adobe Creative Suite

THE OUTCOME

Transformed GeoComply's outdated website into a high-performing digital asset, increasing user engagement by 167% (surpassing industry benchmarks) and boosting qualified lead generation by 6%, solidifying our market leadership in anti-fraud solutions in 4 months.

Transformed GeoComply's outdated website into a high-performing digital asset, increasing user engagement by 167% (surpassing industry benchmarks) and boosting qualified lead generation by 6%, solidifying our market leadership in anti-fraud solutions in 4 months.

Transformed GeoComply's outdated website into a high-performing digital asset, increasing user engagement by 167% (surpassing industry benchmarks) and boosting qualified lead generation by 6%, solidifying our market leadership in anti-fraud solutions in 4 months.

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Designing for different type of screens (responsiveness)

Designing for different type of screens (responsiveness)

The PRODUCT

GeoComply’s website is the company’s main digital front door—crucial for generating leads, building trust, and educating customers. With 41K+ monthly users, it plays a vital role in positioning GeoComply as a leader in anti-fraud and compliance solutions.

GeoComply’s website is the company’s main digital front door—crucial for generating leads, building trust, and educating customers. With 41K+ monthly users, it plays a vital role in positioning GeoComply as a leader in anti-fraud and compliance solutions.

GeoComply’s website is the company’s main digital front door—crucial for generating leads, building trust, and educating customers. With 41K+ monthly users, it plays a vital role in positioning GeoComply as a leader in anti-fraud and compliance solutions.

The Challenge

While our technology had grown, the website hadn’t kept pace. Engagement time was 62% below industry benchmarks, and the bounce rate was 4% higher than average—clear signs we were losing user interest fast. The challenge was to transform it from a confusing maze into an intuitive, high-converting digital storefront.

While our technology had grown, the website hadn’t kept pace. Engagement time was 62% below industry benchmarks, and the bounce rate was 4% higher than average—clear signs we were losing user interest fast. The challenge was to transform it from a confusing maze into an intuitive, high-converting digital storefront.

While our technology had grown, the website hadn’t kept pace. Engagement time was 62% below industry benchmarks, and the bounce rate was 4% higher than average—clear signs we were losing user interest fast. The challenge was to transform it from a confusing maze into an intuitive, high-converting digital storefront.

The Goal

To update the website to reflect GeoComply's expanded position as an anti-fraud leader, ensuring it effectively supported our business objectives and delivered a modern, intuitive user experience.

To update the website to reflect GeoComply's expanded position as an anti-fraud leader, ensuring it effectively supported our business objectives and delivered a modern, intuitive user experience.

To update the website to reflect GeoComply's expanded position as an anti-fraud leader, ensuring it effectively supported our business objectives and delivered a modern, intuitive user experience.

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Different type of

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Elements from our digital experience

MY APPROACH

My strategy focused on a user-first approach to create a modern, intuitive, and high-converting platform. This wasn't just about aesthetics; it was about driving measurable business outcomes.

Key Success Metrics (KPIs):

  • Increase overall user engagement time (to exceed industry average).

  • Decrease the overall website bounce rate (to below industry average).

  • Increase premium subscription conversions.

  • Increase qualified lead generation via contact form submissions.

My strategy focused on a user-first approach to create a modern, intuitive, and high-converting platform. This wasn't just about aesthetics; it was about driving measurable business outcomes.

Key Success Metrics (KPIs):

  • Increase overall user engagement time (to exceed industry average).

  • Decrease the overall website bounce rate (to below industry average).

  • Increase premium subscription conversions.

  • Increase qualified lead generation via contact form submissions.

My strategy focused on a user-first approach to create a modern, intuitive, and high-converting platform. This wasn't just about aesthetics; it was about driving measurable business outcomes.

Key Success Metrics (KPIs):

  • Increase overall user engagement time (to exceed industry average).

  • Decrease the overall website bounce rate (to below industry average).

  • Increase premium subscription conversions.

  • Increase qualified lead generation via contact form submissions.

MY CONTRIBUTION

I led this initiative end-to-end, from problem identification to launch, securing leadership buy-in with a data-backed business case. I collaborated closely with Marketing, Product, and Development to align goals and drive execution. My key contributions included

I led this initiative end-to-end, from problem identification to launch, securing leadership buy-in with a data-backed business case. I collaborated closely with Marketing, Product, and Development to align goals and drive execution. My key contributions included

I led this initiative end-to-end, from problem identification to launch, securing leadership buy-in with a data-backed business case. I collaborated closely with Marketing, Product, and Development to align goals and drive execution. My key contributions included

Agile Delivery & Vendor Management

Ran weekly sprints with our third-party agency, managing backlog, timelines, and delivery across design and development using Jira

Feature Prioritization

Synthesized insights from 20+ stakeholder interviews and 50+ Google Analytics data points to prioritize high-impact features

Innovation & Problem Solving

Proactively conducted a site health audit and built a business case to leadership; introduced scalable content systems and modular design blocks that improved cross-team efficiency and future-proofed the platform

User-Centered Design Leadership

Translated product goals into intuitive Figma prototypes; built a scalable design system and handoff documentation for seamless dev implementation

Technical Deployment & QA Oversight

Partnered with developers to implement and QA the new WordPress build—ensuring strong performance, accessibility, and visual fidelity

Feature Validation & Iteration

Led A/B testing on content and UI components to validate assumptions, measure impact, and guide iterative improvements post-launch.

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(NEW) Design Systems documents that I spearheaded from 0 — button section

(NEW) Design Systems documents that I spearheaded from 0 — button section

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(NEW) Design Systems documents that I spearheaded from 0 — colour section

(NEW) Design Systems documents that I spearheaded from 0 — colour section

METRICS

  • Achieved a 167% increase in overall user engagement (exceeding the industry average by 2%) 

  • Decreased the overall website bounce rate to 20% 

  • Drove a 12% increase in premium subscription conversions

  • Increased qualified lead generation via contact form submissions by 6%

  • Achieved a 167% increase in overall user engagement (exceeding the industry average by 2%) 

  • Decreased the overall website bounce rate to 20% 

  • Drove a 12% increase in premium subscription conversions

  • Increased qualified lead generation via contact form submissions by 6%

Key Learnings

  • Learned to run Agile ceremonies across distributed and external teams

  • Built a strong business case using data and stakeholder input to gain leadership buy-in

  • Validated design assumptions with users to drive smart, budget-conscious iteration

  • Learned to run Agile ceremonies across distributed and external teams

  • Built a strong business case using data and stakeholder input to gain leadership buy-in

  • Validated design assumptions with users to drive smart, budget-conscious iteration

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Final screens for our innovative self-serve kiosk

Final screens for our innovative self-serve kiosk

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Self-serve kiosk is live on our booth!

Self-serve kiosk is live on our booth!

You made it to the end! Gold star for you ⭐

Thanks for reading and for being part of my growth! ◡̈

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