Building a Product-Driven Culture at Indonesia’s AI Pioneer

Nodeflux is an AI company, specializing in computer vision solutions that address challenges across multiple industries. As one of Indonesia's pioneering AI startups, we drive the nation's technological advancement through innovative and impactful solutions.

We have empowered thousands of CCTVs nationwide with AI-driven analytics, such as facial recognition, license plate recognition, vehicle counting, crowd estimation, and object & brand detection. With versatile deployment options—on-premise, cloud-based, and hybrid (on-edge)—we’ve served a diverse clientele, including the National Police, Smart City Governments, and industry leaders such as Gojek, Samsung Electronics, and HM Sampoerna.

I joined Nodeflux as employee #37 and witnessed its evolution from a software house to a cutting-edge tech-product company. I took on multiple roles along the way— from AI Research Scientist to Group Product Manager, becoming the company's first Product Lead.

Under my leadership, Nodeflux transformed into a product-driven company, with an empowered product team I built and led from the ground up; growing it to 13 members of PMs, designers, and product marketers, all while reporting product strategies and performances directly to the C-levels. Together, we streamlined discovery & development processes and positioned the company for growth.

Impact

Together with my team streamlined discovery & development processes. Our core analytics offering grew from 6 analytics to 19 analytics components.

Deployment options also increase, from originally 1 deployment option(on-premise) to 3 options: On-premise, cloud-based, and hybrid (on-edge).

This development positioned the company for growth with 3 different offerings.

Public Safety

Empower thousands of CCTVs connected to the National Police’s Command Centers

Smart City

Optimizes urban living through Vision AI technology. See project on Jakarta & Bandung city

Retail Analytics

Provides insights for store management on customer behaviors, partnered with Samsung Electronic Indonesia & HM Sampoerna

Recognition

Partner of NVIDIA

Nodeflux is official partner of NVIDIA-Metropolis Software Partner Program (MSPP)

No. 1 in Indonesia

Nodeflux ranked 25th globally and 1st in Indonesia for facial recognition performance the National Institute of Standards and Technology (NIST) (2019)

Win 1st place

Nodeflux win 1st place in Startup World Cup Regional (2019)

Area of Contribution

AI Research Scientist

I began my journey by leading a key project with Gojek to create real-time competitive benchmarking. This included detecting and classifying ride-hailing bikes from platforms (e.g., Gojek, Grab, Uber) across Jakarta using CCTV cameras. I was also tasked to enhance the model to identify whether drivers were carrying passengers—an innovation that pushed detection models to new heights.

Product Leader

Under my leadership, Nodeflux transformed into a product-driven company, with an empowered product team I built and led from the ground up; growing it to 13 members of PMs, designers, and product marketers, all while reporting product strategies and performances directly to the C-levels.

We began as a software house, delivering custom AI solutions primarily for government clients, offering analytics like facial recognition, vehicle counting, and crowd estimation, all deployed on-premise.

As the company set its sights on transitioning to a product-based company, I transitioned into their first Product Manager, thanks to my knowledge of AI and Agile methodologies.

My mission was to standardize the company’s offerings into scalable, ready-to-use solutions that could serve a broader client base.