Vida Asrina Dhulst

Vida Asrina Dhulst is an accomplished design leader with extensive experience in experience design and service design across various industries. Currently serving as the Head of Experience Design at Endeavour Group, Vida Asrina has successfully grown a team from two to 55 members, encompassing service, UX, and UI designers, along with specialists. Recognized as the UX Leader of the Year in the 2021 Women in Digital awards, Vida Asrina is a human-centered design practitioner with a solid academic background, including roles as an academic tutor at the University of Technology Sydney. Previous positions include Service Design Manager at Woolworths Group and Service Design Lead at Telstra, demonstrating a strong commitment to enhancing customer experience and fostering innovative solutions. With a foundation in social enterprise as a co-founder of Kupi Culture, Vida Asrina combines design expertise with a passion for social impact, supported by degrees in Architecture from the University of Technology Sydney and Universitas Syiah Kuala.