Gaddafi is a Malaysian product design leader with 13+ years of experience at consumer-facing companies like Setel, Fave, Kaodim, and REV Asia.
At Setel, he scaled the design team from ~5 to 20+ designers, built the design operations from scratch, and steered product strategy across fintech, retail, and mobility offerings
In 2024, he founded Instance.design—a boutique design studio supporting founders and agencies to transform product concepts into modern, user-centric designs
The portfolio is minimalist: full case studies are available upon request, positioning the site as an invitation to collaborate rather than a public showcase.
