"The change that I experienced was on the process of thinking and strategic thinking than crafting something. When I was a fulltime designer, I made more designs, the production of mock-up. Now my focus has shifted to strategic thinking and do a lot of researches that can be applied in my Industry" Gema Wahyudi is a UI / UX Designer at Aleph Labs in Jakarta, who previously worked at one of the biggest retail companies in Jakarta as a marketing manager. He mentioned that branding and new product development became a very important thing in his work. The shift from merely designing to Strategic Thinking Process makes Gema discover new things that helped him to targeting the right message to the right target. According to him, being sensitive has become one of the most important weapons for marketers in a pandemic situation like today. Marketers who are sensitive to the situation and have empathy will find more innovative opportunities which lead to the development of product or campaign that can be easily understood by the consumers.