"Nearly 12 years of professional writing experience"

sounds like a real boastful thing to say – but well, I do have that ;)

Principal UX Writer at Govtech Edu Indonesia

Lead UX Writer at Halodoc

Senior UX Writer at Style Theory

Content Specialist at Caption Hospitality

Present

2022

2020

2019

2017

2016

2012

Freelance Content Writer

UX Writer at Traveloka

Professional Journey

Present
2022
Principal UX Writer
Personal Reflection
Working at GovTech Edu has been one of the most rewarding experiences of my career. Applying my tech expertise to the public sector feels incredibly impactful, especially in shaping the future of higher education in Indonesia. This role has also allowed me to draw on my political science background, giving me access to unreleased policies and a firsthand look at how regulations are crafted and implemented. It's been both eye-opening and deeply fulfilling.
Principal Writer
Most Remarkable Project
SISTER Foundational Research – In early 2023, our team took over the development of SISTER, a management platform for Indonesia’s Ministry of Education. We conducted foundational research to uncover user pain points, providing a baseline for prioritizing improvements in functionality and user experience. We discovered that users had become accustomed to a subpar experience – laggy performance, confusing flows, and unclear communication had been normalized. While this presented opportunities for quick wins, it also tested our team’s ability to prioritize, given how much needed fixing.
Govtech Edu
Concept testing to a university in Makassar
Field research to a university in Surabaya
Facilitated platform training for SISTER
Facilitated platform training for PDDikti
2022
2020
2021
Senior UX Writer
Lead UX Writer
Appreciation post from my Design Lead, Soumya Biswas, for conducting a successful Tonal Guideline workshop in 2020
Facilitated workflow workshop for Design and Research team in Halodoc
Personal Reflection
Working at Halodoc was one of the most interesting and impactful experiences of my career. Joining at the start of the pandemic, I saw how technology became essential in navigating such a challenging time. What made it personal for me was contributing to a platform that helped people access critical healthcare services at the the height of the pandemic.
Most Remarkable Project
Insurance Linking – In 2021, Halodoc launched an initiative to simplify how users linked their insurance policies for Halodoc services. The challenge was translating complex insurance policies into clear, user-friendly language while ensuring even users unfamiliar with insurance could navigate the feature easily. It pushed me to balance user experience with legal requirements, resulting in a seamless service that bridged the gap between insurance providers and healthcare users.
Principal Writer
Halodoc
2020
2019
Senior UX Writer
Personal Reflection
With a background in the travel industry, this role offered a fresh challenge, allowing me to test my skills in an entirely new environment. I learned to shape content that supported both the digital and logistical aspects of the clothing rental service, making the transition to the fashion industry an exciting learning curve. Collaborating with a talented multinational team, especially the Singapore office, made the experience even more rewarding as I adapted to new challenges and contributed to the company’s growth.
Principal Writer
Most Remarkable Project
Style Theory On Demand Naming Workshop – Collaborating closely with the Singapore team, I flew to the Style Theory HQ to lead the workshop, marking my first in-person meeting with the entire team. It was an incredibly fun experience, as I incorporated valuable insights from my Singaporean colleagues, who brought fresh perspectives due to their different cultural backgrounds. The session was well-received and I received a lot of positive feedback for how effectively it was conducted.
Style Theory
Conducted product naming workshop with Singapore office
Feedback from the workshop participants
2019
2017
UX Writer
Personal Reflection
Traveloka was where my journey into UX Writing truly began, opening the door to the UX world. The fast-paced environment accelerated my growth in areas like localization, design research and facilitation – skills that have been essential to my career since. It was an invaluable experience that shaped my approach as a UX Writer and communication designer.
Principal Writer
Most Remarkable Project
Naming Workshop for Alternative Accommodation (AA) – This initiative was personally meaningful because it was my first time spearheading a project that involved multiple functions within the team, including product management, marketing, and branding. What made this project even more memorable was that it introduced me to the synthesis process – a step I grew to love. It took me back to my childhood hobby of reading detective novels, where I would piece together clues and connect the dots.
Traveloka
Together with the UX Writers team in Traveloka
Options for Alternative Accommodation name
Led synthesis process for naming workshop
Brainstorm session for naming workshop
2017
2016
Content Specialist
Personal Reflection
Caption Hospitality holds a special place in my career as a stepping stone that shaped my path forward. Though hired as a Content Specialist, my role quickly expanded beyond the title – I worked on software copy, helped craft client contracts, and explored different areas of the business. This variety gave me my first exposure to software development and taught me to adapt and appreciate the fluid, dynamic nature of startup life.
Principal Writer
Most Remarkable Project
Hotel Aggregator Linking – What made this project stand out was the opportunity to conduct field research with our hotel clients, gathering their feedback on the feature, especially in terms of communication and copy. This hands-on experience, my first in field research, expanded my understanding of design and research. Although it went beyond my role as a Content Specialist, it inspired me to dive deeper into this area in future roles.
Caption Hospitality
Caption Hospitality team at an outing in Yogyakarta
Me in 2016
2016
2012
Freelance Content Writer
Personal Reflection
While studying at Universitas Gadjah Mada, I took on part-time work as a Content Writer for companies like Indowriter and Pluswriter. It was my first taste of professional writing, where I produced SEO-driven articles on many topics, including architecture, interior design, hobbies, regional politics and geopolitics. This time in my life wasn’t just about honing my writing skills – it also gave me the financial stability I needed to get through college.

Looking back, the experience really shaped me. Writing had always been a huge part of my life, but it had been more about self-expression and passion. Working as a content writer showed me what it meant to write professionally and gave me the ability to adapt my voice for different audiences and industries. It was a turning point, setting the stage for the career I’ve built since then.
Principal Writer
Freelance