Storyteller in words and design

It started in 2019...

My career path took an unexpected turn. I landed a job at Blibli↗, Indonesia's very own Amazon, not by design, but thanks to a friend who slipped my marketing communications background into the hands of the UX department. Back then, UX was a complete mystery to me.

Fuelled by a healthy dose of pre-interview cramming (books, articles, the whole shebang), I dove headfirst into the world of UX. And surprise, surprise, I landed an internship as a UX writer.

Little did I know, that internship was the gateway to a rabbit hole of fascinating discovery. The collaborative magic of UX captivated me. Designers, researchers, writers, engineers—all working together to solve user problems, each step a new challenge demanding both critical thinking and a creative spark.

Down the UX rabbit hole

As an intern, I quickly learned that writing for UX isn’t about sounding clever—it’s about being clear.

From error messages to onboarding screens, every word carried weight. I realised how tone, structure, and timing could shape the user’s emotional experience. It was less about catchy slogans and more about guiding someone through complexity with empathy and clarity.

That’s when it clicked: UX writing was a form of design—just through language.

My curiosity took over. I devoured UX resources, explored design principles, delved into user research, and even ventured into a front-end software engineering workshop. The deeper I went, the more I learned.

Curiosity that wouldn't sit still

And the more time I spent in cross-functional squads, the more I found myself asking design questions. Not just, “What should this say?” but also “Why is this laid out this way?”

I started sketching ideas and poking around in Figma. Curiosity became something more. I realised I didn’t just want to support the design—I wanted to shape it.

Bridging writing and design

Instead of drawing a hard line between “writer” and “designer,” I embraced both.

I took on projects that let me experiment with wireframes and flows. What surprised me was how natural it felt—as if I’d already been designing all along, just with a different medium.

My writing background gave me a unique edge, bringing a hybrid perspective to every project that blends the nuance of language with the structure of design.