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Notable projects with a focus on
process and impact.

01/BTS Experience on Gojek app

Designed a delightful and practical experience for customers, especially BTS's fans around Southeast Asia when using Gojek.

— Highlight

It became one of the factors that helped Global Search stream achieved the all-time high Search Success Rate.

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02/Content design to triple the number of GoFood PLUS subscribers

How content design helped shape the user experience and drive conversions.

— Highlight

We reached half-a-million subscribers in Dec 2023 and set a memorable milestone for the company.

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03/Crafting head-turning copy: How I designed triggering ads for Traveloka

Boosting app install rate with behavior-based copy that leveraging user habits & ad locations.

— Highlight

Elevated Traveloka's brand awareness through increased online presence and discussions.

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04/Story Lab cookbook: A marketing campaign with a twist

A pinch of horror, a dash of humor, and a whole lot of rewards: How we made Traveloka Rewards video campaign with a refreshing twist.

— Highlight

We launched the Traveloka Rewards program in an expected way.

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05/Localization: Nhào nặn ngôn từ trên GoFood cho người Việt

Localize (Bản địa hoá nội dung) là một chiến lược quan trọng giúp cho ứng dụng Gojek trở nên thân thiện và dễ sử dụng hơn với người dùng tại thị trường Việt Nam

— Highlight

App Gojek nhận được phản hồi tốt về mặt UX writing từ người dùng Việt và cộng đồng UX Design Việt Nam.

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06/Quick Actions Feature – Gojek

I led the content design for a new feature that allowed users to reorder their most frequent Gojek transactions in a single tap, turning a 6-step flow into a frictionless experience. My work spanned strategy, naming, writing, and validation across food delivery, transport, and logistics services.

— Highlight

Impact: 23K+ daily bookings · 70% faster reorder time

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07/Repositioning Vietcetera: From Expat Voice to Media for Young Vietnamese

Expats out. Gen Z in. We did the content strategy transformation that helped Vietcetera go local, go bold, and go viral—with fresh voice, better structure, and a team that could finally scale the magic.

— Highlight

✅ Adopted across editorial and branded content teams <br>✅ Increased variety, clarity, and reader relevance <br>✅ Writers reported stronger confidence and creative alignment

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