SELECTED WORK
TRAVEL GUIDES
The ranking problem wasn't a ranking problem
2 → 172 visits/day
AI SEARCH PILOT
The smartest move was sounding less smart
UX • 2023
Longer, more
specific queries
↗
AUTO-ISSUE FLIGHT RESCHEDULE
Closing the loop before the user has to ask
UX • 2025
5 min → <1 min
↗
More case studies soon!
7+ years across product, brand, and editorial — Traveloka, Assemblr, LINE Webtoon. The title said writer, but the work's always the thinking underneath.




