Writing
Blog & Articles
Thoughts on UX design, product management, service design, and building digital products that actually work for real people.
How Cognitive Psychology Makes Better UX
Most UX problems don't come from bad design — they come from skipping steps. Exploring how Fogg's Behavior Model, cognitive load theory, and progressive disclosure create delightful digital products.
Service Design in Indonesian Govtech: What Works
After designing for LKPP, Telkom, and INA DIGITAL — here's what I've learned about making government digital services actually usable for 10M+ Indonesians across different tech literacy levels.
AI Product Management in 2025: A PM's Perspective
What does it actually mean to be an AI Product Manager? Beyond the buzzwords — breaking down how AI changes the PM role, what skills matter most, and how I approach building AI-powered products.
61% Retention Boost: Lessons from Redesigning Fintech Onboarding
A behind-the-scenes look at how we improved 7-day retention by 61% — the research process, behavioral design decisions, the mistakes we made, and what actually moved the needle.
Building a Design System from Zero to 200+ Components
The honest story of building a design system from scratch — what worked, what failed, how to get designer-developer collaboration right, and the governance model that actually stuck.
Making Blockchain UX Accessible to Non-Tech Government Users
Blockchain UI is broken for most people. Here's how we simplified decentralized workflows using plain Indonesian language, familiar mental models, and trust-first design.