Hello,

I'm Jacqueline.

I'm a writer and editor with 6 years of experience. I started my writing career as a creative copywriter in an advertising agency, then made my jump to become a UX Writer at a unicorn startup company named Traveloka.

As a UX Writer, I love how we always aim to solve user problems and how language can bridge the gap between humans and technology. I considered my sense of empathy as my strongest capital in writing, and in understanding the world.

Work Experience

2021 – current

UX Writer at GovTech Edu

At GovTech Edu, we are building an education superapp to help teachers across Indonesia conducting a more student-centered learning processes. As a UX Writer, my role is to help guide our users, teachers, navigate our app and to communicate how our products can help them in their day-to-day. This serves as a challenge as our users spans across Indonesia, with their own local dialects, age group, and degrees of digital literacy.

2016 – 2021

Senior UX Writer & Copy Editor at Traveloka

Traveloka is a leading tech startup company based in Jakarta, Indonesia, founded in 2012 by ex-Silicon Valley engineers. Traveloka started by offering travel services, but since then has added lifestyle and financial services into its platforms. Today, Traveloka is expanding its reach and has become accessible globally.

As a UX Writer & Copy Editor, my responsibilities include:

Craft clear, concise, and persuasive English copy for Traveloka's sites and app, to help users navigate our products.
Write with both creativity and analytical thinking, through empathy and understanding of user behavior.
Collaborate with the UX Design Team and Product Managers across end-to-end project phases, to ensure delivery of smooth and communicative products that cater to user needs, while achieving the company's business goals.
Collaborate with Visual Designers, UI Developers, and the Engineering team to ensure that the product layout and copy work harmoniously together.
Champion copy as an integral part of the design process from the very start and not to be treated as an afterthought by promoting the importance of language and not letting bad copy let the product down.
Participate in design research as part of producing copy and testing specifications for new copy ideas, in addition to brainstorming, synthesizing, and involvement in design critic sessions.
Create style guides in alignment with the master brand's tone of voice and personality.
Drive and develop cohesive product narratives across multiple platforms (web, app) and touchpoints, with alignment to the brand persona and positioning.
Ensure the same core message is well communicated despite language differences (English, Bahasa Indonesia, Thai, Vietnamese, and Bahasa Malaysia).
Mentor junior copywriters to help maintain copy quality across Traveloka products.

2013 – 2016

Copywriter at MullenLowe Group Indonesia

MullenLowe Group, part of the Interpublic Group of Companies (IPG), is a global integrated marketing communications network with 90+ offices in over 65 locations around the world.

As a Copywriter at MullenLowe, my responsibilities include:

Develop integrated communication campaigns for both national and global brands, incorporating above-the-line (ATL) and below-the-line (BTL) channels, with a focus on copywriting.
Create copy for a wide range of brands, such as FMCGs, automotive, sports, personal care and beauty, media and entertainment, leisure, as well as property developers.
Collaborate with the Creative team, Strategic Planners, Account Managers, as well as third parties, to ensure every element of the campaign works toward solving the clients' needs.
Apply a creative and problem-solving mode of thinking to engage consumers through storytelling.

2012 – 2013

Content Development at Personal Growth

Personal Growth is a psychological counseling and development center. It was established in 2003, offering services such as individual psychological therapy to group training.

Write articles or other media content for magazines, tabloids, websites, and blogs.
Develop content for seminars, talk shows, and training.
Create supporting presentation materials based on the content outline, including the presentation deck, and editing film or audio clips.
Design graphic materials such as bookmarks, event logo, to support project success.
Write and submit project reports.

Education

2008 – 2012

University of Indonesia

Bachelor of Psychology (3.44 GPA)

Critical Reading & Writing

The Jakarta Post Writing Center | November 2019

Contemporary Dance with Yosandy Oey

DANADA Performing Arts Community | November 2019

Beginner Pottery - Intensive Course

Ganara Art Space | May – September 2019

Salihara Acting Class: The Stanislavski Method

Salihara Arts Community | January – April 2019

Musical Lab: Writing a Musical

Jakarta Movement of Inspiration | November 2016

Musical Lab: Producing & Directing a Musical

Jakarta Movement of Inspiration | November 2016

Sharpened Vision: A Poetry Workshop

California Institute of the Arts (Online) | September 2015

Courses & Workshops

Awards

Asia Pacific Advertising Festival 2016

Bronze Award | Best Community Website/Blog

for BUKAN ASAL PASAL Campaign

Citra Pariwara 2015

Silver Award | Digital Category - Online Videos

for BUKAN ASAL PASAL Campaign

Bukan Asal Pasal (Beyond Law Articles) was a campaign made for Indonesia Jentera School of Law, who wanted to recruit new students to become true defenders of justice in a country known for its corrupt justice system.

Created based on the notion that justice is more than black and white, the campaign featured narrative videos presenting two opposing points of view from real legal cases. The videos were posted online, providing freedom for people to voice their opinions.

The campaign not only successfully recruited new students to learn about justice and its nuanced reasoning, but it has also compelled the public to keep an open debate about justice so that law reform in Indonesia continues.

Interests

Musical Theatre Writing TV & Film Dance Pottery

Arts & Culture Travel Design Photography

Recommendations

"During my time working with Jacqueline, I’ve seen a demonstration of a strong work ethic. Her sense of responsibility puts her as a reliable team member who cares about the quality of her work and the team’s. She has showed her talent by pitching in sound ideas and crafting a genuine copy. An enthusiast with a likable nature, I recommend Jacqueline as a resourceful creative advocate."

–Creative Group Head, MullenLowe Indonesia

"Jacqueline's contribution in the product realm is significant. She's the one who has the capability to ensure that the design across all touchpoints is coherent in delivering the satisfying experience that our users deserve. Jacqueline's eye for detail and capability to think in a holistic manner enabled her to help steer the product to a better direction."

–UX Design Lead, Traveloka

"Working with Jacqueline was a bliss as she took full ownership of her work and was detailed about it too. She could assess and filter which information to show and how to show it on the UI wisely so as to not overwhelm users with the complexity of using our product. She was also a strong collaborator, providing her points of view with the team to help us all move forward with the project."

–UX Copy Editor, Traveloka

"In terms of quality of work, Jacqueline provided a good example in how a project should be scoped/how a framework should be created, by grounding it to existing theories. Thus, saving time from iterating new framework from scratches and encourage the team to use correct terms and concepts in daily discussions."

–UX Design Lead, Traveloka

"Jacqueline is a great discussion partner in the team because she has admirably good critical thinking and could spot hidden issues that are (usually) missed by others. She also dares to express her objections and give hard-pill feedback with a well-honed rationale to challenge design specifications or project briefs from stakeholders."

–Interaction Designer, Traveloka