About
I never quite picked a lane. Turns out that was the point.
Generalist is not a gap in my CV. It’s the strategy.
Most people end up on one side of the product-engineering line. I never quite got the memo. My career started in graphic design and videography — building visual identities for literacy campaigns, producing event videos for NGOs, creating work that served a real audience rather than just looking good on screen. Then software engineering. Then product. And somewhere along the way I stopped trying to choose between them.
Seven years across design, engineering, and product management — not because I couldn’t specialize, but because the most interesting problems live at the intersections: between strategy and shipping, between a business idea and a live system, between a client with a problem and a team that can actually solve it.
What I actually do
Today I work as a Product Associate at Pi-xcels, a company that focuses building NFC-powered digital receipt technology. I coordinate delivery across engineering teams — writing specifications, facilitating sprint ceremonies, owning QA governance and release readiness, and acting as the bridge between what the business needs and what engineers are building.
I’ve done this across Kanban, Scrum, and Scrumban, adapting process to what the team actually needed rather than what the textbook prescribed. Before transitioning into product, I was a software engineer at the same company — which means I’ve been on both sides of the “why didn’t you write clearer specs?” conversation, and I take that seriously.
On the side, I design and build full-stack digital systems for nonprofits, SMEs, and community organizations. An e-commerce platform for a major fashion publication. An event management system for events with up to 7,000 attendees. A membership tracking platform for a community organization where two previous build attempts had already failed. I start every project by trying to understand why it might fail before writing a single line of code.
Why I write
I speak publicly on AI’s societal impact — for professional audiences, for women-focused organizations, for communities navigating what technology is doing to the way they work and live. And I write about what I learn at this blog, in both English and Indonesian, because ideas should be accessible to the people closest to the problems they’re meant to solve.
The through-line, looking back: identify a real operational problem, design a system around how people actually work, build something they’ll actually use. Whether that’s a fintech platform, a community tracker, or a brand’s digital presence — the instinct is the same.
Based in Makassar, Indonesia. Available for product delivery engagements, freelance builds, and conversations about technology and its human implications.