The document provides a summary of Edwin Muhammad's work experience as a senior UX writer. It outlines his roles at Traveloka, where he started as a content writer and progressed to lead story copywriter, and at Gojek, where he currently works as a senior UX writer focused on their payment product, Go-Pay. Key responsibilities included managing teams, crafting marketing campaigns, and conducting user research to inform product development.

1. [ P O R T F O L I O ]
E D W I N M O H A M M A D
S E N I O R U X W R I T E R

2. A month after graduation, I moved to Traveloka.

3. Lead Story Copywriter
Managed a team of 8 Story Copywriters,
formulated workflows and gave
leadership talks about alignment, best
practices, tone and voice, writing
guideline to regional offices across
Southeast Asia.
Content Writer
Wrote promotion articles about
attractions, hotel and airline reviews etc.
First time learned about SEO
optimization.
Story Copywriter
Crafted big ideas for product campaigns
and narrowed them to numerous
marketing channels i.e. newsletters,
advertorials, banners, social media ads
and videos, billboards, push
notifications, car branding etc.
S U M M A R Y
a t T R A V E L O K A

4. A R T I C L E S
First couple of months at Traveloka.
Note that all of them are in Google Docs format because I
couldn’t find the advertorial links.
Traveloka Hotel Booking Makes Traveling
Easier - https://bit.ly/2wRiQCq
5 Reasons You Should Move from Desktop to
Apps for Flight Booking - http://bit.ly/2wQZMEb
Lombok Gili Islands, the Best for Yoga
Enthusiasts - http://bit.ly/2vpzXuG
5 Hotel dengan Faktor “WOW” di Singapore -
http://bit.ly/2wmHpnu
Royal Brunei Airlines - http://bit.ly/2wmM3SJ
Trigana Air - http://bit.ly/2wgDJp0

5. I was assigned to craft the copy for the entire search, book & pay
flow of Traveloka Flight and translate them into Indonesian.

6. Some months later, I became a Story Copywriter.
Things changed – from macro to micro-sized copy.

7. In case you’re not familiar with Story Copywriter, it’s just
another name for Copywriter. Concepts for ads.

8. Long story short, my daily activities
revolved mainly on simplifying
complexed business strategies
from the marketing team into
engaging, audience-centric
storytelling.
*Setting: campaign meeting room*
Marketing Guy 1: Through this
campaign, we want everyone to know
that, with Traveloka, they can start an
adventure. Turkey, Vienna, Mother
Russia, you name it.
Marketing Guy 2: Exactly, we want
them to know that it’s affordable too.
That the booking is easy, that our app is
dependable.
Marketing Guy 3: Yeah yeah, but we
don’t want them to use our app only
because of promos, this campaign has
to cater those who are seeking
convenience. This campaign has to
convert them to become loyal.
Me: Copy that, so we want them to
know that it is “Traveloka first, then the
world”.

9. Scriptwriting for Traveloka’s first video on YouTube about
introducing their app.

10. P R O M O T I O N B A N N E R
What’s the story?
Why keep many credit cards to book holidays or business trips, when you only need one
from Standard Chartered with countless discounts all around the world?

11. What’s the story?
You’re back to work. Yet you’re still recovering from last weekend fever. Clearly, you hate Monday.
But what if you can wake up to a wide-selection of discounts every Monday? It could just be your
favorite day, ever! Stopy hating Monday. be ProMonday.
P R O M O T I O N B A N N E R

12. What’s the story?
You’re in love with your career and you’ve pulled long nights to reach perfect. But you know,
there’s more to life than work. And it certainly isn’t around your cubicle. Think about it… Don’t you
think it is about time you reward, pat yourself on the back, and travel harder this time? Because,
well, you earn it.
P R O M O T I O N B A N N E R

13. Fast forward over a year, I became the Lead Story
Copywriter. I was onto something different.

14. My job was centered in team management, and not design
executions – at least no longer the top priority.

15. I managed 8 Story Copywriters coming from ad agencies, news
media, NGO, and overseas graduates.
My focus was to ensure that every piece of content delivered to
audience was at maximum quality.

16. I took initiatives by providing them with best practices, creative workshops,
benchmarking analyses, and also encouraged them to do their own user research.

17. Find out more
How to contribute
You’ll earn coints and
rewarded
Later you can redeem
your coins to enjoy our
trip vouchers.
Submit your article
for our review
After you register, click
on “write article” and
submit your piece.
We’ll publish your
article after review
If your article meets our
guideline, we’ll publish it
on our blog.
One example that I was proud of was creating Traveloka Blog Community. We
allowed contributors to share their stories which increased views over 100%.

18. After 3 years at Traveloka, I was offered a job as a
Senior UX Writer at GOJEK.

19. UX Writer (Manager)
Took my own initiatives to establish
more efficient workflows, hiring for
copywriters for GOJEK in Vietnam and
Thailand, proposed the team and
Engineers to start using Crowdin
(localization management platform) for
better and faster execution.
Senior UX Writer
Worked on GO-PAY (GOJEK core
payment product) and was the only UX
writer. Conducted research, wrote the
copy, and QA-ed all the features
together with Product Managers,
Product and Interaction Designers,
Researchers, and Engineers.
S U M M A R Y
a t G O J E K

20. As a UX Writer for GO-PAY
GO-PAY is GOJEK’s core payment. It’s built to gain loyalty and user experience by enhancing payment speed,
managing expenses, providing exclusive offers. In a nutshell, this is how it looks like.

21. F I R S T
P R O J E C T
Entering GOJEK, my first
project was working on
GO-PAY KYC.
This is a feature aimed for users to upgrade
their GO-PAY account so they can unlock all
the benefits of using GO-PAY, such as
transfer to friends, withdraw money, and
increase balance limit.

22. As a UX Writer, I am a designer...
Therefore it was important that I involve early into a project. However I wasn’t, at first. All the reasons I created a
workflow for the GO-PAY team (see next page) so that PM, Developers, and Product Designers know that I must
join their discussions from the beginning.

23. Crafting ReviewingResearch QA
Dev + Ops
meetings
Business
meetings
Design
meetings
No UX writers With UX writers
Engineering + Product + Design Creative
No UX writers
QA

24. Crafting ReviewingResearch QA
Dev + Ops
meetings
Business
meetings
Design
meetings
With UX writers With UX writers
Engineering + Product + Design Creative
With UX writers
QA

25. Read more stories on my Medium.