Digital Marketing Intern
Jakarta Metropolitan Area – Apr 2021 to Jul 2021

Kulkul Technology: rebranding from day one

Kulkul Technology builds software and offers IT consultancy for other businesses. That meant my first task walking in was turning that pitch into something the firm’s own website actually delivered on. I was handed the rebrand of www.kulkul.tech more or less on day one, along with the job of writing the content that would carry it.

• I spearheaded the rebranding of the firm and implemented the new branding strategy across www.kulkul.tech, writing web content for SEO enhancement.
• I re-launched in-house products including Masrouf, Ngecilin, and Ngescan on the Google Play Store, expanding the firm’s digital footprint and consumer reach.
• I generated approximately IDR 100 million in lead value and increased lead inquiries tenfold through the rebrand and relaunch work.

What a tenfold increase in leads actually took

A tenfold increase in lead inquiries sounds abstract until you are the one watching the inbox change week to week. Most of that came down to unglamorous, compounding work: rewriting page copy so it actually matched what people were searching for, cleaning up product listings that had not been touched in a while, and making sure the site said clearly what Kulkul did instead of assuming visitors would figure it out.

Designing Masrouf as a UI/UX contractor

User Interface & Experience Designer (Contract)
Jul 2021 to Oct 2021

Once the rebrand had momentum, I moved into a more focused contract role designing Masrouf, an in-house budgeting app built for an Arabic-speaking market. This was a different kind of challenge from the marketing work. Instead of writing content, I translated and refined UI/UX for an app that needed to feel native to a language and reading direction I had not designed for by default.

• I engaged in the development of Masrouf, a proprietary mobile application designed for budgetary allocations.
• I formulated comprehensive design guidelines and created the visual assets behind the app.
• I forecast future enhancements and potential strategic expansions, and planned the product roadmap.
• I translated and refined the UI/UX for existing Arabic-language applications.

What right-to-left design taught me

Designing right-to-left interfaces forced me to slow down and question habits I did not know I had: assumptions about where a call-to-action “should” sit, or which direction a progress indicator “naturally” reads.

It is a small example, but it has stuck with me as a reminder. A lot of what feels like universal good design is really just familiarity with one context. That lesson from Kulkul Technology still shapes how I approach product and design work today.