Product Owner for SiDOMPUL Apps, B2B Sales, Traditional Retail Segments (Digital Channel Touchpoint Intern)
South Jakarta, Indonesia – Feb 2022 to Jun 2022

Product Owner for SiDOMPUL: building for traditional retail

SiDOMPUL is XL Axiata’s digital distribution platform for traditional retail. Think counter pulsa, warung, and angkringan stalls. These small shops still move a huge share of prepaid credit and digital products across Indonesia.

Stepping in as product owner for SiDOMPUL meant balancing two different worlds. Small retail partners needed the app to just work. Internally, the roadmap pushed for constant new features.

• Supported the development and optimization of SiDOMPUL, a digital transformation project on digital product distribution handling daily GMV worth billions of IDR across 50,000+ traditional retail partners (counter pulsa, warung, angkringan). I pushed regular feature updates aligned with business objectives to improve operational efficiency and app reliability.
• I optimized UI/UX, checkout flow, and promotional messaging through A/B testing. I leveraged MoEngage insights and canvasser field data to enhance key features and campaign effectiveness. The app maintained a 4+ star Google Play rating and 300,000 lifetime downloads through a refined product roadmap, a prioritized backlog, and regular competitor analysis.
• I executed due diligence and market research for PPOB initiatives to capitalize on existing chains and user base. I designed and prototyped a supporting marketing web page in line with the product roadmap, plus campaign and promo materials alongside the Growth Hacker team.

Reading two signals at once

Product decisions here came down to reading two very different signals. One was quantitative data from MoEngage and the Play Console. The other was qualitative feedback canvassers brought back from the field.

Retail partners rarely file bug reports the way enterprise users do. Instead, issues show up as a drop in transactions, or a canvasser mentioning something offhand during a store visit. Learning to translate that into a prioritized backlog was the biggest shift in how I approached product work.

Enterprise planning and strategy

Business Relationship Manager (BRM) for Finance & Enterprise Digitalization (Enterprise Planning & Strategy Intern)
Aug 2021 to Jan 2022

Before SiDOMPUL, I spent six months on the other side of the business. I worked inside Enterprise Planning & Strategy, connecting finance and digitalization teams with the architects and developers building on SAP and Power BI. This role centered on keeping over a hundred projects moving without losing sight of what each one was meant to achieve.

• I managed XL Axiata’s Finance and Enterprise Digitalization (Lease, Sourcing, Contract, Facility Management, Financial Accounting, Compliance) project pipelines. I collaborated with Architects, Developers, and the Enterprise Data Management Team to customize and implement Change Requests on SAP and Power BI solutions, aligning projects to Axiata’s LEAP Program KPIs.
• I facilitated high-level planning and requirements gathering for 107 projects, converting user stories into detailed Business Requirement Documents (BRDs) to keep project objectives clear.
• I conducted impact analyses and risk-management assessments using 10+ evaluation parameters for vendor selection, grading, and due diligence. This optimized budget allocation and increased project execution rates with leaner resources.
• I moderated Scrum meetings, sprint reviews, and biweekly planning sessions to resolve blockers and improve cross-departmental collaboration among 7 Group Heads and 15+ Managers.

What 107 projects taught me

By this point I had moved on from being product owner for SiDOMPUL into enterprise planning, and with 107 projects running through the pipeline, the real work wasn’t any single BRD. It was building enough shared understanding across Group Heads and Managers that a change request didn’t get stuck bouncing between departments.

Moderating sprint reviews taught me a simple lesson. Most cross-functional blockers aren’t technical. They’re about people not sharing the same picture of what “done” looks like. That lesson, first learned as product owner for SiDOMPUL, has followed me into every product and data role since.

A third role: bridging Kemdikbud and XL Axiata

Head Tribe for XL Axiata (MSIB Kampus Merdeka)
Apr 2022 to Jun 2022

Alongside the tail end of my product work, I took on a different kind of responsibility. I acted as the liaison between Kemdikbud (Indonesia’s Ministry of Education and Culture) and XL Axiata for the MSIB Kampus Merdeka internship program, representing 108 interns placed across the company.

• I spearheaded the communication linkage between Kemdikbud and XL Axiata for the MSIB Kampus Merdeka program.
• I delivered administrative acumen around payroll and data veracity for 108 interns at XL Axiata.
• I channeled interns’ concerns, issues, and aspirations back into refinements for future iterations of the program.

Being the point of contact for 108 people’s stipends carries a different kind of pressure than shipping a product feature. After all, there’s no A/B test to fall back on if payroll data is wrong. People simply need to get paid correctly and on time.

I didn’t expect to take on this role alongside a product internship. It taught me how much of “operations” work is really about making sure people feel heard when something in the system doesn’t work for them. Being product owner for SiDOMPUL and running intern operations at the same time meant switching mindsets constantly, a habit that carried into later work.