PORTFOLIO
PORTFOLIO
XIAOAN CHENG
Content Designer & UX Strategist
I have 7 years of Content Design and UX Writing experience across companies at different levels of Content Design maturity – Grab, Booking.com and Meta.
I particularly enjoy 0-1 innovation projects in complex product spaces where I can work through ambiguous challenges and define a scalable, strategic direction. My background as a creative copywriter at leading agencies means I can connect the gap between UX and creative strategy, acting as the bridge in and out of product experiences.
Open to consultations, collaborations and interesting opportunities
Case studies
Select a logo to see how I displayed strategy, craft and influence at each company. Some case studies are password-protected, contact me for access.
My smorgasbord of experiences equipped me with the tools to develop new work processes and work independently. I’m experienced in working on both 0-1 initiatives and iterative products.
My strengths lie in strategic systems-thinking, navigating ambiguity, content design, stakeholder management and cross-function collaboration.
I was also once an award-winning advertising creative. Creative portfolio available here.
Find me on Substack
I write a newsletter that no one reads about my learnings as an introvert navigating a career in communications on Substack.
What I do
Content design
Work with cross-functional teams to bring experiences to life through content that fits within the user journey and content ecosystem. This includes facilitating workshops, wireframing, taxonomy, developing governance frameworks (i.e. templates, patterns, components) IA, naming, and UI writing.
Content strategy
Work with product teams to find opportunities to improve content based on user and business needs, in a holistic manner for scaled impact. This includes scoping the problem, stakeholder interviews, developing content vision, goals, processes, audits, frameworks, collaboration models and guidelines.
UX strategy
Work with Design to develop high-level planning and direction of experiences across products aligned with business objectives. This includes creating competitor analysis, experience blueprints, identifying opportunities, establishing UX principles and system frameworks and roadmapping.
Work experience
Booking.com
2022 - Now
Senior UX Writer
Meta f.k.a Facebook
2020 - 2022
Senior Content Designer
Grab
2019 - 2020
Senior Content Designer
Nurun
2018 - 2019
Content Experience Designer
Freelance
Before 2018
Senior Copywriter