PORTFOLIO
PORTFOLIO
XIAOAN CHENG
I have over 5 years of Content Design and UX Writing experience across companies at different levels of UX maturity – an agency, startup and FAANG. Combined with 7 years as a creative copywriter, I bring brands to life through digital products by utilising my skills in UX and creative strategy to solve user and business problems.
I particularly enjoy 0-1 projects that are strategic, complex and ambiguous in nature. Open to consultations, collaborations and interesting opportunities
Content Designer & UX Strategist
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 my own processes and work independently. I’m experienced in working on 0-1 initiatives and iterative products.
My strengths lie in strategic systems-thinking, integrating brand with product, stakeholder management and 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 design user-friendly experiences, from a content perspective, that’s legally compliant and meets accessibility standards. This includes content audits, content wire-framing, facilitating workshops, content testing and IA.
Content strategy
Work with product teams to find opportunities to improve content based on user and business needs, in a holistic, scalable manner. This includes developing content vision, goals, processes, frameworks, content modelling, collaboration models and guidelines.
Creative strategy in UX
Work with Brand and Product Marketing to bring brand narratives to life throughout the journey to create a holistic experience in-and-out of product. This includes crafting narratives, naming, positioning, messaging, Voice & Tone guidelines, application in product.
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