PORTFOLIO
PORTFOLIO
XIAOAN CHENG
Content Designer & Strategist
I have 8+ years of content design and product content strategy experience across companies at different maturity levels – Grab, Booking.com and Meta.
Focused on deep thinking, scalable content design systems and strategies for 0-1 new product development at enterprise level. Experienced in loyalty and integrity product spaces.
My strengths lie in strategic systems-thinking, navigating ambiguous product spaces, and cross-functional collaboration.
Open to opportunities related to content systems architecture in EU or APAC.
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.
I’m particularly interested in the reusability of content.
In this post-AI UX world, I have a deep interest in systems that enable both structure and efficiency, governance and independence.
This covers content architectural topics like structured content, taxonomy, content modelling.
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, based on design philosophy. This includes AI-supported unmoderated user research, content journey mapping, governance frameworks (decision guidance, patterns, components), AI prototyping, informational architecture, 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 problem scoping, content vision, content modelling, taxonomy, audits with AI, frameworks, collaboration models and guidelines.
UX strategy
Work with Design to develop high-level planning and direction of customer-friendly experiences across products aligned with business objectives. This includes competitor analysis, service blueprints, proactive proposals, UX principles, 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 Creative Copywriter