PORTFOLIO
PORTFOLIO
XIAOAN CHENG
Content Designer & Strategist
I have content design and product content strategy experience across companies at different maturity levels – Grab, Booking.com and Meta.
I particularly enjoy new product spaces where I can define a scalable, strategic direction from 0-1. My breadth of experience from integrity to loyalty, B2C to enterprise, makes me adaptable across commercial and legally complex, technical product spaces.
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.
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 content journey mapping, 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 problem scoping, content vision, content modelling, taxonomy, 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 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 Copywriter