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 to solve user and business problems.
I particularly enjoy projects that are strategic, complex and ambiguous in nature.
Content Designer & UX Strategist
Case studies
Select a logo to see how I displayed strategy, craft, influence and stakeholder management at each company
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, 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 and approach to work on Substack.
What I do
Content design
Work with cross-functional teams to design user flows from a content perspective to solve on user and business problems. This includes content audits, content wireframing, facilitating workshops, content testing and IA.
Content strategy
Work with product teams to find opportunities to improve content scalable based on user and business needs. This includes developing content vision, goals, frameworks, content modelling, collaboration models and guidelines.
Creative UX strategy
Work with Brand and Product Marketing to bring brand narratives to life throughout the user journey to create a holistic experience in-and-out of product. This includes crafting narratives, naming, positioning and voice and tone guidelines.
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