Content designer & strategist
Singaporean based in Rotterdam. I believe in thinking slow, moving fast, and designing for scale and longevity. I work autonomously, collaboratively, respectfully.
Outside of work, I rock-climb, read webtoons, discover new music, practice sashiko and resist the urge to buy clothes I don’t need.
Open to curious consultations, interesting opportunities and creative collaborations on anything content related. Particularly interested in topics like art, lifestyle, design, music, the outdoors, health and wellbeing.
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 problem scoping, stakeholder interviews, developing content vision, goals, processes, audits, frameworks, collaboration models, playbooks 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, 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