Product content designer & UX strategist
Singaporean living in the Netherlands. I believe in finding the right balance, whether it’s about work and life or business and UX. I’m values-driven, and enjoy working autonomously but collaboratively.
Outside of work, I rock climb, read webtoons, discover new music, try turn my cat into a pet influencer, and write about my cooking experiments.
Open to curious consultations, interesting opportunities and creative collaborations. Especially topics like art, design, music, the outdoors, health and wellbeing.
What I do
Content design
Work with cross-functional teams to design user flows from a content perspective based on user needs. This includes content audits, content wireframing, facilitating workshops, content testing and IA.
Content strategy
Work with product teams to find opportunities to create and improve content at scale. This includes developing content vision, goals, frameworks, 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