Content designer & strategist
Singaporean based in Rotterdam, for now. I believe in thinking deeply, moving fast, failing cheaply and designing for scale.
I work autonomously, collaboratively, respectfully, and get energised by projects that challenge the status quo.
I’ve been currently diving deep down the fascinating rabbit hole of content architecture.
Open to opportunities related to content systems architecture in EU or APAC.
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