I design content systems that determine how products communicate at scale: the workflows, rubrics, taxonomies, and tooling. I’m a writer firstly, and while I’m happy to write strings and run copy experiments, I’m most excited about systems that bring people in, collaboration, and participative content design. I’m big on content testing and love to work on products that actively make people’s lives better.
Right now I'm the sole content designer at Goodnotes in the productivity space. To scale content for a 25M+ MAU app, I architect LLM workflows and skills, design evaluation loops for AI-generated content, and building the prompt standards, taxonomies, and governance tools that let teams maintain quality without bottlenecks. This also gives me time to go deep on projects: I run experiments, collaborate, advocate for users, and build out content advocacy across the org.
Before this, I led content design for AI features at Longbridge (fintech) and built Klook's first consumer-facing AI persona from scratch through designing agent behaviour, tone guardrails, escalation logic, and response patterns. At Klook, I had a dual role as the first in-house user researcher, building the user research function from scratch (with the help of some very scrappy coworkers) and ran 20+ mixed-methods research projects across 10+ markets.
What I bring to teams
I define what an agent says, how it escalates, when it clarifies, and what it refuses. I’ve worked across onboarding, errors, edge cases, and capability boundaries.
I've written the system prompts and reference files that shape model behaviour, including guardrails against anthropomorphism, tone calibration, and structured output formats.
I build terminology systems structured to be machine-readable as well as human-readable. This means content governance docs are part of an LLM and human loop, and don’t just sit in stale documentation.
I've designed and run recurring quality checks on AI-generated language. This includes measuring against documented standards, classifying failures by severity, and tracking what isn't getting fixed.
I build AI workflows that connect Slack, Notion, Claude, n8n, and other scripts, to improve workflows. I’ve also built a skill that runs competitor research and a desktop check for product names, integrated into a cross-functional collaboration workflow.
Experience
2026-Present: Content Designer at Goodnotes
2025: Senior Content Designer at Longbridge
2024-2025: Senior UX Writer (Team Lead) and UX Researcher at Klook
2022-2024: Policy Analyst the Ministry of Defence, Singapore
2022-2023: UX Writing Lead at Oppia
2020-2022: Content Designer and User Researcher at the Ministry of Defence, Singapore
Reach out for: AI content systems · LLM workflow design · content evaluation · agent behaviour design · content strategy · UX writing · user research