dana p

Content design and UX research 


Currently a senior UX writer at Klook. I support end-to-end content and research across B2C/B2B platforms, foundation (assets, payments etc), and verticals (attractions, tours, transport etc).  

Previous experience: Oppia (edtech), Sean's Legacy (non-profit, LGBTQIA+), Ribbit Network (IoT) and government.

This is a no-frills version of my portfolio. Please contact me for details / case studies that I’m not able to share here. 


Content design + UX research 







Introducing users to GenAI features for travel: Klook B2C

  • Conducted 2 qualitative studies over a 3-month period focused on user’s needs before booking, and consequent perceptions of AI features (helpful, intrusive etc). 

  • Wrote copy for 2 GenAI features and incorporated insights from this qualitative user research   

  • Iterated on copy / content that was found to be lacking through user research 





    Content design

     

    1 -  Content design system (Password protected)

    2 - Standardisation, localisation, and consistency: UX writing style guides

    • Having primarily worked in small UX writing or content design teams and in 0-1 environments, I’ve created and maintained style guides for a number of content teams, each with a different focus
    • Focus on templates, useful examples, and style guides as a living, changeable set of guidelines rather than rules :)


    Onboarding for non-English native and non-digitally-native students and teachers: Oppia

    • Oppia Android app: launched in English and Brazillian Portuguese, with 100K+ downloads on the Google Play Store.
    • Reducing cognitive load through progressive disclosure
    • Contributing to user research plan and implementing feedback through UX content improvements 


         
        Klook Customer Support Chatbot 2.0

        • Contributed to the design and development of the Klook support chatbot’s voice and personality in May-Jun 2024 

        • Involved in information flows and disclosures during the UX design process 

        • Led content governance projects to audit legacy strings from the previous chatbots, helping ot simplify and clean up cancellation reasons, refund reasons, and other buttons/options on the chatbot around Sep-Oct 2024 

        • Ensured that the chatbot’s content and voice is consistent with other service recovery touchpoints on the platform, e.g. email, voice 

        • Conducted qualitative 1-1 interviews about chatbot experience in Nov 2024, and implemented insights into subsequent iterations to chatbot content. 




        UX research


        Without a user research team at Klook, I’m building the user research practice and ops from 0-1, conducting workshops, and delivering insights for product, business, and design teams to refine features and drive product innovation. Through cross-cultural analysis, my work has provided insight into 10+ markets in just the first 9 months. 

        I’m versatile and skilled in both qualitative and quantitative methods, and employ a range of methods, including moderated and unmoderated usability tests, focus group discussions, surveys, tree tests and card sorts, 5-second tests, and interviews.

        I provided actionable insights about user behaviour and culture that had a direct impact on product, design, marketing and business strategy. My insights have included exploration the problem space and pain points, user stories, thematic analysis, and mental models. I’ve conducted workshops on research and for product/design brainstorming.

          ^ User interviews at the Klook Travel Fest Singapore, Oct 2024
          ^ Research booth at the Klook Travel Fest Sydney, Nov 2024 

          Some of the impact from my research insights:
          • Shaped the UX and content strategy for new GenAI features
            • Led a workshop for PM, business teams, and designers to ideate on GenAI 
          • Directly influenced business priorities as well as product and design decisions for a tour listing page revamp (launched Q1 2025) 
          • Impacted localisation strategies
          • Shaped the the naming and categorisation of travel interests on Klook’s platform
          • Influenced understanding of needs and behaviour of potential / new users and lost buyers 

          Some of my research ops related impact:
          I’ve developed research ops from 0 to 1, while leading end-to-end research (from screening to delivering insights) with existing users (10+ markets in APAC), non-users in new markets (Europe / Americas / ANZ).
          • Built up management and business interest in user research and strengthen the user research culture within Klook 
          • Developed a research pipeline for product and business teams, as well as a prioritisation matrix to assess which projects are worth taking up. 
          • Advised business teams on customer surveys, becoming the go-to person for research sense-checking.