Content design and UX writing
Currently a senior UX writer at Klook. I support all projects 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.
In-app gamification and growth: Klook
- Wrote bright, punchy copy that anchored the game with a unified, cohesive experience
- Designed and conducted user research (qualitative 1-1 interviews), delivering actionable insights to stakeholders
- Collaborated with localisation to ensure copy is culturally appropriate for subsequent launches in APAC markets.
Scalable content structure and information architecture: Klook B2C trains and buses
- I developed a simple content structure that could be replicated across all train/bus products at Klook.
- This was implemented for cancellation policies, ticket types, and seat/carriage types later on.
- Worked closely with cross-functional stakeholders to maintain the consistency across the platform - labels, buttons, product naming etc.
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 :)
- 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
- 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 qualitative user research