☀️ dana p
Featured work
 1. Conversational and content design for AI
2. Messaging frameworks
3. Content for complex multi-merchant flows
4. MVP of in-app gamification for growth
5. Generative + evaluative research for tours and transport
6. Simplifying onboarding for non-digitally-native users
7. Visual design
8. Photography projects

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Content for complex multi-merchant flows

Content design
2024 | Klook | Travel, B2C
Building the foundations 
Role: Designed content information architecture and flows for Klook’s trains and buses, which are complex multi-merchant verticals. 
Cross-functional collaborators: Product, Tech, Business planning teams

Contributions:
  • Creating scalable content structures for different train / bus products (e.g. Shinkansen, Eurostar, Taiwan High Speed Rail). 
  • Building and ensuring consistency in meaning across the booking experience.
  • Documenting changes for future use. We continued to use the shared doc for cross-functional collaboration in future iterations. 
  • Fixing legacy issues and content debt.



Content design process 
I worked closely with design, product and commercial stakeholders to improve the content structure so we would be able to use the same template across all products. 

Instead of just rewriting / copyediting the titles, I took a big-picture view of screens, information flow, and the specific requirements of each product. 

On a shared copy doc, I consolidated the commonalities and differences for each product, in order to determine how a common content structure or template could best support this.


I then implemented these commonalities in the content structure of the page 




At the same time, through user research conducted in Australia, UK, EU and US markets, we found that what users pay attention to when deciding which ticket to buy stems less from the details in the ticket guide, but words that highlight the differences between different ticket types. 




Scaling it to other pages
This was the first time that product, design and the business planning teams had worked with a content designer on information architecture and content design. After it worked well, we adopted the same approach for other screens, namely luggage and seat/cabin guides:



Outcomes 
Since launch of the page structure in ~Sep 2024, more information and products have been added to the pages. The template has held and proven to be a useful, constant content structure for all mobility products. 

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