Messaging frameworks
Content design + UX writing
2024-2025 | Klook | Travel, B2C
Building the foundations
Role: Designed and implemented
guidelines for pre-trip messaging andOpenGraph meta tags across all verticals
Cross-functional collaborators: Product, Tech, Business planning teams
Systematizing content design through templates
Why? Style guides are great, but how can we make them more useful and scalable?
Limitation: No design system to integrate into
Solution: Templates based on use cases and scenarios that can be applied across the UI, backed by user research and/or desktop research.
Project 1: Open Graph meta tags
Open graph meta tags are what other users receive when you share a page from an app to other messaging apps. They allow you to specify the title, description, image, and type of content, enhancing visibility and engagement on Facebook, Instagram, Messages, and so on.
My contributions included:
-
Building consistency across all pages, consisting around ~35 open graph meta tags across all platform pages and verticals (hotels, transport, tours etc).
- Working with tech and product to find out what appears for each platform. For example, how does what’s displayed when sharing to WeChat differ from wehn sharing to Telegram or Instagram?
- Guidelines for each messaging app, including emoji use for titles vs. descriptions, what kind of content should each one include for better engagement, and
- Working with the UI designer and business content colleagues to come up with templates for each scenario and to ensure the copy and visuals worked together to create cohesive content. Examples below.
Impact:
Qualitative:
Scalable content templates that can be applied in the future. Easy to update, positive feedback from product and operations teams.
Quantitative: Increated click-throughs.
Project 2: Pre-trip messaging
What is it? Emails, text messages, push notifications. “Pre trip” refers to any notification sent out before a user actually goes on the booking - e.g. stays at the hotel, takes the train, picks up the car, enters the gates at Universal Studios etc.
Content design challenges: Working across
My contributions included:
- Rewriting legacy emails to make them consistent (style, tone, terms) across different touchpoints.
- Working with senior management, product, and business planning teams to simplify the content across scenarios.
- Updated customer service chatbot responses
- Built and maintained a repository of pre-trip emails that could be updated with new use cases.
- Guidelines on tone, voice and style
Examples from the ticket amendment notifications, where some notable I made included simplifying content logic from “amendment” to simply “change” or “cancel”, and simplifying notifications across scenarios to make them immediately clear at first glance.
Impact:
Qualitative:
Scalable content templates that can be applied in the future. Easy to update, positive feedback from product and operations teams, and stronger cross-functional trust.
Quantitative: Reduction in bad reviews and customer inquiries related to ticket cancellation and changes.
Outcomes and lessons
These projects made me really interested in doing more large-scale, complex messaging and notification updates. I found a process that works well for me:
1. Talk to tech, product and business planning teams to find out the lay of the land, different use cases, and legacy content and emails.
2. Understand the notification system the organisation uses, and how notification content can be updated.
3. Map out use cases and scenarios.
4. Hypothesize what could work, then simplify and template-ify.
5. Test content pre-launch, and iterate.
6. Learn from metrics post-launch.