Singapore
My journey as a simplifier began when a prof told me the world doesn’t need more physicists, but people who can explain what we know. This led to my exploration of different fields from astrophysics to psychology in my goal to understand how people think. In each field, I saw how great ideas often come from a simple curiosity. That is why I went into content design to make things easy as they should be.
As the content designer for Grab's mobility and transport team, I lead the content strategy for Southeast Asia's premier ride-hailing experience, reaching 180 million people.
Established content design foundations for Grab For Business, making it simple for corporate clients to use the Grab app and business portal — through system consistency. Changed Grab's content hand-off process — moved the team away from spreadsheets and created a content annotation library for 100+ product and content designers to hand-off content directly from Figma to localization. Saved 50% time and reduced errors from maintaining content spreadsheets. Elevated content design standards at Grab by introducing a fallback style guide, advocating for accessibility, and building relations with engineering to improve complex content systems and processes.
Simplified finance in the TMRW app across 5 countries — planned UX strategy, facilitated workshops, led content sign-offs, did UX research, and managed content localization. Mentored by Laura Kuisma.
Started the UX writing practice at Aleph by creating the voice and tone guide for Great Eastern, which earned us the bigger project of re-imagining their site’s UX.
Practiced fiction, nonfiction, food writing, travel writing, playwriting, and poetry with award-winning authors. Currently, I write of the strangers I meet around the world, of figure skating, food, and othered men.
One of 12 participants selected for a 16-week program with award-winning playwright Jean Tay. Scripted and directed a scene set in the Mongolian steppes.
Created a collection of scientifically whimsical stories for the museum's 150th anniversary. Learnt how to write for our visitors by observing them in the galleries.