Writing on content design, UX strategy and bilingual systems
Published across content design, marketing and UX communities in Asia and internationally. The pieces below cover what it looks like to build bilingual content systems inside fast-moving brand and digital teams.
Button Events
Using A/B testing to prove the value of content design
A first-hand account of introducing structured A/B testing into Bybit's content workflow: a 7% conversion rate on a rewritten landing page gave product leadership a shared language for why copy decisions matter, and tone preferences varied across markets like Brazil, Japan and Indonesia.
Marketing Interactive
How to build trust in a digital and volatile world
Trust isn't a brand value to declare. It's a product outcome to design. Drawing on experience building content systems at a top-10 crypto exchange during a period of market turbulence, this piece examines how clarity, consistency and tone reduce user anxiety and build long-term credibility.
Content Design London
Bridging cultures in content design
Global content design principles don't translate cleanly into high-context markets like mainland China, Japan and South Korea. This piece breaks down how those cultures process information differently, and why perceptions of a "good" layout differ so sharply between them.
Ditto
Making AI copy human, a content designer's guide
As AI-generated copy becomes standard in the production workflow, so does the risk of shipping output without the nuance and brand alignment that make copy work. Practical techniques for editing and sharpening AI-generated content, with examples from real product contexts.
Ditto
Using a content designer's strengths to lead retrospectives and process improvements
Content designers sit at the intersection of product, marketing, engineering and design, which puts them in a strong position to lead retrospectives and spot systemic workflow issues. This piece reframes the retrospective as a content design opportunity for structuring feedback, surfacing patterns and driving process change.
Ditto
Applying Agile principles to content design
How Agile concepts — asking clarifying questions before committing, value stream mapping, Kanban-style workload discipline, squad-based delegation and continuous retrospectives — help content designers manage unpredictable workloads without sacrificing consistency or burning out the team.
Ditto
How to become a more proactive content designer
Strategies for maintaining content governance and driving continuous improvement in fast-moving product teams, from documenting competitor research early to running separate retrospectives with stakeholders and the copy team.
UX Content Collective
Content design skills to be more proactive
Most content designers start in a reactive position, polishing strings after sign-off. This piece documents a real shift, embedding content designers in the product review stage at Bybit so they could comment directly on Figma files before copy was ever signed off.
UX Content Collective
How to prevent content ops pain points
When content sits at the centre of a product workflow, any blockage cascades into missed deadlines and inconsistent quality. This piece applies Value Stream Mapping and Agile principles to find where a workflow breaks down, drawn from managing a team of 16 writers at a fast-scaling exchange.