Led a UX Content Strategy and Localization team that strategizes, creates and governs the content in web and mobile user interfaces for consumers, passengers, drivers, merchants and corporate clients in Singapore, Indonesia, Malaysia, Vietnam, Thailand, the Philippines, Myanmar and Cambodia.
• Coached the team to develop their strengths and set clear goals to scale the team from 1 to 16
members in 3 years.
• Strategized app UI copy for multiple verticals (Geo, Transport, Logistics, Payment, Real-Time Communications, Food Deliveries, and Enterprises.).
• Created content style guides and terminology databases to drive a consistent brand voice and standardize localization practices.
• Conducted workshops for cross-functional teams for training and aligning on the tone of voice.
• Improved NPS by revamping content at various touchpoints (onboarding, error messages, payment confirmation, in-app notifications, etc.).
• Drove content strategy, recruit, and train writers and linguists.
• Crafted UI copy in both English and Simplified Chinese.
• Coached the team to effectively articulate content decisions and influence product decisions with a user-centric design mindset.
• Saved localization cost by 30% within 6 months by building a terminology database and an in-house localization team.
• Reduced localization engineering time by 50% by partnering with Engineering to migrate to a new localization software and increase the use of machine-aided human translation.