Hello, I’m

Pei Ling

Problem Space Researcher, Content Strategist, Mentor


Why hire me for your next project?

I help organisations develop their content strategy by first understanding the purposes of people whom they want to support. I do this by applying the problem space research method by Indi Young, with the final output of an opportunity map - also known as a Mental Model Diagram.

Through the unbiased, bottom up research results - I collaborate with organisations to map opportunities together as a team so that the opportunities are owned by the entire org rather than just the "content team" or "marketing team".

I also conduct workshops to guide teams in performing the above, if they prefer to do the research or strategy on their own. Personal, one-to-one coaching sessions are also available via Calendly.

Visit medium.com/@peilingchin for my latest writings on leadership, empathy, and growing people. 

Discover MY


The following skills are a culmination of my 10 years of professional work experience, combining my technical skills in writing with my strategic skills in developing empathy, design thinking, hands-on leadership and problem space research.

Content Strategy

Everyone's jumping on the social media bandwagon. But are your 'users' really there? Discover how to get your content out there to the right people, at the right place and at just the right time.

Website Content

Creating website content is not just about writing a few articles. It starts with discovering your audience's purposes and making sure your content will support their purposes. UX writing and content writing begin after the discovery phase. Find out more.

Problem Space Research

Many businesses make the mistake of heading straight into UX research when they have not even conducted foundational research to understand the purposes of their potential audience. Discover how research can be evergreen and cost less in the long run.

One-to-One Coaching

Individuals and orgs have engaged me for leadership coaching, empathy development, content strategy coaching, content writing coaching, sparring partner for a particular leadership challenge and more. Book my time on Calendly to get started.

Business Writing

Developing your internal content engine or just need to get an important thought leadership content out? I can help as I did with MDeC, Traveloka, Lazada, MABECS, The Star, Media Mice and more.

Training & Workshops

Don't need the help because you have an in-house team? I can be a fresh pair of eyes to your content ecosystem or team culture. I conduct workshops on content strategy, problem space research and developing empathy as individuals and as teams.

for the record

Education and experience

May - July 2020 (Content Strategist)

Renoir Consulting

Feb 2018 - April 2020 (UX Researcher and Content Strategist)


2018-2020 (Leadership Mentor & Content Strategy Consultant)

Traveloka Indonesia (HQ)

2016 - 2017 (Design Lead)

Traveloka Malaysia & Singapore

2015 - 2016 (Content Editor & Regional UX Editor)

Traveloka Malaysia & Singapore

2012 -2015 (Founder, Lead Writer and Editor)

Word Espress

2010 - 2012 (Editor)

Marshall Cavendish Sdn Bhd

2019 - 2020
Indi Young's Advanced Training for Problem Space Research

Certificate of Problem Space Research (Design Research)

University of the Arts London

Design Management

Online Short Course

Hello Design Thinking

Online course
2007 - 2010
Universiti Tunku Abdul Rahman

BA (Hons) English Language

2005 - 2007

Diploma in Mass Comm (Journalism)


A few words from clients and mentees

My latest