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.
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.
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.
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.
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.
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.
Education and experience
May - July 2020 (Content Strategist)
Feb 2018 - April 2020 (UX Researcher and Content Strategist)
MABECS Sdn Bhd
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)
2010 - 2012 (Editor)
Marshall Cavendish Sdn Bhd
Certificate of Problem Space Research (Design Research)
Hello Design Thinking
BA (Hons) English Language
Diploma in Mass Comm (Journalism)
A few words from clients and mentees
Highly efficient wordsmith. She is a pleasure to work with. Holds on to good old values to guide her in her decision making. Truly an amazing person to work with.
It has been incredibly valuable to have someone care about me (who is not my manager), my challenges and well-being, that also follows up on me regularly. I also realise the value of having a reflection partner and sounding board for ideas and frustrations, who gives feedback on how I perceive and interpret the world around me. The mentorship has become an important part of my personal-professional support network.
Pei Ling has helped me map out my team in terms of their growth and development. She is an important sounding board when it comes to discussing designers well-being, recruitment and performance review. For the first year, the mentorship has mainly centred around leadership, as we scoped the programme out that way.
Pei Ling reviews and gives feedback on some of the communication material I produce, and also consults on the framing of messages to the team or to stakeholders. For example, if I need to have a difficult conversation with a team member, we can spend a session talking about how to frame the message best.
Pei Ling has been more like a life coach, a mentor who has been providing wisdom, accompanied by best practices and practical advice that is relevant to my condition at Traveloka. She helps me to identify my blind spots. In this part, I looked deeper into myself and was given a time to reflect on things I would not be able to do on my own. Feedback on my leadership also helps me see both emerging high level and details of improvement areas I need to work on. With this mentoring programme, I get to have a safe space to whom I do not only confide, but also get professional perspectives and inputs that I apply on a day-to-day decision making. Different perspectives, if not multiple, that Pei Ling brought up to add to my approaches toward problems and challenges, have helped me identify growth opportunities in times of hardship.
I saw Pei Ling beyond a meticulous editor with great language skills. As soon as she started working with me in Product Design team, I discovered 2 things. First, it was a joy to discuss with her about people's growth. She helped me understand a Product Copywriter's skills & traits, helping our copywriters grow. Second, it was a joy to collaborate with her on projects! As a conscientious project manager, she never left people behind. She responsibly took everyone to keep up with her plans. In her current role as Design Coordinator, I can see her continue to develop people growing and project management skills. PS: please proofread this text 🙂
Cheryl Ann Felix
I was under Pei Ling's mentorship for 5 months in 2018 as preparation for my role as Design Coordinator in Traveloka Malaysia. Prior to our weekly sessions, Pei Ling had a chat with me to understand areas of growth and learning I needed as a team lead, which then allowed her to prepare a very targeted syllabus for me. The topics were very helpful, ranging from leadership case studies, time management, coaching team members 101, setting effective KPIs, establishing team culture and many others.
Throughout the course of 5 months, she encouraged me to become a leader in my own skin without coming under pressure of the team's past leaders. It was definitely an empowering mentorship which really opened my eyes to how leadership is based on leading with empathy, respect and setting examples.
Thanks Pei Ling for the genuine sharing of knowledge and the keen interest you took to grow me!
We have changed the way we operate our business almost entirely. Before we worked with Pei Ling, there was no brand or content strategy to speak of but since we started working with her, our business decisions are driven by the strategy. Student enrolments increased in 2019 following a complete revamp of brand identity resulting in new marketing collateral, a significantly improved website that sets us apart from our competitors and signing on new clients who have been impressed with our vision for the future.
Anecdotal evidence from clients suggest that after visiting our website they are more likely to choose to work with us over our competitors. We have also seen an increase in enquiries from our website which means our lead generation through the website has improved. The content that has been created as a result of this research has meant that the information available on the MG website is completely different to anything our competitors have produced. The thoughtful research process is creating content that is user led and incredibly rich. I feel in the short term it will help us to grow our client base.
Chin Pei Ling, our chief editor, tirelessly pushed the book to a whole new level with her late-night edits and rewrites, especially for the feature stories of our Top 39 under 39 Global Achievers. Without Pei Ling, there will be no Potential Matrix book to speak of.
For me, Pei Ling’s involvement has been the biggest support I’ve had in venturing into content strategy. Pei Ling acts as someone who provides helicopter view to the team, which has helped each of us to translate our own action items individually or as a team. She makes sure that we always look back to the core strategy that we all have agreed on by asking the right questions or giving feedback objectively and accordingly to the team. She’s the glue that consistently brings us back to the core strategy. In giving feedback, she actively seeks to understand the process and consideration behind any decision/result that has been made before saying something. This is why the whole team never saw her feedback as something that came out of nowhere, because the way she expressed it clearly implied that she understood the overall context, including the execution part (something that some people easily neglect/dismiss when giving feedback).
This is what makes her involvement valuable to the team: she clearly shows that she’s part of the team, someone who’s also in the learning process of understanding Content Strategy & Content Design just like everyone else, empathize with everyone, but also as someone who could give objective and constructive feedback for improvement when necessary and needed. And this is what makes her succeed in establishing herself as someone who’s reliable, has expertise in the field, trusted and respected by the entire team.
Firstly, thank you very much for submitting the Final Manuscript on November 7, 2015, after making several changes requested by us. As we recall, when we started the book project in August 2014, we knew it was not going to be easy. This is because we are fully aware that the whole process is long and it involves researching, interviewing 8 persons, drafting, editing, reviews, revisions and changes, travelling, delays in reviews and in meeting project commitments, etc. However, despite the constraints, working closely with us, you completed the Final Manuscript - a challenge and a significant milestone. Congratulations, you deliver! Thank you.
On looking back, I must say that you manage very well and we appreciate very much your professionalism, high quality output, commitment, hard work, understanding and patience you have shown. Well done, Pei Ling.
While non-technical mentoring is hard enough to conduct and be successful, doing it remotely is on a different level. Pei Ling was able to make it work during our remote mentoring for around one year.
Her patience to respond and passion to explore relevant topics are seemingly limitless to me. She’s able to ask good follow up and non-judgemental questions, skills that will be valuable when she deals with clients or colleagues. She shared knowledge and summarized a book for us regarding Adaptive Leadership. And also enrolled and created mini-course in listening deeply (Indi Young) The timing and content couldn’t be more perfect at the time.
She also tried various methods and exploring technologies to ensure effective remote consultancy session.
Pei Ling's tailored approaches as well as her speed to pick up new skills and her ability to perform in unexplored territories will be a competitive advantage, whether she decides to work with clients or in-house.