I strategize, architect, and systematize the language and data behind digital interfaces. Some people call me a content engineer or designer.

Professional photo of Clem Auyeung.

Structures and systems tell stories. Let me help you tell yours.

I help teams intentionally design meaning, language, and structures in digital systems so people can do more useful things with the information they find. I often act as a bridge between UX and content to tell clear stories within software products and websites.

Over 7 years, I’ve helped organizations better communicate with their audiences across industries like finance, education, and government. Most recently, I helped civic tech clients integrate human-centered content practices into their product lifecycle at IntelliBridge and ICF Next. As a content strategist, I led UX projects like launching a website, developing plain language training, and establishing content patterns and principles.

Before this, I worked on chatbots and conversational interfaces at Capital One. As a freelance content strategy and UX consultant, I worked with startups and nonprofits that have never heard of content strategy. In 2017, I received my Master’s in Human Centered Design & Engineering from the University of Washington.

Sounds interesting? Connect with me on LinkedIn.

Why care about designing meaning, language, and structures at all?

Design is not just how something looks. People hire your product or service to get things done.

THE THING™️ people consume in an interface is made up of language patterns, knowledge organization systems, and data structures that all work together to make software work for people. It’s not just pretty visuals. That’s why we need to intentionally design digital systems so they serve up the right content, at the right time, for the right people, and for the right reasons – at scale.

The discipline of content design helps us understand what information people need, what’s getting in their way, and how we can help. Check out the Content Design Manifesto to get a better sense of who we are, how we work, and what we hope to accomplish as a profession!

Do you do marketing?

No, that’s not my focus right now. And this includes content marketing. I do value them as partners on projects, though.

Okay then. What is it like to work with you?

Here are some things that you can expect, no matter the project:

  • Start with clear goals. I ask A LOT of questions so I get a clear picture of what’s known and what needs discovery – and what you really care about.
  • Solve for real human needs and contexts. Really get to know your audience so what you’re building makes sense and actually make their life easier.
  • Co-create with diverse team members. Working across silos ensures that we avoid duplicative efforts, last minute changes, and hidden blindspots.
  • Think in systems but deliver on the details. Design with other touchpoints in mind but then ship the next step.
  • Design the conversation first. Words are cheap and low-risk to prototype with.
  • Find momentum in learning. It’s fun to figure things out together and hone in on what’s working.
  • Let the best ideas win. Best results come from putting egos and organizational politics aside.

I still stand by this quote: “You have the most fun and make the best work with people you like on projects you care about.”

But how can you contribute to my team, exactly?

Here are a few ways I can elevate your team and contribute to its success:

  • Excavating strategic content opportunities to build into a roadmap
  • Developing frameworks and workshops to get clear on the North Star
  • Building shared understanding around messy content and information architecture problems
  • Bridging silos and building alliances across multiple workstreams
  • Scaling practice operations in a sustainable manner
  • Be an outside consultant who brings a fresh pair of eyes to a deadlocked UX issue

Who are you outside of work?

I like to ferment veggies, pet dogs, and train with kettlebells. Cooking with friends is my form of self-care. I enjoy watching my plants grow (and not die, lol). I also advise a nonprofit start-up working on building an online community of LGBTQIA+ mentors and mentees.

Building communities is a great way to meet a lot of wonderful people. Over the years, I’ve volunteered for TEDxMinneapolis, User Experience Professional Association, World Information Architecture Day, World Usability Day, Ashoka, and various UX Meetups. It has been a lot of fun.