01 / PREPOSITIONS
English, with cotton candy.
A familiar object gives an abstract language concept a visual context. The action helps carry the explanation.
Watch on Instagram ↗CONTENT STRATEGY · AUDIENCE RESEARCH · CREATIVE EXECUTION
Audience insight.
Creative instinct.
Content that
connects.
I’m Anna. I study Linguistics and Digital Media & Communication at UC Berkeley, with a minor in Cognitive Science. Growing up in New Zealand while raised in a Chinese family taught me the value of perspective. I've learnt that my work starts with listening: how people tell their stories, what problems they bring up, where they hesitate, and what they need next.
SELECTED WORK / AIRLEARN3 VIDEOS
English, with
a little personality.
Three ways to make language learning memorable: visual explanations, playful nicknames, and unexpected vocabulary.
Inside the content strategy ↗Research → Script → Produce → Iterate
30M+organic viewsAcross my Airlearn content work
700+ / 20+survey responses / interviewsIGN audience research project
200K+followersMy personal-channel audience
AIRLEARN / THREE SELECTED VIDEOS
A little personality. A lot to learn.
Three examples from my Airlearn content work. Explore the full case study ↗
02 / WORDPLAY
Nicknames, with a wink.
A recognizable social scenario and inventive phrasing turn wordplay into a repeatable entertainment format.
Watch on Instagram ↗03 / VOCABULARY
A few very long words.
Unusual vocabulary provides a natural curiosity hook, with pronunciation as part of the entertainment.
Watch on Instagram ↗SELECTED WORK
The audience comes first.
A selection of content, research, and campaigns—with my contribution and the evidence behind each result.
IGN · APM MUSIC · ANOTHER PLANET
Listen.Look closer.Consumer research for entertainment brands
01 / AUDIENCE INSIGHT
Research that informs the next decision.
From survey responses and interviews to recommendations for content, creators, and audience engagement.
Explore the research ↗MY PERSONAL CHANNELS
A familiar voice.An unexpected turn.200K+ followers · @your_asianmum
02 / CREATOR STRATEGY
Build a voice people recognize.
A recurring “Asian mum” persona brings cultural storytelling, encouragement, and comedy together.
Explore the creative work ↗PERFORMANCE CONTENT / TURBO AI
Test a hook. Learn from the response.
8M+ organic views and a 150% increase in video engagement, supported by performance analysis and A/B testing.
View the experience ↗COMMUNITY / CAL WUSHU & YHWH
Give people a reason to join in.
Recruitment content, community building, and a giveaway designed to encourage participation.
See campaign examples ↗DIVAFLO / CUSTOMER DISCOVERY & VALUE PROPOSITION
From “track my cycle”
to “help me plan my day.”
DivaFlo is my menstrual wellness concept, combining cycle tracking with personalized, TCM-inspired guidance for food, movement, and rest.
Five exploratory interviews with college women helped me identify a need beyond predictions: practical guidance for everyday preparation. I translated those needs into an empathy map, value proposition, and interactive prototype, then used two think-aloud sessions to refine how people find their personalized plan.
Student concept · Exploratory research · Research, positioning, and storytelling
Explore the audience need and proposition ↗View the full product case study ↗
CURRENT WORK
Projects in progress
e.l.f. · Democratizing access
Assessing an access barrier and where e.l.f. could make a credible, focused contribution.
California Academy of Sciences
Exploring visitors’ motivations and barriers, and what could bring them back to familiar exhibits.
THE PERSON BEHIND THE WORK
Curiosity doesn’t
stay at a desk.
My background spans languages, New Zealand wushu, stunt performance, and Chinese artistic traditions. Those experiences shape what I notice and how I tell a story.
Get to know me ↗