Content Design
Your product's language creates friction. I redesign the copy across your core flows so customers finish what they came to do, from onboarding to error states to task completion.
Information Architecture
Customers can't find what they need. I restructure navigation, page hierarchy, and labeling so people get to the right place on the first try.
Taxonomies
Your content is hard to organize and harder to maintain. I design classification systems, tagging structures, and metadata so your content scales without becoming a mess.
Content Audits
You don't know what's broken until you look. I evaluate your existing content for clarity, consistency, accuracy, and gaps, then deliver a prioritized roadmap of what to fix first.
SEO
Your content doesn't show up where customers are looking. I align your language with how people actually search so the right pages reach them at the right time.
Voice & Tone
Your product sounds inconsistent or generic. I design voice and tone guidelines that give your team a shared language and your product a clear personality.
Accessible Content
Your content doesn't work for everyone. I design language and structure that meets accessibility standards so no one is excluded from your product.
User Research
You're making content decisions without evidence. I run usability tests, card sorts, and content audits to ground every recommendation in how your customers actually behave.
What I offer
I offer two ways of working together so you can get your customers to their happy path in a way that works for your budget.
The Happy Path Blueprint
Pick one core user task that matters to your business. I map the content across the entire flow and deliver a prioritized fix list showing what's blocking your customers and why, plus a direction for each fix so your team can see what good looks like.
You get a clear picture of what's standing between your customers and a flow they complete with confidence, and a concrete plan to act on.
Delivered in five business days.
If you move on to the Fix Intensive, your $1,000 Blueprint fee is credited toward the price.
Best for teams who have writers or want to DIY but need a clear diagnosis and direction before making changes.
Book a fit callThe Happy Path Fix Intensive
Based on your Blueprint findings, I design and write the content fixes for your core flow and adjacent assets including marketing pages and knowledge base. Every change is grounded in your support tickets, app reviews, analytics, and available user research.
Scope and pricing are based on what the Blueprint uncovers. Your $1,000 Blueprint fee is credited toward the price.
Best for teams who want the content redesigned and written, not just reviewed.
Book a fit callMy case studies
Helping small business owners make better financial decisions
Redesigned the language and navigation paths for Meta's small business advertising tools. When people are spending their own money, ambiguity is not just a UX problem. It is a trust problem. Advertising activity increased 2.8% within two weeks.
Read case study →Making it easier for people to ask for help
People were posting support questions to Reddit instead of Mozilla's own forum because asking a question was too hard. I simplified the flow, wrote empathetic brand content, and made entry points easier to find. Forum submissions increased 400%.
Read case study →Redesigning public health information for millions
Audited content across hundreds of sites, created content models, and trained writers and scientists to make critical health information easier to find and understand for the general public, healthcare providers, and public health professionals.
Read case study →What people say
"In the time I worked with Joni at Meta, she did a great job of balancing a data-driven approach to content with a human-centric approach. Even though her engineering teams focused on the numbers, she always worked to bring the team back to the human problem and remember that at the end of the day we serve people. Numbers need to help tell us if we were successful serving them, not be the whole story."
"Joni was instrumental in our redesign of our support experience, which she laid a large part of the foundation for through her excellent review of the current IA and building a new and better information architecture that was built on user need and opportunities. This foundation ensured that the rest of the work was set up for success."
"Joni was kind, responsive, and knowledgeable. I could always count on her to be a good partner in the content creation process. She was never phased by tight deadlines or ambiguous terrain. I'd welcome the opportunity to work with her again."
About
I was raised by ESL teachers in a refugee settlement in the Philippines. Before working in tech, I helped prospective parents navigate the foster care system in Los Angeles County. Both experiences taught me that access to clear language changes what people can do with their lives. When people can find what they need and understand what it means, they feel empowered to act.
Now I work with purpose-led companies to redesign the product language that creates friction, confusion, and broken trust. I am especially drawn to health tech, care tech, wellness, and fintech, where getting the language wrong affects more than just conversion rates.
I come to this work with a background in sociology, library and information science, creative writing, and business. I think about product design through a lens of empathy, research, storytelling, and strategy. My goal is always the same: help people accomplish what they came to do so they leave feeling capable and confident.
I live in Austin, Texas, with my husband and our rescue dog, Dolly.
- MBA – William Jewell College
- MFA, Creative Writing – Bennington College
- MLIS – San Jose State University
- BA, Sociology – San Francisco State University