A product feels confusing
Customers hesitate, abandon a task, or contact support because something in the experience is unclear.
I help teams understand where people get stuck and redesign the language and structure so the experience makes sense.
You are launching something new
A new feature or product needs to explain itself quickly.
I design the language and information architecture so customers understand what it does and how it helps them.
Your product involves important decisions
Health, financial, and care products often involve stress or uncertainty.
I design language and structure that help people feel informed, safe, and confident using what you have built.
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
I'll review your product's core flow and record a Loom walkthrough identifying the top three places where language or structure is causing customers to hesitate, drop off, or reach out for support. You will also receive a one-page summary doc your team can use to prioritize and act on the findings.
No materials needed from you. I work directly from your live product.
The result is a Blueprint that gives you a clear picture of where people get stuck and what to fix first, so your team can make changes that lead to more customers completing the flow, less time on support, and a product experience they trust.
Delivered in five business days.
If you move on to the Fix Intensive, your $500 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 your marketing pages and knowledge base. I draw on your support tickets, app reviews, analytics, and any available user research to make sure every change is grounded in how your customers actually experience the product.
Delivered in one concentrated week. Your review team has three business days to submit consolidated feedback. Final edits delivered within two business days.
Total engagement: three weeks from kickoff to final delivery. Your $500 Blueprint fee is credited toward the price.
Three weeks, start to finish.
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