Content Strategy & Design
Your product's language creates friction and your content lacks a coherent system behind it. I develop content strategy and 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, and your AI features have nothing reliable to draw from. I restructure navigation, page hierarchy, and labeling so people get to the right place on the first try and your systems have a solid foundation to build on.
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
Two ways to work together: start with a diagnosis to see where your content is creating confusion or risk, then fix what matters most.
The Blueprint
Pick one core flow that matters to your business. I evaluate the content and structure for clarity, compliance risk, accessibility gaps, and anything that could confuse or mislead your customers. You get a prioritized fix list with direction for each change so your team can see what good looks like.
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 before making changes.
Book a fit callThe Fix Intensive
Based on your Blueprint findings, I work with your product, design, and compliance teams to redesign and write the content across your core flow and adjacent assets. 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 the same thing: 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.
That principle guides everything I do now. I focus on healthcare, fintech, and AI, where getting language wrong doesn't just create friction — it can erode trust, expose compliance gaps, or leave people making decisions based on something an AI hallucinated. I work with product and design teams to catch those risks and design content that holds up: for customers, for regulators, and for the long term.
My background is a bit unusual for this field. I have degrees in library science, creative writing, sociology, and business, which means I tend to think about product problems through a mix of systems thinking, narrative design, and strategy. It also means I'm comfortable working across content strategy, content design, information architecture, taxonomy, multilingual UX, and responsible AI — wherever the content needs to be clear, structured, and trustworthy.
I live in Austin, Texas, with my husband and our rescue dog, Dolly. When I'm not working with clients, I'm building a care management app for reactive and special needs dogs, learning analog filmmaking, and writing about travel and food from a Filipinx Diaspora perspective.
- MBA – William Jewell College
- MFA, Creative Writing – Bennington College
- MLIS – San Jose State University
- BA, Sociology – San Francisco State University