I can help when…
Customers are abandoning important tasks.
Applications, onboarding, payments or other important journeys aren't working as well as they should. I look at the full journey and talk to customers to understand where they're getting stuck and why.
Support costs are rising.
Customers can't complete tasks or find answers without calling. I use support questions to uncover gaps, then connect the app and support content so more people can solve problems on their own.
Unclear content is creating regulatory risk.
I work with legal and compliance partners to make required information easier to understand, reduce repeated review and prevent avoidable rework.
Your AI content or answers can't be trusted.
I create style guidance, guardrails, prompt libraries and review processes. I also use taxonomy, metadata and content models to improve how information is structured and retrieved.
Your app is growing faster than your content can keep up.
I design content and information systems that are easier to update, reuse, localize and scale.
What I offer
Every engagement starts with understanding where customers are struggling, what those problems are costing the business and what needs to change first.
The Blueprint · $2,000
Find out where your customer experience is costing you.
I evaluate one important customer journey across your app, portal and related support content. Using available support tickets, app reviews, analytics and customer research, I identify:
- Where customers get stuck or leave
- What may be generating avoidable support demand
- Content and structural problems
- Accessibility and compliance concerns
- What your team should fix first
You receive a prioritized plan with specific recommendations in five business days.
If you move on to the Fix Intensive, your $2,000 Blueprint fee is credited toward the price.
Best for teams that have writers or designers who can make the changes but need a clear diagnosis and direction first.
Book a fit callThe Fix Intensive
Fix the experience—not just the wording.
Based on the Blueprint, I work with your product, design, support and compliance teams to redesign the journey and the content systems around it. The work may include the app or portal experience, related support content and the structures and standards your team needs to maintain it.
Every recommendation is grounded in available support tickets, app reviews, analytics and customer research.
Scope and pricing are based on what the Blueprint uncovers. Your $2,000 Blueprint fee is credited toward the price.
Best for teams that want the experience redesigned and written, not just reviewed.
Book a fit callSelected work
Helping small businesses advertise with confidence
Making it easier to ask for help
A clearer system for public health information
Designing a booking platform around trust
Making the mission—and the next step—clear
Capabilities
Information architecture
I organize information so people can find what they need without having to understand how your organization is structured.
- Navigation
- Labeling
- Search and findability
- Taxonomies
- Classification systems
- Content models
- Metadata
Content strategy
I create the structures and standards that help teams produce useful, consistent content at scale.
- Content systems
- Content governance
- Content standards
- Voice and tone
- Content audits
- Content lifecycle planning
Trust, compliance & accessibility
I help teams account for the requirements and risks that shape high-trust products.
- Compliance-informed product content
- Disclosures
- Consent and permission experiences
- Accessibility
- Inclusive language
- Risk-aware communication
Research & diagnosis
I use evidence to understand what is getting in the way and determine what to fix first.
- Usability testing
- Card sorting
- Tree testing
- Content evaluation
- Analytics
- Support-ticket analysis
- Competitive analysis
AI experience strategy
I apply information architecture and content strategy to AI-powered products.
- AI information architecture
- Information retrieval
- Sources and provenance
- System capabilities and limitations
- Uncertainty and error states
- AI content and interaction patterns
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.
Today I'm an information architect and content strategist helping teams make complex digital products easier to navigate, understand, govern, and use. My background in library science, writing, and business gives me a systems-level view: the structure behind an experience, the information people need, the words they encounter, and the constraints that shape the final product. I'm especially interested in how information architecture changes as AI changes the way people search, navigate, and decide.
Clarity is what lets people participate in a system, whether that system is foster care, public health, or their own care.
I live in Austin, Texas, with my husband and our rescue dog, Dolly. When I'm not working with clients, I'm learning analog filmmaking and writing about ethical and sustainable food and travel from a Filipinx Diaspora lens.
Education
- MBA – William Jewell College
- MFA, Creative Writing – Bennington College
- MLIS – San Jose State University
- BA, Sociology – San Francisco State University