Your product's language creates friction.
I develop content strategy and redesign the copy across your core flows — from onboarding to error states to task completion — so customers finish what they came to do.
Customers can't find what they need.
I restructure navigation, hierarchy, and labeling through information architecture so people get to the right place on the first try — and your systems have a solid foundation to build on.
Your content is hard to organize and harder to maintain.
I design taxonomies, classification systems, and metadata so your content scales without becoming a mess.
You don't know what's broken until you look.
I audit your existing content for clarity, consistency, accuracy, and gaps, then deliver a prioritized roadmap of what to fix first.
Your content doesn't show up where people are looking.
I align your language with how people actually search so the right pages reach them at the right time.
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.
Your content doesn't work for everyone.
I design language and structure that meets accessibility standards so no one is excluded from your product.
You're making content decisions without evidence.
I run usability tests, card sorts, and content evaluations to ground every recommendation in how your customers actually behave.
What I offer
Every engagement starts with understanding what your customers are struggling with and how to match that with your organization's goals.
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 $2,000 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 $2,000 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 content strategy and navigation 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 and information architecture 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.
That principle guides everything I do now. I work with healthcare, fintech, and mission-driven organizations to make complex digital products easier to understand and easier to use. My background in library science, writing, and business gives me a big picture, systems-thinking approach to content.
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 lens.
- MBA – William Jewell College
- MFA, Creative Writing – Bennington College
- MLIS – San Jose State University
- BA, Sociology – San Francisco State University