Visual of a journey map of a user's first week onboarding and using Jomanity.

Design strategy for social wellness app

A social app start-up looking to elevate not exploit humanity

Company: Jomanity

Role: Experience Strategist


Online platforms and social media are not conducive to productive growth-oriented conversations between strangers. There is a lack of online spaces that offer a positive environment for people to engage with.


Help client develop voice, tone, and type of content that will encourage users to engage with the app.

Target users

Busy growth-minded adults looking to make meaningful connections with people who hold diverse points of view.


I was brought onto this project to help begin developing a content strategy for Jomanity. During user research, I found that users were not keen on extended mobile-phone use but were open to occasional emails or texts. That led me to create a multi-touchpoint journey map to showcase the different ways a user could potentially engage with the social platform.

My role in this project was around validating the information architecture and content strategy within the app. Some of the initial research was conducted as a team and then used to split off between overall platform strategy, interaction design, and content strategy.  

Screenshot of first client meeting with Sarita Parikh, Co-CEO of Jomanity.

Testing current information architecture

I conducted a remote card sorting activity to test the current app navigation in order to get a better understanding of how potential users grouped content & categorized information. This helped narrow the way potential users would understand the hierarchy of information and navigate within the app.


  • Content contained vague language and needs to be more specific.
  • Some users felt like there were too many buzz "hippy" in the card sort activity which led me to examine the language being used.
An animated GIF of a research participants doing a card sorting activity where they move cards with certain words or phrases into self-created categories.

Site map and navigation

I conducted a content audit on the Jomanity beta app navigation to try to understand why users were having trouble navigating through the app during beta testing.

I found that there was a mix of nouns and verbs in the apps navigation that didn’t encourage active participation. After studying the insights from the card sort and tree testing with research participants, I recommended a site map that emphasizes active participation vs passive spectatorship to align more with the product goals.

A messy image of my work synthesizing the research into the content and information hierarchy for the app.
A proposed solution for the app's site map that incorporates active verbs over passive nouns or verbs.

Clarifying the user journey

I developed a user journey map that reiterates this idea of the user taking action steps towards their goals.

The journey map was a zoomed in view of the user’s first week using the Jomanity app based on the research and interviews conducted with research participants.

Visual of a journey map of a user's first week onboarding and using Jomanity.

Onboarding user flow

I created an on-boarding user flow in order to illustrate the immersive on-boarding experience that mirrored that of their involvement in the app.

One of the ways that we would encourage adoption is having the user opt-in to platform communications whether its through email, text, web-based, or app.

From there, the app would direct them to the Connect page that allows the user to browse Jomanity groups and join ones that are currently open.

Example of an onboarding user flow for Jomanity.

Content guidelines for the platform

I used a variation on triad testing to compare content voice and tone with academic vs conversational content around “getting outside your head” as a mindfulness technique.


  • Users were interested in conversational content with the peer-reviewed backing of academic content.
  • Users are not interested in spending a ton of time reading within Jomanity because of the inundation of information around self-care and mental health.
  • Users wanted to have action items that will help them achieve their growth goals and keep them accountable, instead.
Screenshot of a research session in which I conducted a variation of triad testing to compare voice of content.


  • With that, I provided the client with content guidelines around voice and tone as well as length.

Direction for community content

Users felt it was important for Jomanity’s community space to not be a free-for-all or a super restrictive space either. Because Jomanity is in the early stages of creating the community platform, it was important to provide some overall guidelines to direct the Rules of Engagement for the community space and provide some examples of other organizations doing it really well such as Tatiana Mac’s Self Defined project & HmntyCntrd.

If you'd like to learn more about my work on this project, shoot me an email.